[Customer, Loyalty] Survey: Brands Aren’t Ready to Commit to Native Publishing
    Most brands and publishers avoiding native publishing aren’t just producing content for clicks; they want to create loyalty and gather customer data, whether that’s for an eventual subscription or a long sales cycle. Back in 2015, Facebook introduced Instant Articles. It was a seminal moment—or at least, it was supposed to be.
    [Customer, Loyalty] The case for customer reactivation
    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. The facts are clear: we know that it costs far less to reactivate a dormant customer than to acquire an entirely new one; we know that recent activity is a powerful indicator of customer lifetime value; and we know that investments in retention marketing deliver the highest ROI of any strategy.
  • ACT-ON  |  THURSDAY, APRIL 27, 2017
    [Customer, Loyalty] Want Better Marketing Automation Results? Think Outside the Inbox
    You can use all these same tools to retain your existing customers, too. Namely, how lead generation, lead nurturing, and loyalty fit within marketing automation. And what about loyalty, too? Of course, marketing automation shouldn’t stop once someone becomes a customer, either. Marketing automation is fantastic for building loyalty, whether it’s through win-back campaigns, cross-sells and upsells, or referring new customers.
    [Customer, Loyalty] The 10 Best Customer Service and Customer Engagement Platforms
    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., Some go even further, empowering customers to collaborate with vendors, and with each other. Customer Service Management Tools. Customer Engagement Platforms. 43: The 10 Best Customer Service and Customer Engagement Platforms.
    [Customer, Loyalty] Congratulations to the 2017 Markie Award Winners!
    These Marketers are creating personalized experiences with messages and promotions across web, social, mobile, email, display, or other digital channels and ultimately attracting or retaining their ideal customers. They have demonstrated their ability to create fiercely loyal customers who have become brand advocates and driving revenue within their organization. For these Marketers, mobile is the platform of choice for the majority of their customers. Last night was.
    [Customer, Loyalty] Live From The Marketing Nation Summit: Day 2 – Storytelling, Brand Evolution, and The Future of Marketing
    Win the Heart and Mind of Your Customer. These brands were featured because they have won the mind of the customer and therefore are icons. Winning the mind of the customer sounds easy enough for these icons, but what does it mean for us and our brands? Great storytelling goes beyond the data to build a bond with a customer. For many years marketers ran the show and customers listened. We’ve been confusing loyalty with advocacy.
    [Customer, Loyalty] Live from Marketing Nation Summit: The Engagement Economy, Buyer Empowerment, and Authenticity
    We kicked off the 2017 Marketing Nation Summit on Sunday with an amazing Fun Run, Marketo University training, and our annual customer and partner awards gala, The Revvies. New Customer Expectations. The audience was amped when Marketo CEO, Steve Lucas, took the stage and jumped into his TED-style talk describing the new world of communication and customer expectations. You need to give your whole organization the tools, training, and content to engage with your customers.
    [Customer, Loyalty] A Simple Rule for How Brands Should Work with Influencers: Attention Retention
    In the end, the goal is to own the LOYALTY of an audience that adores, buys from, and shares your brand. We all say it’s better to retain an existing customer than acquire a new one. By Jay Acunzo, {grow} Community Member. TL;DR—Influencer marketing is a big and growing trend, but few organizations are reaping the biggest possible rewards of the approach. Let’s reset our thinking, so we can improve our results.
  • OPENTOPIC  |  MONDAY, APRIL 24, 2017
    [Customer, Loyalty] The Top 8 B2B Customer Marketing Trends in 2017 [Infographic]
    The first quarter of 2017 is already past, and it’s brought with it continued evolution of the customer marketing process. For clarity, customer marketing refers to the set of activities that aims to drive retention, loyalty, advocacy, growth and community participation with your current customers. The post The Top 8 B2B Customer Marketing Trends in 2017 [Infographic] appeared first on Opentopic.
  • OPENTOPIC  |  MONDAY, APRIL 24, 2017
    [Customer, Loyalty] The Top 8 B2B Customer Marketing Trends in 2017 [Infographic]
    The first quarter of 2017 is already past, and it’s brought with it continued evolution of the customer marketing process. For clarity, customer marketing refers to the set of activities that aims to drive retention, loyalty, advocacy, growth and community participation with your current customers. The post The Top 8 B2B Customer Marketing Trends in 2017 [Infographic] appeared first on Sia With Watson By Opentopic
    [Customer, Loyalty] 3 Ways To Use Cross Channel Marketing To Reach Your Marketing Goals
    Despite that new media, platforms and ways to approach your customer are springing up like mushrooms, the real burning issue for marketers stays the same: what is the best strategy to reach customers and extend the business prosperity? Be Where Your Customer Is. Through many challenges that marketers face, one is discovering customers' needs, behavior and customs. Of course we certainly can manage to know our model based customer.
    [Customer, Loyalty] A New Generation of Marketing Metrics & the ROI of Better Data
    DiscoverOrg’s features let users define their ideal customer profile , find lookalike lists of prospects, and rank those prospects based on likelihood to buy today. Consumer trust and loyalty erode when segmentation is based on old data; for example, sending the wrong message to an existing customer. As customers engage and come to expect this kind of next-gen digital marketing, companies with outdated or skimpy data can’t possibly be competitive in the digital space.
