[Customer, Loyalty] 3 Ways Marketing Ops Can Improve Your Planning Process
    At Allocadia we use the SiriusDecisions Campaign Framework and so do many of our customers including National Instruments. Nurturing leads is one of the most critical ways to improve sales and build customer loyalty. “I can’t wait for planning season to start!” ” said no marketer ever. Let’s be real, for marketers, planning season can be a grind.
    [Customer, Loyalty] Report: Customers Challenge Marketers to Deliver Omni-Channel Experiences
    Marketers are connecting with their customers and prospects in multiple ways today, but is one method of contact more effective than others? The “Customer in Context” report from the CMO Council found that 47 percent of customers engage with businesses across several platforms, and 42 percent like to mix it up depending on where they are or what they want. Customers are defining which channel is important at different stages of their journey.
    [Customer, Loyalty] When It Comes To Customer Experience, More Is More
    Customer experience is the perception the customer has of your brand. A customer experience is not purely shaped by the transaction of a customer buying a muffin. What is the experience of the customer purchasing the product? Do they smile at the customer? Is the transaction easy or painful for the customer? A customer experience is not simply one transaction — a customer experience is defined by much more than that.
    [Customer, Loyalty] CMOs - A High Level View
    " Here's some highlights: The digital shift both elevated and complicated the role of the Chief Marketing Officer, with an increasing focus on aspects such as differentiating the customer experience and fostering stronger, more loyal customer relationships, much of which is built on the underlying foundation of connecting marketing with the organization as a whole, rather than maintaining marketing as a stand-alone, isolated function.
    [Customer, Loyalty] How Macy’s Plans to Save Itself (Spoiler: It’s With Marketing)
    Its IT department is known for consistently working on mobile apps and tools to improve in-store operations, and the company has even explored how artificial intelligence might improve its efforts to win the favor of customers. Lennox has a multipronged strategy designed to retain existing customers while bringing in new shoppers, with a particular focus on younger consumers. The Customer Retention Problem.
    [Customer, Loyalty] The Big and Small ‘T’ In Digital Marketing Transformation
    Multiple definitions exist of the term such as that given by Altimeter Group : The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle. " After advising over one hundred and fifty customers of the Oracle Marketing Cloud, it is clear that simply investing in a particular technology that has transformative potential is not enough. Customer Experience
    [Customer, Loyalty] The Big and Small ‘T’ In Digital Marketing Transformation
    Multiple definitions exist of the term such as that given by Altimeter Group : The re-alignment of, or new investment in, technology and business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle. " After advising over one hundred and fifty customers of the Oracle Marketing Cloud, it is clear that simply investing in a particular technology that has transformative potential is not enough. Customer Experience
  • PUREB2B  |  SUNDAY, JULY 16, 2017
    [Customer, Loyalty] How to Research Your B2B Audience
    We live in an age where customer data is easily accessible, so there’s no excuse for not knowing your audience or for ignoring their pain points and specific motivations. Customers today expect a personalized customer experience. B2B target audiences adhere to the 80/20 sales rule where 20% of the total population of your customers dominate business sales at 80%. Sure, you’re trying to attract new prospects, but don’t forget your current customers.
  • ACT-ON  |  WEDNESDAY, JULY 12, 2017
    [Customer, Loyalty] This is What Customer-Centric Marketing Really Looks Like
    Customer experience is a top priority for many companies. See how to create marketing that puts the customer first. That’s true customer-centric marketing. Advocacy & Loyalty Customer Marketing customer centric marketing customer marketing expand marketing
  • SNAPAPP  |  TUESDAY, JULY 11, 2017
    [Customer, Loyalty] ?What Is the Modern B2B Buying Process?
    The B2B customer experience isn’t a shifting landscape anymore. Your customers are relying on honest peer reviews, and they’re not fooled by 100% 5-star evaluations. . If 22% of sales reps think that their customers are more reliant on them now, what are those customers relying on them for ? . Your buyers are both learning about your brand and sharing their own experiences about your brand with a growing network of your customers. .
