Understanding Net Present Value vs. Lifetime Value

Reading a LinkedIn article I came across the term Net Present Value (NPV). Wikipedia describes NPV as “the present value of money today compared to the present value of money in future, taking inflation and returns into account.” It’s However, I found the writer, Sallie Krawcheck’s, personal explanation more thought provoking: “the willingness to forgo earnings today, to invest smartly for more earnings tomorrow.”

Instead of applying to finances, economics and accounting, I started to think how NPV can be applied to marketing and customer relationship building. As marketers, we’ve been programmed to calculate something similar called a Customer’s Lifetime Value (LTV), the predicted net profit for the entire future relationship of the customer…but what about a prospect’s Net Present Value? Are they even worth acquiring? In the years to come, will they be worth more or less than they are right now?

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content marketing

3 Signs It’s Time to Evaluate your B2B Content Marketing

Content marketing is the discipline of creating, publishing, and promoting high-quality content that speaks directly to your audience. It’s especially effective in B2B markets, where there tends to be more product complexity and a lengthier sales cycle that often involves a committee of decision-makers.

Investing in a well-crafted marketing content—made available to the right stakeholders at the right times in the buying process—is essential for attracting new leads, nurturing prospects towards sales, making interacting with your brand a very positive experience, and more!

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How are Marketing 4.0 Trends Shaping Your Digital Priorities?

How are Marketing 4.0 Trends Shaping Your Digital Priorities?

Consider this: 88% of marketing professionals planning to increase their digital marketing budget to some extent in 2019, a study from Ascend finds. There’s no question that digital marketing continues to change the way companies of all shapes and sizes meet the needs of their customers and sales teams—so what impact is it making on your organization?

Here, we’ll take a look at the top Marketing 4.0 trends shaping marketing strategies and explore some things you can do to ensure you’re effectively blending traditional and digital marketing efforts as the landscape evolves.

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The Customer Persona: Your Guiding Star for Direct Response Marketing Success

Person holding a star

When you’re writing a marketing message, developing a sales offer, or designing a piece of creative, who, exactly, are you creating it for? As marketers, we need to tailor our communications as tightly as possible to the specifications of our target audience so our offers adequately reach, resonate, and drive response.

Thankfully, there’s a handy tool—the customer persona—that can help your strategic and creative teams deliver effectively targeted messages and offers that convert. Let’s take a closer look at this guiding star of direct response creative success.

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