Customer Engagement

In a recent blog post, Megan Heuer wrote about the importance of aligning sales and marketing resources in order to pursue an effective account-based marketing strategy. Equally important is aligning your sales organization with your customers’ and prospects’ expectations.

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, […]

B2B marketers are interested in learning more about the latest trends in customer experience and customer advocacy. We cover the essentials in this post.

Whether you’re a Dr. Seuss or Longfellow fan – or are a marketing leader looking to significantly improve your ability to focus on customers … you’ll want to read on.

What’s in your customer experience function? This is not a trick question. The definition of customer experience is a moving target. We know this because we asked more than 200 B2B companies with a customer experience function what they include in it. What we found is that most organizations have room to evolve the customer […]

Last week I presented an overview of cloud adoption trends in the banking sector in Asia to a panel of financial services regulators in Hong Kong. The presentation showcased a few cloud case studies including CBA, ING Direct, and NAB in Australia. I focused on the business value that these banks have realized through the […]

A common challenge that B2B companies face is developing strategies to encourage customer executive participation in customer advocacy activities. Of course, doing so is important because of the added weight that executive voices carry; they can influence sales cycle velocity, retention effectiveness and other key results. However, securing executive involvement is often not easy and […]

The amount of money that many organizations invest in content creation creates a sense of urgency around solving the content problem.

I attended the Gainsight Pulse conference in San Francisco on May 14 which is a unique event for customer success managers to network, learn best practices, and understand the value of this role. You could feel the energy of the 900+ conference members, fueled by the fantastic 115 speaker roster featuring luminaries like Malcolm Gladwell, […]

We’ve said it before, and we’ll say it again: Content marketing is marketing. You can’t market well (or maybe even at all) without content. Today’s discussions of content marketing – and the technologies required to support it – reflect a move toward audience-centric content to fuel better marketing. Content marketing software helps to define and […]

Key strategies to secure customer participation once you’ve built your online customer community.

Learn about the common trouble areas in content marketing and how organizations can enable cross-functional cooperation to create effective audience-centric marketing.

Customer experience seems to be a primary focus in many B2B organizations, but which function is in charge of “owning the customer?”

You will never get a second chance on a first impression! Effective customer onboarding sets the tone for the new relationship and carries it forward for the duration of the customer lifecycle.

Customer awards programs aren’t exactly like the Academy Awards, but there’s one common thread – it’s an opportunity for the winners to shine. Take a lesson from John Travolta’s flub. Ensure your customer awards programs are successful using the following tactics.

Customers no longer have the time or interest to read lengthy case studies. Learn tips on how to adjust customer advocacy case studies to be more concise and resonating to prospects. Consider shortening assets, or at least separate them into digestible parts.

Old haircare product commercials had it right when it comes to customer advocacy. Remember the words of Vidal Sassoon from 1976: “If you don’t look good, we don’t look good.” Now remember the famous commercial from Faberge Organics Shampoo: “And they told two friends, and they told two friends, and so on…” These messages worked […]

Facebook’s purchase of WhatsApp shows that the market for messaging is far from dead. But it’s just gotten worse for the telcos. We’ve already discussed the underlying reasons in a report — but the fact that Facebook put $19 billion on the table, of which $4 billion is in cash, for a global messaging service with […]