At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. Each of these proclamations can come with dire warnings that if you do not heed this advice, then you are bound to fail. While …
Informed Customer Understanding Should Guide Marketing Read More »
When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. Of late, the term “buyer’s journey” has come into …
This has been an eventful year. We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating …
Engaging new buyers and repeat customers are the lifeline to achieving growth. While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging …
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals Read More »
A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.” This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …
How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas Read More »
As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Never more pressing as digital channels expand and become more immersed in the conduct of commerce. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to …
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey Read More »
When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon. Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow. Coming upon particular resting points and encountering …
Goals Are At The Heart Of Customer Experience And Engagement Read More »
One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital and content marketing. The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes …
Why CMOs Need To Embrace Goal-Directed Customer Engagement Read More »
One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. …
The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas Read More »
Many executives today are struggling in two areas. One is in formulating strategies designed to help their organization stand out in a crowded field. The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus. When struggling in these two areas, executives and their organizations can …
Stop Business Speak And Simplify Insights To Achieve Customer Centricity Read More »
