Problem Solved: How Do I Turn a Touch Into a Relationship?

by Claire Coyne

Published on January 12, 2010

Tags: Customer Relationships, Email Marketing, Marketing Tips, Personalization, Writing

There's nothing we love more than solutions—top-notch insights from top-of-the-line experts that help solve common marketing problems. Here's this week's problem and expert solution.

Problem: How Do I Turn a Touch Into a Relationship?

My boss is pushing for better customer relationship management (CRM) companywide. Our emails get a lot of clicks, and it looks like they're a hit with subscribers.

I'm convinced we can use that channel to build more and better relationships with our prospects and clients, but how do I convince them to care?

Expert: Joel Book, Director of E-Marketing Education, ExactTarget

As a consultant, Joel has worked with top B2B and B2C brands, including Microsoft, Hasbro, and Agilent Technologies. (You can idea-share with him on all things B2B email marketing at the MarketingProfs Business-to-Business Forum 2010, May 4-5.)

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Claire Coyne is a writer and editor for MarketingProfs. Reach her via clairec@marketingprofs.com.

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