The customer segmentation process begins by identifying all the types of customers who buy from you. The next step is to zero in on the segments that generate the greatest revenue with the least amount of effort. Once you’ve found those high-value segments, it’s time to start engaging with them. When you focus your sales …
Smarter Marketing Spend Through Customer Segmentation Read More »
We recently explained the importance of crafting rich buyer personas based on data rather than anecdotal evidence. Very few organizations serve only one type of customer. Your buyer personas, therefore, represent a number of customer types you interact with regularly. The creation of detailed buyer personas can feel like an academic exercise. It’s about sorting …
Connect the Dots Between Buyer Personas and Revenue: Identify Your High-Value Segment Read More »
Jason Davis is passionate about the promise of data science and analytics. He went to school for it, earning a BS in computer science and a Ph.D. in machine learning, data, and statistics. Jason loved getting his Ph.D., but he figured out fairly quickly that a life in academia was not for him. What excited …
Simple Steps to Accelerate Your Marketing Strategy Read More »
We are living through a period of tremendous uncertainty. Many have joked that the past month felt like a year. There’s breaking news every hour, and it affects both our professional and personal lives. But through it all, we still have to wake up every morning and run our businesses. The good news is that …
I recently read The Automatic Customer by John Warrillow. His other book, Built To Sell, is on my personal top 10 list of business books worth reading, so I was excited to check out some of his other work. While I think the content in Built To Sell is hard to top, this book offered …
Most organizations today understand the importance of collecting data on their customers. Many businesses, though, struggle to unify their data in a meaningful way. Data remains disparate, and so it ends up gathering dust. However, when companies can gather their data under one umbrella, they begin to create a universal customer view. This means that …
Using a Universal Customer View to Grow Your Business Read More »
E-commerce has increasingly become a part of most business’s revenues. While you’ve likely seen obvious examples of this from traditional retailers, companies in other industries are embracing e-commerce tactics, too. Publishers are selling subscriptions and digital memberships. In the healthcare sector, pharmacies like PillPack and Capsule are offering online prescription fulfillment and delivery services. Direct-to-consumer …
Using Data to Shorten Your E-Commerce Sales Cycle Read More »
This article is the second in a four-part series on the digital superfecta: the four things all companies must get right in order to maximize their growth potential. Read on to learn more about the second leg of the digital superfecta, and find links at the bottom of the article to the other three legs. …
In 2018, we published a book entitled A Member Is Worth a Thousand Visitors. The book is anchored by a discussion of the five forces of online revenue growth through focusing on your best end users. My team and I identified these forces over two and a half years through hands-on experiments with our clients, …
If you’re like most content creators, for the past several years you’ve been trapped in a vicious cycle of cutting costs and losing revenue. You spend most of your time putting out fires rather than growing your business. And it’s not just niche publishers and content marketers facing this dilemma. Publishers of all sizes, from …
This Spring, I’ll be publishing a new book entitled A Member Is Worth a Thousand Visitors: A Proven Method For Making More Money Online. The book is anchored by a discussion of the five forces of online revenue growth through memberships. My team and I identified these forces over the past two and a half …
The Right Way to Use Technology to Maximize Online Revenue Growth Read More »
Early last year, Medium founder and CEO Ev Williams declared the current media model broken, pointing out how ad-based publishing tends to encourage clicks more than high-quality content creation. If you’ve been following the Sterling Woods blog, you already know we agree. Digital advertising isn’t inherently bad, but it does support tech giants more than …
Medium Is Fixing the Broken Ad Model: An Interview with Caitlin Roman Read More »
