Customer Experience (CX)

Do you need good prospect and customer research to improve lead generation, content marketing, and sales impact? I was talking to a good friend the other day. She’s a top-notch product marketing leader. We were comparing notes on how to keep product marketers close to customers. This is critical to a product marketer’s credibility. In my view, the 1st commandment of product marketing is […]

Focus on This One Thing for Competitive Advantage There’s mounting evidence that marketing leadership is key to driving the entire customer experience (CX). 68% of marketing leaders say their company is increasingly competing on the basis of customer experience. [Salesforce] 67% percent of marketing leaders say creating a connected customer journey across all touchpoints and channels is critical to the success of their overall […]

An Interview with Service Leader David Young on His Career and Customer Experience For 2018, we’re putting the spotlight on inspiring people starting with a former Fortune 500 service leader who played a major role in customer experience. It’s easy to get caught up in day-to-day marketing and forget how important the post-sale experience is. Yet, customer emotions and experiences are deeply shaped by […]

We’ve both been “practicing” marketers, working exciting day jobs while also investing in the B2B Marketing Academy. We kept busy much of last year working while blogging on sites like netformation.com, integrate.com, and sharing ideas at the Intelligent Content Conference, Content Marketing World, and other industry events. Our goal for 2018 is to double down in our mission to connect with and encourage other […]

Customer experience (CX) is what sets the best B2B brands apart. Marketers increasingly lead the charge in aligning brand strategy and customer targeting with customer experience design. It’s a hard craft. There’s a lot of hype to wade through to find good CX content. Having slogged through a lot of articles, I’ve found these particularly useful articles and sites. Written by real practitioners, these content pieces are for […]

Innovative B2B marketers are fluent in newer digital and content marketing practices. We’re constantly adding a new spin to classic tactics. And, we’re grooving on the opportunity to entertain and engage customers as we find the great story in our B2B solutions and people. This makes it fun and keeps the craft interesting. But what’s new can be hard. And noise levels are increasing […]

Sirius Decisions’ Megan Heuer wrote about five myths in account based marketing, including the myth that the sales team already knows everything about their accounts. We assume our sales team has a full understanding of their accounts, yet we often overlook the amount of knowledge owned by our post-sale customer success teams. I’m encouraging you to take a full funnel approach to ABM. Consider aligning your […]

Big data and artificial intelligence drive a ton of digital dialogue these days. Is it all hype? What can we actually expect in 2017? Let’s start with data. With our every click, call, and digital choice, we’re leaving trails everywhere. Here’s what happens in an “Internet Minute”: Amazon – $83,836 more in sales per minute Spotify – 24,752 more hours of music uploaded per […]

I recently wrote about adopting a B2B full funnel marketing approach for content and program planning. It’s a good way to focus on serving customers across the funnel and channels. Let’s now dig a bit deeper into a simple way to apply it to your content marketing plans.  Remind me again, why adopt a full funnel marketing approach? So you can inform, serve and shape the customer experience […]