B2B Marketing Unplugged

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

As we let simple product or service issues go from inconvenient to horrible to rage-inducing, we double down on the mechanics of making our customers go away instead of looking for the emotional salve we ought to be offering. If you have nothing better to do sometime, pour a nice glass of wine and curl up with Arizona State’s Rage Study. Now that’s fun. We focus on the problems. All good.

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

B2B Marketing Unplugged

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. It’s a little bit weird to be sitting on a plane, reading a rant about the airline that is, at that moment, scooting you home. quite enjoyed my Air Canada experience that night.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

So we pried them out of the Productivity Prevention Department’s purview and hired webmasters, who became web managers, who became digital marketers as the skillsets changed. My agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. Sometimes two or three on the same afternoon or evening. We loved them because they were all ours.

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

B2B Marketing Unplugged

For years now, we’ve been whining about how much more educated consumers are about the products and companies that make them. They managed all of this without the help of a sales person, and economies grew, products were sold and life went on. Goodness. Just like that? Where do you think it went? . Darned Internet went and ruined everything. You don’t remember this time, do you?

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

Other than probably not working all that well, these are both exemplary cases of Feature Puke.  We’ve all sat through endless pitches where some nervous rep breathlessly takes us through every, single feature of a product without ever really telling us what it does, why we might need it and how it might be helpful.  Let’s start with this ad. Nasty. The issue here is fear. Related Posts.

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

They can find your horrible mission statement from 2009, the dumb photo of your receiving department’s holiday party and, who can forget the product brochure from 2004? Have you been keeping your website content up to date? Let me help you out. The answer is no. The average page size is now over 2MB so this tells me we’re just not paying a ton of attention. Why should we? Good grief.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

For example, pages for products that don’t exist anymore can redirect to their extant counterparts; blogs by executives who were perp-walked out in 2010 can redirect to related posts by their replacements.  For example, if a product or service is no longer available, put a friendly invitation (with a link) on the page to check out its replacement. Start with your keywords.

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Marketer #2: Say, our products are kind of hard to understand, so we’ll need an abstract image that conveys connected things with other connected things with a globe. Marketer #1: Hmmm. Time to update our corporate website again.  That swell webinar we went to said we should use more images on our web pages and printed materials because humans are beginning to lose the ability to read.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. 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.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

What about the ones who get a mostly accurate bill each month or whose product ticks along without much trouble or the ones who are too busy or too weary to bother complaining to you directly? mean how are you making it an impossible idea that they would consider replacing your product with anything other than a new one of the same? Reason #2: We focus on the problem. Uh oh.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

You let the Productivity Prevention Department or some designer dude handle that mess, didn’t you? suggest it’s kind of our job to let that conversation happen and to help it happen quickly and productively. Chat is two to three times more productive than live phone calls, and for most people it’s a reasonable substitute for voice. After all, nobody likes the Contact Us page.

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

B2B Marketing Unplugged

“Where else could we demo the product? While there is always merit in handing out a keychain and showing off a new product, you can’t really justify 50 big ones for that, can you? If you have a new product to show off, a trade show is a terrific place to do it. Do not confuse visibility and product launches with lead generation. Sales squirrels ignoring you?

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

But some bored product marketer hit on the idea that if 300 is good, 600 must be twice as good and 1,000 must be something you can charge a bunch of money for. Diamonds aren’t particularly rare but the supply is tightly managed by the handful of companies who mine them (DeBeers accounts for about 75% of the production), so the price stays artificially high. It’s all about potential.

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Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. 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. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

The End of Valued Customers

B2B Marketing Unplugged

Your application is always a treat to use, but is there a way we can turn off the in-product reminders to buy the modules I have repeatedly reminded Amanda I am not going to purchase any time soon? Dear Valued Supplier, Thank you for your quarterly newsletter. Could you look into that? It is nice that she tries both my desk and mobile numbers – what a go-getter she is. Quite  a treasure.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

Beyond the obvious stuff of budgets, products and scale, the mechanics of B2B marketing are not all that different from B2C, but there are a few strategic things that make it a lot more complicated, and one of those is the distance between the decision-maker and the end user. Here’s the whole article. In the consumer world, the distance is pretty short.

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

From this you will know who has what products, who is located where, which group calls a lot, how long have they been customers, and all that, cross referenced to satisfaction scores, net revenue, lifetime value and other important metrics.  Assign one to the product people, one or more the Customer Abuse team, perhaps someone to help the Keebler Elves a little.

