B2B Marketing Unplugged

Trending Sources

Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

Customer problem rates are up five points in just over two years and this has much to do with terrible Customer Experience Management (CEM). When we can figure out how to build an emotional bond between our brand and our customer’s brain, the wallet, friends, will surely follow. CRM Social Media bizmarketer CEM customer service Elizabeth Williams linkedin social media

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

In fact, I think there is an excellent business to be built around outsourcing conversations with terrible customer service organizations. All of which leads me to the idea of efficiency, and the widening gap between how companies view it and how customers view it. But customers are viewing efficiency in a much different light. Related Posts: The End of Valued Customers.

The End of Valued Customers

B2B Marketing Unplugged

Also, Alan should stop calling me. I don’t think he understands that I’m already a customer and just because I downloaded a white paper from your website does not mean I am interested in having his babies. By the way, my name is Elizabeth, and if I were truly your valued customer you would know that.  Go $#%* yourselves. Sincerely, Your Under-valued customer. Quite  a treasure.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

We’ve all had that business of how much more it costs to acquire a customer than to retain one and, since June of 2012, we’ve been dealing with the apparent end of solution selling. There are a few statistics that are used to torment marketers.  We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. Goodness. Just like that?

Buy 76

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.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #1 was forgetting that at the beginning, middle and end of all customer experiences is emotion. Plus 81 percent recognize that there is correlation between customer experience and loyalty. Related Posts: A Refreshing Look at Customer Loyalty. Uh oh.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

Judging by some of your comments, over-communication with customers has struck a cringingly familiar chord. The truth is, most companies are terrible at customer communication, falling into the Factory Farm of Spam (FFoS)  model we looked at last week, or the equally exasperating Giant Wall of Silence (GWoS). That’s what Collection Agencies and Customer Abuse are for. Sic

Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

Treat your employees well and they’ll treat your customers better. Like paying your employees well above the going rate in your area, not laying them off, being nice to suppliers, customers and the community and generally running a respectful company that makes a first-rate product. Stratten and Kramer call them “Insubordinate Customers”. Scott Stratten, not so much. Be nice.

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

Are you a self-starter with an eye for detail, a passion for great customer service and unresolved hostility issues? In our final look at the miserable set of misaligned processes and emotionally empty engagements that pass for customer experience management, it’s time we define a customer communications function once and for all. Have I got a job for you.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Those of you who have been bored enough to follow me for any length of time know that Porcupines are customers who have become angry, demanding and rude. It would seem that one of Darius’s restaurant customers did not receive some expected shipment and was unable to serve a house specialty that weekend. What percentage of customer interactions happen on social? It gets worse.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

We controlled the content, we controlled the access and all we had to do was drive our prospects and customers into our little worlds and deliver a terrific experience. That’s because while we saw media ,  our customers saw social and thus opened a gate at the marketing rodeo setting loose this crazy, kicking horse of conversations. And don’t get him started on the client dinners.

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.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

Just because you don’t want to have a talk with an unhappy customer, a job-seeker, an investor, a regulator, a supplier or other time-waster, doesn’t mean that conversation shouldn’t happen. Make sure your Customer Abuse and recruiters know how to use your social platforms. Let your customers talk to you. Last week we lamented the deplorable state of most About Us pages.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. We are also able to have the right conversations with our customers when our CEM is working. Branding CRM corporate overlords customer service linkedin porcupines social media Namaste, my friends.

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Here’s the real issue for B2B, though: a small percentage of your customers or prospects will connect to you on Twitter or LinkedIn or Facebook but 100 percent of them will, at some point, visit your website. Here is a terrific infographic from our friends at Marketo about how relevance and retargeting works for re-engaging customers who may have strayed. Let me help you out.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. From the Customer Abuse  departments to the save gates  to Being Creepy   to the ineffective measurement of misery , we have generally come up lacking, both on the B2B and B2C sides. We just aren’t good at it. Related Posts.

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.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

It’s about your customer. What’s on your About Us page?  I’ll bet you don’t even know. When was the last time you looked at it? Did you get the summer student to write it eight years ago? Did you put that fun 5,000 word history of the company commissioned three CEOs ago? God help us, you didn’t put your mission, vision and values up there, did you? This includes your About Us page. .

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

This gives you New Content Karma, which pleases the Panda, and it has the added benefit of engaging a new crop of prospects or customers who may have missed it the first time around. Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. Start with your keywords.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

Sales Squirrels are not there to dump out a bag full of stuff about your product and then help the customer or prospect pick through it until they find just the right thing that will move the sale forward. Your Customers Want to Talk to You. If you want to have fun at an otherwise dull wedding or corporate event, try to sit next to a professional event planner. Nasty. Related Posts.

Your Customers Want to Talk to You

B2B Marketing Unplugged

Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. This week, we should look at the much more pernicious problem of Customer Hide and Seek. Customer Service Person: But then customers will call it looking for support. Sales Person: We don’t want to talk to customers. Folks, bad news.