    [Customer, Loyalty] Beyoncé —Game Changer, Brand Builder, Innovative Marketer
    drove increased loyalty and advocacy. It seems that Beyoncé will not only continue to entertain but push the boundaries for what it means to be an innovative marketer that surprises and delights customers by creating and delivering seamless experiences across channels. Today Beyoncé is a household name—she commands attention with her work, and what she says, wears, and shares.
    [Customer, Loyalty] A Marketer’s Guide to CrossFit Digital Channels
    Do this by first understanding the customer journey through all stages of the sales pipeline. Are customer cases used during in-person or online customer presentations? Websites and digital platforms are often the primary channels of customer engagement and need to be the core area of focus for marketing teams. Use dynamic content to further customize each visitor’s experience. Poor customer service is unacceptable on any channel, including mobile.
  • SNAPAPP  |  FRIDAY, JULY 7, 2017
    [Customer, Loyalty] 42 Experts Explain How to Get Better Qualified Leads with Interactive Content
    For years—even before I worked there—Rackspace has provided a very helpful Cloud Calculator to help prospective customers estimate their infrastructure costs. When walking customers through the consideration phase of a potentially complex product like cloud hosting, a calculator is a huge help! Industry research surveys and reports can be a great way to engage both current and potential customers. . Surveys don’t only have to be about customer feedback.
  • ACT-ON  |  FRIDAY, JULY 7, 2017
    [Customer, Loyalty] Customer Lifecycle Optimization: Why It Matters And How To Improve It
    Customer lifecycle optimization is thinking of your sales funnel as a whole, not just disparate parts. Advocacy & Loyalty Customer Marketing customer lifecycle customer lifecycle optimization customer marketingTarget the weakest parts to deliver outsized results.
    [Customer, Loyalty] A Resource Guide to Marketing Content Success
    Measuring campaigns also comes from identifying where in the purchasing funnel customers are consuming content, as well as what types of content more drive customers to make a purchase or fill out a contact form. Outbrain produced an e-book titled Content Marketing Throughout The Customer Journey that can help B2B marketers identify where their content is being seen and what content works best through each step of the sales funnel. How Can Content Foster Brand Loyalty?
    [Customer, Loyalty] 5 Common Mistakes that Destroy a Drip Campaign
    They are used to connecting on social media, getting replies to tweets, having immediate access to customer service chats, and more—all in an instant. Consistently engaging leads and customers to stay relevant and build interest is critical, but having one-on-one conversations with every member of your audience is very difficult to scale. Do you want to nurture prospective customers to purchase your product or service?
    [Customer, Loyalty] Loyalty Programs Might Cost Your Business More Than You Bargained For
    Loyalty programs seem like Marketing 101. A retailer or other local business offers consumers a loyalty card that entitles them to free goods or services if they visit the store X number of times or refers X number of friends, etc. The popularity of loyalty programs is difficult to dispute: in a recent survey from CodeBroker , 70% of shoppers said they belonged to between one and five non-grocery loyalty programs. First, are loyalty programs legal in your state?
  • PUREB2B  |  TUESDAY, JULY 4, 2017
    [Customer, Loyalty] Where’s Mobile Marketing Headed in 2017?
    Because of increased competition, B2B marketers should now be mindful about how to better target their ads to the right customers. Mobile Shopper Behavior and Brand Loyalty. With just a few taps, a customer can find his or her way to your online store. 93% of customers who have done the product or service research through their smartphone eventually complete the transaction in a physical store. Mobile Loyalty Programs and Rewards.
  • ACT-ON  |  FRIDAY, JUNE 30, 2017
    [Customer, Loyalty] Inside Act-On: i ???? marketing, Customer User Conference Recap
    Join us as we recap our incredible customer user conference. Advocacy & Loyalty Events customer user conference i <3 marketing user conferenceCouldn’t make it to our i <3 marketing roadshow in San Francisco?