    [Customer, Loyalty] Here's Why Airlines Treat Customers Poorly
    Last week’s passenger-dragging incident at United Airlines left many marketers (and other humans) aghast that any company could purposely assault its own customer. The chief finding of the study, which is that the executives rated technology as by far their largest obstacle to improving customer experience. This is not an excuse for treating customers poorly but it does explain how easily airline leaders can focus on other concerns. customer experience leadership
    [Customer, Loyalty] Why C-Levels Need To Think Differently About Social Media Strategy
    Don’t think customer service is an issue your social media team needs to worry about? Of course, marketing via social media is valuable for your company, but if that’s all your leadership team thinks your brand’s Facebook or Twitter pages are useful for, you could be leaving money on the table — and customers in the lurch. Clearly, customers are online, and they’re looking to interact with brands right where they are. Follow The Customer.
  • ACT-ON  |  TUESDAY, APRIL 18, 2017
    [Customer, Loyalty] Maximize Success by Optimizing the Customer Lifecycle
    As marketers, we want to maximize our results at every step of the customer journey. Act-On’s integrated marketing workspace is built to enable marketers to address the needs of the customer experience, from brand awareness and demand generation to customer loyalty. For best results, you’ll need to first thoroughly understand your opportunity for engagement at each stage of the customer lifecycle ‒ and Act-On’s software makes that not only possible, but easy.
  • KAPOST  |  MONDAY, APRIL 17, 2017
    [Customer, Loyalty] Why B2B Marketing Still Needs Social Media
    Between daily content creation, constant updates, online conversation management, and striving to stay relevant to a highly curated customer base while remaining competitive, it can seem like an overwhelming nut to crack with little payoff. One of the most important reasons is this: There is a sweet spot of social selling that, when done right, can connect you directly to customers in a way that pulling them through the traditional buyer’s journey does not.
  • HUBSPOT  |  FRIDAY, APRIL 14, 2017
    [Customer, Loyalty] Easter Eggs: 10 of the Internet's Best Hidden Gems
    They create this feeling of being an insider with the application or company, which can be incredibly valuable in terms of brand loyalty and engagement.". These are very smart people who love solving puzzles, and the intricacies of their work isn't ever fully appreciated by most of the customers using their product.
    [Customer, Loyalty] How to Use Email Marketing as the Centerpiece of Your Digital Retail Innovation
    They continue to push their stores to the peak of innovation, looking to create an experience that builds customer loyalty, advocacy, and enthusiasm. If you’re a marketer feeling drowned by these personalization challenges, don’t worry: although this segmentation and customization may look like a lot of work, there’s a better way to get it done. Retailers have invested in smart dressing rooms and mobile checkout.
    [Customer, Loyalty] THE HACKIES: 6 areas to make your martech stack work with people, processes and data
    All of these technologies are becoming the customer engagement ecosystem. Solvis Consulting wants to share our point of view of managing the stack, not from our the technology point of view, but from the perspective of implementing and using the whole stack to improve and maintain customer relationships for both B2B and B2C markets. In our marketing technology Stack, we have put the customer at the center of our ecosystem. Your customers will appreciate this.
    [Customer, Loyalty] 3 Little-Known Ways to Use Content Marketing for Client Education
    Mark Schaefer recently wrote about leveraging content marketing for leads versus loyalty. This is about loyalty. Using your educational content for posts on your blog is a great way to help new customers find you. Educating your customers through content marketing and client education can help you. By Brooke B. Sellas, {grow} Contributing Columnist. Working in marketing means there are lots of moments for client education. “What does ‘CPC’ mean?
    [Customer, Loyalty] THE HACKIES: Hacking a technology stack for local presence management
    The idea that data should be at the core of all marketing strategies is not new, but for those who depend on in-store attribution for profitability, data plays a unique role in bridging the online to offline customer experience. As a marketer, do you know which platforms your customers and prospects prefer to use? Once your brand’s data has been cleansed and syndicated, optimizing the online to offline customer journey begins.
    [Customer, Loyalty] How to select a common topic for a blog (or video or podcast)
    I love working in the yard, and when a bunch of my new plants died, I was able to tell the story of a shocking customer service experience I had with the retailer. I’ve related how my love of sports translates to brand loyalty. When I coach executives about content marketing or personal blogging, a very common problem I encounter is the challenge of focusing on a single topic for a blog (or podcast or video series). “I like so many things,” my clients will say.
    [Customer, Loyalty] 3 Ways to Make Personalized Marketing a Practice, Not a Goal
    However, many often settle for a bare-minimum approach, adding a prospect’s first name to sales emails or segmenting customers based on sweeping demographic markers. At worst, it doesn’t lend to a meaningful interaction with a prospect or customer. An example of an overt approach is offering special discounts and deals based on unique factors like a subscriber’s birthday or loyalty status. Customer data is not simply regurgitated back to the account holder in a robotic way.
    [Customer, Loyalty] 6 Different Types of Buyer Journey Maps
    Organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue, marketing research from the Aberdeen Group reveals. So understanding what customers are thinking and feeling at each stage of the journey is critical. If the goal is to hone into a particular area of focus or specific customer journey, then consider starting with a buyer’s journey map (also known as a customer journey map).
    [Customer, Loyalty] How to build a truly actionable social media audience
    One of the biggest myths I face as a marketer is the customer’s idea that simply building any kind of social media audience correlates to business benefits. Today, we can effectively build global connections — even loyalty — without ever meeting somebody. At the bottom of the curve, our potential customers are just learning about us and considering whether they want to stick around. We are building a deep connection that may even transform to loyalty.
