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Marketing Interactions

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) provide a framework that extends across the customer continuum from net-new to renew and expansion deals. The psychology is different.

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B2B Nurturing for Net New vs. Existing Customers

Marketing Interactions

The curiosity gap – the distance between what your buyers and customers know and want to know – is a moving target. Your B2B nurturing programs must account for the dynamism of the customer lifecycle to be effective. Unfortunately, many marketing campaigns provide the same content to both buyers and customers. That’s new….

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Why Customer Centric Doesn’t Mean Buyer Driven in B2B

Marketing Interactions

Customer centricity mostly misses the mark in B2B. We can say we’re customer centric all we want, but for buyers and customers looking in that’s often not representative of their experience with your brand. In fact, given the buyer research, it’s often seen more as customer hostility than centricity.

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Why Marketers Must Have Customer Conversations

Marketing Interactions

Know your audience has become a rallying cry behind the concept of creating compelling buyer and customer experiences and becoming customer-centric companies. But how many B2B marketers can say they truly KNOW their customers? This is why it’s important to have customer conversations. Complete silence. They weren’t sure.

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Put B2B Content in Context Across the Customer Lifecycle

Marketing Interactions

Some of the reason for this disconnect could be found in research done by Corporate Visions that finds 58% of brands message the same to a new logo as they do to existing customers. Yet they’re using it for every phase of the customer lifecycle. Customers: Implementation. No wonder effectiveness is lacking. If not, it should.

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A Lack of Customer Advocacy Could Make B2B Buyers Walk Away

Marketing Interactions

I was interviewing a client’s customer a few days ago for a persona project and something he said made me stop and think. If there was no customer advocacy, he’d walk away. Sure, I’ve heard customers say that case studies and testimonials are important. So is talking to customers to hear the reality from them personally.

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Why B2B Marketers are Critical to Revenue Operations

Marketing Interactions

Due to my interest in breaking down the silos that separate customer-facing teams, I’ve attended a few webinars focused on Revenue Operations (RevOps). Uniting the commercial team to produce profitable buyer and customer-driven experiences is something I’m thinking a lot about given the shift to self-reliance. Edelman/LinkedIn ).