Traditional business models focus on products and services. Companies build up their products, advertise them, then make sales.
That strategy no longer works.
Sales are becoming less and less dependent on products and services. Instead, consumers are turning their attention to the buying experience and how they feel about your company after they become customers.
Topics: Customer Experience, Marketing Automation, Online Community
I may be biased, but I don’t consider most marketers to be inherently “shady.” There’s a difference between educating someone on your products and services and bombarding them with thoughtless advertising. The downfall of advertising might be part of marketing evolution, but let’s not make it the underlying narrative. Let’s refocus on marketing for people, not at them. Why haven’t we embraced marketing automation as a true opportunity to market with a conscience?
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Topics: Marketing, Customer Experience, Customer Success, Email Deliverability, Marketing Automation
Modern marketing is complicated. But when you break down the components of a strong marketing program, it suddenly feels familiar and approachable. The best tools out there are easy to set up, easy to use, and get results.
Still, there is an overwhelming amount of technology and techniques marketing teams need to sift through. What do you really need and which tools are key for getting results?
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Topics: Engagement, Social Media, Customer Experience, Email Marketing, Marketing Automation
What comes to mind when you think about the term “data science”?
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Topics: B2B Communities, Associations, Customer Experience, Marketing Automation, Online Community
Happy CX Day!
For those of you who haven’t heard of CX Day, here’s the rundown: the Customer Experience Professionals Association (CXPA) organizes CX Day as a global celebration of the companies and professionals who create great experiences for their customers.There are 0 Comments | Get the conversation started.
Topics: B2B Communities, Customer Experience, Online Community
In 2016, businesses lost $63 billion dollars due to bad customer service. That’s up from 2013 by a whopping $20 billion.
To make matters worse, almost half of customers will stop doing business with a company because of bad service – a percentage that will likely increase as younger generations (who are more likely to switch companies) become more prominent and influential.
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Topics: B2B Communities, User Group Communities, Customer Experience, Customer Support, Online Community
A five percent increase in customer retention can increase business profits by 25 percent. That’s substantial, but according to the Harvard Business Review, it may be on the low side. That same five percent retention increase may be able to increase revenue by up to 95 percent.
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Topics: Customer Communities, Customer Experience, Customer Retention, Customer Support, Online Community
Historically, organizations have struggled to integrate community into their infrastructure and customer-facing offerings. Community is often looked at as a standalone application or service that’s tacked onto a company’s overall suite of platforms, such as their corporate website, their marketing automation platform, their email engine, and their CRM.
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Topics: Online Community Management, Customer Communities, Customer Experience, Online Community
If you watch budget design shows on TV, you know that one of the designers’ favorite tricks is paint. It’s cheap, fast, and gives a whole new look to furniture and walls. Rarely do you see a makeover on a budget that doesn’t at least paint an accent wall. White walls hardly ever remain white.
Websites are the white wall of your marketing plan. You can make little changes to pique people’s interest and move potential customers and members further down the sales funnel.
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Topics: Marketing, Customer Experience, Member Experience, Marketing Automation, Online Community
Which is easier for you to pinpoint, the number of new customers you won last quarter or the number of current customers who left your company?
For most businesses, it's easier to rattle off new customer numbers. That's because the majority of marketing and sales efforts (and executive focus) go toward attracting and winning new customers. Every day, marketers are becoming more and more efficient at winning new business through digital relationship-building approaches like inbound.
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Topics: Communications, Customer Experience, Customer Retention, Customer Success, Marketing Automation, Online Community
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