B2B buyers are great at kicking the tire well before they are ready to talk to your sales team. We’re all familiar with the new fact that B2B buyers are often 60% of the way into their buying process before bringing your sales team into the process. But all along the way of getting half way to a buying decision, they are online checking you out. It’s their way of kicking the tire to see who they want to ... Read More
Have you seen a decrease in customer retention or new customer sales? Or conversely, maybe you’re seeing an increase in customers, but not a proportionate increase in profit? Not knowing your customer needs will not only influence customer retention and new sales, it can cause ... Read More
By Juliana Davies, Contributing Author
Laying the foundation for a recognizable brand is often overlooked by inexperienced entrepreneurs. This despite the fact that branding is crucial to building a successful company as it has a significant impact on customer experience. Making this mistake early in the branding process can create problems that are difficult to fix, at times even leading to a businesses’ untimely demise. However, ... Read More
Here’s the problem with B2B selling today. Eighty percent of buyers journey through their buying process without contacting a salesperson. They know more about you than you know about them. They only need you to do a final trust check and negotiate the price alongside your competitors. There was no selling cycle. The buyer also cut herself short. By not taking the time to get to know you she has ... Read More
The power of unique, quality content used to support B2B marketing strategies has been self-evident as a way of capturing audiences for over a century. But since the Internet put the customer in charge, it is now mandatory that corporate marketing departments and their agencies think more like publishers than traditional marketers. (Scene from P&G’s Guiding Lightsoap opera at ... Read More
By Dale Wolf
Context is the connector to the customer. It establishes relevance to what the customer needs or is interested in. If we deliver a marvelous experience at every touchpoint, our chances of being listened to go up rapidly. The customer experience is often both emotional and realistic. It takes research about customer needs to make sure you are capable of delivering a better experience than ... Read More
By Dale Wolf
What brings a prospect into a buying cycle? The choices a prospect makes to satisfy aspirations or challenges. To understand the effect of a campaign, we need first to understand the cause. Usually, there is a combination of offline and online interactions across various touchpoints, many of which go unrecognized or recorded. Downloading an eBook is best understood by observing the prospect’s next action. The next action might be to contact the company or to answer the phone when the supplier calls. Or the next touch might be to continue a process of research about the supplier by visiting more deeply into the supplier’s website and that of similar suppliers. It is a series of actions and reactions.
In all cases, when a prospect takes an action, there are ... Read More
This Sunday, more than 111 million people will tune in to the big game – The Super Bowl – to watch the 2011 football season come to an end. Many of them will be watching JUST for the commercials. However, over on YouTube, some of the ads have been leaked accidentally on purpose.
A REAL BARGAIN: 30 SECONDS FOR 4 $MILLION
While some ... Read More
Content marketing is about one thing: providing a great customer experience that helps grow your business. If the content is about anything else, it is fine art, like a diary or a painting that satisfies the artist but has no retail value.
B2B content producers are sales people who sell with concepts, words, illustrations; crafted together by a graphic designer. It is preparing the way for the salesperson to make his onsite visit with a prepared ... Read More
As marketing content developers we should keep in mind how our content impacts trust and credibility with prospects, clients, employees and suppliers. Words are important. Buyers are absorbing content from all sorts of places. They evaluate emotionally and rationally if our promises sound true or too good to be true. When we accomplish trust and credibility, our marketing content will drive business.
- TRUST means ... Read More
Think like a Publisher
Developing and implementing a
marketing content strategy is today
the single most critical task
that B2B marketers must master.
Content has always been “king of the hill”.
The power of ... Read More
Bottom Line: Investing first in the quality of customer experience, not cost reduction of quantity of transactions, will determine who attracts and keeps the most customers in 2012.
For over 4 decades (my how time flies), I have helped many global companies and small companies grow their businesses. One of my beliefs is that I have always worked to keep marketing and sales aligned. Marketing should enable sales. Marketing should be tightly linked to generating revenue. Otherwise, why do it at all?
Hilton Hotels knows how to use content to put their brand on the table. If you visit Cincinnati, do not miss out on this fabulous customer experience — dinner prepared by American Chef of the Year, Todd Kelly. Dinner at this magnificent restaurant in the Cincinnati Netherland Plaza Hotel is always exquisite. The dining ambiance is distinctive at this French Art Deco masterpiece and a National Historic Landmark that challenges the splendor of King Solomon’s Temple. The hotel was built in 1931 by Colonel William A. Starrett, whose previous projects included the Lincoln Memorial and the Empire State Building.
Being easy to do business with is one of today’s essential components of delivering a great customer experience.
There are other menu ordering “configurators” on websites, but I really like the simplicity of the Domino’s approach. ... Read More
Are you a believer or nay sayer?
It’s just that so few CEOs have made a difference when it comes to building a perfect customer experience, that I am wondering ... Read More