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‘Customer-centric’ no longer just refers to a marketing strategy—it’s a whole economy. It’s a way of thinking. Customer expectations and demands on enterprises have never been so high, or so personal—especially for SaaS companies who are at the forefront of both

Microsoft and the CMO Council recently released a whitepaper suggesting that marketers are moving away from digital campaign metrics (e.g. clicks, views) and beginning to invest more resources on metrics related to financial performance and business outcomes. It also offers

Written by Lori Carr from Lori Carr & Associates. Customer engagement and retention marketing is an uncommon but very promising approach for creating customer value and enhanced profits while preserving existing revenues. Connecting with current customers using customer-centric, data-driven approaches to

Email outreach plays a significant role in lifecycle marketing. It is extremely effective for developing new relationships and nurturing existing ones - what makes or breaks it, though, is the messaging. Contrary to popular belief, it's not the frequency that

Reading Fergus Gloster's post on Marketo's blog got me thinking how Lifecycle marketing has dramatically evolved lately. Fergus states that Marketing Qualified Leads (MQL) won't turn into Sales Qualified Leads (SQL) by themselves - this phase can't be automated and requires