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Each can teach: Comparing Not with For Profit Marketing

It’s becoming less easy to draw a line distinguishing the marketing efforts of For Profit (FP) companies with Not For Profit (NFP) companies.  With accelerating consumer expectations and more affordable marketing technology, many NFP’s are adopting more mature FP tactics and talent to enhance their fundraising efforts.  And the rise of cause based marketing has FP’s considering grassroots engagement tactics and tools well known in the NFP space.  This 5 minute read will describe how NFP’s differ from FP’s in business model, mission, and maturity, and the valuable lessons available to help address existing business challenges. Don’t think the lack of profit motive means not for profits aren’t big business.  According to the Urban Institute , donations approached $430 billion in 2018. That said, its hard to generalize about the sector given the diversity of organizations and models. based on 2018 figures, growth in fundraising and expenses were uneven across not for profit types and si
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So you need to integrate customer data

Got data? Of course you do. In today’s digital platform enabled world of marketing the challenge is often not what data you have but can and how you use it. With each new tool, custom field, and data warehouse, companies expand functionality but can also reduce their ability to deliver personalized engagement from a single view of the customer.  Why is this important?  According to Gartner, companies spend close to 30% of their total marketing budget on digital tools meant to deliver personalized communication at scale. While these tools generate, analyze and store rich data elements, the task of integrating the data to be stored and retrieved becomes increasingly complex. This creates several challenges including siloes, conflicts, costs, and compliance.  Why is this so hard? Escalating needs : As companies grow and elevate their  level of maturity , they often find the need to centralize data from diverse platforms to realize the personalization function

How to rationalize redundant platforms

It’s time to do a double take on redundant systems. Think about your own company, how many overlapping database, analytics, marketing automation, or content management tools are in use today? From using Qlik and Tableau for reporting to mailchimp and marketingcloud for email, each redundant service has its outstanding features, invested expertise, and a story why it’s essential. Each redundancy also increases fees, silo’ed teams, tech complexity and overhead.  In this back and forth there is one clear and correct answer on the relevant value of redundant platforms:  it depends .  Why does redundancy happen? Product technical evolution : platforms add new features over time, overlapping with existing tools in adjacent areas Mergers : integrating a new business and their legacy  marketing stack Separate business units  or geographic teams don’t coordinate or prefer to use tools best suited for their region and localized stack Functions with diff

Controlling CRM in a Crises: managing automated marketing mishaps

This 5 min read highlights situations that require adjusting your automated marketing and provides 9 steps to prepare and execute a response strategy. I’m a big fan of CRM and its ability to automate personalized engagement tactics at scale.   Leveraging advanced marketing tactics and technology , B2C and B2B organizations leverage CRM to deliver massive returns.   With careful construction and ongoing test and improvement, automated campaigns deliver thoughtful and personalized engagement across the customer lifecycle at scale.    Until it doesn’t.   The current coronavirus   pandemic one of three scenarios when the beloved drip campaign turns into water torture, risking experience and loyalty in the process.   3 Times to Review Your CRM Automated Campaigns 1. Operational Issues The most common yet often poorly coordinated scenario, operational challenges include things like the website is down, support centers are understaffed, payments or other required pro