Type A Communications

Empathy, Web & People: Improving The B2B Customer Experience

Type A Communications

January 16, 2018 by Carlos Hidalgo Some businesses make it hard to work with them. It seems at times that many B2B organizations have made it so complex and uncomfortable to work with that customers are forced to find an alternative even if their current provider offers a better product or solution.

How to Choose the Right Influencers to Support Your Marketing Initiatives

Type A Communications

March 20, 2018 by Sam Holzman Inbound marketing has undergone a significant transformation in recent years. In the current age of rapid technological growth and social connectedness, customers no longer respond to traditional advertising methods.

10 Women in Technology Speakers to Keynote Your Event

Type A Communications

February 13, 2018 by Carla Johnson Last month I wrote the first in a series of blogs about why and how we need to bring more women onto the main stage at events.

Email 257

Defining Modern Customer Experience

Type A Communications

April 17, 2018 by Carla Johnson I spent last week at Oracle’s Modern Customer Experience conference in Chicago.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

Is Marketing Its Own Worst Enemy?

Type A Communications

February 1, 2018 by Carla Johnson People have been talking about marketing’s need to change for as long as marketing’s been around. We’re told to adjust or perish. Choose between surviving and thriving. Stop taking orders and start creating value.

Understanding How, When and Why Customers Buy

Type A Communications

March 8, 2018 By Carla Johnson Just because two customers are close in age, live in big cities and earn similar incomes doesn’t mean they spend the same way. Despite what they have in common, they could be very different customers once we dig into the details.

Buy 190

Stuck on Words: How Can Marketing Connect With Customers Better?

Type A Communications

December 5, 2017 by Brian Carroll How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a. read more.

Words 207

Should Your Brand Strategy Include a Bot, or Not?

Type A Communications

April 24, 2018 by Mitch Duckler More and more, as customers increase their expectations of brands, they will continue to demand faster responses. Gone are the days when brands had the luxury of waiting a day to respond to an email.

Brand 141

GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

Are Companies Ignoring Their Best Source for Buyer Insights?

Type A Communications

March 22, 2018 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.

Why Customer Experience Is Failing

Type A Communications

May 1, 2018 By Carlos Hidalgo A recent headline read as follows, An Inconvenient Truth: 93% of Customer Experience Initiatives are Failing. To Differentiate.

Customer Experience Is A Team Sport

Type A Communications

March 27, 2018 by Carlos Hidalgo 90% of B2B leaders believe that customer experience is key to their companies’ strategic priorities and 75% of those believe that importance will increase over the next two years according to a 2017 study published by Accenture.

Five Customer Experience Challenges That Must Be Overcome

Type A Communications

November 28, 2017 by Carlos Hidalgo Customer experience continues to take center stage with high-performing B2B organizations. According to a Forbes Insights, EY Study on Customer Experience, 69% of CMO’s state. read more.

4 Ways Branding Contributes to the Customer Experience

Type A Communications

April 12, 2018 by Sam Holzman In today’s digital age, the customer has more power than ever before—and marketers are taking notice. In fact, a recent study found that 83% of marketers think customer experience is more central to their role than it was five years ago (source).

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

97 Customer Experience Stats Marketers Need to Know

Type A Communications

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the. read more.

Stats 269

Leaders – Make Your Communications Useful

Type A Communications

October 12, 2017 by Michelle Smith The way in which leaders communicate with employees is one of the most effective factors in creating and increasing employee engagement, as well as in retaining top talent. read more.

The Multidimensional Customer: Building Experiences from the Outside In

Type A Communications

January 25, 2018 by Carla Johnson When, where, why and how do people spend money? The motivations that make up how people make decisions have become incredibly complex in the last few years.

How Brands are Using Artificial Intelligence in Customer Segmentation

Type A Communications

February 6, 2018 by Mitch Duckler With another year of rapid advances, artificial intelligence (AI) was the marketing technology buzzword in 2017. And in 2018, AI and machine learning will become even more accessible to brands.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

How the Internet of Things Will Disrupt Digital Marketing

Type A Communications

July 6, 2017 by Beth Kotz The Internet of Things (IoT) is omnipresent and always-on communication, carrying out functions that both impact and reflect our physical world. For marketers, the. read more.

