Friday, April 11, 2014

PossibleNOW at DIG SOUTH
The 2nd annual DIG SOUTH Interactive Festival is underway in Charleston, South Carolina and PossibleNOW is there. Designed to celebrate innovation and the rise of the Southeaster digital economy, the festival takes place April 9-13 and features founders, funders, marketers, designers, entrepreneurs and more.

I’ll be presenting alongside Jon Yarian of SeaChange Public Relations on marketing in the digital age. And Chief Strategist Eric Holtzclaw will speak on business growth strategies and offer his perspective as an columnist on a featured media panel.

To lean more about DIG SOUTH and our presentations, go to We’re looking forward to connecting with clients and friends in Charleston this week.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

Thursday, April 3, 2014

Industry Experts Wanted: Call for Speakers Now Open for 2014 Customer Engagement Marketing Summit

It’s one thing to attend a conference; it’s quite another when you host one as we have done for the past two years. It’s a significant undertaking and requires a lot of planning. But the key to success boils down to the relevancy of the topics and thought leadership of the speakers — do I believe the topics and speakers are worth carving out 1½ days to hear?

As we know from the past two years, the answer is a resounding “yes” if you have the right mix!

We’re excited to announce the 2014 Customer Engagement Marketing Summit to be held September 17 & 18 at the JW Marriott Buckhead in Atlanta.

First task at hand — a call for speakers and sponsors.

The previous two conferences featured real-life case studies from industry experts and thought leaders in customer experience and customer engagement. Last year we had a powerful lineup of speakers from industry giants as Chick-fil-A, SAP, Marketo, LexisNexis and more who shared actual experiences to help B2B and B2C marketers address the challenges of enhancing customer engagement

The theme of this year’s CEM Summit is “Winning Big by Thinking Small.” The small refers to the idea that small data is a powerful way to unlock and understand how to engage your customers more effectively.

We’re looking for the same type of global brands and industry experts who can energize and engage the attendees at our 2014 CEM Summit. We expect this year’s event to attract marketing and customer experience professionals and executives who are involved in customer engagement, mobile marketing, social media marketing, customer loyalty and retention, and other facets of direct marketing.

I’m excited by the responses we’ve received so far from potential speakers. However, there’s still plenty of time to submit speaking proposals on topics including: 

·         Relationship Marketing
·         Customer Engagement Strategies
·         Cross-Channel Marketing
·         Consumer Preference Management
·         Big Data
·         Marketing Privacy

If you are a dynamic speaker who can provide actionable advice to marketing and customer engagement professionals, please complete the Speaker Application at The deadline to submit speaking proposals is April 30. PossibleNOW will announce the speaker lineup in mid-May.

We hope to talk to you soon about speaking or sponsorships — and better yet, we hope to see you at the CEM Summit in September!

Feel free to follow the CEM Summit on Twitter @cemsummit.

About the Author: 
Scott Frey is the CEO of PossibleNOW and CompliancePoint. Scott leads the strategic mission to maintain its leadership position in global direct marketing compliance by closely monitoring changes in consumer privacy legislation, industry trends, and delivering innovative products and services to meet client’s needs.
 Follow me on Twitter: @ScottFreyPN | Connect on LinkedIn: Scott Frey 

Wednesday, March 26, 2014

Preference Management is the Bridge Between Acquisition and Retention

Have you ever entered a room in your house only to realize you don’t remember why you went there? For many of us, it’s because we became distracted along the way. We thought of something else, our immediate priorities changed and suddenly the journey to the kitchen or den lacked a purpose.
On a personal level, it’s no big deal. But on a macro marketing level, it’s a huge problem. Many companies are good at customer acquisition – inviting consumers into the room – but watch thousands of them walk out again, victims to the yawning chasm between initial sale and full engagement. They know how to sell, and they know how to service a recurring customer, but they have no idea how to help someone whose priorities or preferences may have changed after first contact. 
Without an interaction element, companies of all sizes fall victim to the proverbial Bermuda Triangle of modern marketing. The solution lies in continued interaction with prospects by understanding their true preferences through preference management, actively collecting, maintaining and distributing unique consumer characteristics, such as product interest, channel preference and frequency of communication across a company’s systems.
According to a recent survey from Forrester Research, 77 percent of consumers say companies should let them decide how they can contact them. Meanwhile, an Infosys global consumer study found that 72 percent feel that online promotions or emails they receive don’t speak to their personal needs or interests. In other words, consumers want to share ownership of the conversation and they want it to be relevant.
Implementation of a robust preference center, or central location for preference selection, is an important first step. Expanding preference collection to multiple touchpoints, such as mobile, social media, in-store, contact center and more, is critical. Finally, deployment of iterative preference interactions at various points in the prospect journey allow for progressive corrections and greater overall accumulation of actionable data. These actions maintain meaningful contact between company and prospect and allow for course-correction prior to disengagement or opt-out.
Forgetting why you went to the kitchen isn’t a crisis – whatever you wanted will still be there later when you remember it. The same cannot be said for a consumer that loses touch with their original interest in a product or service. The company offering that product or service must interact with that consumer to listen, learn and adjust. Otherwise, the consumer will fall into the gap between acquisition and retention, never to be heard from again.  

About the Author: 
Eric V. Holtzclaw is Chief Strategist of PossibleNOW. He's a researcher, writer, serial entrepreneur and challenger-of-conventional wisdom. His book with Wiley Publishing on consumer behavior - Laddering: Unlocking the Potential of Consumer Behavior - hits bookstores this summer. Eric leads the professional services organization to strategically guide companies on the implementation of enterprise-wide preference management solutions.

Follow me on Twitter: @eholtzclaw | Connect on LinkedIn: Eric Holtzclaw