Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
To gain $10 million in B-to-B marketing revenue, Ferguson Enterprises started with just one easily measured aspect of its customer outreach. Using its Ferguson Rewards Trade Show, Mary Abrahamson, an email marketing specialist with Ferguson Enterprises, says the company took a closer look at customer communication during data collection. She sat down to discuss that and more with MarketingSherpa reporter Courtney Eckerle. Some highlights from the “Focusing on Customer Experience” video include:
- Getting customers to provide data can be a sensitive topic. “It’s really important to illuminate the bigger picture for your customers,” she says, “really being transparent about what you’re trying to do with the customer information they’re providing to you.”
- A tip: Content is one of the most valuable, timeless assets a company can have.
To hear Abrahamson’s excerpt, as well as all the other great sessions from the Email Summit, just register here.