    [Customer, Loyalty] Report: Email Marketing Usage Remains Dominant, but Impersonal
    The “Elevate Your Email Marketing With a Customized Approach” report from SendGrid and Forrester found that email is the most commonly used marketing channel, with 82 percent of marketers saying they use it. However, the most commonly sent types of email are those that align with the marketing team’s promotional schedule – they are not tailored to how customers are interacting with the brand. Email Marketing Industry News customer experience digital marketing email marketing
    [Customer, Loyalty] 60% of CMOs Value Brand Experience For Creating Ongoing Relationships
    Results of a recent survey revealed that brand managers, CMOs, and event planners around the world are recognizing that sensory brand experiences are a key strategy when it comes to building brand loyalty and staying top of the mind during the purchasing process. As customer expectations continue to rise, businesses need to appoint a senior executive like the Chief Marketing Officer to deliver exceptional, end-to-end customer experiences.
  • HUBSPOT  |  TUESDAY, JUNE 27, 2017
    [Customer, Loyalty] 6 Digital Storytelling Lessons from Pottermore
    2) Develop a Custom Experience. Takeaway for Marketers: Information-gathering is the key to creating a custom experience. This, in turn, increases their loyalty, and makes them more likely to consume your content again and again, and refer your brand to others.
    [Customer, Loyalty] Sample Post | Omni-Channel Marketing
    You communicate to customers on the outside of the wheel. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase. . Customers want a hands-on approach. After all, well-nurtured prospects become happy customers.
  • FATHOM  |  THURSDAY, JUNE 22, 2017
    [Customer, Loyalty] Creating Brand Magic – Value, Perceived Value, and Data Storytelling
    While functional and monetary value does matter to an extent, it’s often the perception of value that hooks people and it’s definitely the perception of value that turns customers into brand advocates. And while any brand worth its salt should definitely provide value to its customers or clients, perceived value is what differentiates the Samsungs and the iPhones of the world. Without value or perceived value, finding even one paying customer will likely be impossible.
  • HUBSPOT  |  THURSDAY, JUNE 22, 2017
    [Customer, Loyalty] 10 YouTube Pre-Roll Ads You'll Actually Enjoy
    You might think they're deterring potential customers from their hotel -- and you're right -- they are. And since their honesty signals confidence, builds trust, and shows that they value their customers' experience more than short-term profits, their target market becomes more attracted to them. Road Lodge knows that if you're brutally honest about your product or service, then you won't disappoint your customers. This makes it a lot easier to maintain their loyalty.
  • VIDYARD  |  TUESDAY, JUNE 20, 2017
    [Customer, Loyalty] 3 Fundamental Pillars of Technical Support and How Video Can Help
    The expectations of customers are changing. In a 2017 report , Salesforce found that Customer Experience is “the defining line between companies that are struggling and those that are thriving” What’s more, customers are saying themselves that “their brand loyalty is heavily influenced by the quality of service they receive.” Personalized Customer Engagement. Today more than ever, customers expect a seamless experience.
  • ACT-ON  |  TUESDAY, JUNE 20, 2017
    [Customer, Loyalty] Back to Basics: A Primer on Marketing Metrics
    Customer Lifetime Value ,” or CLV, is a newer metric, which started to be tracked more recently by marketers and brand loyalty experts. It’s less scientific and more about how long your current or new customers will stick around. As I’ve previously confessed, I’m not much of a numbers person. I excelled in math classes throughout my school years, but once I decided on a creative career path and formally acknowledged that I’m a word nerd, my math brain shut down.
    [Customer, Loyalty] Three Steps to Creating a Culture That Embraces Metrics That Suck
    We love to use inspirational quotes, like the ones above, as we talk about topics like agile, digital marketing or being customer-led. We should not fear giving up control to listen and improve the way we connect with our customers and target audiences. Vanity metrics are nice, but they are becoming too expensive and removed from the real results of loyalty and revenue.
