Customer Engagement

• On the main stage at SiriusDecisions Summit 2017, Lisa Nakano and Megan Heuer introduced the Customer Engagement Model
• The model has three main components: drivers, indicators and scores
• The essential drivers of customer engagement that affect post-sale business goals are growth, advocacy, retention and engagement

• Artificial intelligence (AI) is a controversial and provocative topic that’s impacting many areas of business
• AI-based solutions are being used to “read” and score business content and make improvement recommendations
• A comprehensive content strategy should apply such solutions to all enterprise content to support brand consistency and quality

• Peer-to-peer selling is changing the dynamics of how to leverage customer advocates
• Customer advocacy management and reference platform tools have become invaluable to increase productivity and reach
• Customer advocacy management technologies help support important areas such as demand creation, retention and reputation management

Successful business leaders drive their organizations to create experiences that continually meet or exceed customer expectations. At our CX Forum in Sydney on May 9, Forrester thought leaders and a world-class roster of industry innovators will come together to explore the current and emerging best practices for the design and delivery of exceptional customer experiences […]

It’s no secret, company websites are a key implement in the B2B marketer’s toolbox.  B2B marketers rate websites as the second most effective demand management tactic for building awareness (behind events) in our 2016 Business Technographics marketing survey. B2B companies also expect more than half of their customers to buy online within three years.[i] These trends […]

• Customer advocacy is an increasingly popular tactic family supporting account-based marketing
• Customer advocacy helps protect and accelerate opportunities
• Advocacy technologies help source, monitor and amplify advocacy impact

• Thirty percent of financial services marketing leaders stated in our survey that creating a customer experience function is their top priority over the next two years
• The customer experience function represents the customer’s perspective with all customer-facing functions in the organization
• The five foundational elements of a successful customer experience function are useful insights, aligned strategy, lifecycle mapping, measurement and communication

• A marketing automation platform (MAP), combined with process definition, should enable buyer engagement at scale
• Marketing must ensure that business value and ROI are achieved from the MAP investment
• MAPs must contribute to the efficiency and effectiveness of marketing programs

• The targeted and personalized nature of B2B marketing underscores the need for a localization strategy
• Consistency in a localized customer experience is critical for success, and it requires cross-organizational support
• Localization includes every touchpoint in the buyer and customer lifecycle – in addition to the ways data is gathered, classified and analyzed

• When it comes to fueling marketing efforts, B2B organizations typically focus their energy on prospects and top-of-funnel content
• Increasingly, however, organizations recognize they must balance content across the entire buyer lifecycle, which includes post-purchase stages
• B2C organizations, such as PuppySpot.com, provide interesting examples of lifecycle content done right