80-20 Marketing: Making More from the Top by Losing Less at the Bottom
by David Tscherne

You probably know that about 80% of your profits will come from the top 20% of your customers. But did you know that 80% of your losses will come from the 20% of customers at the bottom. And it’s these very losses that prevent companies from maximizing their best customers. Now you can predict your customers' buying behavior in advance.

The secret is RFM Analysis, which is a marketing technique that uses the Recency, Frequency, and Monetary Value of customers to predict whether or not they are likely to buy again. Armed with this new information, your company can shift its marketing effort away from money-losers in order to focus it on money-makers. The result: increased sales, decreased marketing cost, and much more profit.

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Growing your business doesn't have to be difficult or expensive. These simple, cost-effective ideas are designed to help you increase your sales and profit, without draining your budget.

There's a good chance that your business is making a number of these costly marketing mistakes. By simply eliminating them from your marketing you will automatically make more money from your business.

Marketing in the New CRM Arena

The purpose of any CRM marketing initiative must be to enhance the contribution of customers to the company's financial performance by combining skilled staff, best practices, efficient processes and appropriate technology.

Marketing Strategy: 7 Steps To Market Segmentation
by Otilia Otlacan

Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as "all teenagers are rebels", "all elderly women buy the same cosmetics brands" and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

Nobody likes to cold call. Okay, very few people that I know like to cold call looking for clients. For those of you that fit that description, I have some good news. Stop it. Don't cold call ever again. Instead, let other people do it for you by systematically generating all the referrals you can handle.

The 3 Cs of Effective Marketing
by Julie Chance

Complicated definitions of marketing abound. However, when you think about what you are trying to achieve through your marketing activities, it is simply changing and then maintaining the behavior of your target market. You want to change their behavior from not buying your product or service to buying it and then you want to maintain that behavior.

The 10 Cornerstone Principles of Marketing
by Catherine Franz

There are four parts to a marketing system and they rest on ten cornerstones. Marketing results are only as powerful as your marketing systems. To build your marketing system you need to be able to do four things: attract, convert, leverage and retain. With these four accomplishments and the practice of the 10 Cornerstone Principles of Marketing, success will come.

Every business should have programs operating to promote repeat business from existing customers. Every business should also have systems in place to produce referrals from existing customers, prospects and contacts. However, the volume of business you can generate from these two sources is limited by the number of customers you have and contacts you know. Plus, you have very little control over the flow of business generated by these sources.

This report is intended to help small to mid-sized companies and entrepreneurs enhance their understanding of direct marketing generally and of direct mail in particular. To help you identify "Direct's" unique dynamics. To understand what it is and what it isn't. To learn how it works and how to put it to work more effectively.

There's More to ROI than Meets the Eye
by Joy Gendusa

People often look at marketing ROI in terms of response rate. This is wrong thinking. When it comes to marketing ROI, you have to measure campaign costs vs the profits generated to determine the Return on Investment. Response rate is irrelevant - are you're making a profit?

23 Tips For Creating Business-To-Business Mailings That Work
by Robert Bly

When writing B-to-B copy, assume that your product is the last thing on the reader's mind. He or she may never have given a second thought to problems, issues, technology, and competitive products that you worry about every day.

Until an organization actually acts on data, a Web analytics initiative's return on investment (ROI) is zero. Web analytics's most important element, acting on the data, is also the part organizations struggle with the most. Here are ten common stumbling points in becoming a data-driven organization and some solutions that frequently help overcome them.

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