  • BIZNOLOGY  |  MONDAY, JUNE 19, 2017
    [Customer, Loyalty] How Trump’s unpopular decisions can strengthen brand engagement
    But now many big brands see these emotional reactions as an opportunity to more positively engage with their customers and strengthen their bond with them. Major brands have always been apolitical on such social issues, as they don’t want to alienate any segments of their customer base. Companies can no longer ignore the passions of its customers.
    [Customer, Loyalty] Less Than 1% Churn? It’s Possible—Just Listen to Your Customers
    I regularly spent a considerable amount of cash at the nearest Regional Grocery Chain™ store, until I noticed their customer experience starting to slide. So I did what any inconvenienced, disgruntled customer of the modern era would do: I took to Twitter to air my grievances to their corporate account. For the past four years, I’ve been happily handing my grocery budget to stores with a superior customer experience. Customers are 5.2x Customer Marketing b2b
    [Customer, Loyalty] Mobile Marketing Automation Tricks for Lead Generation
    With mobile on the rise, savvy businesses are catering more and more to the mobile customer through apps, email, SMS, social media, mobile web pages and more. You can automate these push notifications based on triggers such as a customer browsing your website, filling out a form, or other similar actions. Push notifications can be a great tool to convince customers to go through with an abandoned purchase. Loyalty program offers.
  • ACT-ON  |  FRIDAY, JUNE 16, 2017
    [Customer, Loyalty] Your Customers Called. They Want You to Know These 6 Things
    The customer experience has always been top of mind, of course. Flash forward to now, when one person who has a poor customer experience can post a bad review on just one site and cause all kinds of havoc. Even those review stats look like peanuts compared to what a truly angry and vocal customer can do. Outraged, Dave petitioned multiple United customer service reps for justice … only to be dismissed. As we’ve written about before, happy customers stick around.
    [Customer, Loyalty] Achieving escape velocity: The content discovery challenge
    This implies that the goal for marketing in this environment is to create “habit,” more than “loyalty.” By Mark Schaefer. My Marketing Companion co-host Tom Webster told me that within a few weeks, three of his clients all came to him with the same question: How do we get our content discovered? The answer you typically hear in our space is “create quality content and it will rise to the top” but that does not work any more. Perhaps it never has.
    [Customer, Loyalty] 7 Ways to Implement an Effective Omni-Channel Strategy
    You communicate to customers on the outside of the wheel. Omni-channel marketers succeed because they understand that the customers – not the brand – are the core of any business. By positioning the customer at the center of the marketing hub, omni-channel marketing strategies deliver personalized conversations via any of the interconnected channels along the wheelbase. Customers want a hands-on approach. After all, well-nurtured prospects become happy customers.
    [Customer, Loyalty] Digital Assistants are Going to Change Your Marketing Life
    ” Driving Deep Customer Insights. Business2Community notes that a digital assistant housed on a smartphone can have access to a user’s “financial information, social networks, and loyalty programs,” while also collecting data on purchases, location activity, connections, and other behaviors. While examining SEO performance for the past quarter, a clothing retailer’s marketing team uncovers an interesting trend.
    [Customer, Loyalty] How to Create Customer-Centric Email Campaigns
    The event brought together top marketers to discuss digital initiatives, consumer insights, customer experience and marketing strategy. Although there were many takeaways from the conference, one overarching theme was to shift from a brand-centric marketing mentality to a people or customer-centric focus. Is the purpose of the email to make your customers aware of a current promotion or is it building a relationship between you and the recipient?
    [Customer, Loyalty] 6 types of content your readers hate
    Unfortunately, some types of content can send readers running in the other direction, especially if you haven’t yet earned their loyalty. If you want to create the best content for your brand and to prevent alienating potential customers, avoid creating these six types of content. If you’re not creating any content at all, you might lose potential customers because they don’t know anything about your products, services, company culture, or authority.
