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Tag: Strategy






5 key areas for marketing success in 2025

Data-driven segmentation to improve B2B sales performance

Improving customer loyalty – steps to successful loyalty programs

5 Reasons Why Project Management Matters

The right project manager can identify and direct resources to ensure your business follows deadlines and objectives so that you can focus on other aspects of your company. To get started with finding the right project manager for your team, here are five reasons why project management matters.

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7 Tips for Cross-agency Collaboration in a Cross-competence World

Companies cannot afford to sustain the inefficiencies caused by a siloed portfolio of partners. Recognising this challenge early on, Avaus set out to develop principles for a leaner, more efficient way of working called the “Cross-Agency Collaboration Model”.

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Forget CRM, Say Hello to the Sales Robot!

Think of all those dystopian sci-fi movies where the plot revolves around robots and their sense of ethics. The outcome is usually not all that good for humans. But if we forget the fear of killer robots for a while, we realise that mechanical and virtual robots have already taken over our lives and improved our processes tremendously – especially when we have used them to replace human judgement with computations.

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Ensuring Customer Profitability in a downturn

The downturn will require focus to be reset on classic CRM strategies: Up- and cross-selling, along with retention and profitability management.

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Capture Market Share without Outspending Everyone

Traditional agency wisdom for these circumstances is to outspend your competition. The proposition is that excessive share of voice (ESOV) drives market share, with historic data suggesting that a 10 point excess in media spend (Share of Voice) over Share of Market (SOM) leads to an increase of 0.5% in market share. Brands with a market share of 20.5% who grow their media spend to 30% of the market, would grow market share to 21% over a year.

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Short Term CMO actions

After our first Covid-19 Response digest last week, many of you asked us fundamental questions about our views on what the Covid-19 impact on marketing will be, and what immediate course of actions marketers should take.

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M&M article: Emma Storbacka –Avaus expects only a slight dip after Coronavirus

In Sweden, the state has imposed fewer restrictions on Covid-19 than in Finland, although currently there are more hospitalised and deceased in Sweden. Gatherings of more than 500 people are prohibited in Sweden, although smaller gatherings are still allowed, and people are only advised generally to avoid contact. The terrace season of restaurants was advanced, so that outdoor food service would be possible.

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M&M artikkeli: Emma Storbacka –Avaus odottaa koronasta itselleen vain pientä lommoa

Covid-19 Response #1: Preparing for the New Normal

A business framework for COVID-19 response and adaptation

When the operating environment changes rapidly, as it has presently, our ability to make informed decisions is challenged. We have less information than before, and the information that we do possess has less and less value as unpredictability increases dramatically. Therefore, the margin of error also increases dramatically and businesses risk both inaction or false action.

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Avaus reacts to Covid-19 outbreak – Initial internal and customer perspectives

During the last days the Covid-19 situation has escalated. We have had a team working on Covid-19 related risk management since late February, and yesterday the management and board decided to take an even more active role in prohibiting the virus spreading amongst our employees, their families and our customers. Our thoughts are with everyone struggling in these turbulent times.

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5 key takeaways from Avaus Expert Talks Helsinki 2020

How can we increase our growth to the next level in the world of complex ever-changing digital environments, is the question many industry leaders within different fields of businesses are asking themselves today while considering the next steps on their marketing and sales transformation journey. 

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Recruit, outsource or inhouse? – How to build your Marketing Centre of Excellence

Tech-enabled multi-channel 1:1 customer engagement has forced marketing managers to deal with an unforeseen complexity of data, technology and a multitude of content variations. Having the required technical competence spread across the company is not efficient. Marketing operations today require new management skills, controls and a hands-on approach - and a new organisational structure.

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Analytics Tactic Spotlight: Customer Lifetime Value

The concept of Customer Lifetime Value (CLV) might seem self-explanatory, but there are lots of misconceptions of what CLV is and how we can best use it. In short, CLV is a model that estimates the value that a customer brings to your company during its expected time of customer loyalty. If implemented using adequate analytical techniques and predictive models, a high number of use cases open up, including value-based segmentation, evaluation of marketing initiatives and optimisation of acquisition.

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The Secondary — Often Less Appreciated — Benefits of Growth Teams

Growth Teams is one of those terms that has become increasingly popular in modern business parlance. The term is generally understood to signify a cross-competence team with a very precisely defined objective - such as driving a single KPI in the desired direction - hence the name. Together with the more general practices of ‘growth hacking’ and agile methodology, Growth Teams are a part of 21st-century management practice where speed, agility and experimentation are kings. 

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Wärtsilä – Utilizing marketing attribution to measure B2B impact and drive revenue

11 Digital marketing trends for ­2019-2020: Marketing Technology (part 1)

User experience is swiftly overtaking price as the most critical competitive differentiator. Also, digital experiences are increasingly designed and created by algorithms and AI. It all started with personalisation. When personalisation becomes sophisticated enough, the experience becomes different - it feels intelligent.

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11 Digital Marketing Trends for ­2019-2020: Data Science

Analytics is the key enabler of superior customer experiences. Systems of intelligence that run on proprietary data are also the critical drivers for future enterprise value, not only for the US and Asian platform corporations but for traditional B2C and B2B enterprises in Europe as well - according to Gartner. New trends will not change the list of top skills requirements for marketers in the near future. Numbers and technology will continue to rule; check Avaus Insights: State Of Analytics.

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Predicting Customer Churn

Churn prediction means detecting which customers are likely to leave a service or to cancel a subscription to a service. It is a critical prediction for many businesses because acquiring new clients often costs more than retaining existing ones. Once you can identify those customers that are at risk of cancelling, you should know exactly what marketing action to take for each individual customer to maximise the chances that the customer will remain.

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Minne miljardi katosi markkinointiviestinnästä? Osa 1

Avaus Establishes Tech Centre in Poland

B2B Marketing Automation: 3 Excellent Use Cases You Didn’t Think of Yet

Chances are, if you are reading this, you are either using or intending to use marketing automation software. You might be interested in improving your marketing, getting more inbound leads or perhaps tracking and scoring your web visitors and nurturing them towards the day they'll want to buy your product.

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