  • PUREB2B  |  SUNDAY, APRIL 2, 2017
    [Customer, Loyalty] 5 Ways to Build a Highly-Engaged Email List
    Whether you’re running an online business, a brick and mortar shop, or a mix of the two, you still need a way to stay in touch with your prospects, customers, and fans. This can be in the form of a downloadable eBook with relevant content, a useful tool, a template, access to a free webinar, exclusive discounts, or incentives via your loyalty program. Offering freebies or incentives to encourage advocacy will work to enhance customer loyalty and generate more leads.
    [Customer, Loyalty] Emotional branding vs. quantitative measurement. Or how fear, happiness, sadness, anger, anticipation and surprise beat “Buy Now” every time
    But I’m sure at least some of you would agree that they are not appropriate for all parts of the buyer’s journey nor are they the only consideration for customer interest. Having expelled lots of hot air about brands here and throughout an analog agency career, my take on digital, or specifically customer lifecycle content marketing is that most of it is about making emotional connections. Emotional connections on the other hand, are drivers in building customer brand equity.
    [Customer, Loyalty] Content monetization, brocial media, and the role of love in business
    Phil interviewed recently for a podcast and we covered many topics I had never discussed publicly before, especially as it relates to building customer intimacy today. Here are some highlights from that conversation: Phil: I think it’s possible to build amazing customer connections through our content, but you still have to create intimacy somehow. That’s what really builds the loyalty. Trust leads to loyalty. By Mark Schaefer.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Customer, Loyalty] Why Your Marketing Needs to be Data-Driven
    In this day and age, there’s no excuse for not knowing what your customers want. Marketing today is driven by data-backed research and customer information that can be captured at every stage in the buying process. According to CMO , 53% of marketers claim that there is a high demand for customer-centric communications. Enhanced Customer Experience. Customers want information that’s useful to them. Increased Customer Engagement and Loyalty.
  • ACT-ON  |  MONDAY, MARCH 27, 2017
    [Customer, Loyalty] What Can You Do with Marketing Automation: Surprise! Its more than you think.
    But, while driving potential customers’ awareness and interest in a company’s products or services is certainly one essential function of MA, the story hardly ends there. Some marketers use MA solely for demand generation purposes and have not fully realized how to leverage their existing technology to extend to branding and customer marketing needs. It’s the promise you make to customers, and it needs to infuse every stage in your company’s growth and your customer’s lifecycle.
    [Customer, Loyalty] Customer Marketing: The Missing Piece of the Account-Based Marketing Puzzle
    What is Customer Marketing? Customer marketing is built around activities designed to drive retention, loyalty, advocacy, growth, and community participation for current customers.” – Influitive. Customer marketing tactics include: Onboarding email drip programs. Customer-only webinars. Customer newsletters. Why Customer Marketing is the Missing Piece of the ABM Puzzle. Only 18% of marketers use #ABM to boost customer engagement.
    [Customer, Loyalty] 3 Important relationship lessons I’ve learned from offline businesses
    They’re chatty guys with great humor, and they have a voracious (pardon the pun) interest for their customers. In fact, every time I visit the Vietnamese snack bar again, I feel like a brand new customer with no relationship history whatsoever. Obviously, the shop owners don’t have to be chatty or treat me like the guys from the pizza parlor, but the lack of an amiable relationship did reduce my loyalty. Repeat customers don’t just come back for the product or service.
    [Customer, Loyalty] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    So, you shell out for a suite of new marketing tools, hire the smartest content experts, and flood the web with a cadence of content to generate awareness, drip campaigns to nurture prospects, and customer evidence materials to seal the deal. Individual preferences, loyalties, and demands all change over time and affect how they evaluate new products and services. About The B2B Customer Data Index. Customer Success Tech.
  • ACT-ON  |  TUESDAY, MARCH 21, 2017
    [Customer, Loyalty] Customer Feedback Fundamentals: What Do Your Customers Really Think?
    What do your customers think of your business? You may be terrified at the notion of soliciting customer feedback. Asking customers what they think of your products and services is basically an act of cold-call torture. But, when giving customers a venue or direct channel to talk, you also may be on the receiving end of a litany of things you’re supposedly doing wrong, and/or an unending barrage of complaints. Polling your customers for feedback.
  • OPENTOPIC  |  MONDAY, MARCH 20, 2017
    [Customer, Loyalty] The Drivers of Brand Loyalty May Surprise You
    Brands need to demonstrate consistency and superiority in the minds of the customer. Dependability is key to both types of customer, but to earn the committed, brands must show they are superior to others. Among the major challenges marketers face in the year ahead will be creating and retaining a loyal customer. The post The Drivers of Brand Loyalty May Surprise You appeared first on Opentopic. Now what?
  • BIZNOLOGY  |  MONDAY, MARCH 20, 2017
    [Customer, Loyalty] 6 assumptions push marketing gets wrong
    Digital is a literal medium that only works if you build trust and loyalty with your audience by helping them get the information they need. If you string these experiences together in a helpful way, you’ll develop trust and loyalty in your audience, two things push marketing rarely cultivates. But your customers are not like you. Nothing engenders trust more than excellent customer experiences.
    [Customer, Loyalty] Speaking Millennial: 6 Old, Trusted Brands Doing It Right
    But in 1939, Allstate did something no insurer had done before: it customized policy rates by considering consumers’ vehicle mileage, purpose, and age. Brand loyalty is driven by trust. I’m going to go out on a limb here and suggest I’m not the only one completely baffled by pop culture. Half the time, I contribute to it, sure, but the rest of the time, I feel completely left behind.
