Shafique Gajdhar

An engineer by chance, an MBA by choice, a writer by passion. Keeps abreast of SaaS industry, Startup Ecosystem and writes about digital marketing, on-site engagement and more.
shafique September 1, 2017

Net Promoter Score: 5 Actions Plan you must take after measuring NPS

Remember, in my last blog post (haven’t read it yet, do read, if you are into doing more with Data you’ll love it) I talked about how User Behavior Data can be clubbed with NPS Categorization to define micro-segments of customers and garner actionable insights. Here, in this post I mention the few important actions you must take to make the most of measuring NPS. Let’s begin. First things first; Net Promoter Score is about Action not just Measurement Net Promoter Score is not a score that you measure every once in a while to present to Board Members in a conference room. NPS is […]

shafique August 6, 2017

How To Use RFM Analysis & Segmentation To Improve Customer Lifecycle Marketing

What is RFM Analysis? One of the founding tenets of modern marketing is a widely used concept of Segmentation, Targeting and Positioning. STP has stood the test of time to stay relevant in these ever evolving, dynamic times. At an elementary level segmentation is at the core of all successful marketing campaigns. Using segmentation you divide your audience into homogenous groups in order to send them relevant communication that resonates with them. One such data backed segmentation technique is RFM segmentation, through RFM analysis you can segment your customers into buckets like best customers, loyal customers, big spenders, lost customers […]

shafique July 13, 2017

How to Design Survey Questionnaire by Considering 5 Overlooked Points

Picture yourself filling a survey that poses ambiguous questions or has words you don’t know the meaning of, or doesn’t have the option you would like to select. A simple task becomes cumbersome, even if you go through this ordeal once, you wouldn’t wish to do it again. Right? Like most tasks that seem to be simple until you begin doing them; initially writing survey questionnaires also comes across as easy. Moreover, while writing survey questionnaires we often overlook very basic aspects. It stems from the fact that we fail to look from readers eyes but limit ourselves to our […]

shafique May 25, 2017

6 Reasons A Business Needs Location Based Triggered SMS Marketing

Lately, on a weekend I went out dining with friends to an expensive restaurant. After a sumptuous meal, I was asked to fill out a feedback form on an iPad. When I could’ve declined, I casually obliged to put in my contact information. What followed next was blatant misuse of the permission I gave in good faith. In a matter of just one week my phone got inundated with the pile of messages that they thought would make me a loyalist of the restaurant. From coupon codes, to special offer on mother’s day, to Super Saver Wednesday; I received too […]

shafique May 11, 2017

Why Marketing Automation has to count on Permission Marketing to be effective

18 years back in the year 1999, when Google, Amazon were taking baby steps to become the giant companies they are today, Seth Godin coined the term ‘Permission Marketing’. As opposed to traditional approach of ‘Interruption Marketing’ (recall the adverts during TV shows or YouTube ads you just can’t wait to Skip) Permission Marketing is a privilege to send anticipated, personal and relevant messages to people who actually want to get them. In Seth’s own words, real Permission works like this: if you stop showing up, people complain, they ask where you went. That’s the epitome of marketing by using […]

shafique March 24, 2017

How B2C Marketing Cloud Helps Businesses Improve Retention

In the mad rush to acquire customers, online consumer businesses spend frivolously on customer acquisition. Although, once the new customers get acquired the next big challenge is user retention. It is because businesses simply do not have coffers with perennially available cash to burn on acquisition or reacquire churned customers. Moreover, research done by Adobe attributes 41% of revenue to just 8% of customers, no marks for guessing, the 8% are repeat buyers. Fundamentally, this means that focusing on retaining existing customers is rewarding. Let’s get basics right – Retention Rate = # of customers in cohort that your business […]

shafique February 27, 2017

Net Promoter Score: Learn what Promoters and Detractors hide from you

People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message. A trusted referral is the Holy Grail of advertising. –Mark Zuckerberg Remember the last time you checked out a new online shopping site and actually purchased something from it? Out of many reasons that persuaded you to buy one would certainly stand out, and that would be – a recommendation from a friend/colleague/family member. That is the power of referrals. They are the strongest of the lot among advertising, cold calls, PPC ads and zillion […]