  • PUREB2B  |  TUESDAY, JUNE 6, 2017
    [Customer, Loyalty] Why Customer Experience Matters to Your Business
    Customers can now make educated choices between competing brands, as information is literally at the tips of their fingers. As a result, customers have higher expectations of brands. It’s more difficult than ever to convince customers of the value your product or service brings while competing with more established brands and companies. This is prompting businesses and marketers to bring their A-game when it comes to customer experience (CX). It’s about your customer.
    [Customer, Loyalty] SessionM Expands from Loyalty to Full Customer Engagement Management
    SessionM launched in 2012 as a platform that increased user engagement by adding gamification and loyalty rewards to mobile apps. This puts it in competition with dozens of other customer engagement and personalization systems. Compared with these vendors, SessionM’s loyalty features are probably its most unusual feature. But it would be misleading to pigeonhole SessionM as a system for loyalty marketers.
    [Customer, Loyalty] Customer centricity: The ‘easy’ way to better business performance
    I was recently presented with some research by Professor Moira Clark of the Henley Centre for Customer Management , which concluded that making it easier for customers to do business is a sure-fire way of improving the bottom line. This takes the notion of customer experience one step further, and she claims that more companies are beginning to bring this line of thought into their strategic planning. Companies adopt different strategies for retaining customers.
    [Customer, Loyalty] Weekend Reading: “The Customer Loyalty Loop” by Noah Fleming
    For the 125th episode of The Marketing Book Podcast, I interviewed Noah Fleming, author of The Customer Loyalty Loop: The Science Behind Creating Great Experiences and Lasting Impressions. In The Customer Loyalty Loop, Noah Fleming affirms not only that your customer’s experience with your product or service is the most powerful marketing you have, but […].
    [Customer, Loyalty] B2B Companies Strive to Meet Higher Customer Experience Expectations
    As B2B sales leaders look to capitalize on new leads, research suggests that B2B marketers need to be prepared to offer a more unique customer experience. Seventy percent of B2B firms say customers now have higher expectations for the experiences they have during the buying process than they did in the past. About 68 percent of respondents said that it is “very important” to deliver a consistent, high-quality customer experience.
    [Customer, Loyalty] 7 Ways to Grow Your Luxury Brand
    To elaborate on this, here are the six P’s of luxury marketing: People : Recognizing the value of your customers and their investment in your brand is of utmost importance. Provide Assistance Before Customers Ask for It. It should be aimed not at selling but at assisting, because you are here to build brand loyalty and not to make a quick buck. You need to foster a customer support team that is highly responsive and can act on customer needs in a jiffy.
    [Customer, Loyalty] Effective Marketing Strategies for B2B Companies
    The following marketing strategies have been found effective in enabling you to find the customers you need as well stimulate business growth. . It has been found that B2B companies that connect with their buyers in an emotional way experience twice the impact over marketers who only try and sell customers on the functionality of their products or services. Email marketing is an excellent way to reach your leads and customers directly.
    [Customer, Loyalty] 1 Awesome Way To Create Great Content
    And that’s a feeling that it seems other marketers also have, because one of the most frequent questions I get asked when I am at an event, talking to a prospect or customer, or speaking is, “How do you scale your content?”
  • ACT-ON  |  WEDNESDAY, MAY 24, 2017
    [Customer, Loyalty] The 10 Commandments of Successful B2B Customer Retention
    It’s the age of the customer. Whether you’re talking about marketing that’s “customer-centric” or “customer first,” or discussing “the. customer experience,” “customer success,” or “customer retention,” there’s no shortage of buzzwords about the customer. In a recent survey of B2B CMOs , customer retention beat out revenue growth as the #1 strategic focus for 2017. Don’t just nab the sale and then dump your new customers.
