Renay Picard

Quaero, a CSG Solution

Renay is Quaero’s Senior Marketing Manager, responsible for managing marketing communications, thought leadership strategies and demand generation efforts. Renay has more than 1 years of marketing experience delivering high quality b-to-b demand generation campaigns across all mediums.

Using Customer Insights to Drive Customer Value

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Posted on 2011-07-29

In our latest Customer Engagement video on customer value, John Strabley - Quaero's Director of Professional Services Consulting - discusses how you can obtain customer insight and in turn drive additional customer value and increased revenue.

What is customer value? We can derive customer value by looking at several factors: historical value that the customer represents, expected value over time (what we can expect from this customer going forward) and the unrecognized value (difference between expected and total potential value). We can see what percent of spend we are capturing vs. potential share of wallet and look at which sources drive high value customers.

From here, we can begin to tier customers by value....

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2 Critical B2B Marketing Insights from the MarketingProfs B2B Forum

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Posted on 2011-06-24

Last week, I had the benefit if attending the MarketingProfs B2B Forum here in Boston. In addition to the great networking that took place, the 2 day event was jam-packed with great insights from B2B thought leaders on topics such as lead generation, sales and marketing alignment and social media. As I spend time looking through my notes and action items, there are a few key themes that I am taking away. I am going to focus on 2 of these high level themes here and will follow up with some more tactical pieces in the coming weeks.

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When Technology Fails: The Disconnected Customer Experience

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Posted on 2011-05-19

We all know that there are several big name ecommerce vendors who have a stellar reputation for delivering on their promise of a great online customer experience. From the ability to browse, locate user reviews, compare pricing and quickly purchase products or services, these companies have the online experience down to a science. They have figured out how to provide offers to me based upon my preferences, get me to enroll in customer loyalty programs and educate me on their offerings. There is obvious technical complexity built into each of the processes I mentioned - from the underlying marketing database, customer segmentation and large-scale marketing automation systems in place.

BUT, what happens when the technology fails? What happens when the big ecommerce vendor cannot process orders online or cannot take a credit card payment? Can these companies still deliver on the promise of a great customer experience?

In one situation that I encountered just last night...

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The Customer Engagement Agency: CEA Video Series

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Posted on 2011-05-13

In this video, Naras Eechambadi, SVP and GM of Quaero, discusses the concept of the Customer Engagement Agency. What is Customer Engagement all about and what is the impact it can have on your business? Specifically, Naras focuses on the rapidly evolving world of marketing innovation and how it has changed the way that we are able to conduct business. The multi-channel environment, the shift in balance between companies and customers - the challenges are very complex.

The focus for all organizations needs to be on increasing customer value through engagement. How do you figure out who your best customers are? And then how do you use this insight to market to them more effectively? View this video to find out...

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B2B Sales and Marketing Alignment: Steps to Getting There

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Posted on 2011-05-02

It's amazing how often I hear people speak about this topic. And I have worked in companies where there is tight alignment - luckily, this is the case here at Quaero - and others where no true relationship between Sales and Marketing existed.

I recently read my colleague, Roman Lenzen's post entitled, Bridging the Actionable Analytics Gap, in which he discusses the fact that each department - Marketing, IT and Analytics - has an incredible amount of expertise in most cases but they often do not know how to bring all of the pieces together: "Presenting the insight in a form so that the business constituencies may easily digest the information, and start to visualize how it may be implemented to effect bottom line revenue (or profit), is one of the biggest barriers in insight and analytics adoption today."

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Marketing for 2011: Five Critical Considerations for Success

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Posted on 2010-12-28

As we close out the year and jump into 2011, I find myself looking back at the year to figure out how effective our marketing was and which marketing trends will serve us well next year. What should we pay attention to in 2011? And what should give us pause? Here’s my top five list.

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iPad Applications: So Many Opportunities

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Posted on 2010-11-08

Having just completed our first development iteration of a web-based iPad application, I have seen the potential for new opportunities that involve a greater level of prospect and customer engagement. As marketers, we devote a significant portion of our budgets to event marketing. But we also need to ask ourselves the age-old question: what is the ROI of these events? We develop pre-show campaigns, including email and telemarketing activities. We develop booths, creative for sponsored events during the shows, send books/collateral - the list goes on.
But what happens during the event? The goal is to really connect with potential prospects and existing customers so when all is said and done, that must be the focus....

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Social Media "Lite" for CEOs

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Posted on 2010-08-10

This past spring, I attended the Forrester Marketing Forum out in LA and came away with some interesting insights, especially in the social media sphere.
George Colony, Forrester's CEO, delivered a keynote called, "The Social CEO," during which he discussed the involvement of senior corporate leaders in social media. Having worked at several small companies, this topic is quite near and dear to my heart. I have worked with CEOs who really believe in SM and others who do not. Frequently, even the "believers" who want to contribute don't seem to know how, when, how often, and where. Try though we may to guide and educate these leaders down the right path, I really believe that each must find his/her own way, own style, own tools of choice.

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Social Media and the Customer Experience

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Posted on 2010-07-11

I recently attended a fabulous webinar sponsored by CustomerThink, part of their Social Business Executive Summit: How to Win in the Social Economy. The specific session that I am referring to is, "Best Practices to Create Online Communities to Engage Customers and Increase Loyalty." During this webinar, Jason Mittelstaedt from RightNow Technologies spoke about social media as part of the customer experience.

Jason mentioned that most companies who are engaged in social media (SM) strategy are taking a very silo'd approach rather than viewing SM as part of an integrated brand experience. So many marketers are worried about capitalizing on the social experience that this becomes an inevitable result - jumping on the tools because that's the easy part. Marketers know that they have to be a part...

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