Customer Engagement

• Customer success management improves loyalty, retention and growth by helping customers derive maximum value from offerings
• Customer success management technology leverages automation and analytics to help accomplish these goals
• This technology market has accelerated due to the trend toward recurring revenue models and the emergence of SaaS solutions

• Here are a couple of ways to start the process of understanding your customers
• Communication, history and traditions can help you understand your existing customers
• Marketers need to understand customers so that they can build programs to support customer retention, growth and advocacy

• More than half of B2B organizations don’t have a unified process in place to plan, produce, manage or measure content effectively
• As a result, 60 to 70 percent of the content creation within B2B organizations goes to waste
• Three primary content-related issues are unfindability, irrelevance and low quality

• Content marketing has be.come a huge buzzword and trend in B2B marketing
• The truth is that many B2B organizations haven’t clearly defined what this term really means to them
• It’s time for content marketing teams to evolve past top-of-funnel focus and conversion-oriented metrics alone

• The SiriusDecisions 2015 B2B Buyer Study showed that customer experience is the biggest driver of purchase decisions
• It’s bigger than “fit of the product for my needs” and bigger than price as a driver
• If marketing wants to improve its pipeline and revenue contribution, there are two clear options

• Providing remarkable customer experiences should always be a top corporate responsibility
• CMOs can research and drive action to continuously improve customer perceptions of your firm in contrast to competitors
• Vendor-of-choice data must be captured and shared, and drive real organizational changes across functional departments

Lots of things are critical to delivering a great customer experience (CX). For instance, do you really understand your customers or simply do a great job of segmenting them? Do you actively encourage employees to provide feedback and recommendations on CX issues? And do you consistently get back to them on actions taken as a […]

• Increase engagement by improving social media efforts and aligning them to a broader multichannel marketing strategy
• To do so, consider segmenting your social audiences, aligning your keyword strategy and working from a master calendar
• Effective B2B social media requires not just a presence on social channels, but also thoughtful and strategic content planning

• At the SiriusDecisions 2015 Summit, five organizations that exemplify best-in-class ABM or customer experience programs were recognized
• This blog follows one winner, Imprivata, from its challenges to its solutions
• Through best practices, Imprivata saw tangible results, like an increased customer retention to 97 percent

• B2B marketing and sports marketing have more in common than you may initially suspect
• Both need to engage fans, deal with a fast-paced environment and meet the demands of customers and client partners alike
• Developing a winning engagement strategy and connecting with fan bases can ensure retention for even vastly different companies

• You cannot be customer-centric without being customer-specific
• Without specificity, it be.comes hard to build personas and unique persona-based content strategy
• Becoming customer-specific means increasing discipline around targeting and segmentation with input from sales, marketing and product

• Today’s B2B ecosystem has produced valuable channels for both customer and company, like customer communities
• Ensuring your organizations infrastructure and strategy reflects a modern B2B ecosystem is key to customer community development
• B2B companies must look forward when it.comes to maximizing customer engagement

• B2B content strategy is often not consistent, and is rarely aligned to initiatives
• SiriusDecisions’ research points to three things that high-performing content strategists do differently
• High-performing content strategiests are audience specific and realistic, and focus on how content meets audience requirements

• B2B companies continue to strive for the best methods to.communicate with their customer base
• One often-underutilized channel for software-as-a-service (SaaS) companies is the login page
• When building a strategy for their login page, SaaS companies should consider six key factors

• Search engine optimization (SEO), content and social media share a powerful correlative dynamic that marketers often overlook
• “Social signals” is an SEO industry phrase used to describe online interactions with you and your content on social channels
• Don’t underestimate the importance of a keyword universe to the success of your content strategy and related marketing programs

• We recently launched a methodology for quantifying and analyzing the total cost of content creation in B2B organizations
• In this methodology, we ask organizations to reconsider the “fact” that internally generated content is free
• A lot of organizations create most of their content internally but have trouble estimating the dollars represented by that effort

• As more companies move to a cloud-based delivery model for products and services, the post-sale customer experience is critical
• The customer success organization ensures that when buyers become customers, they have a positive experience
• The customer success team also provides an early warning system for relationships that are in trouble

• If a customer hasn’t participated in user groups/events, what’s the likelihood that they will serve as an advocate?
• What can you do to create a differentiated post-sale experience and achieve your retention, advocacy and growth goals?
• This post shows three ways to drive breakthrough customer experiences

• At a recent customer engagement event, the issue of definitions and terms came up in multiple conversations
• Words do matter, so we need to take a stand on developing common terms and understanding about their use
• Because customer experience practitioners come through varying paths, we don’t have a source document to use