    [Customer, Loyalty] 15 Ways B2B Marketers Can Use Twitter to Drive Business Results
    Customer service interactions are increasing on Twitter. In fact, this study by Social Bakers found that more than 80 percent of customer service requests on social media are happening on Twitter. Build Brand Awareness & Loyalty. Sharing great content will, not only boost brand awareness, but it will also increase loyalty of existing buyers.
  • ACT-ON  |  TUESDAY, MAY 23, 2017
    [Customer, Loyalty] 5 Assumptions That Sabotage Your Marketing
    1: We know what the customer wants. It’s the marketers’ job to know their customers, and to accomplish this, they usually complete quite a bit of work – oftentimes creating personas and getting into the heads of each segment. For example, the clothing company Gap featured the same logo for many years; it was what customers knew best. Customers saw the logo and knew what to expect – basic, functional clothing items. Do those trends apply to your customers?
    [Customer, Loyalty] 5 Steps to Lead Nurturing Success
    Marketing today is a fast-moving, highly competitive landscape where a proliferation of content from multiple brands competes for customer attention on a plethora of channels, platforms and technologies! Brand loyalty is ever more elusive as customers are faced with seemingly endless choice, and interactions with companies are often brief and low-commitment. What’s the answer to gaining and retaining customers in such a fragmented marketing environment?
  • ACT-ON  |  FRIDAY, MAY 19, 2017
    [Customer, Loyalty] 5 “Digital Breadcrumbs” Customers Leave for You to Follow
    Marketers are constantly working to provide a more engaging, authentic, and compelling customer experience — and for good reason. Eighty-six percent of buyers say they’ll pay more for a better customer experience, according to Forbes magazine. In fact, 89 percent of marketers report that the customer experience will be their main differentiator in 2017. 1: Why customers stop purchasing. Consistently pleasing all customers is a difficult task.
    [Customer, Loyalty] How customer values are transforming brands today
    There are always risks of offending some customers and employees so the challenge is to determine what issues to address, and how. The answer should depend on the core values that define the brand equity and image, and related to this the most important values of their primary customers and employees. Today, top-selling consumer brands are becoming more vulnerable from customers who question the true value of their brand offerings, especially among the distrustful millennials.
  • INFER  |  TUESDAY, MAY 16, 2017
    [Customer, Loyalty] Oh How the Tables Have Turned: What B2C Marketers Can Learn From B2B
    This co-authored byline was originally published on CMSWire by Sean Zinsmeister, Vice President of Product Marketing at Infer, and Adrian Chang, Director of Customer Marketing at Oracle Marketing Cloud. B2C marketers have naturally excelled at bringing as many people as possible into the top of the funnel, but B2B companies have perfected the use of intelligence and personalization to move multi-stakeholder buying committees through non-linear customer journeys.
    [Customer, Loyalty] Does corporate storytelling work? Some mega-brands say no.
    They pioneered user-generated content, featuring entertaining customer stories that ranged from home decorating to high fashion … all with Sharpie pens. The company was able to cite a dramatic increase in awareness, audience, brand loyalty, and sales due to the energetic content site. The inbound marketing model where scintillating content attracts customers to your site like a magnet is becoming increasingly mythical. By Mark Schaefer.
  • ACT-ON  |  FRIDAY, MAY 12, 2017
    [Customer, Loyalty] 6 Reasons Why You Don’t Want to Miss the Act-On i ? marketing Roadshow
    It’s crucial we not only keep current with our existing marketing programs, but also constantly test and re-evaluate our strategies to ensure they’re adapting to the needs of our buyers and their unique and complex customer journeys. We’ve got customer-led panels and break-out sessions to help you kick your Act-On knowledge and marketing skills up a notch — or two. Marketing is a profession that requires us to be at the top of our game at all times.
