Customer Engagement

• Modular content is a best practice for high performing content organizations, but only 49% of B2B content organizations use modular content strategies in website content management, according to the SiriusDecisions 2018 State of B2B Content study
  
• Two key blockers to modular content adoption are close to being resolved, thanks to innovations in content fingerprint technologies
  
• Digital fingerprints help marketers track assets within their systems and repositories to help identify bottlenecks and other workflow issues, among other benefits

• Every organization deals with retention, and at SiriusDecisions we used our own best practice advice and research to better understand our own business
• Even smaller companies can wrangle their own data to understand customer engagement and retention triggers
• After gathering insights, cross-functional alignment is critical for organizations to take the next steps toward improvement

• B2B buyers and customers are digitally savvy and rely on peer insight for decision-making
  
• Successful organizations must encourage customers to share their knowledge freely
  
• The customer advocacy ecosystem that enables knowledge sharing includes a range of online and offline platforms

• Customers should be kept aware on an ongoing basis of the value they are attaining from an offering
  
• A regular value review cadence ensures an ongoing conversation with decision-makers
  
• Value reviews lay the groundwork for satisfaction, retention, growth and advocacy

As leaders in the FS sector increasingly embrace customer-centric strategies, they will have to credibly connect the customer story to the money story. Otherwise, the legitimacy of often-heard CX slogans and promises can be easily challenged.

• Upland Software recently acquired Kapost, a content operations and marketing platform vendor
• This acquisition may foretell a trend in the marketplace
• Buyers and vendors alike must tread carefully, balancing the potential opportunity against near-term needs

According to Vanguard, the median retail investor logs in to their account just six times per year. Read our tips for boosting investor engagement in a digital world.

• In their keynote session at Summit 2019, Lisa Nakano and Amy Bills provided insights into the typical causes of customer retention issues and how organizations can remedy them
• If there is no team or individuals whose primary mission includes customer retention – and no one gets paid less if customer churn rises – the focus just won’t be there
• Customer retention improvement efforts can be ramped up using a pilot program as part of a step-wise, continually improving approach

With millions of rabid fans tuning in and turning out to watch these spectacles unfold in real time, customer insights pros are met with a tremendous opportunity to create meaningful moments of engagement for their fans using data and analytics.

•  As B2B healthcare organizations move to value-based care and recurring-revenue models, more focus is being placed on post-sale customer experiences
•  Driving customer journey improvements cross-functionally requires an understanding of customer persona needs and a process for mapping customer touchpoints by lifecycle phase
•  The SiriusDecisions Customer Experience Design Framework provides a structure and process for organizations to improve customer journeys

• Although the B2C and B2B post-sale journeys differ, the basics of a positive customer experience are the same
• Organizations that place a great deal of importance on customer engagement are far more likely to gain and maintain loyal customer advocates
• SiriusDecisions Command Center^® data shows that in organizations with a robust reference program, references make an impact on at least 50 percent of revenue

• Organizations struggle to manage and govern taxonomies, leading to fragmentation and poor performance
• Content is only found, used, engaged with and measured appropriately to the extent that it is adequately tagged
• A taxonomy guild can help content organizations replace silos with bridges by fostering community collaboration and common governance

In the world of customer analytics, soaring solos only get you so far. Delivering harmonious customer experiences across the customer life cycle requires careful collaboration across different business functions.

• B2B healthcare organizations waste significant funds on content creation and management, letting up to 70 percent of content go unused
• Many healthcare organizations have no idea how much is spent on content creation and management, how many sources exist or which content is used
• Successful marketing leaders are creating and deploying content centers of excellence to improve content effectiveness, lower costs, drive operational efficiencies and enable sales

• Every organization deals with retention, but not all apply the same rigor to retaining customers as they do to signing them
• Retention goes awry when there is no strategy, little awareness of the customer lifecycle and previous interactions, and unclear ownership of retention efforts
• A new model for meaningful retention measurement and management aligns and organizes efforts to retain customers

Apple and Goldman Sachs are partnering to deliver a new credit card. The industry seems to be quick to dismiss the partnership . . . but there’s an awful lot more at stake here than credit card rewards.

• Customer marketing’s wheelhouse historically has been nurturing, loyalty and the creation and activation of references and advocates
• When organizations seek to expand existing customer accounts, customer marketing should contribute to cross-sell and upsell
• The marketing organization must align internally, as well as with partners in sales, customer success and account-based marketing to optimize account expansion

• Growing customer advocacy programs require increasing numbers of willing customers
• Organizations often avoid asking customers for references because they see it as asking for favors
• Keeping customer motivation in mind helps to frame the relationship and facilitate successful reference requests

Ah yes, anyone suffering from a chocolate hangover? Or an excess of corny romanticism? Let’s face it, we all love “love” — but with Valentine’s Day a week behind us, the last thing you probably want right now is more advice on relationships. Before you toss aside some of that abundant advice about personal relationships, […]