Looking at New Customers Differently

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people shoppingSo you’ve decided to invest time and resources into your customer acquisition program—congratulations! That’s exactly where you should be putting your best efforts, because it’s every B2C marketer’s need: a constant stream of new individuals purchasing what you have to sell.

What’s tempting, however, is to look more at your program and less at the people you’re trying to entice. And people—as opposed to a generic sense of “consumers”—are at the core of any business or brand.

Most marketers spend resources on demographic data, trying to narrow down the targeting of their “ideal consumer” and forgetting that behind that consumer is a person, one who deserves respect as well as attention. In fact, many marketers are disguising advertising as content and making offers that they don’t follow up on.  Dave Martin, SVP of media at the ad agency Ignited, says that ”If the consumer clicks on something that promises a $100 discount, and they get to the page and it’s actually a buy-one-get-one offer, they’re gone. It’s the same if they think they’re going to read an article or watch a video and instead they get thrown to a sell page. Tricking the consumer is a big mistake. You’ll lose them before you ever had them.”

Engaging new customers who will become not only repeat customers but brand enthusiasts who will help your customer-acquisition efforts means treating them the way that you would like to be treated, and doing that from Day One. The acquisition process (CAM—customer acquisition management) should be no different from the CRM that you’re probably already practicing: an affirmation that your brand cares about its customers. Start the way you mean to continue, look at your new customers differently, and you will experience success.



Enter CAM: Customer Acquisition Management

numbers1 2B2C marketers have a problem. It’s a good problem, of course, but a problem nonetheless. There is such a wide range of choices in acquisition that it’s often difficult to see where to best spend the budget.

The reality is that if you’re not putting the same care and attention into managing your relationships with potential customers as you are with current ones, you are missing out on a lot of significant opportunities.

Management expert Peter Drucker has said that the sole purpose of a business is to create a customer. That may be true, but as B2C businesses have understood and acted on the importance of retaining customers, they’ve tended to take the emphasis off Drucker’s customer creation.

Solid customer acquisition requires, first of all, a financial commitment. A study by Buttle Associates found, surprisingly, that only 34% of companies in its survey had dedicated customer-acquisition budgets, and that, contrary to the assumptions companies make, merely putting a process in place and dedicating a person or persons responsible for acquisition was not enough to create a robust customer acquisition management program. Shifting both money and prioritization to the customer-acquisition campaigns was what the researchers found worked.

red emailThe Management Study Guide notes (as advocates of customer relationship management have always known) that “acquiring a customer depends on how effectively the organization is able to build a comprehensive relationship with that customer.”

CAM—customer acquisition management—should be a total solution streamlined into your company’s customer-lifetime-value efforts. It starts with the front end of obtaining a lead, and takes you through the process of creating a customer out of that lead, then finally passing the customer on to CRM people so they can move forward with the ongoing customer experience and relationship, just as a runner might pass the baton on to the next person on the team.

At its best, this experience will engender such loyalty that the customer will eventually become a brand advocate or evangelist, steering other potential customers into the company’s CAM and beginning the cycle over again.

Moreover, all of this makes good financial sense. Customer-acquisition strategies can help determine where you spend your promotional money, but only if you have a CAM solution that affords you excellent metrics so that you can strategize campaigns and tweak them as results come in.

Getting well-qualified leads from trusted sources and nurturing those leads into customers cannot happen if you don’t have a way to measure your progress, to see what works and what doesn’t, and to change strategies if one isn’t working. The results of these metrics will be different for every company, but the most important factor is being sure that the changes and adjustments you make in response to what you learn are on the back-end … not in the customer experience area. That needs to be smooth, clear, positive, and consistent.

More on CertainSource: Benefits and Results

42213300-resize-380x300CertainSource provides B2C marketers with enterprise-level SaaS customer acquisition and email marketing solutions to grow email lists and maximize lifetime customer value. The CertainSource suite offers solutions to attract, acquire, engage, and retain high-value subscribers.

The Benefits: The CertainSource suite offers a shared set of features and benefits:

  • Data analytics and reporting for greater insight and intelligence.
  • Dashboards amalgamate all data in one, easy-to-read (and interpret) visual overview of performance for analysis and adjusting activities.
  • A SaaS platform that is both reliable and secure, developed by security and compliance experts with servers on multiple continents, so business-sensitive data is secure and privacy is ensured. CertainSource is accessible, easy to use, and lightweight (no software to install) for lower costs, scalability, and greater control and manageability.
  • Real-time data allows marketers to see and respond to prospect and customer actions immediately. View and monitor subscriber behavior for accurate targeting and increased customer engagement
  • Big Data is leveraged to analyze and interpret customer behavior, allowing businesses to become more agile. Flexible systems and automation take advantage of newly identified opportunities and rapidly scale to meet growth demands.
  • Seamless integration with your existing ecommerce and CRM systems.
  • Enterprise-level support by experienced customer-service and technical teams support mission critical activities
  • Automated triggers and processes eliminate manual pain points from lead gen, campaign management, etc., saving time, boosting efficiency, and improving productivity.


