by Marina Erulkar | May 5, 2019 | Customer Acquisition, Onboarding, Revenue Acceleration, Revenue Growth
Companies rightly place importance on acquiring new customers. But when that focus is exclusively on the first sale, companies can miss the far more profitable opportunities that should follow from supportive customer onboarding. Customer onboarding is the valuable...
by Marina Erulkar | Jun 2, 2018 | Customer Acquisition, Customer Intelligence, Customer Relationship, Customer Retention, Customer Segmentation, Increase Revenue, Strategy
Customer acquisition is important because, of course, new customers increase revenue. Customer acquisition is also typically the most expensive of the customer lifecycle phases. This crucial phase is about more than grabbing that first transaction. The true objective...
by Marina Erulkar | Sep 1, 2017 | Customer Experience, Customer Optimization, Customer Relationship, Strategy
Like any human, I am subject to dark thoughts. Here is the worst of mine: “I would be so happy if I never purchased anything ever again.” That darkness occurs whenever there is unnecessary, frustrating friction in my customer experience. I appreciate that so many...
by Marina Erulkar | May 3, 2017 | Big Data, Customer Acquisition, Customer Relationship, Customer Segmentation, Increase Revenue, Process Efficiency
There is a popular marketing practice based on customer personas. The approach defines simple customer segmentation by demographic descriptors, and then essentially targets like groups with tailored messages. Full disclosure: I was never a believer. The underlying...
by Marina Erulkar | Feb 7, 2017 | Customer Intelligence, Marketing, Strategy
I spoke with a CMO recently who claimed that he and his team were experts at the new way of marketing technology. I was taken aback by the assertion. It’s not that I doubted him. But what matters is how prospects are buying. We necessarily must market to their needs...