    [Customer, Loyalty] Automating Your Healthcare’s Referral Marketing
    Although attracting new customers will always be important, referral business is essential, especially if you specialize in a practice less common. Automation of Building Brand Loyalty. Developing brand loyalty is key to having long-term referral sources and to keeping referrals coming. Gaining that loyalty, though, can only happen by accomplishing two things: doing a good job with their patients and staying in touch.
    [Customer, Loyalty] What CMOs Can Learn From The State AgTech Industry
    It’s not important to win over every potential customer out there no matter how incredible that would be. As customer expectations continue to rise, businesses need to appoint a senior executive like the Chief Marketing Officer to deliver exceptional, end-to-end customer experiences. It’s a tall order, but if done right, enhanced customer experiences translate into loyalty, repeat business, and revenue.
    [Customer, Loyalty] Cross-Channel Marketing and How to Not Lose Sight of the Customer
    But in all the mechanics, a marketer’s relationship with the customer can easily get lost. Evaluating the current “customer data platform” trend. It was a time when interactions were in person – for example, someone working in a corner store could truly know each customer because they literally knew each customer. Rise of the Customer Data Platform. don’t offer puffy coats to customers who live in Florida).
    [Customer, Loyalty] Brand Empathy Is More Than Just a Digital Marketing Buzzword
    Fully understanding and sharing your customer’s feelings is easy enough on paper, but it’s difficult to achieve in practice. Of course, brands have always sought to understand their customers in order to serve them better. Now, thanks to new digital tools, brands have even more information about their customers and even more ways to connect with them. These understanding brands build awareness and loyalty when people talk positively about their brand.
    [Customer, Loyalty] The Art Of Asking For A Customer Reference
    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.
    [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.
    [Customer, Loyalty] How brands can avoid getting dragged down the aisle of internet infamy
    People who consider themselves brand representatives don’t spit in customers’ food or write racist remarks on receipts. Instead, they go above and beyond to show compassion for customers. It’s been said that workplace loyalty is dead ( or at least declining ), but your company can be the exception. By Kerry Gorgone, {grow} Contributing Columnist. I recently hosted a discussion around the United Airlines PR debacle.
  • HUBSPOT  |  WEDNESDAY, MAY 3, 2017
    [Customer, Loyalty] 5 Examples of Creative Shoppable Content from Brands
    A simpler time when you could flip through pages of a glossy magazine, ogling at advertisements that captured your attention, drew you in, and immediately transformed you into an interested customer. Convenience and a subpar return policy are no longer enough to capture new audiences and encourage customer loyalty. If you’re one of the 33% looking to improve customer experiences this year, take a look at the brands doing it best.
  • HUBSPOT  |  TUESDAY, MAY 2, 2017
    [Customer, Loyalty] 3 Strategies to Increase Employee Retention
    Every business has a cadence -- your team meetings, your company meetings, your financial reporting, Taco Tuesday, etc … There are other things, however, that you can start to make routine that will help drive employee engagement and therefore retention and loyalty. You’ll have customers and clients asking to work for you. You started young. You were still growing when you started your first business. You felt the thrill of making something out of nothing.
    [Customer, Loyalty] How Brands Are Using Social Media As A Customer Service Tool
    If you’re not currently using social media channels as a customer service tool, you’re missing out on a potentially huge opportunity to build customer loyalty and boost customer engagement with your brand. Here’s a brief look at four basic ways that brands are using social media as a customer service tool. #1: 1: Direct one-on-one engagement with customers. Using social media as a customer service tool requires a mindset change.
    [Customer, Loyalty] Buzz Watch 2/5: Advocacy Marketing
    Advocacy marketing can be used both to acquire new customers and increase loyalty with existing ones. These days, customers undertake thorough research prior to purchasing a product, and a broad range of opinions and recommendations are now easily available. This approach prompts marketers to insert employees, influencers or customer brand advocates into online and offline contexts.
  • CONTENTLY  |  FRIDAY, APRIL 28, 2017
    [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?
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