The Results

  • Improved inbox deliverability
  • Enhanced brand presence
  •  Increased responsiveness
  • Maximized lifetime customer value
  • Email list growth with high-value subscribers
  • Amplified acquisition and retention activities
  • Higher revenue and ROI


  • Top B2C brands across various verticals rely on CertainSource for fueling high-value lead generation that drives new-customer acquisition, and for delivering comprehensive email and social tools to complete the process.
  • Companies from all industries benefit from using CertainSource’s platform.
  • CertainSource has received numerous industry awards, including the Online Trust Alliance Honor Roll and the Relevancy Ring’s Client Satisfaction Award.

Why CertainSource?

shutterstock_131545646The Problem

B2C marketers need to balance acquisition activities (obtaining the high volume of leads required to grow email lists) with retention of current customers (extending the buyer journey and maximizing lifetime customer value).

B2C marketers face challenges unique to their business model. They need to drive traffic, effectively target the highest-value prospects, generate customers and revenue, and increase ROI. They face measurement challenges because the multiple touchpoints used in generating leads and retaining customers aren’t integrated, and each channel strategy drives a different analytical initiative.

169affcThe Solution

CertainSource’s enterprise-level SaaS solution is specific to the B2C industry and helps marketers balance these concerns while driving revenue from new-customer acquisition through email marketing and into social amplification.

It comprises three components:

  1. CertainSource Acquire is the lead-source generation component: it finds and identifies top-performing lead sources and manages new customer acquisition across digital channels to drive list growth and optimize acquisition-budget performance.
  2. CertainSource Engage is the email engagement component. It creates, deploys, and manages email-marketing campaigns to maximize lifetime customer value.
  3. CertainSource Amplify is the social amplification component. It empowers brand enthusiasts to attract like-minded prospects through social communities and ignites viral social referrals.

CAM: A Wikipedia Definition

Customer acquisition management is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of marketing techniques. It can be considered the connectivity between advertising and customer relationship management. This critical connectivity facilitates the acquisition of targeted customers in an effective fashion.

Customer acquisition management has many similarities to lead management. Sometimes missing from lead management definitions, but always included in customer acquisition management, is a closed-loop reporting system. Such a reporting system typically allows the organization to quantify the effectiveness of results of various promotional activities.

This allows organizations to realize continuous improvements in both promotional activities and customer acquisition systems.

Customer acquisition management also often includes the original response to a prospect immediately after their inquiry. This response could come in many forms – a personalized fulfillment letter and brochure, an email response or a telephone call. In each case the initial response is targeted to further the interest of the prospect and simplify the initial sales call for the sales channel.

Like lead management, customer acquisition management creates an orderly architecture for managing large volumes of customer inquiries, or leads. The architecture must be able to organize numerous leads, at various stages of a sales process, across a distributed sales force. In order to understand this process, it is helpful to examine a simplified linear lead flow process, such as the following:
• Advertising and CRM
• Customer inquiry or response
• Inquiry captured
• Inquiry filtered
• Lead graded and prioritized
• Lead distribution
• Sales contact
• Lead nurturing or retention
• Sales result
• Analysis of promotion’s effectiveness

The lead flow process can become enormously complex as customers and sales professionals begin to interact. These various interactions and subsequent actions can create a variety of scenarios, both productive and counterproductive. This exponential number of scenarios can provide for numerous opportunities to mishandle leads in such a way as to reduce their value. Managing these scenarios is the function of lead management.

By creating methods and processes to track key acquisition metrics, organizations can get a more accurate picture of what traffic and new customers result from each channel.

Whatever Happened to calibr?

shutterstock_143867509Many of our clients have used calibr as an email marketing solution that has been extremely popular with mid- to enterprise-level businesses. But now we’re talking about CertainSource. What happened?

Don’t worry: we still offer the best email-marketing platform in the business. But we’ve made it more streamlined so that we cover your entire email-marketing spectrum:

  • CertainSource Acquire brings high-value prospects into the pipeline and converts them to customers. It empowers B2C marketers to manage and optimize customer acquisition across all digital channels, including mobile, within a single, easy-to-use SaaS system.
  • CertainSource Engage supplies all the email marketing that calibr ever did, including shopping cart and website re-engagement and mobile marketing analytics. Marketers can leverage the power of Now Data to respond immediately to subscribers’ activity while they are still online, thus multiplying the email’s effectiveness.
  • CertainSource Amplify aggregates social data from all social sites and offers powerful features that enable audience engagement and monitoring. Topped off with groups and message boards, easy management and 24/7 support, and slick reporting, it is a must-have for top marketers.


So while you may be familiar with earlier forms of eWayDirect’s CertainSource offerings, as you see, they’re now all part of one clear line that brings your customers through the whole CAM (customer acquisition management) and CRM (customer relationship management) continuum.

We’re glad that you’re here! Want to find out more about how CertainSource can take your customers through the B2C continuum? Why not ask us today?