  • HUBSPOT  |  FRIDAY, MARCH 17, 2017
    [Customer, Loyalty] The Best 2017 Networking Events for Marketers
    Are looking to use social media to build customer loyalty and ambassadorship. After all, 4X as many customers would rather watch a video about a product than read about it , and 43% of people want to see more content in this format from marketers. It examines the marketing best practices for a number of different industries -- like sports -- and concentrations, like SEO, data-driven, and customer experience.
  • KAPOST  |  WEDNESDAY, MARCH 15, 2017
    [Customer, Loyalty] How to Generate Fresh, Customer-Centric Content
    Being innovative and creative is a big part of marketing, but campaigns based on customer-centric content topics are game changing. It’s like taking the highlight reel of all your customer’s desires and showing how your business can meet needs easily; it’s akin to a magical partner that doesn’t mind doing all the housework, so you can relax. And what could be more powerful than giving customers what they really want instead of what you kinda, maybe think they want?
    [Customer, Loyalty] Is your brand making maximizing interest from potential customers?
    Engaging customers long before a sale, and even longer after it, are keys to building brand confidence and growing your revenue. At each of the four stages of a sales funnel your goal is to be front of mind, engage, provide value, and move the customer to the next stage. Do you have a presence in all the places potential customers may try to find you? This is where personalized customer journeys come into play. Develop customer personas.
    [Customer, Loyalty] Let’s Celebrate the 2017 Markie Awards Finalists!
    This is an exciting time for our customers and our employees. All Modern Customer Experience attendees are welcomed to attend the Markies Awards ceremony and dinner to be held on April 25th at 7 p.m. These Marketers are creating personalized experiences with messages and promotions across web, social, mobile, email, display, or other digital channels and ultimately attracting or retaining their ideal customers. still need customer confirmation to use).
    [Customer, Loyalty] 105 ways to build your email list | Tips, tactics, and best practices
    After all, newbies are in a bit of a catch-22 situation: They can’t start a campaign without addresses, but they’re often so dependent on email that they don’t know how to ask customers to opt in without emailing them. Avoid being pushy; if you offer value, loyalty will follow. Buy paid ads on websites your customers are likely to frequent. Custom poll creator Qualaroo can ask visitors about subscribing. Capture in-store customers.
    [Customer, Loyalty] Mark Cuban, the first trillionaire and chatbots on the edge
    These character bots have been shown to have very high customer satisfaction and engagement levels. Value-adds to an app (like alerts, new deals, bonuses) can create unique customer delight and loyalty. By Mark Schaefer. To me, SXSW is the most exciting place in the world, featuring all the coolest breakthrough thinkers in media, publishing, technology, and marketing.
    [Customer, Loyalty] Mastering modern marketing technology leadership over 2 intense days
    How do you balance scale & innovation to deliver outstanding customer experiences? What the most customer-centric marketing organizations of tomorrow will look like. As customer experiences become more complex and span multiple interactions, channels and devices, identity resolution will make or break brands’ ability to harness customer insights and orchestrate marketing programs. How unified customer data relates to the overall marketing architecture.
    [Customer, Loyalty] To Change Your Audience’s Perspective, Ask for a Compliment
    After 30-day software trials, both send their potential client a customer feedback survey. New research shows that simple psychological sleight of hand can turn those cursory customer surveys into powerful drivers of consumer behavior. Most B2B and B2C companies routinely ask their customers for feedback in order to figure out what they need to improve and what they should keep on doing. ”) actually makes customers think more highly of the brand.
  • ACT-ON  |  MONDAY, MARCH 13, 2017
    [Customer, Loyalty] What Is Customer Marketing?
    B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service. First, successful customers are happy customers and their more likely to renew with you. The second reason is that successful, happy customers are also great advocates for your brand. They’re your customers who are willing to advocate for your brand, your company, your solution, your people.
    [Customer, Loyalty] 6 of 14 rules for marketing like a billion-dollar martech unicorn
    Then, each team member would write a highly customized, personalized email that clearly demonstrated the fact that he had done the research about the prospect (without being creepy — though admittedly, some people didn’t like it). You need someone with sustained attention and loyalty to your company. The following is a guest post by Jeremy Epstein , CEO of Never Stop Marketing.
  • PUREB2B  |  SUNDAY, MARCH 5, 2017
    [Customer, Loyalty] 10 B2B Lead Generation Strategies for 2017
    When you publish valuable content that informs, educates, and entertains your target audience, you earn their loyalty. Some businesses, especially the older and larger companies, do not rely on the web for networking with partners and customers. We’re well into the New Year, and most companies are revamping their lead generation strategies to meet its demands.
    [Customer, Loyalty] Content Marketing Trends to Watch Out for in 2017 [Infographic]
    Since the rise of digital, social and mobile, various businesses and brands have now attempted to get closer and be more human with their customers. This fosters loyalty and trust with them, ensuring the growth of their business. Content marketing is quickly becoming a game changer in the field of marketing. Not only that, but […]. The post Content Marketing Trends to Watch Out for in 2017 [Infographic] appeared first on Marketing Insider Group. Content Marketing
  • ACT-ON  |  WEDNESDAY, MARCH 1, 2017
    [Customer, Loyalty] Truth Is Better Than Fiction: Why Marketers Need to Lean into Authenticity
    As marketers, we can glean internal data, gather facts from third-party sources, and pull evidence (testimonials and quotes) from our customers. You or your product group may use subtle, and common, persuasive tactics to woo customers and nudge them in the direction of buying. Customer trust and loyalty. Why can’t we trick our customers, get the sale, and tally it a success? The customer holds the power. Authenticity.
