Customer Speak – A Marketing Blog from Bridgz Marketing Group

Understand Your Customers Better: Four Tips From Caterpillar by bridgzvan
June 13, 2012, 9:27 am
Filed under: Customer Rules, Marketing Theory

Today’s post comes from Bridgz Director of Business Analytics and Insight, Tim Altierand originally appeared on Marketing Profs.

Your marketing efforts are more successful when you focus on the customer—not the product—even when you sell machines large enough to move mountains.Cat Blog

When heavy-equipment manufacturer Caterpillar began selling smaller-scale machines to the landscape, construction, and agriculture markets, the company made a strategic decision to sharpen its customer-centric focus.

“Traditionally, Cat and our dealers personally know the buyers for our large-scale equipment,” says Connie LaFlamme, Cat’s marketing consultant for its Building & Construction Products Group in Cary, NC. “But for our equipment sized for use by small to medium construction firms, landscapers, and agricultural producers, we found that we had to stretch to find the right communication channels and messaging because of the expansive customer universe and a tougher competitive environment.”

LaFlamme and marketing consultant Stephanie Hetzel chose to work with Minneapolis-based Bridgz Marketing Group because our stock in trade is helping clients use data to connect directly to their customers’ feelings, attitudes, and buying intentions. The firm specializes in customer-centric marketing that builds the bridge between client and customer.

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6 Steps to Successful Behavioral-Based Trigger Marketing by bridgzvan
May 31, 2012, 10:14 am
Filed under: Marketing Theory

Today’s post comes from Bridgz Engagement Strategist, Andrea Krohnberg, and originally appeared on iMedia Connection.

It’s the marketer’s dream — delivering the most relevant message to the willing customer, at the right time, via the right channel. Achieving that dream requires a profound understanding of your customers and the capability to tailor marketing campaigns to fit their lives.

But it can be done — through behavioral-based trigger marketing. Fundamentally, trigger marketing means communicating with customers at preplanned points in time. These communications aren’t driven by dates on the marketing calendar. Rather, the customer decides when a communication occurs through prompts captured in a data collection and analysis system.

The beauty of trigger marketing is its foundational properties. With the right up-front planning and data analysis, followed by on-going “pulse checks,” it can serve as the very foundation to a marketing program. It’s always there, continuously updated, and constantly paying for itself by maintaining contact with your best customers. The payback, of course, is measurable. Continuous improvement allows you to keep migrating customers into higher-return categories and ultimately into brand advocacy. How do you make it happen? Here are six steps:

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The Context of Engagement in Marketing by bridgzvan
May 16, 2012, 7:55 am
Filed under: Marketing Theory

Today’s post comes from Bridgz engagement strategist Andrea Krohnberg.

Bridgz Perspective

The word “engagement” has a number of different connotations, from a military battle to a social obligation to a pledge of marriage.  It’s one of those words that requires context to understand its meaning.

In a marketing context, engagement means connecting with customers and then forming an ongoing relationship. But how does one successfully accomplish this? How do you engage people to maximize opportunities and turn casual customers into brand advocates? Here are four goals to keep in mind, that when achieved, will enable a business to develop more meaningful connections with customers.

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Getting Closer To Customers: Eight Ways Data Can Help by bridgzvan
May 9, 2012, 2:16 pm
Filed under: Marketing Theory

Today’s post comes from Bridgz President and CEO, Jim Bergesonand originally appeared on Metrics Insider.

Sometimes, we marketers get in our own way.  We flood people who don’t necessarily want to hear from us with a deluge of communications. Or we forget to say “thank you” to that long-time customer.

Data can be the secret weapon for getting closer to customers, understanding them and delivering the right communications to the right person at the right time. Here are eight data-driven marketing improvements any company can use to become more customer-centric:

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Four Steps to Ultimate Data Optimization by bridgzvan
May 2, 2012, 12:24 pm
Filed under: Marketing Theory

Today’s post comes from Bridgz Director of Data Services, Bob Gorans, , and originally appeared on iMedia Connection.

Optimizing DataAs the digital era evolves exponentially, organizations everywhere are recognizing the need to focus on data management. What does optimizing data have to do with marketing? Everything.

The power of data is in its ability to guide strategy, feed analytics, deliver variable content, and provide measurement via a growing number of media. If you listen closely enough, it allows you to speak directly to customers utilizing the optimal channel. With great power comes great responsibility to use data wisely.
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Doc, What Can You Do for My Marketing Headache? A Data Prescription by bridgzvan
April 25, 2012, 9:36 am
Filed under: Marketing Theory

Today’s post comes from Bridgz President and CEO, Jim Bergeson.

Many marketers feel overwhelmed by the waves of marketing “solutions” that hit them every day: new digital advertising options, new mobile apps, every surefire lead-generation scheme in the book. That torrent is enough to give a person a monumental headache.

The best prescription for helping you blunt the pain and ensure that individual “solutions” don’t also trigger “sub-headaches,” is an organization’s own data.

You could say… the “data doctor” is in.

To view data (a potentially potent headache-maker in its own right) as a prescription for marketing execs may be counter-intuitive, but data is a surefire prescription for driving customer insight, engagement, and return on investment (ROI).

Here are five reasons your company’s data can help you identify the right marketing solutions—and reach and engage your customers.
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Eight Ways Data Will Improve Your Marketing Communications by bridgzvan
April 11, 2012, 9:45 am
Filed under: Marketing Theory

Today’s post comes from Bridgz President and CEO, Jim Bergesonand originally appeared on B2C.

Filtering DataBy accident, companies seem to find ways to upset some of their best customers. You’ve heard the stories of companies sending customers emails or direct mail pieces inviting them to become a customer – when they’ve been a loyal one for years. Or asking them to check out a new product – one they already own.  Or pelt them with so many messages generated by so many databases that they say, “No thanks!”
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