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3 Lead Nurturing Mistakes That Might Cost You Potential Customers

by Elise Homan on Jun 3, 2015 1:00:00 PM

Lead nurturing simply means helping potential customers move through the sales process so that they ultimately become customers and promoters of your brand. Lead nurturing begins right after lead generation—once you acquire a new lead, you can’t just immediately send them to the sales team. In fact, 50% of leads are qualified but not yet ready to buy. Thus, you need to familiarize yourself with your leads while they simultaneously gain interest and trust in your organization. In order to successfully nurture your leads, it is important to avoid these three major pitfalls:

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Topics: Inbound Marketing, Personalization, Content Marketing

Why You Should Create Negative Buyer Personas

by Elise Homan on Mar 9, 2015 11:19:00 AM

Creating buyer personas is a foundational step in any marketing strategy. Buyer personas are fictional, generalized representations of your ideal customers. They help you to understand your audience—both customers and prospects—better, and through this you can focus and tailor content to the specific needs, behaviors, and concerns of different groups. Importantly, they help to ensure your marketing efforts and resources are not wasted.

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Topics: Inbound Marketing, Personalization, Integrated Marketing Communications

5 Reasons Why Personalization Works

by Elise Homan on Feb 9, 2015 12:11:00 PM

Personalization in marketing refers to using specific information about a customer or donor to tailor the marketing message to each specific recipient. Personalization technology allows you to treat the people you’re marketing to more like individuals—whether through simply using the recipient’s first name, or sending them content specific to their buying needs. If you’re not convinced of the power of personalization, here are 5 top reasons to incorporate it into your marketing:

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Topics: Fundraising, Donor Retention, Personalization, Content Marketing

The Implications Of Giving Trends for College Alumni

by Dan Linn on Dec 23, 2014 3:15:00 PM

There are many reasons why alumni give financial support to their alma mater. Some of those reasons include: to show appreciation for the education they received, to stay connected to the college community, and to provide others following in their footsteps with an experience that was just like theirs.

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Topics: Social Media, Fundraising, Alumni, Donor Retention, Higher Education, Personalization

Email Marketing: Challenges and Solutions

by Dan Linn on Dec 15, 2014 10:43:00 AM

Businesses usually list email as one of their most powerful marketing channels. However, the same set of challenges that has kept senders from consistently reaching subscribers a few years ago are still there. More recently, a new set of complications that make email marketing even more difficult have come into play.

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Topics: Inbound Marketing, Personalization, Email Marketing, Integrated Marketing Communications, Content Marketing

Direct Mail Marketing

by Dan Linn on Dec 4, 2014 9:05:00 AM

Defined

Direct mail marketing includes a wide variety of marketing materials such as sales letters, post cards, brochures and catalogues that are delivered to consumers’ mail boxes every day with the hopes that these consumers will be prompted by these materials to make purchases of their goods and services.

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Topics: Direct Mail, Personalization, Print, Content Marketing

Integrated Marketing Communications

by Dan Linn on Nov 20, 2014 11:20:00 AM

 

According to Wikipedia, “integrated marketing communications is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers.”  

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Topics: Inbound Marketing, Direct Mail, Social Media, Personalization, Email Marketing, Print, Integrated Marketing Communications, Content Marketing

Personalization in Marketing Strategies

by Dan Linn on Nov 4, 2014 2:34:00 PM

In marketing, personalization in variable fields refers to using specific information about a customer or donor to tailor the marketing message to each specific recipient.

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Topics: Inbound Marketing, Direct Mail, Social Media, Alumni, Donor Retention, Personalization, Content Marketing

Putting Data to Work in Alumni Appeals

by Dan Linn on Oct 13, 2014 11:06:00 AM

Data is invaluable to businesses and organizations. Without data such as physical addresses or email lists, CRMs and billing or donor software, communications and other activities won’t happen.

Harnessing alumni data and applying data analytics increases efficiency and adds value. For example, the combination of data analytics and personalization of variable fields such as: last gift amount; how it was used in the institution; year graduated; degree earned and athletic or extra-curricular activities, allows marketers to create personalized, relevant information so the correct call to action can be sent to the right alum, through the right channel of communication, at the right time. This strategy can thus create better alumni outreach, convert alumni to donors, and increase donor retention.

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Topics: Fundraising, Alumni, Donor Retention, Higher Education, Personalization

Creating Buyer Personas

by Dan Linn on Sep 5, 2014 2:20:00 PM

Buyer Personas are fictional, generalized representations of your ideal customers or prospects.  They help you understand your customers better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

Buyer_Persona_eGuide

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Topics: Inbound Marketing, Personalization, Content Marketing