    [Customer, Loyalty] How Marketers Should Think About Customer Marketing in the Engagement Economy
    Author: Chandar Pattabhiram I frequently cite the statistic that only 13% of marketing leaders are working to retain and grow customer relationships through improved customer experiences. But now, we exist in the Engagement Economy—a new era, a digital world where everyone and everything is connected—and keeping customers is quickly becoming more important than acquiring them. Entirely stop marketing to their new customer. Customers for Life.
    [Customer, Loyalty] Hey CMOs, This Is Not An Alternative Fact: Improving Customer Experience Can Increase Revenue
    Just seemed appropriate given the context for as hard as it may be to believe for some, when a brand improves its customer experience, its revenue can and will increase, oftentimes significantly. That was the overall finding of a recently-released Forrester report entitled " Drive Revenue With Great Customer Experience, 2017 " which reveals the connection between customer experience quality and revenue growth across 13 different industries.
    [Customer, Loyalty] 70% of Marketers Intend to Increase 2017 Mobile Marketing Budgets
    Eighty-four percent use mobile apps to engage customers, and 66 percent utilize them to drive revenue. Sixty-three percent of marketers have an app to build customer loyalty. About 90 percent of marketing mobile initiatives are geared toward existing customers, according to respondents. To engage customers and prospects, 88 percent of marketers say they primarily use push messaging through their company apps.
    [Customer, Loyalty] What Does Employee Engagement Have to Do With Marketing?
    If so, you’ve witnessed a perfect example of the impact employee engagement can have on both the customer experience and the bottom line. How they feel and what they have to say about your business is everything — and your customers are listening. The link between employee engagement and customer experience. Engaged employees are not only more productive, but their approach to customer service is beyond compare.
    [Customer, Loyalty] Where Retailers Fall Down: Mobile Marketing and Newsletters
    From email marketers pushing out a seemingly endless stream of promotional messages to mobile marketing teams that have to balance the merits of custom apps versus mobile-specific advertisements, for many brands it quickly becomes a race to push out the most deals, most frequently. Think Loyalty First. The first step to beating sticker syndrome is pulling off the tags and offering at least one space where your customers can engage with stories first.
    [Customer, Loyalty] Why You Should Always Have an Active Branded Campaign
    As a paid search consultant, you should be prepared to answer a few questions to the skeptical client who thinks that branded conversion volume can just be acquired for free through organic traffic based on brand loyalty alone. Brand loyalty clearly goes a long way in the lead generation space. The lack of having a branded PPC campaign gives competitors an easy opportunity to bid on your brands’ terms and steal your would-be customers.
    [Customer, Loyalty] Data is the Biggest Roadblock to Cross Channel Marketing Success
    And they unequivocally need a 360-degree view of customers to link online digital marketing efforts to offline purchases to give marketers the true ROI on dollars spent reliably and efficiently target the right message, to the right person at the right time. By now it should be painfully obvious that using the right technology to handle all that data you're accruing every single second of every single day on every single customer is paramount for survival. Every day 2.5
    [Customer, Loyalty] Infographic: The State of Customer Marketing in 2017
    In the hyper-competitive world of SaaS products, building relationships with your existing customers is just as important as acquiring new ones—if not more so, since your customers can easily jump from one product to the next if they aren’t satisfied.
    [Customer, Loyalty] Augmented Reality: What Is It and Why Do B2B Marketers Need It?
    In a world of constant change, many successful companies are now adopting a digital engagement strategy across their entire customer lifecycle. Succeeding in B2B marketing depends on how well companies understand the systemic changes that are now imperative in engaging prospects and retaining customers. According to a report by Forrester Research, technology like AR, helps companies also create new customer loyalty opportunities and improve customer service effectiveness.
    [Customer, Loyalty] Stop. Look. Listen. It’s time for an influencer marketing campaign
    It’s more effective than advertising since 47% of online customers use ad block technology. They can effectively drive sales because of the loyalty of their community and their authentic, passionate advocacy. By Brooke B. Sellas, {grow} Contributing Columnist. When I was a teenager, I was preoccupied with figuring out ways to sneak out of the house or get my parents to let me borrow the car for the night (neither went well).
    [Customer, Loyalty] Interactive Content, Marketing Automation, and the Engagement Economy
    In 2017, we’re living in a world where customer expectations are at an all-time high. According to data from Gartner , 89% of marketing leaders expect to compete primarily on the basis of customer experience today, compared to just 36% four years ago. Shifting content marketing efforts to reflect customer desires is highly effective, and companies that are taking a new approach to address these primary expectations are seeing engagement rates increase.
    [Customer, Loyalty] You Can’t Provide an Experience to a Customer You Don’t Know
    Omer Minkara’s report, CEM Executive’s Agenda 2017: A Data-Driven Approach to Delight Customers , revealed that “creating a unified view of customer data throughout that business” is the “top strategy” currently pursued by Best-in-Class firms focused on creating a great customer experience. Not being able to get enough data, or any real data at all, about your customers and their preferences is another problem entirely.
