B-to-B Labs

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Building my Perfect Corporate Board Member

B-to-B Labs

Just how much has the change in how customers buy and how businesses run changed the requirements for the makeup of a high performing board? Question… Should corporate boards look different today than they looked 10, 20 or even 30 years ago?  Or do some things about running a business never change. While I’m no

Buy 5

When not to invest in CRM

B-to-B Labs

Going through a current customer’s CRM plans, it struck me that there are almost always instances where a new CRM effort might not be the best idea for a company (at least at the present time).  Believe it or not, I’ve seen cases where, even with the best of intentions, a client will go down [.].

Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

organizing content for customer facing meetings. For someone who needs to find a relevant asset to present to a prospect or customer, this. We love to hear how customers. networks can show customized, tailored ads to viewers based. your customers, be able to measure the. Stop Killing Your Content: 3 Reasons Your Content Falls Flat. and value. post-production.

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Customer experience has been and will continue to be one of the major influences on how buyers make choices.  Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  State Of B2B Customer Experience Is Unhealthy. by Creative Stall.

Informed Customer Understanding Should Guide Marketing

Tony Zambito

While others portray that if you just do these few things, then there will be a proverbial pot of gold, at the end of the year filled with overflowing coins of new leads and customers. One thing that is clear is the dynamics of markets, customers, and sellers continue to unfold in new ways.  by Anton Scherbik. If it were only that simple…. What Should Guide Marketing? Choosing Wisely.

Marketing: New architects of the customer experience?

grow - Practical Marketing Solutions

There seems to be a theme emerging on {grow} over the last few months and it is this: How can be effective marketers and have any influence over what has become a very strange and complex The customer journey (my friend Krista LaRiviere of gShift called this the “ dark funnel “). The customer journey is more tangled than the power cords in my computer bag. Now what?

Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof

Customer Experience Matrix

How pitiful is this: My wife left me alone all last weekend and the most mischief I could get into was looking for research about cross-channel customer views. Let's start with a truth universally acknowledged – that customers have rising expectations for personalized treatment. So, yes, customer expectations are rising and failing to meet them has a price.

Content Methodology: A Best Practices Report

for customer service. Customer service teams are the experts on customer pain points. president of global creative and content marketing. “It’s customer-first thinking. A lot. Business Goal Content Objectives KPIs Customer. customers Customer service • Number of service issues resolved using. become customers. Content. Methodology: A Best.

Psychology and marketing: respecting and failing the customer

Conversionation

As organizations focus more on customer service, the customer experience and, well, anything that’s customer-related, there’s also an increasing attention for the psychological dimension of business (workers) and customers.

Why Every Company Has Time For Customer Advocacy (And Where To Find It)

Influitive b2b

You don’t have time to delight your customers with something like an advocate community. The post Why Every Company Has Time For Customer Advocacy (And Where To Find It) appeared first on Influitive. Marketers are busy people. That’s why the thought of managing another program or piece of technology every day sounds about as appealing as the next Justice League movie.

When to treat a customer like family

grow - Practical Marketing Solutions

One of my customers bought 100 percent of their raw material from the company I was working for, Alcoa. ’ ” Now THAT is customer loyalty. The lesson I learned from this is that your best customers aren’t customers. It is a great joy to me that my long-time customers become my friends. customer acquisitionThey helped us with product design.

Using Customer Contact Data to Tell Better Marketing Stories

Act-On

If the stories are true, there was a day – long ago – when marketing with your gut and creating general, positive experiences was enough to draw customers into your lead gen flows. You already have everything you need – your customer contact data – waiting in your CRM. Shaping Customer Data into Stories. When product sheets and face-to-face meetings closed deals.

Evangelizing a Content Marketing Program

percent of American pay TV custom- ers overall, including the 25–34 demographic. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. CUSTOMER RETENTION & LOYALTY The “always-on sales funnel” is a mod- ern marketing cliché for a reason. customer. All rights reserved. Introduction 4 II. Why This Guide 6 III. Instead, most.

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

Tony Zambito

recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”.

Content marketing: a customer-centric manifesto

Conversionation

It is part of a bigger picture, aiming to create business value by creating customer value. It takes a customer-centric and integrated approach to succeed in content marketing. Creating business value through creating customer value using content marketing – and putting […]. Content marketing Customer experience Integrated marketing

Customer Data Platforms Revisited: The Future of Marketing Data

Customer Experience Matrix

It’s nearly two years since I introduced the concept of a Customer Data Platform , defined as a marketer-controlled system that builds a multi-source customer database and exposes it to external execution systems. Customer Management Functions CDPs exist because marketers need to coordinate customer (and prospect) interactions across channels. In fact, most do not.

Strikedeck Adds Automation to Customer Success Management

Customer Experience Matrix

I first started paying attention to “customer success management” systems when I realized they were assembling data from multiple sources to build a consolidated customer view – something that could potentially serve other departments throughout the organization. This made them a fifth subtype of Customer Data Platforms (CDPs), along with systems based on marketing, lead scoring, sales advisory, and tag management. Strikedeck is aiming squarely at the same market as customer success leaders Gainsight and Totango but includes more automated execution of recommended actions.

