Customer Engagement Business Case and Measurement

• Marketing content must be written in a way that appeals to the buyer audience, using terminology that buyers understand
• Identifying buyer personas and understanding their attributes and preferences are the keys to effective messaging and content
• Marketers must never be complacent about gaining insight into what will resonate with buyers and customers

Customer experience is a top priority these days, but to get the investment you need to do it right, you need to make a strong case.

The business model has many names – the cloud, software as a service, recurring revenue, subscription. They’re not exactly the same, of course, but companies with these business models have something essential in common: Their revenue engines depend on customers who renew regularly and/or who grow their transaction or use volume over time. As a result, […]

The best sales pitch is a good customer relationship. Establish communications that support development of that relationship, and help the customer get value out of the current investment, and the customer will find it a lot easier to make the next investment.

If you want to start an interesting debate with a bunch of B2B marketing, sales and product folks, ask them what they think of the saying, “Nothing happens until somebody sells something.” With all the time and attention spent on what happens before anybody buys, it’s no surprise that there’s often not much energy left […]

One way or another, everything comes back to the numbers, but sometimes we look right past the numbers that matter most. With so much of marketing’s focus on winning new customers, it’s easy to forget a simple financial truth. Companies grow faster and more profitably if they retain more of the customers they already have […]