    [Customer, Loyalty] 4 tips to improve your YouTube channel
    Pique your customer’s interest. The goal of a video is to engage your customers and get them ready for your call to action. Support customer research. Build loyalty through consistency. Learn how to attract new prospects and retain loyal customers. YouTube can help you market your brand in a way that brings you a plethora of new customers and retains your current ones, too.
  • ACT-ON  |  MONDAY, FEBRUARY 13, 2017
    [Customer, Loyalty] Customer Lifecycle Metrics, Part 5: Retention and Expansion
    This is part five in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle: attract , capture , nurture , convert , and expand. Once your prospect converts and becomes a customer, your job as a B2B marketer isn’t done – in fact, the most significant part is just beginning. Top performers are also more likely to personalize campaigns based on their customer preferences.
    [Customer, Loyalty] Track and Use Data from SMS/Text for Your Marketing
    For example, suppose you want to send out a message or a coupon to a current customer or prospective customer and you want to use the channel with the greatest possibility they will see it. Here are some tips on where to start: Invite customers to quickly sign up for your loyalty program via text. The Power of Incorporating SMS/Text Into Your Marketing.
    [Customer, Loyalty] Five Strategies for Improving Customer Experience
    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. It can be difficult just knowing where to start—do you conduct an online survey , do a market study, or conduct qualitative research with customers (or all of the above)? Does it encourage customers to stay, browse, and purchase?
    [Customer, Loyalty] Four Steps for Driving Customer Loyalty With Data Science
    For most companies, the cost of acquiring a new customer is far more than the cost of retaining an existing customer—often 5-10 times more expensive. Those impressive numbers confirm the 80/20 rule to be true (20% of customers bring 80%. The post Four Steps for Driving Customer Loyalty With Data Science appeared first on Opentopic.
    [Customer, Loyalty] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    For example, the SMB customer loyalty company, Belly , was looking for additional brick and mortar verticals to attack, and used predictive analytics to score all of the new lists they sourced. This article was originally published on the SalesForce Blog by Sean Zinsmeister , Vice President of Product Marketing at Infer. Unless you were hiding under a rock this year, you probably heard a thing or two about the rise of artificial intelligence (AI) for sales.
    [Customer, Loyalty] 4 Easy Tactics for Infusing AI and Predictive Analytics Into Sales Processes
    For example, the SMB customer loyalty company, Belly , was looking for additional brick and mortar verticals to attack, and used predictive analytics to score all of the new lists they sourced. This article was originally published on the SalesForce Blog by Sean Zinsmeister , Vice President of Product Marketing at Infer. Unless you were hiding under a rock this year, you probably heard a thing or two about the rise of artificial intelligence (AI) for sales.
    [Customer, Loyalty] Can We Adapt Ourselves To Adaptive Content
    Content Marketing Content Customer Satisfaction & Loyalty Marketing InnovationI know seeing the cover image might have given you the creeps. But let’s try and focus, shall we? For years we have been arguing with our design team about creating the perfect social media visuals. Every platform from Facebook, Twitter and LinkedIn has its size guidelines, and visuals need to be created according to […].
    [Customer, Loyalty] 10 most inspiring digital marketing stories of 2016
    Best known for their functional cars that offer amazing price-to-value ratios, the customer market grew by 60,000 cars in the last three years. By incorporating data from past activity, the company ensured that a wide variety of ad testing was done, essentially optimizing the advertisement’s impact based on where their customers were in the buying cycle.
  • ACT-ON  |  FRIDAY, FEBRUARY 3, 2017
    [Customer, Loyalty] 8 Content Marketing Mistakes to Avoid in the New Year … and Always
    That content has its place, but your readers (customers and prospects) will gravitate toward content that independently provides value. What are your customer’s issues? You will find that quality content builds upon itself, delivering consistent long-term engagement, and creating brand loyalty within your customer base. Marketing requires us to play the long game. Only a handful of marketers are able to hit a home run every time they step up to bat.
    [Customer, Loyalty] Businesses Investing More in UX to Enhance Customer Experience in 2017
    To provide an enhanced customer experience, businesses across industries are investing more in their user experience (UX) strategies, and new research shows that UX testing is becoming more common. Product teams, in particular, are finding that receiving continuous feedback from customers during prototyping helps refine concepts. Understanding What Makes a Positive Customer Experience. Customer Experience Industry News customer experience marketing user experience
    [Customer, Loyalty] The Undeniable Benefit of a Consistent Cross Channel Marketing Message
    While you may see trend articles about the value of reaching out to customers and prospects on the mobile channel, the reality is that your audience wants to hear from you there. The reason why this approach seems to work so well is because consumers actually use multiple channels when they go through the purchase process, including search engines, brand websites, and customer reviews as well as social media, blog posts, and mobile channels.
    [Customer, Loyalty] The Sales Tactics You Need to Know for 2017
    Matt Heinz, President of Heinz Marketing, whose focus is on greater sales, revenue growth, product success, and customer loyalty, facilitated the discussion. Well, we now know that these days, up to 90% of the customer’s decision to purchase is complete before they even reach out to your sales team. When you sell, are you making change? Last week, we hosted some great sales and marketing expert panelists to chat about the top sales tactics and strategies in 2017.
    [Customer, Loyalty] Why It’s Important to Understand the Expectations of Your Site Visitors
    Marketing Strategy content marketing strategy Customer Satisfaction & Loyalty Digital Marketing Lead QualificationYou write really compelling content, create perfect images and hone overall website design to perfection to get more traffic to your site. But how is it possible that still a few of those visitors are converting into leads and clients? That’s the question! Everyone on the web is in a big rush. Whether they’re browsing […].
