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A Marketing Manifesto for Value Nurturing

When you want to maintain a long-term relationship with the customer, avoid any marketing tactics that erode trust. The book Subscription Marketing includes a manifesto for marketers nurturing recurring customers. Of course, it applies well in nearly every marketing situation, but it’s particularly critical when,…

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It’s Never Too Early to Start Planning for Customer Retention

“Value nurturing sounds great, but first we need to prioritize lead generation.” Lead generation almost always takes priority over customer retention efforts. According to a recent study by Regalix Research, only about one in four B2B marketers plans for customer retention….

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Using Customer Data: Don’t Be Creepy

Businesses have all kinds of data about customers. You can use that data in ways that demonstrate value to your customers, or that erode customer trust or creep people out. You decide. As a previous blog described, campaigns that use customer data can help you reinforce…

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Using Data to Demonstrate Customer Success

Wow, I’ve walked the length of Japan. The team at Fitbit sent me that nugget of data recently, and it’s a great example of value nurturing using data. Fitbit is all about collecting and sharing data. It reminds me if…

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Value Nurturing: Marketing Meets the Subscription Economy

In the subscription economy, marketers must dedicate time and energy to nurturing their current customers. If you sell using a subscription model, then your future revenues depend heavily on the success and loyalty of your current customers. The potential payback for marketing…

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Marketing Above the Noise: A Call to Reason and Strategy

As soon as I read this statement, I knew I’d like the book: “It’s time to move the discussion away from today’s latest hot marketing tools and tactics to what really counts: convincing customers to trust you with their business…

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Marketing for the Perpetual Sale

What do socks, industrial chemicals, and Emmy-award winning television programming have in common? They’re all available by subscription. Foot Cardigan (among several subscription sock contenders), Dow Chemical, and Netflix are all rocking the subscription model. Subscriptions are working their way…

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