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.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

Create in customers’ minds the notion that diamonds are a) very rare b)an appreciating asset c)table stakes for popping the question. Is there anything prettier than a well-merchandised display of bed and bath linens?  I mean, what can beat the crisp, pretty sheets in their perfect little packages arranged by designer, colour, size and thread count. It’s all about potential. Well it is.

Dwell 53

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

They aren’t your customers. people per company that’s actually only 417 customers. Now we’re down to 300 and change actual customers, and at most, about 30 decision makers. Sales squirrels ignoring you? Here’s a fun way to get their attention: tell them you’re cancelling all the trade shows next year. ” “The quarter is doomed!”

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

This is that wee nugget of a report that unpacks why your customers buy, why they buy from you, what they think about it, how they like to be sold — all that stuff that we use to prop up the Insights that underpin the annual planning cycle. Here is the horrible little secret we never like to admit about this kind of data: our customers do not tell the truth.  My goodness.

A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

Alas, no detectives, bodies, forensics or car chases here, but all is not lost; this is a cracking good read about customer loyalty and it’s one marketers should pay attention to. . Here, Dixon has a look at why, despite decades of study, investment and public humiliation, we still can’t seem to get customer loyalty right. The same is true in your Customer Abuse department.

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.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

Elsewhere in the organization, the Customer Abuse department is likely dreading the breaking-in period, during which orders may or may not be going out but it won’t matter because the module that lets the customer abuse department see the order status wasn’t in scope for this phase of the build. Here’s the whole article. In the consumer world, the distance is pretty short.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

Yet there we are, day in and day out trying to dislodge fantasy hockey leagues and Candy Crush to make the case for our product to be on the list of things our potential customers are supposed to care about. Before you get to pry the money from your customers’ grubby little fists, you need to deliver a steaming pile of credibility. They just don’t. That is some serious competition.

B2C 53

The Fish in the Barrel Don’t Like it When You Shoot

B2B Marketing Unplugged

Related Posts: The End of Valued Customers. We marketers just love a captive audience, don’t we? We like them strapped into pressurized metal tubes at 35,000 feet with nothing to look at but a tiny screen or a drooling neighbor. We like them squished into subway cars, bouncing off each other in mosh pits or looking for a familiar taste far from home. Is that what we want? Feeling old?

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Customers are about to get gift cards and a big fat sorry letter. Your front line people don’t get to put on a suit and be sorry for polluting the Gulf of Mexico; they get to put on a headset and do a more delicate pas de deux with your customers. It’s in the data you pull from your ERP, but it’s also all the call recordings, customer surveys, NPS scores and employee surveys.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

It would seem that a customer had tweeted that she liked the food at a recent commercial banking customer event. Worse, it turned into Customer Service Theatre that wasted all kinds of time and resources without fooling anyone. Marketing, PR and customer service need to get in there and start spraying a little more perspective and a lot less ass covering. Stay with me.

PR 64

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

“They beg for access and now I can’t get anyone to actually engage a real customer or prospect online,” she complained. Your Customer Abuse department has been engaging customers for years on these platforms. Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Lines must be drawn.

Conversations Matter

B2B Marketing Unplugged

Like good hosts, we invite customers to a party with the information they need to show up on time, dressed properly  and with some idea of what is about to happen. They think that’s the job of the sales or customer service people. Oh dear, poor Radio Shack has bought the farm. Brands live (or not) at the intersection of experience and expectation, a location good marketers know well.

Fixing the Customer Experience Part IV – Where to Start

B2B Marketing Unplugged

Now that the Customer Experience is safely in the hands of the marketing department , it’s time to figure out where to start with the fixing of  it. The next thing is to figure out who your customers are. In marketing we spend a lot of time trying to figure out stuff about buyers, but buyers, particularly in B2B, are not necessarily customers once the purchase is done.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

The place where all we need to do is get the customer to say yes or click the Buy Now button. Yet time and again, sales people are sent scurrying from marketing to Hand-Wringers to Customer Abuse and back again trying to put these things together to get past the current No. If you love the smell of schadenfreude in the morning, here is the video. Happy day. That would be the word, No.

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

Since conversations with sales people can go horribly off track, may I suggest you and your team come up with a list of questions ahead of time? I’d start with these: How did you get in the door at this customer? Tell me about the conversations you had with the customer from first contact to the deal closing? What problem was the customer trying to solve? How did you know?

Why Meaning Matters More than Noise

B2B Marketing Unplugged

“When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. Meaningful is a book about the importance of deliberately and transparently paying attention to customers and prospects. That customer’s story changes because the business exists.” Attract customers. Understand the customers’ story.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Other external triggers are found in proprietary apps that companies offer their customers – iTunes is a good example, or your online banking interface, but can also be as simple as subscribing to a newsletter.  Getting internal triggers right requires a  pretty deep understanding of how and where your customers use your products. 2. I am worried that Candy Crush is eating our brains.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

So what does it cost when you create content that is supposed to drive sales and it doesn’t drive sales because nobody bothers to show it to customers and prospects? Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Tired of whiny sales people who don’t know how to close? And what about the mess and expense of those darn client events? It’s just how it is.

Cost 61