    [Customer, Loyalty] Advertising Has a Geographical Bias. What’s the Solution?
    The key to solving this issue is simple: talking to customers. I worked with the team firsthand on a project aimed at incentivizing consumers to join IKEA Family, the furniture chain’s loyalty program. Together with Discovery, we pitched a three-city research project—covering the regional hubs of Philadelphia, Chicago, and Los Angeles—composed of interviews with loyalty members and non-members.
    [Customer, Loyalty] How Growth-Driven Design Impacts on Your Sales Process and Why You Shouldn't Ignore It
    However, if you run a dynamic company, breaking ground with your products or services, trying to edge out the competition as one of the new guys, or any other situation where online customer conversions via your website are vital for your sustainability - welcome, friends. Because traditional web design approaches are robbing you of potential customers for a crazy number of reasons.
  • ACT-ON  |  TUESDAY, JANUARY 24, 2017
    [Customer, Loyalty] How Your Business Can Survive The Ad Blocking Wars On YouTube
    And yet it also advocates that businesses do more than just advertise on their channel – it suggests you create content that doesn’t just promote yourself, but video that helps your potential customers solve their problems. This may be called the “ YouTube content marketing customer journey.” The customer discovers you through search, then begins to know, like, and trust them because you have given them value. Sure, you can sell to your customers.
  • PUREB2B  |  MONDAY, JANUARY 23, 2017
    [Customer, Loyalty] 10 Brands Show Us How Email Marketing is Done
    Furthermore, a study by Custora found that customer acquisition through email quadrupled from 2009 to 2013, with the 2009 benchmark set at 7%. By showing PayPal’s solution to this everyday problem, the company shows its customers that they know how their products are being used, something most brands can learn from. This particular email by Kate Spade is a sure hit, as it serves to be mutually beneficial for them and their customers.
  • HUBSPOT  |  MONDAY, JANUARY 23, 2017
    [Customer, Loyalty] 5 CSR Tips So You Can Start Giving Back This New Year
    For example, at HubSpot, we place heavy focus on customer education and spreading the good word of Inbound Marketing. Plus, 80% of customers would tell their family and friends about a company’s CSR efforts, thus making them advocates for your business. Which part of the customer journey does your CSR fit in? Just put aside some time to think about how your CSR initiative can be applicable to a customer at various stages of their journey with your business.
    [Customer, Loyalty] The greatest content marketing case study in history
    GE asked its scientist customers from all around the world to submit their favorite photos for a contest. Tears were streaming down the faces of the customers as they saw their hard work on display for all the world to see. GE made its customers shed tears of joy. It celebrated customers. I can imagine what these customers were thinking as they gazed into the night sky: “Somebody noticed me.” GE’s customers were crying.
    [Customer, Loyalty] Blockchain marketing: how the technology behind Bitcoin could change marketing
    ” Finally, they began to adapt to the implications that customers were connected and empowered in a way previously unimaginable. Value will get created not by owning customer data, but by how companies help customers use, interpret, and interface with data. Assets like loyalty points and coupons may become freely tradeable and interchangeable via services like ShapeShift. Loyalty points alone won’t be enough to lock customers into a relationship.
  • ACT-ON  |  FRIDAY, JANUARY 20, 2017
    [Customer, Loyalty] Rethinking the Role of Marketing in B2B Customer Engagement
    Customer engagement is a cycle that starts the instant a prospect first finds out about your brand and continues on through the acquisition, conversion, retention, and expansion stages of the customer lifecycle. Optimizing this cycle helps you to maximize the revenue you’ll receive from each individual customer. Expand : Retaining profitable customers, repeat purchases, loyalty – Owned by customer success, up-selling, cross-selling, loyalty – Owned by sales.
    [Customer, Loyalty] It’s Time You Knew What Your Brand and Usain Bolt Have in Common
    One of the first places marketers focus their attention when trying to gain new customers, reach existing ones more effectively and increase company revenue is to partner with the sales team. Companies with closely aligned sales and marketing teams have 36% higher customer retention and 38% higher sales win rates. With efficient communication between departments, marketing can gain a better sense of their customers.
  • ACT-ON  |  THURSDAY, JANUARY 19, 2017
    [Customer, Loyalty] Your Role on the Customer Journey
    Specifically, creating a customer journey map – and why you need to take this step. What is the customer journey? The customer journey is the decision-making process through which customers take action. Forrester Research describes customer journey this way: “The customer journey spans a variety of touch points by which the customer moves from awareness to engagement and purchase. Taking time to map a customer journey is an extra step, yes.
    [Customer, Loyalty] What Does it Take to Build a Successful Sales and Marketing Team?
    While every potential employee carries his or her own unique set of strengths and weaknesses, both sales and marketing teams should consist of members with varying degrees of integrity, loyalty, creativity, ambition, and tenacity. Given that they are constantly updated on the needs of prospective customers, the sales team is a useful resource for the marketing department, and should regularly give their input during weekly brainstorming sessions— or on a shared Google document.
    [Customer, Loyalty] The Four Best Online Survey Tools
    There’s no better way to know what customers and website visitors are thinking than to just ask them. Measure customer satisfaction, loyalty, and advocacy. Survey tools can be valuable in both the pre-CRM stage (asking questions of unknown website visitors to help with content, messaging, and design) and post-CRM phase (customer and prospect research). Sample review: “Want to find out what your customers themselves think?
