Managing the Bottom of the Funnel
Portsmouth, NH (Vocus) August 16, 2008
Mark Klein, CEO and founder of predictive analytics provider Loyalty Builders, will speak at Hubspot’s upcoming Inbound Marketing Summit, taking place September 8, 2008 at the Boston Marriot Cambridge in Cambridge, MA. During the presentation, entitled, “Managing the Bottom of the Funnel,” Klein will address the often neglected and under-invested area of customer retention, shedding light on how marketers can harness powerful Mathematical Marketing tools to increase revenues from existing customers.
Mathematical Marketing is the extended process of marketing to existing customers based on a scientific understanding of how their past behavior predicts their future purchases, using techniques such as predictive analytics, behavioral targeting and tracking, multivariate testing and what-if analysis. The session will focus on how these tools parallel the techniques many marketers now use in inbound marketing and web-based customer acquisition. Klein will also address an age-old question: Now that I’ve captured new customers, how can I retain them?
Citing best practices seen in the industry and using real world client examples, Klein will offer attendees practical insight into:
- How to predict the future behavior of existing customers and what data is needed
- How to set up an early warning system to prevent defection once customers are acquired
- How to improve an inbound marketing strategy using Mathematical Marketing techniques
“Marketing to existing customers presents a ripe opportunity that too many marketers overlook”, says Klein. “Innovation has lagged in this area, but with these new techniques and improved technology, marketers need to take advantage of these tools to keep their customers loyal and to remain competitive and profitable in today’s fast-paced marketplace. “
The Inbound Marketing Summit brings together experts in the field of inbound marketing to share the latest strategies, tools, and best practices to utilize inbound marketing methods to grow business. Topics covered include SEO, social media marketing, marketing analytics & measuring ROI, and closed loop marketing. Viral marketing strategist and bestselling author David Meerman Scott and entrepreneur, public speaker and blogger Seth Godin will present this year’s keynote addresses. To learn more about The Inbound Marketing Summit, visit: http://www.inboundmarketingsummit.com/
About Mark Klein:
Mark Klein combines his background in the sciences with his entrepreneurial spirit to push the limits of modern-day marketing. He is a serial entrepreneur-Loyalty Builders is his fourth company. Prior to his business efforts, Klein taught and researched theoretical physics at universities including Bryn Mawr College, University of Wisconsin, UCLA, University of Colorado, and University of New Hampshire. Dr. Klein holds a Ph.D. in physics from Indiana University. He recently published his first novel and an eBook on Mathematical Marketing.
About Loyalty Builders:
Loyalty Builders was founded in 1999 to bring new levels of precision to the science of customer behavior and its application in direct marketing. Loyalty Builders’ advanced mathematics allows clients to predict behavior by individual customer. Using predictive analytics, clients can pinpoint which individual customers will buy next, what products or services they will buy, and when they will buy it. The result is increased accuracy for cross-sell and up-sell campaigns, and the ability to build early warning systems to spot potential defectors.
Clients come from a variety of industries including retail, distribution, health services, financial services, transportation, technology and manufacturing and range from small business to enterprise. Mathematical and direct marketing services are available on a custom basis or through a new SaaS offering, Longbow. For more information please visit http://www.longbowdirectmarketing.com.