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How Marketers Should Think About Customer Marketing in the Engagement Economy

Adobe Experience Cloud Blog

A great example of this is Kaspersky Lab, a multi-billion dollar enterprise security software provider (and a Marketo customer). Kaspersky created a Loyalty Behavior Score for each of their customers in order to understand the health of every customer at every stage of their lifecycle based on their adoption.

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How to make your content stand out in the ocean of AI slop

Martech

The Google antitrust cases and introduction of AI overviews make it difficult for marketers to know what to expect in search. They appeared in health care searches about 47% of the time in March 2024 and less frequently for “your money, your life” topics like finance.

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3 Things to Know About Customer Success Marketing

Adobe Experience Cloud Blog

Customer success marketing, similar to WOMM, is sometimes referred to as customer marketing , retention marketing, or advocate marketing. Customer success marketing is the intersection of product, marketing, and customer success teams.

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5 Practical Ways to Strengthen Your Sales and Marketing Partnership

Adobe Experience Cloud Blog

To increase productivity (and show your colleagues respect), make sure your sales team is familiar with the different roles and responsibilities of the marketing team. Do the same for your marketing team. Unifying under a shared vision of what “success” really means assures that each team achieves it.

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What is identity resolution and how are platforms adapting to privacy changes?

Martech

Identity resolution platforms enable marketers to “close the loop” of customer marketing, analytics and compliance with a comprehensive holistic view of activity across all of an organization’s customer touchpoints and channels.

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7 value-added assets to engage and upsell customers

Martech

So, why don’t we consistently use those strategies on existing customers with a higher brand understanding? Many marketing teams neglect the opportunity to engage and upsell customers using proven, data-driven prospecting techniques. Customer marketing and prospecting are not the same.

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6 Holiday Campaigns That Drive the Customer Journey

Adobe Experience Cloud Blog

By listening to their behaviors and responding with targeted, relevant messaging with a marketing automation platform, you can offer them value at the right time and in the right place (email, social, SMS, etc.) Campaigns focused on acquiring and converting new customers have been in abundance this holiday season, similar to previous seasons.