J&C Blog

Find all the latest marketing trends on the J&C Blog.

What Role Can Content Play in CRM?

CMO April 23, 2015

Many companies use content marketing as a lead generation strategy. However, content can also be used to develop and support customer relationships. Engaging customers throughout their journey is essential to building engagement and customer lifetime value. Content focused on supporting key stages in the customer journey can deliver value and provide key engagement points.

Lead generation versus customer relationship management
Lead generation is all about customer acquisition, whereas customer relationship management is about engagement across the customer lifecycle. Effective customer relationship management can bolster customer lifetime value and increase customer retention rates. Customer retention rates are a metric that can be influenced and it’s a proven fact that retaining a customer is less expensive than acquiring one.1 Despite this, about half of companies focus on retention compared to companies that focus on acquisition.2 A carefully constructed content marketing program can allow a company to focus on customer retention and customer acquisition, thereby stretching marketing dollars further.

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Why integrated retail is blurring the (on and off) lines

CMO October 23, 2014

Twenty years ago there was a real fear among many traditional retailers that the Internet was going to mean the end for brick-and-mortar stores. And clearly that fear was well founded for some retailers who have fallen by the wayside as pure-pay giants like Amazon revolutionized the shopping experience.


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Are you using marketing data, metrics and analytics to measure marketing’s value, inform business decisions, improve marketing performance and forecast trends?

CMO April 14, 2014

I was on a call recently with my friend Laura Patterson of VisionEdge Marketing. Laura consults with top companies on marketing performance, measurement and metrics. Each year, Laura partners with ITSMA, a research-based membership organization that works with the world’s leading professional services, technology and communications providers, to do a research survey on Marketing Performance Management (MPM). This is the 13th year of the MPM survey. If you haven’t already seen or responded to this survey, I am going to ask your patience to read on.

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Growing or profiting from customer marketing. There’s a calculation for that.

CMO March 27, 2014

When times get tough, businesses often shift their focus from creating new customers to creating the greatest amount of revenue from their existing customers. Most of us know that creating customers costs money. And we have seen the math that describes how marketing to customers can contribute anywhere from five to 10 times the profit of marketing to prospects. So, if profits are an organization’s goal, then organizations should invest more money on marketing to customers than on customer acquisition, right?

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5 ways to find waste in your marketing budget

CMO February 4, 2014

Shrinking budgets and accountability were two common themes in 2013 for many marketers. Marketers are under more pressure than ever to ensure their budgets are being spent in the most optimal manner, and that they can explain precisely what value these marketing activities brought to the organization. Justifying marketing spend is a daily activity for many CMOs. In a recent study of CMOs, shrinking budgets were cited as one of the biggest challenges.*


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Are the best marketers the best guessers?

CMO January 15, 2014

One of the most influential professors I had in graduate school had a great saying: “The best marketers are the best guessers.” It definitely seems like there is a lot of merit in this statement. After all, in marketing we often have to work with imperfect information. More than not, we’re faced with combining available information with experience, best practices and judgment.


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13 Questions CMOs Should Ask In Their First 90 Days – Part 2

CMO December 18, 2013

This is part 2 of the article on critical questions that CMOs should ask in their first 90 days. Here are the remaining questions to ask as you begin to evaluate the current marketing communications activities. These questions can help you formulate the strengths and weaknesses of the current activities as well as inspire ideas and direction for marketing plans going forward.


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How will 2014 marketing trends differ from 2013?

CMO December 18, 2013

How will 2014 compare to 2013 from a marketing trends perspective? Will the top tactics marketers used in 2013 differ in 2014? Will budgets stay the same, or will they increase or decrease? Will marketer’s biggest challenges stay the same? Here are 9 trends from 2013 and thoughts on how these trends might evolve or stay the same.


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13 Questions All New CMOs Should Ask In Their First 90 Days – Part 1

CMO December 16, 2013

You’ve accepted position as head of marketing. You had a vision and background that aligned with where the organization is heading. You already are planning to assess your internal resources, meet with critical stakeholders and go through the initial 90 days drill.


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Using Key Performance Indicators to prove marketing’s value — Part 2

CMO December 12, 2013

Part 1 of this article explored what Key Performance Indicators, or KPIs, are and how they help marketers measure the success of their programs and prove how they contribute to the success of organizations. In Part 2, we will drill down into the process of creating KPIs based on the marketing program’s objectives and how to effectively use them to achieve those objectives.

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