Buyer or customer personas are a great tool to develop a profound understanding of your customers and the factors that influence their buying decisions. Personas are essential in creating engaging content and customer experiences. There are, however, a number of pitfalls the unwary marketer or CX professional can easily fall into. Hubspot defines a buyer …
As a focus on Customer Experience (CX) in business and media continues its rise in popularity globally, a common question that is often asked – who owns the customer? Particularly when the remit of the CX and marketing teams overlap (and they almost always do), business leaders are at risk of siloing their CX projects …
Marketing has stepped up to take a greater role in leading CX initiatives across the enterprise, according to recent research from Salesforce. Though CX encompasses much more than marketing, marketers have a unique perspective of customer needs, behaviours, and challenges. Hopefully, greater alignment between all enterprise departments will erode the silos that are minimising the …
Marketers are now producing more content than ever before. They have their blogs and social media channels pumping out press releases, articles and posts on a weekly, daily and in some cases hourly basis. Too much of it is generating noise rather than compelling content that drives customer engagement and improves the brand experience. The …
In a previous blog, we discussed the key components to successfully implement an account based strategy. From there, we talked about the connection points between ABM and ABS. In a follow-up blog, we then identified potential gaps in the process and how to optimize a martech stack for ABM success. A strategic and holistic account …
In the pursuit of Google rankings the customer experience is often neglected. Most people are aware that certain SEO practices will do more harm than good. However, even legitimate SEO practices may hurt your brand. SEO campaigns that focus primarily on keyword rankings and visitor traffic may come at the expense of relevancy and the …
Regardless of the size and structure of your marketing and sales teams, new roles have emerged as key components to connect the two departments. These roles are considered critical to the success of any account-based strategy. Sales Development Representatives (SDRs) The SDR function is increasingly important to organisations implementing account-based strategies. Traditionally, this role is …
Account-based marketing (ABM) has been the hottest topic in B2B marketing for the past few years. According to 2017 research from SiriusDecisions, 62% of B2B companies now have an ABM program in place, which is an increase of more than 20% from the year prior. The rapid adoption of ABM is seen as a positive …
Social media has played a pivotal role in shaping and redefining the customer experience. We’re all familiar with the mainstream juggernauts of Facebook and Twitter, but there’s a vast array of niche social media outlets catering to the unique interests of particular customers. And more are regularly popping up. Social media has given customers greater …
Most business leaders and marketers aim to differentiate their brand from those of their competitors. It’s commonly viewed that differentiation is the key to success of the brand and its profitability. Others however,would argue it’s more important for your brand to be relevant to your customers rather than be differentiated over competitors. As markets shift …