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. Last week we talked about the incredible number of calories  marketers waste trying to trick  people into forming some awareness about our products. They just don’t.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Redbubble is having good, clean fun with their product label and demonstrating the enormous value of continuing the conversation with the customer, even after they have our money in their matching socks. Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Stop assuming this is actually new. Lines must be drawn.

Conversations Matter

B2B Marketing Unplugged

This festive stuff is the product part. They jumped into the personal computing market early and with decent products and then something happened. I’m not sure what, but it seems as if they went into the kitchen for a long time and came out dressed as Miss Havisham and it all went to hell. Oh dear, poor Radio Shack has bought the farm. That’s the promotion bit of things.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

Thank you to all who wrote and tweeted your deep concern for my emotional well-being following last week’s post. I can assure you I’m quite well and the post was less rant and more dramatic set-up for this week’s missive. Judging by some of your comments, over-communication with customers has struck a cringingly familiar chord. Good marketing automation is a subtle thing. For real. Sic transit.

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

B2B Marketing Unplugged

When you called this customer, how well did they understand our products and brand? Were you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. This week I want to talk about the importance of the good news bit of their report. How did you know?

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

Then  money is shifted, things are put in bags with tissue paper or stuffed into shipping boxes, contracts are signed, hands are shaken, bottles uncorked, production lines started up. If you love the smell of schadenfreude in the morning, here is the video. Being dazzled by the finish line is not limited athletes: Sales Squirrels and marketers do it all the time. Happy day. They just will.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

habit-forming product must scratch an itch and, the really successful ones must keep creating the itch and offering the only solution to relieve it. trigger is an internal or external cue that prompts the user to reach for the product. product is the brass ring of consumer technology.”. I am worried that Candy Crush is eating our brains. Candy Crush is extremely habit-forming.

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

Awareness, it seems to me, is lately about interrupting people long enough to think about your products or brand. think a far better way to build awareness is to build a compelling enough product or user experience that people give a sh*t organically and do your bidding for you in the form of recommendations, testimonials, great reviews and saying nice stuff on social media.

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.”. She quite effectively kicks that old touchstone, brand relevance, to the curb, noting that it’s now the very  minimum we bring to a customer amid the clutter, competition, commoditization of our products and ubiquitous customer consciousness.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

In my experience, there’s a little drop down list with things like “incomplete shipment,” “billing error”, “dissatisfied with product” or “resolved” to choose from. I’m not sure I’ve ever seen a system with a little tick box to record whether or not an apology has been uttered. Here is one of the best B2B product launch videos ever. And boy are they dancing in Wolfsburg this week.

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

B2B Marketing Unplugged

This is the pool of customers to which you return every time a Sales Squirrel needs a reference, every time a P-Cuber needs to check off that they have checked up, every time the media call looking for someone who will support the drivel in your latest product announcement. We just aren’t good at it. If you are a B2B company of any size, you have at least one of these programs.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

Like good party hosts, we’re able to move through our customer base, talking about our products and services instead of apologizing for them and filling up the save queue. When we aren’t on the defensive, we can ask for ideas about making our products better and we can test messages and features and pricing. This is why I think marketing ought to own CEM. Namaste, my friends.

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

B2B Marketing Unplugged

It appears they were leaving for a competitor that offered longer hours and better products, but the respondents didn’t want the staff at their branch to be penalized for the lost business so they entered Pants-on-Fire territory to cover up the reason for leaving. Here’s a riddle: what smells a bit like a barnyard and gobbles? We marketers love to gobble data. My goodness. The disconnect?

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Your Sales Squirrels will need to be reined in here:  a new product is not necessarily news so be sure you give them plenty to say to support the value proposition, otherwise they’ll be inclined to blast feature lists all over the place. I like to start my Monday mornings with a visit to LinkedIn. Content is the fibre of your social media diet. It’s Visual. It’s Reviewable & Shareable.

Your Customers Want to Talk to You

B2B Marketing Unplugged

It goes something like this: I have a question/problem/complaint and I would like to share that with the company that sold me the product. They want to ask questions, they want to find out how to use our products, they  want us to live up to the promises we made when we took their money, sometimes they want to complain and sometimes they want us to know how much they value our products