B2B Buyer Journey
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How To Adapt To The New Tech Buyer’s Journey
Marketing to technology buyers has come with a long-standing set of issues. The bumps in the road to implementation traditionally include: And today’s tech buyers face even more issues that have very little to do with corporate red tape. Recent months have shown some cracks in the ways we have traditionally done business. These new…
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Be Compassionate: A Call for Consistent Customer Communication
I’m going to propose something that’s not as radical as it sounds: I know what you’re thinking. “Ok PollyAnna, the customer is always right, service with a smile. What other CX platitudes can you throw at me?” I don’t actually think that the customer is always right, but I do think that you can educate…
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How to Plan a Killer User Onboarding Journey
How can you keep your customers engaged with your product for months, years, or even decades? It all starts with onboarding. Onboarding used to be about educating a new user. Now, it’s so much more. Whether introducing someone to a new software, app, or service, onboarding is the first point where customers will really interact…
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7-Step Sequence for Onboarding Emails That Convert New Users into Paying Customers
Email subscribers are literally inundated with messages; the average office worker receives more than 140 emails a day! This is according to the Email Statistics Report, 2014-2018 by The Radicati Group, Inc. which also reported that more than 269 billion business and consumer emails were sent and received every day in 2017. Whew. But your…
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Dawn of the Chatbots: What Do Consumers Want and Expect?
Unless you’ve been living under a rock (or in a wifi deadzone) for the past few months, you’ll no doubt realize 2018 will be a year of massive technological hype. Whether it’s artificial intelligence, blockchain, augmented reality, or chatbots, you’ll likely have seen endless articles about how each will fundamentally revolutionize the industry in which…
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Your Customers Don’t Hate App Alerts: 3 Geofencing Myths Debunked
Geofencing is having its heyday. As we move from place to place in the physical landscape, we are continually entering and exiting through electronic frontiers via our smart devices’ GPS. The many uses of geofencing include land-mapping, asset protection, surveillance, and even home security and child watch systems. The technology is now also being used…
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How Marketing Can (and Should) Improve the Customer Experience
B2B professionals talk a lot about “customer experience” these days, but few are willing to define it, and fewer are willing to take responsibility for its success. This despite the recent proliferation of vendors offering some new flavor of customer experience management (CEM or CXM), or some supposed all-in-one tool for converting customers into loyal advocates. …
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How to Make Brand Storytelling Customer-Centric
Shafqat Islam, the co-founder and CEO of NewsCred, was a recent guest on our podcast, B2B Nation. In this episode, we discussed: Below are some of the highlights from our conversation.* What is brand storytelling? “Brand storytelling has become a buzzword, as has content marketing. For me, it all boils down to marketers telling exceptional…
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Gallup Says 60% of B2B Customers Just Don’t Care About Brands
Gallup’s new Guide to Customer Centricity unveils several sobering data points about the relationship between B2B organizations and their customers. Gallup developed the report using “in-depth interviews with hundreds of thousands of customers and an analysis from measuring the engagement of 18 million customers.” This makes it one of the most comprehensive reports on the B2B market…
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Desired Outcome is the Key to Customer Success
Lincoln Murphy of Winning By Design and Sixteen Ventures was a recent guest on our podcast, B2B Nation: Smarketing Edition.` In the episode, we discussed: Below are some of the highlights from our conversation.* “Customer success” has been around for over 15 years. “Five years ago, it started to really become a thing of its own. The…
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Why Customer Retention is the New Acquisition
Joseph Jaffe, the CEO of Evol8tion, was a recent guest on our TechnologyAdvice podcast, B2B Nation: Smarketing Edition. In this episode, we discussed: Below are some of the highlights from our conversation.* Focus on your repeat, returning, and recurring customers. “What percentage of your marketing dollars do you invest in recurring revenue contribution compared to…
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Adapting to a Nonlinear Buying Cycle
Thought leaders and analysts have described the modern buying cycle with every metaphor imaginable. It’s a bow tie. It’s a vortex. A hub and spokes. A labyrinth. Regardless of your persuasion, the common theme is clear: the buying cycle is nonlinear. People don’t follow the same, predictable route from point A to point B when…
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Infographic: What It Takes to Be Customer-Centric
Being “customer-centric” is common sense. It’s similar to being “goal-oriented,” “data-driven,” or “user-friendly.” Assuming you want your company to profit and succeed, why would you not want to be those things? Most marketers and salespeople understand the theory of customer centricity well. It’s simple: put the customer at the center of all you do — your programs,…
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5 Signs It’s Time to Outsource B2B Appointment Setting
B2B appointment setting: you set an appointment to consult with another business about products and services. Pretty straightforward, right? If you have any experience in the field, you know that isn’t true. Appointment setting is one of those weird, shared responsibilities between marketing and sales. It’s up to marketing to nurture leads and set…
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7 Ways to Get More B2B Product Reviews
Buyers use reviews to get an unbiased picture of how a product will perform based on previous user experiences. In some ways, this is a universal truth, but it has slightly different implications for B2C and B2B purchase cycles. In a B2C purchase, reading reviews is often a final step that leads directly to the…