B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service. This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that successful, happy customers are also great advocates for your brand. “Your best salespeople aren’t on your payroll,” said Jill Rowley, speaker, startup advisor and social selling evangelist, on the Rethink Podcast. “They’re your customers who are willing to advocate for your brand, your company, your solution, your people.” It’s where the worlds of customer marketing and customer success collide. At Act-On, we see this falling in the Expand (retention) phase of marketing, joining Brand (awareness) and Demand (acquisition). All three phases are important, and they feed into the success of the others. As a view … [Read more...] about What is customer marketing?
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To maximize online lead generation campaigns, B2B marketers need to focus on the multifaceted customer they serve. Design campaigns to meet their needs across the entire decision cycle and business buying process to achieve the optimal ROI from their program. The Many Faces Of The B2B Customer In the realm of the B2B marketer, one of the key challenges we face is the alignment of marketing efforts that meet complex customer needs. This can be found in all stages of the lifecycle from awareness and thought leadership, lead origination and generation, and the client engagement and business development. It is a specifically a challenge in B2B to align the touch points of potential customers due to their varying needs at different stages and the many verticals being serviced. What many B2B marketers have trouble with is properly identifying the customer journey and generating the most compelling experience to capture customers through their marketing mix. As a result, sales ready lead … [Read more...] about 5 Steps To Improve Your Customer Driven B2B Lead Generation
I recently put forward the concept that we should rename SEO to “Subject Experience Optimization,” and I want to explain why I think all marketers should be on board with this. Google has made a lot of updates to their webmaster guidelines recently, and the common thread in most of these updates is to say that webmasters should focus on creating content that people can use and share. Crafting websites with the goal of being usable and shareable can ensure that you create the best possible content while developing a site that will stay within Google’s guidelines. With “use and share” as the ideal, we can encapsulate the customer experience on a modern website in a way that was never achieved by following Google’s old guidelines. Use Of A Website At Archology, we’ve defined “use” as creating websites that are free of technical errors (which can negatively impact user experience) and which speak to the needs of your customers. Search … [Read more...] about Should Subject Experience Optimization Be The New Definition Of SEO?
The act of doing SEO — and doing it well — is an involved and time-consuming endeavor. Addressing business issues, reporting galore, evangelizing SEO to the rest of the organization, and many other tasks all require time and attention. The fact is, there is more than enough for search professionals to do within the confines of their own domain without concerning themselves with what occurs outside of the top of the buyer’s journey funnel where they operate. To be sure, the role the SEO plays in the organization is vital — without visitors coming to your site, there are no customers. Plenty of data has been published on the percentages of site traffic across all vertical sites attributed to organic search, and in all cases it is several times that of the second biggest channel. But, before returning to your very myopic view of the world from a search perspective, consider the following. The Customer Experience Is Key According to Duke University’s CMO … [Read more...] about To Grow Your Career, See The Whole Customer Experience
Optimize: To make the most effective, perfect, or best use of a situation, opportunity, or resource. “We live in an age of information overload, rapid technology growth and constantly evolving consumer behaviors. Marketers need to understand the roots of these changes and how to apply the principles of optimization for a more customer centric content and social media marketing strategy.” – Lee Odden For those who already familiar with Lee, he’s CEO of TopRank Online Marketing, specializing in Internet marketing consulting, training, and implementation services, including for large-scale enterprises (like Hewlett-Packard) and innovative startups. He’s considered one of the industry’s top thought leaders in search marketer and is a rather popular speaker on the speaking circuit, including his most recent talk at Search Engine Strategies New York earlier this year. I’ve been familiar with his work since we both got started in the industry circa … [Read more...] about Optimize This! 10 Q&As on Customer-Centric Marketing with Lee Odden