Content Strategy for Marketing

Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. company’s people and your users [customers]. customers or users. Custom Content Council OF MARKETERS80% CONTENT INVESTMENTS BY B2B + B2C COMPANIES. customer experience? as customer concerns, and opportunities, such as tweeting a.

Customer experience and beyond: customer journey mapping

Conversionation

The key to creating business value is focusing on customer value. Truly understanding the needs and preferences of customers, as well as their behavior during the buying journey, is essential for your business strategy. Customers buy products and services but also experiences and emotions. The buying decision is connected, highly individual and highly emotional, even […

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Tweet Putting customers first in lead generation. As marketers, we have more ways to observe our customers behavior and can leverage tools like marketing automation, Web analytics and CRM systems to help us manage all this complexity. That missing piece is customer empathy. To build that empathy, I recommend: Push the acronyms aside and actually talk to your customer.

Quit Obsessing About the Customer Journey

The Point

These days it seems to me that you can’t read a marketing blog, attend a marketing conference, listen to a marketing podcast, without hearing someone drone on about the customer journey. Suddenly, we are led to believe, the customer journey is all that matters. Lead nurturing , for example, must now coddle the buyer through every step of his/her journey to customer nirvana.

Why Customer Experience is the Hot New Thing in Marketing

Act-On

“The customer experience is the next competitive battleground.”. It’s old-fashioned, but it works: Be good to your customers. Be good from the first time they encounter you to years after they’ve become your loyal, return customer. And even recently we’ve seen several new-ish terms that describe what a great customer experience aims to achieve. And of customer advocates?

Study: How Much of Your Content Marketing Is Effective?

And instead of relying on disruptive banner ads, brands are start- ing to get smart about targeting customers with original content. their most important marketing goal, lifetime customer value and. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. content.

Unpacking Challenger Customer Insights

Avitage

The CEB book Challenger Customer, released in September 2015, will continue to garner support for its many insights. It assumes you have read CEB’s Challenger Customer. will highlight key Challenger Customer insights and suggest important implications, considerations, risks and required actions that I (and colleagues) missed the first couple of times we read the book.

Customer experience and user experience: where they meet

Conversionation

Although there is a big difference between the customer experience and user experience, both are also related. Many techniques and approaches in customer experience management, customer journey mapping, etc. As a matter of fact, if we want to improve customer experiences we also need to […]. can also be found in user experience and service design.

How to create engagement with customer flow

grow - Practical Marketing Solutions

Most articles present Customer Journey as a given fact. They presume customers are happy with their purchasing journey. think there is a lot to gain for customers. Why just understand the customer journey? The graphics presented in this article build up to new understanding of the customer journey, what I like to call “Customer Flow.”

How Content Drives a Great Customer Experience (and Profit)

Act-On

Welcome to the Age of the Customer. Today, customers have more control over their buyer experience than ever before. The tricky part is that different teams within a single organization – social, demand gen, digital marketing, field marketing, inside sales, outside sales, customer support – are responsible for delivering content across various channels to the same buyer.

Content Marketing Playbook: Strategy and Roadmap

customers to reimagine GE on the cutting edge, which. they end up becoming customers of Moz, that’s great, too, but that’s a side benefit. list that could include: its own investment trends data, data and queries gathered at its customer call center, the expertise of its financial advisors and other internal. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently.

10 Ways To Show Your Customers Love

It's All About Revenue

little bit goes a long way to delight, so we put together a list of 10 ways for you to demonstrate appreciation and value to your customers. Happy customers make supportive advocates, so always aim to help, enable, and support. Showing a little customer love doesn’t require big, strategic efforts. commitment to customer success and service can start small. Check

suitecx Offers Industrial-Strength Customer Journey Maps and More

Customer Experience Matrix

Customer journey mapping is now the buzziest of buzz words. Every self-respecting marketing automation system offers something called a “customer journey map,” even if it’s exactly the same as last year’s campaign designer or does nothing more than connect functionless icons on a virtual whiteboard. precisioncx completes the project by letting users design new customer experiences.

Act-On: Powering the Customer Experience

Act-On

That’s the proverbial ‘loaded question’, but for now, let’s focus on what can be done to build a high-performing, sustainable marketing department that balances brand awareness, demand generation and customer marketing. Customer Experience. Deliver a great customer experience. Sloppy Growth” is a result of not thinking about your customer. Competitive Advantage?

Four ways customer connections will change by 2020

grow - Practical Marketing Solutions

It’s also going to be changing our customer connections. In general, this probably is how you connect with your customers today: Your website provides them a clear way to find what they’re looking for. It’s optimized for perfect viewing whether your customers/prospects are looking at it via a laptop/desktop or smartphone/tablet (it’s optimized, isn’t it?  Dramatically.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

platforms, and customer relationship management. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.

Good, No, GREAT Things Come in Threes: Build a Winning Trio for Customer Success

Act-On

Integrate those two and you are moving in the right direction, but add the customer success team into the mix too, and you’ve unleashed the ability to unify communication and engagement across all phases of the customer lifecycle, creating a winning team trifecta. The goal: Build meaningful, mutually beneficial, trusted, lasting relationships with customers. The Big Take-Away.