Digital marketers are custodians of customer data. An ethical approach to how customer data is managed and used builds trust and accountability. Here's how respectful use of data can improve customer relationships and experiences
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Webinars can drive an excellent customer experience for B2B marketing professionals. Learn how to make your series a box office hit instead of a marketing flop.
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Customer experience is extremely important in B2B marketing. Discover how to develop a customer experience strategy, how it enhances the customer journey, and the kind of team you need in an omnichannel environment.
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In B2B marketing, a team of people reaches purchasing decisions. Find out how different types of individuals in that team can influence your relationship and how to tailor your approach based on what matters to them.
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We live in a market that values experience. Just as much as in the business-to-consumer (B2C) world, business-to-business (B2B) brands need to deliver moments that matter for their customers. But how to determine if you’re delivering a good customer experience (CX)? What customer analytics should you track to know if you’re meeting your customer experience goals? How do you turn someone’s experience with your brand into a measurable outcome?
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Customer experience is influenced by every interaction: digital engagement, purchase, product use and customer service. B2B organisations need to be careful that they don't differentiate between what they sell and how they sell it. Instead, branding and marketing become an intrinsic part of the organisation's service offerings and in doing so becomes a part of the greater customer experience.
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When it comes to marketing your brand effectively, personalisation is the name of the game. People want to see online content tailored specifically for their needs and preferences wherever they go. Whether they are browsing shows on Netflix, shopping on Amazon, or simply looking up information on the web, customers are more engaged and responsive when presented with personalised content.
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The customer journey map provides an educated model of how various prospects might interact with a business at different touchpoints before making a purchase decision. The map might need to be adjusted to take into account the buying patterns and needs of various customer personas, or different customer groupings who have different reasons for using your product or service. Each persona may act differently or require specific information for their buying process.
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The modern customer journey is anything but linear. It features a labyrinth of choices that customers carefully navigate as they begin, pause, change, and complete their buyer journeys. Search engines, referrals, vendor websites, and social media are all reviewed for insights into products and services. However, according to a recent Harvard Business Review, peer recommendations and referrals are influencing an estimated 90 percent of B2B customers. With this statistic in mind, why do so many organisations misunderstand the customer journey?
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Good website design is made of technological ability, design know-how and a good understanding of how your users’ minds work. In this article we look at nine principles of good web design.
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If your content marketing strategy purely focuses on nurturing your relationship with new leads, you’re missing the most lucrative prospects in your database… Your existing customers.
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Enrich your customer experience, drive prospects through the customer journey more efficiently, and build deeper customer relationships with Account Based Marketing.
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There’s no shortcut to bypass the need to A/B test and analyse the results for each CTA you present to your audience, however we’ve got some tips that will give you ideas to get your audience clicking in all the right places.
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Without leads there is no business, but where do those leads come from? We explore the core pillars of inbound marketing as a method for generating, capturing and qualifying a consistent stream of quality leads.
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57% of B2B marketers state that SEO generates more leads than any other marketing initiative, but sometimes our approach can be more focused on the technicalities of pleasing the bots than reaching the right humans.
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As the pace of evolution in the marketing ecosystem continually accelerates, here’s our round up of the key B2B marketing challenges and the trends we think you should be evaluating as you formulate your business strategies in 2019.
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