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Think you know how your customers feel about you? So do three-quarters of companies. Yet a survey by Zogby Analytics finds that, while 73% of companies say they are “very aware” of their customers’ level of satisfaction with them, 36% of consumers say that companies are either “unaware” or “completely oblivious.” That’s a big gap!

Direct mail and email are for selling things, right? But what about building trust? While many marketers may not think about it, trust should be one of your top marketing goals. To understand why let’s look at the example of Morningstar.

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Marketing to businesses can be tricky. Unlike marketing to individuals or households, where there might be only one or two decision-makers, in businesses, decisions are often made by committee. In fact, “Chief Marketer” notes that, on average, B2B accounts have 13 influencers involved in the process.

Let’s face it. When it comes to profitability, some customers are worth more than others. That’s why, before deploying any marketing plan, you need to know who your most profitable customers are.Understanding Customer Lifetime Value (CLV), or how much a customer is worth over time, is a critical part of the equation.