    [Customer, Loyalty] How to simultaneously attract new prospects and retain loyal customers
    One of the challenges business owners face is attracting new customers while trying to retain current customers. B2B companies tend to focus more resources on attracting new customers than retaining current customers. Because it’s much tougher to “switch brands” when it comes to complex B2B products and services, B2B companies make the mistake of taking their customers for granted. Understand what really matters to your customer.
    [Customer, Loyalty] Marketing ROI: De-risking the Up-front Investment of Content Marketing and Technology Solutions
    As you grow the audiences reached through these channels, seek out ways to limit turnover—which will indicate that the content is strengthening brand loyalties and building a relationship with consumers. Track customer retention and percentage growth in the early stages of this distribution strategy, and don’t abandon any of these channels—if something isn’t working as planned, change your approach.
    [Customer, Loyalty] Do You Respect Your Customers? Cultivating Customer Loyalty in 2017
    It’s one of only few brands that have earned customer loyalty from me, thanks to dozens of positive interactions with the company online and in person. As it happens, REI is the number-one brand for making customers feel respected, according to research reported in the Harvard Business Review. According to the research, respect—the idea that customer’s feel respected by a brand— is an underappreciated driver of loyalty. Real talk: I love REI.
    [Customer, Loyalty] Why Corporate Communications and PR Professionals Need to Own Their Brand Voice in 2017
    When brands own their content and customer experiences, they don’t have to worry about PR firms not getting their message. Community focuses on fostering connections among customers through virtual communities or in-person events. Loyalty programs are an example. The resulting multifaceted content experience “pulls prospects and customers into orbit around their brands,” Bonchek wrote. Your brand voice is more than just a press release.
    [Customer, Loyalty] 5 Tips to Start a Conversation with Your Audience
    Content Marketing content creation content writing Customer Satisfaction & LoyaltyFriends, Marketers, Countrymen lend me your ears. We move into the another year witnessing our mechanical cousins picking up some impressive skills. From drones delivering mails to an Artificial Intelligence (AI) tool predicting the winner of US presidential elections. From Augmented and Virtual Reality Apps gaining ground too. Technological innovations never imagined are now gaining […].
    [Customer, Loyalty] Digital Asset Management in the Martech Cocktail
    A reference architecture built on foundations of customer- and product-centric data models can surface key gaps in systems and standards, and distinguish business services from business platforms. You can’t attract, acquire, and engage an audience without a proper collection of systems to manage customer data, compelling content, and product information. A customer-centric model puts the customer at the center of the marketing technology strategy.
  • ACT-ON  |  TUESDAY, JANUARY 10, 2017
    [Customer, Loyalty] Act-On: The Ideal Mid-Market Solution
    Act-On customer Mark Terry used other marketing automation systems over the years, including Oracle and Salesforce. If I’m stuck, our amazing Customer Success Manager is there to help us with weekly calls!”. Other Act-On customers had similar results. Ease of use, fast set-up, full integration, useful applications, and top-notch customer service ‒what else could a marketer ask for more?
    [Customer, Loyalty] A Brief History of New Year's Resolutions: Where They Began & Why They Fail
    The celebration consisted of a 12-day festival called Akitu, when either a new king was crowned, or loyalty to the existing monarchy was renewed. The Google Calendar app (free on iOS and Android ) has a “ Goals ” feature, which you can customize according to what you want to accomplish, and how frequently you can do it -- you can start with something as small as once a month, or as often as six times each week. Ah, late December -- I remember it well.
  • ACT-ON  |  MONDAY, JANUARY 9, 2017
    [Customer, Loyalty] How to Entice Your Clients to Join the Marketing Automation Party
    But how in the world do you convince your old-school customers that it’s in their best interest to adopt this newfangled marketing automation (MA) for their organizations? Let’s look at a variety of angles you might consider when helping your customers see the benefits of choosing marketing automation as their primary, top-shelf marketing strategy: Everybody’s Doing It. Marketing Automation is All About Attracting, Converting, and Keeping Customers.
    [Customer, Loyalty] The Customer Experience Story: Seamless and Not So Seamless
    There is a real surge of interest and attention being paid by marketers to customer experience, and with good reason. “Customer experience is your customers’ perceptions of how the company treats them. These perceptions affect their behaviors and build memories and feelings and may drive their loyalty. In the following story we look at the customer experience provided by two different, fictional, coffee shops – Barista King and CFC (Coffee for Commuters).
    [Customer, Loyalty] Technically Speaking: An Interview with MeritDirect’s Data + Media Services SVP Chris Blohm
    For nearly two decades global multi-channel marketing leader MeritDirect has thrived as a data-driven, integrated direct marketing partner, elevating their clients’ marketing efforts to “Higher Ground” – a cornerstone of the company’s customer-first approach and corporate culture. Such an ethos is derived from our founding desire to provide customers with a brassbound foundation through which they can conduct all marketing operations.
    [Customer, Loyalty] Technically Speaking: An Interview with MeritDirect’s Data + Media Services SVP Chris Blohm
    For nearly two decades global multi-channel marketing leader MeritDirect has thrived as a data-driven, integrated direct marketing partner, elevating their clients’ marketing efforts to “Higher Ground” – a cornerstone of the company’s customer-first approach and corporate culture. Such an ethos is derived from our founding desire to provide customers with a brassbound foundation through which they can conduct all marketing operations.
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