What is CAM? B2C Marketers Need to Know

shutterstock_134112389 (2)You already source leads from social channels (Facebook, Twitter, Pinterest, YouTube, and more), along with display ads, mobile ads, email marketing campaigns, and pay-per-click search ads. This can easily mean five to 15 different reports and dashboards to view, analyze, and digest. With CertainSource Acquire, you have a single, simple way to evaluate each one’s relative performance.

CertainSource Acquire helps you improve your acquisition budget, maximizing spending on sources that produce the highest-value customers and minimizing spending on sources that generate uninterested people or risk to online reputation and inbox delivery.

CAM—customer-acquisition management—is the customer acquisition piece of your marketing automation arsenal.

Designed to help you grow your email lists and churn new-customer acquisition, CertainSource Acquire provides full control over the acquisition process, from targeting the lead sources that generate your highest-value customers to providing actionable insight through comprehensive reporting and budget-optimization tools.

Facebook mobileCertainSource Acquire lets B2C marketers manage and optimize ongoing customer acquisition across digital media channels, including mobile. You can easily target your budget to top-performing lead sources while continuing to test new sources across multiple channels and steering clear of poor-performing or risky sources that could damage your brand reputation.

Discover lead sources that deliver the most engaged, highest-value customers to build your customer list, maximize performance, and drive business growth.

Isn’t it time you found out more—today?

The World’s First B2C Customer Acquisition Management Solution is Here Now!

shutterstock_120548806Here’s the problem:  There are over 644 million active websites, and each one is a potential source of leads for the B2C marketer. So how do you find  your highest value customers without breaking the bank? EnterCertainSource Acquire, a solution that drives lead generation at the lead source level, leading to more cost-efficient, precise, and effective customer acquisition.

It’s the world’s first B2C CAM (Customer Acquisition Management) solution.

CertainSource Acquire weeds through the sea of potential lead sources, continuously testing millions of sites to find the ones where your target audience hangs out. Through media offers and triggered campaigns, CertainSource Acquire attracts and engages interested prospects, deploying a triple qualification process to validate prospects before they ever enter your database, resulting in a subscriber list of higher value. Real-time reporting tools and dashboards give you the insight needed to adjust activities and easily reallocate spending to the top-performing lead sources.

CertainSource Acquire:

  • Grows your list with new, high-value customers, while guarding brand reputation and increasing inbox deliverability
  • Provides full control and insight of digital customer acquisition efforts
  • Takes the guesswork out of finding top-performing new prospects and customers
  • Eliminates the risk associated with traditional, aggressive online customer acquisition
  • Improves ROI, increase conversion rates, and drive revenue

Benefits of using CertainSource Acquire:

  • Boost conversions up to 200%
  • Grow customer list up to 3x faster, with high value subscribers
  • Reduce Cost Per Acquisition (CPA)
  • Improve budget performance more than 200%
  • Boost ROI by as much as 400%
  • Hit your business growth goals safely and cost-effectively

CertainSource Acquire continuously tests hundreds of lead sources across multiple acquisition channels to find where your target audience is, and places media within these sources to generate brand awareness and incite interest with a compelling offer. Prospects who take up the offer and engage with your brand are then validated via a triple qualification process, and sent a confirmation cascade (drip campaign), and must opt-in before being added to the house list. This ensures that only the most engaged prospects make it to your email list, resulting in the highest value for your acquisition dollar.

Ready to learn more? Why not contact us today?



Acquisition for B2C Marketers

breaking news 2If you look around the industry, you’ll notice that nearly every solution for customer acquisition is geared to B2B marketers. That’s logical: there are relatively few well-prescribed pathways to customer acquisition in B2B. But when you start talking about B2C, whole vistas open up, and the number of possibilities is overwhelming. A few months back we listed 20 of them. So how does a marketer decide?

We’re about changing all that. CertainSource is a game-changer: we’re the industry’s first Customer Acquisition Management solution for B2C marketers.

Watch for our announcement tomorrow and see how CertainSource may change the way you look at B2C customer acquisition!


Introducing CertainSource!

169affceWayDirect has been going through some changes…

CertainSource, an eWayDirect company, provides B2C marketers with the industry’s first Customer Acquisition Management (CAM) platform for managing and optimizing ongoing omnichannel customer acquisition.

Based on eWayDirect’s decade-long experience in retention marketing technologies, the CertainSource SaaS platform includes: CertainSource Acquire, which manages customer acquisition; CertainSource Amplify, which provides novel social tools for using newly found high-value customers to identify similar customers; and CertainSource Engage, for follow-on campaigns with developing customers.

Sold directly to marketers in partnership with leading cross-channel marketing and email service providers, CertainSource helps marketers keep ahead email list attrition and dramatically increase email list performance through acquisition of “high annual value customers.”

CertainSource is privately held, and headquartered in Fairfield, CT, with offices in San Francisco, CA, Raleigh, NC, Yardley, PA, and Ft. Lee, NJ. For more information, visit www.certainsource.com