Swabbing the Decks of the Titanic: Why You Should Learn Programming
OCTOBER 19, 2011
And if it’s just you and WordPress, you’ll be better able to customize the code yourself to get the result you want.
Social Media and Ethics: An Interview with B2B Editor Maureen Alley
MARCH 11, 2011
LinkedIn is actually huge for my audience: custom builders, designers and architects. Maureen Alley: Never tweet what you wouldn't say in person. In preparation for my talk in an ASBPE webinar on ethic s next week, I’ve been speaking with B2B editors about how they use social media.
Editorial Quality Vs. Revenue: A False Dichotomy
SEPTEMBER 30, 2011
” The trade magazine business of yore was built on inefficiencies, wherein it was difficult if not impossible for businesses to reach out to their customers on a large scale. On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members. In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales.
“Content Is Power”: Q & A with Mark W. Schaefer
NOVEMBER 29, 2011
At the end of the day, it’s about the money, about creating shareholder value, as all marketing and customer efforts should be. Mark W. Schaefer. A couple of years ago when I started B2B Memes it was my plan to focus exclusively on trade publishing.
Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy
Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality
How Can I Make You Pay for This Post?
DECEMBER 1, 2011
The phrase suggested to me one more challenge she might have added: “How to stop thinking of your customers as peons and thieves.”. The longer traditional media thinks in terms of how they can make their customers do things, the closer they are to extinction. In an article earlier this week explaining why she won’t be self-publishing anytime soon, Edan Lepucki paused to enumerate the hurdles facing traditional publishers.
Webcasts Grow Up
APRIL 12, 2011
If I were still an On24 customer (I last worked with them three years ago) I would be very excited about this new platform. In one of the earliest posts on this blog I complained about the lack of social-media awareness and interactivity in most B2B webcasts.
The Yin and Yang of Content Economics
JANUARY 10, 2011
This is alien thinking for traditional B2B content producers, notes Conley: “Both trade publishers and custom publishers have seldom felt the need to be great. It has the look of two trends hurtling toward a head-on collision.
Three Ways to Make Media More Personal
NOVEMBER 20, 2011
We wanted to let our registered users select their interests from a predetermined set of categories, then present a customized home page when they logged in. MUD day 20: Back in the late 90s or early aughts, one of the hot topics in the Web 1.0 world was personalization. On the industry portal site I ran for much of that time, we had what seems now like a pretty lame concept of personalization.
Let’s Not Confuse Morality with Quality: Jonah Lehrer and Plagiarism
JUNE 26, 2012
Writing the same words twice” may not be a moral offense, he seems to say, but “it will p**s off your editors” and “disappoint your customers.” Jonah Lehrer.
Is Longer Better? Books, Twitter, and Engagement
JUNE 6, 2012
For a case in point, see Smashwords founder Mark Coker’s recent Huffington post article , “Do E-Book Customers Prefer Longer or Shorter Books?” One of the truisms of new media is that if you want your content to have an impact, you should keep it short.
Does Danger Lurk in the Language of Social Media?
JULY 22, 2011
When Joe Pulizzi talks about it , I’m ready to leap onto the barricades with him and raise the banner for personalizing and equalizing the relationship with customers through great editorial. No writer can become good at the craft without being sensitive to language. But in other contexts, that vocational advantage can be a liability. This seems to be true of many journalists who resist the benefits of new media solely because of the language used to describe them.
Want to Twitter Better? Diversify Your Pronouns
NOVEMBER 15, 2011
” For the most part, he’s talking to marketers, trying to get them to focus on the information their customers need rather than what the marketers most want to talk about: themselves. One of my favorite Joe Pulizzi sayings is “ it’s not about you.”
Start-Up Briefing Media Ltd. Blends Old with New
SEPTEMBER 9, 2010
Over time one of those revenue streams might rise to be dominant, but during my whole career in B2B media the most successful brands I have worked on have made money in many diverse ways—whatever the customer needs. Rory Brown.
Open vs. Closed: Six New-Media Principles, No. 4
NOVEMBER 26, 2011
These “walled garden” systems restricted who could participate, and relied on custom-built, proprietary systems that could be difficult to use and impossible to adapt. In theory, closed, custom-built systems can more directly address the needs of the users who pay for the service. Learning an open-source CMS like WordPress or Joomla , for instance, is more likely to benefit individual content creators as they change jobs than would a proprietary or custom-built system.
Content Marketers: Think “Editorial”
NOVEMBER 12, 2010
A few days ago, Joe Pulizzi itemized some of the different ways to describe content marketing , then added, “there are another 30 names for this including branded content, customer media, custom publishing and the list goes on.” One of the most exciting areas today in the realm of what we used to call publishing is content marketing. As befits a rapidly evolving discipline, there is no single, satisfactory definition for this new activity.
Editorial Wall, or Prison Wall?
OCTOBER 19, 2010
As a representative of your company, you’re telling customers that you couldn’t care less about their business. There’s been some fervent debate in recent days about the risks of an entrepreneurial role for editors. Note: By the term editor I mean any journalist, whether writer, reporter, or editor.) Does being involved in the business side of a media enterprise mean being involved in sales?
Brand Journalism Trend Heats Up in UK
OCTOBER 4, 2010
Though Burrell uses never names it as such (a “web version” of “customer publishing” is the closest he comes to labeling the trend), it’s clear from his opening that he’s talking about content marketing: “Get used to it. Because these new types of publishers want to avoid “clunky advertorial, laden with overt brand value and PR messages,” they will be hiring experienced journalists to build an audience of loyal customers.
