Creating Better Customers

Happy CustomerImagine your best customer. They understand your products or services nearly as well, sometimes better, than you do.  They tell other people about how good you are, and they’re always ready to serve as a reference. When you launch a new product, or a new version of your existing product, they’re often the first to adopt, and they provide you with great feedback.

Are these better customers an accident, a happy coincidence of their needs and your products or services, or is it possible to create better customers? I think the latter is true, and here are a few thoughts about how to increase your chances of developing better customers.

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Improving Customer Lifetime Value with Agile Marketing

Customer Lifetime Value by SegmentCustomer Lifetime Value (CLV) is one of the most important metrics for any company, whether they be in retail, eCommerce, SAAS or a business to business (B2B) market with repeat buyers. But how do you improve Customer Lifetime Value? And how, with the short cycle times of Agile Marketing, can you impact something whose effects are realized over the long time periods when Customer Lifetime Value plays out?

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Why Agile Marketing is Here to Stay

agile marketing roadshowI was at an event in San Francisco last night put on by VentureBeat, and one of the panelists made a comment that I feel compels a response. Hiten Shah, one of the co-founders of Crazy Egg, KissMetrics and QuickSprout, and a very smart guy, said that he thought the term Agile Marketing would go away, because, he argued, all marketing would be agile.  Market Darwinism will simply eliminate marketers who aren’t agile, and so we will just say Marketing, rather than Agile Marketing.

This is a very smart approach to take at a panel, as it immediately raises the hackles of some of us who’ve invested a lot of time and energy in Agile Marketing, and every audience likes a good fight.  I suspect Hiten knows this, although he makes a valid point. If all marketing is agile, do we need to use the term? I think we do, particularly at this stage of its adoption curve, and I also think Agile Marketing is here to stay, just as Agile Software development is here to stay.

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Marketing Capability Layers

I love Scott Brinker’s Chief Marketing Technologist blog. Not many people know this, but a blog post by Scott in 2010 was the inspiration for this blog. I constantly find that Scott produces thoughtful, well written content.  The latest post on his blog, by guest writer Sam Melnik,

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