Category Archives: Customer experience
Being boring brings benefits
Good Housekeeping? It’s in the detail. We’re always pushed for time. CEO wants that product launch. SDRs need leads, now. Event deadlines close in. I get it. But that’s normal, that’s just marketing. The thing is, while we’re buzzing around … Continue reading
Time to catch up with old friends?
Chasing new logos can mean overlooking your customer base – and its opportunities. The challenge of new logo account sales is so much fun! There’s the initial buzz of attraction, the warmth and getting-to-know-you of nurture, and the euphoric hit … Continue reading
Martech Isn’t Actually the Silver Bullet for B2B
But that’s ok! We live in a world obsessed with shiny new tools. In marketing, that more often than not translates to a fascination with martech. From sophisticated automation platforms to complex analytics dashboards, the promise is always the same: … Continue reading
You’ve lost me already.
I paused, but I’m walking straight past. Before I got beyond the first paragraph of proper copy. My question is: What are you going to do, for me? If I haven’t a clue what you can actually offer me, after … Continue reading
Scattered Secrets: How CRM Silos Can Kill Pipeline Potential
Just imagine: you’ve invested in a sleek, top-of-the-line CRM system, yet sticky notes prevail, your inside sales team still relies on spreadsheets and your sales team prefers the enclosed bounds of their little black book. Marketing blasts out campaigns without … Continue reading
B2B Marketing? It’s Basically Selling Toothpaste (to People, Not Teeth)
Craving a quick sugar fix? Businesses have them too, not for sweets, but for efficiency. That’s where B2B marketing comes in. Think it’s different from selling toothpaste? Wrong! Both are about understanding human needs and desires, even if one involves … Continue reading
What’s the story?
The easy bit is choosing the data, the media, the means of direct or indirect communication to meet the people and start the conversation. The big question is, how are you going to stand out, why should they remember you, … Continue reading
Think like a customer, act like one too.
I’ve had two instances online today, where I doubt that the customer experience team has ever actually put themselves in the position of a visitor and worked through a common journey. One was an airline, where online check-in left me … Continue reading
Stories, that’s what makes it real
http://sethgodin.typepad.com/seths_blog/2013/09/words-sentences-paragraphs-stories.html He’s right, of course. The story puts the facts in context, so we ‘get it’. How much easier is it to remember something around which a story is spun, rather than just being given the bare facts. It goes … Continue reading
Imagine. just, imagine…
Imagine how compelling marketing would be, if all campaigns had ‘imagine’ at their heart. You’d cut out the dull, dreary, unnecessary and over complicated facts and figures, and paint a picture that just might resonate with your customer. You’d share … Continue reading
"so what?" marketing 