This Might Be Big: IDG Enters Content Marketing
MAY 13, 2010
It’s a big step beyond traditional custom publishing, which is nothing new for IDG. In that old model, the publisher is essentially saying to its customers, “You know nothing about publishing. As one of the few acknowledged leaders and innovators in B2B publishing, IDG seems always to know when to act on industry trends. The publisher of titles like Computerworld and CIO was a pioneer in China and Web-first publishing.
Is B2B Ready for Corporate Journalism?
APRIL 20, 2010
Though content marketing may try to mimic the balance of journalism, it’s an appearance, she says, not a reality: “The real (ethical, if you will) problem with content-solution, custom publishing writing is that it is deeply dishonest to the reader. Over the weekend, one of my blog posts from several months ago provoked a comment that was simply too good to let pass unnoticed.
The 10 Best Customer Service and Customer Engagement Platforms
APRIL 27, 2017
The emergence and spread of the Industrial Internet of Things (IIoT) has dramatically changed the game for both B2B vendors and customers. But it also means a dramatic leap in customer expectations. Professional customers (i.e., Customer Service Management Tools.
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing
SEPTEMBER 6, 2016
Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today.
3 Top Trends in Customer Experience
Type A Communications
MAY 9, 2017
Business Customer Experience Innovation Marketing Sales Technology Carla Johnson CX MME17 Modern Customer Experience Modern Marketing Experience ModernCX Oracle Type A CommunicationsMay 9, 2017 by Carla Johnson I remember seeing the first Terminator movie.
Five Strategies for Improving Customer Experience
FEBRUARY 9, 2017
As a marketing professional, you understand customers are your firm’s most valuable assets. However, dialing into customer loyalty and determining what it takes to improve customer retention isn’t always easy. Does it encourage customers to stay, browse, and purchase?
4 Myths Preventing True B2B Customer Understanding
MARCH 6, 2016
There is a big problem when it comes to B2B customer research. That is, making their buyer personas about customer research and not confirming existing buyer profiling assumptions. These assumptions can then get in the way of truly understanding their customers.
7 Elements Of Customer Understanding The C-Suite Must Master
NOVEMBER 22, 2015
Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. by Yarden Gilboa.
The Art Of Asking For A Customer Reference
MAY 4, 2017
Evaluations are done, sales reps are in closing mode, and all that stands in the way of a killer three months are a few customer references. Asking for a customer reference. The scenario: it’s nearing the end of the quarter, and your sales team is within reach of their number. Panic time? Of course not.
The Perfect Customer Marketer Job Description
JANUARY 12, 2017
Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year.
Informed Customer Understanding Should Guide Marketing
JANUARY 24, 2016
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.
How To Lead With Customer-Focused Content
JANUARY 31, 2016
The voluminous nature of marketing and sales content is making it harder for organizations to get through to customers and potential customers today. The bar has now been raised for marketers to make it through the eye of the needle of customer attention. by Creative Stall.
Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?
Customer Experience Matrix
OCTOBER 28, 2016
Many surveys present a familiar tune: most marketers want unified customer data but few have it. Better tools, like Customer Data Platforms, can help by reducing the expertise needed.
The case for customer reactivation
APRIL 27, 2017
As marketing advances, most professionals are well aware by now of the importance of retention and reactivation in optimizing the value of the customer base. Retaining an additional 2% of customers has the same effect as cutting costs 10% ( Davidow and Malone , The Virtual Corporation ).
New Approaches To Understand Customers Needed In A Digital Transformation World
JANUARY 29, 2017
Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What becomes clear considering these surveys is that many CEOs see growth resulting from a strong understanding of customers. Illustration by Nikita Kozin.
Meet The New Rising Star In B2B Marketing: The Customer Marketer
APRIL 19, 2017
When it costs 6X more to attract a new customer than it does to keep an existing one, does it still make sense for marketers to focus mainly on generating new leads, rather than nurturing current customers? Nope!) As more and more companies turn their focus away from short-lived marketing campaigns, and towards building ongoing.
BlueVenn Bundles Omnichannel Journey Management, Personalization, and Single Customer View
Customer Experience Matrix
DECEMBER 14, 2016
The company offers what it calls an omnichannel marketing platform that builds a unified customer database, manages marketing campaigns, and generates personalized Web and email messages. The system can also look up information about a specific customer in real time if an ID is provided.
Customer Experience Simplified
OCTOBER 17, 2016
However, as much as we overcomplicate things, there is no overstating the importance of providing the best customer experience possible each time, every time and across all channels. According to Gartner, 89% of all businesses will compete on customer experience this year.
Use Buyer Persona Research To Improve B2B Customer Experience
JUNE 5, 2016
Customer experience has been and will continue to be one of the major influences on how buyers make choices. The idea that customer experience is of significant importance has been around for a couple of decades. State Of B2B Customer Experience Is Unhealthy. by Creative Stall.
Marketers Are Struggling to Keep Up Customer Expectations: Here's Proof
Customer Experience Matrix
OCTOBER 6, 2015
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.
The 30 possible ways you can create customer value
grow - Practical Marketing Solutions
MAY 8, 2017
30 ways to create customer value. Companies that could claim four or more value elements had, on average, three times the NPS of companies that focused on just one customer value, and 20 times the NPS of companies with none. By Mark Schaefer.
97 Customer Experience Stats Marketers Need to Know
Type A Communications
DECEMBER 1, 2016
December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Customer Experience B2B Carla Johnson Customer Service Digital Customer Experience Mobile Customer Experience Type A Communications