Expert Praise for Follow That Customer!
To me Event-Driven Marketing (EDM) is the ultimate marketing machine. Target
the right message on exactly the right moment at the one customer fitting that
message. For sales, services, information or win-back . . . Hey, I love EDM!
A.J. Nyhuis
Program and Change Manager
ING Bank
van Bel, Sander and Weber provide the next step in the evolution of direct marketing.
Event-driven Marketing takes the critical elements of consumer’s behaviors
and helps turn them into actionable programs. Wonderfully readable, yet concise
and focused. Great information for direct marketers wanting to move to the next
level.
Don E. Schultz
President, Agora
Emeritus, The Medill School, Northwestern University
The authors have discovered the central flaw in most direct marketing: That it is
based on past behavior. Event-driven marketing is about future behavior—the
kind triggered by events. And we’re not just talking about birthdays. This compelling
new book is filled with both B2C and B2B case histories. You’ll learn how
well-timed event marketing can move customers into the sales funnel. You’ll learn
how to leverage EDM through mobile devices. And you’ll find out about the
changes you need to make to exploit this marketing phenomenon.
Ray Schultz
Former editor of DM News and Direct
President, TellAllmarketing
EDM takes direct marketing beyond the world of traditional campaigning and into
the more complex—and more effective—world of managing ongoing customer
relationships, in a way that is both welcomed by customers and more profitable for
marketers. I particularly appreciate the authors’ inclusion of several useful methods
for measuring the ROI on multi-touch programs—a vexing challenge in much
of B-to-B marketing. Also, their introduction of the notion of scoring and scorecards to predict the likelihood of an event, to identify target audiences appropriate
for EDM treatment, will be a boon to marketers everywhere.
Ruth P. Stevens
President, eMarketing Strategy
Adjunct professor, Columbia University School of Business
Follow That Customer! Is an excellent contribution to the literature on marketing
and not to be missed! It puts the customer centre stage, which is exactly where
he/she should be in any marketing strategy.”
Alastair Tempest
Director General
FEDMA
CRM (customer-focused entrepreneurship) is about balancing the value of the
customer and the value for the customer. Even Driven Marketing is about the right
timing of customer contact and therefore bridges traditional marketing and CRM.
This book is a unique travel guide to follow your customer’s journeys.
Wil Wurtz
Director
CRM Association, Netherlands
Alan Weber is a master database strategist and this book adds another chapter to
his rich teaching and writing history. This book demonstrates that event-driven
marketing influenced by life-stage changes is at the center of the next generation of
marketing.
Jack Schmid
President
J. Schmid & Assoc. Inc.
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