Are Companies Ignoring Their Best Source for Buyer Insights?

Type A Communications

August 17, 2017 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics. read more.

Human-Centered Design: What It Is And Why It Matters in Marketing

Type A Communications

April 6, 2017 by Carla Johnson I’ve been watching the backlash to Pepsi’s Kendall Jenner ad this week. According to data from Amobee Brand Intelligence, digital content engagement around Pepsi. read more.

Design 233

10 Women in Innovation to Keynote Your Next Event

Type A Communications

April 10, 2018 by Carla Johnson While women formed the backbone of the early days of the tech industry, that’s certainly not the case today. Apple, Facebook and Google now have a tech workforce population that’s more than 75 percent male.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Why B2B Brands Should Jump on the UGC Bandwagon

Type A Communications

January 2, 2018 by Mitch Duckler For years, the world’s biggest B2C brands (e.g. Starbucks, Target, Coca-Cola) have been riding the user-generated content (UGC) wave, while B2B brands have only recently begun to gain traction in creating and distributing UGC.

Brand 170

Digitization or Integration: What’s Marketing’s Holy Grail?

Type A Communications

May 11, 2017 by Carla Johnson One of the primary drivers of change for businesses in the last decade has been digital transformation. But with the shift to a heavy. read more.

Does Innovation Make a Company Innovative?

Type A Communications

January 18, 2018 by Carla Johnson I have a client that’s proud of his new innovation center. It’s well thought out. He’s hired the best-of-the-best across the board. Design thinking is core to their innovation discipline.

The Future Will Be Led By Strategists

Type A Communications

January 30, 2018 by Michelle M. Smith I always remind my readers and audiences that however talented they are, their CEOs don’t want them to be Sales, Marketing, HR or Tech leaders – CEOs want them to be business leaders with Sales, Marketing, HR or Tech expertise. It’s more than semantics.

Sales 158

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

What 2017 Budgets Mean for 2018 CMOs

Type A Communications

December 12, 2017 By Carla Johnson John Wanamaker was a successful merchant, religious leader, a political figure and a U.S. Postmaster General. Some considered him to be a pioneer in. read more.

Budget 170

2017 State of B2B Digital Marketing

Type A Communications

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital. read more. Marketing Sales 2017 B2B Carla Johnson DemandWave digital marketing Trends Type A Communications

B2B 233

11 Brutal Truths About Creativity That No One Wants to Talk About

Type A Communications

June 22, 2017 by Carla Johnson Creativity is a funny thing. People tell me they want more creativity in their life. They’re itchy to stretch themselves with new ideas at. read more. Creativity Carla Johnson Type A Communications

10 Things Marketers Need to Know About AI

Type A Communications

April 11, 2017 by Carla Johnson Artificial intelligence (AI) is seeping into more and more industries, including marketing. While brands aren’t ready to hand over the reins of responsibility to. read more.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

7 Steps to Contextually Relevant Customer Experiences

Type A Communications

July 4, 2017 by Carla Johnson There’s an unequivocal connection between brand stories and customer experiences. Companies that don’t have a solid narrative in place are the ones guilty of. read more.

30 Seconds to Killer Storytelling Anytime, Anywhere

Type A Communications

March 2, 2017 by Carla Johnson I’ve written about how high-quality storytelling can take companies out of the commodity conundrum and actually help raise prices. That’s great!” readers tell me. read more.

Good vs. Bad Content – What’s the Difference?

Type A Communications

June 8, 2017 by Chuck Frey We’re awash in a cesspool of bad content. Much of it is content that is so self-serving, it makes you cringe. Tired topics that. read more. Marketing Chuck Frey content marketing Cultivate Communications digital marketing

Leverage Small Team Big Ideas to Catalyze Business Growth

Type A Communications

July 25, 2017 by Babette Ten Haken Leveraging small team big ideas are critical components for business growth, scalability and expansion. In addition, these ideas move employees forward from self-limiting thought. read more.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.