shafique February 9, 2017

The right time to send NPS survey and how to automate it

  “We take most of the money that we could have spent on paid advertising and instead put it back into the customer experience. Then we let the customers be our marketing. Historically, our number-one growth driver has been from repeat customers and word-of-mouth.” – Tony Hsieh, CEO Zappos (source) Like Hsieh, any CEO will concur with the convenience of building up business through referrals over scouting for customers through advertising, cold calls, marketing. Referrals from existing customers easily bring new customers leading to organic growth, sustainable in the long run. You must have heard of Word of Mouth, Referrals, Customer […]

shafique January 19, 2017

Best Features & Benefits of SaaS (Software as a Service) [With Example]

When I was in B-School, we were explicitly taught about the importance of communicating benefits over features. One professor said, “Benefits sell, Features tell.” Another advocated, “Customers buy benefits not features.” Then while doing a project on brand communication strategy, I created my own – “In the minds of customers Benefits stick, Features recede.” While marketing professors professed, we followed their lead. Didn’t delve deeper into the why’s and how’s of the features vs. benefits contest. Here, I take this opportunity to dig deeper into why communicating benefits is important than just enumerating product features. Distinguishing SaaS Benefits and Features: […]

shafique January 17, 2017

How to choose the right mix of marketing channels in a multi-channel world

In the era of smartphones, apps, online shopping and serious attention deficit, customers want brands to reach them via the channel of their preference. On the other end of the spectrum are marketers that have one too many channels to choose from to render their marketing communication. The conundrum becomes intensive when you look at these stats: SMS – 90% of SMS are read within the first three minutes of delivery Email – Email has an average ROI of $38 for each $1 spent Push – Push notifications show up to 40% CTR, and the best perform 4x better than […]

shafique August 2, 2016

Weather Based Marketing: How Intelligent Campaign Triggers Give Awesome Results

What is Weather Based Marketing? Has it happened to you when your friend came up with an idea of doing something exciting, but you turned him down. Has the same thing happened while the weather was gloomy outside? If yes, that’s weather influencing your mood, and thus the activity you would do or wouldn’t. Weather influences our mood, eating habits, choice of clothes, going out or staying inside and more so to our disbelief our purchase decisions. It affects how we feel, our mood and to an extent our intent to make a purchase. You might be thinking that it […]

shafique March 25, 2016

How To Build A SaaS Website Homepage 2018 (10 Untapped Ways)

Did you know that web designers (thus websites) have about 50 ms to make a good first impression? Yeah! That’s all. If people judge your website that quickly it is high time you optimize the page spearheading your site – The Homepage. It is the ‘red carpet’ you roll for users to come in and eventually become paying customers. Often we talk about optimizing the conversion funnel and end up working around personalizing the user experience around the later stages of the funnel. In the process, the start of the funnel that is the Homepage loses focus. On the home […]

shafique February 25, 2016

5 Ways to Get & Engage Sellers on E-commerce Marketplace

In 2009, e-commerce in India was worth $3.8 billion, in 2014 the figure jumped to $17 billion and in 2016, it is expected to touch new highs of $38 billion, 66% increase from 2015, 10X since 2009, as predicted by ASSOCHAM. The growth in internet penetration, mobile usage, customer acceptance towards online buying has defined the course for e-commerce. Banking on this conducive environment e-commerce marketplaces have become extremely successful. E-commerce Marketplaces are websites that connect sellers and buyers; they offer enabling services such as warehousing, logistics and payments. Essentially these are platforms where sellers get to showcase products for buyers […]

shafique August 28, 2015

Cart Abandonment Emails v/s Underused Checkout Exit Overlays

Scenario 1: Your girlfriend has abandoned you. You want her to come back, and you text her to please return. Scenario 2: Your girlfriend is in the process of abandoning you. You don’t want her to leave. You act, try to make her stay; then and there. For the sake of understanding, the two scenarios illustrate apt analogies for the approach e-commerce sites take to tackle cart abandonment. Just that here the girlfriend is a prospective buyer, and you are a seller. I will keep it simple, scenario 1 is for cart abandonment emails and scenario 2 is for checkout […]