This book is volume two of the Why Leadership Sucks series and is divided into four sections. Part one deals broadly with the topic of service, exploring the choices we make in terms of whether to serve or not to…
The importance of content distribution cannot be overstated. You’ve poured time and resources into creating content and optimizing your content experience, but it’s all for nothing if your content goes unseen.This eBook aims to provide you with an adva…
In the digital economy, customers are expecting more choices than ever to engage with organizations and have their service requests resolved quickly. Customers are now making service requests before they even start the sales process. Long and far remov…
Your content experience is the environment in which your content lives, but it’s also so much more than that. It’s the place where all the user action takes place. It’s where a visitor converts to a lead, and where you can measure your content’s effect…
Many agree that delivering great customer experience is a key strategy for growth in the digital economy. But is it true as well in B2B? And what about the state of customer experience in B2B?This report found that many B2B leaders agree that customer …
It is critical within an Employee Advocacy program to track every send, view, share, like, and reaction, but even more important to tie those data points back to your goals and KPIs. You must be able to easily turn your data into a compelling story, an…
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In a CMO Council report, 67 percent of senior marketers and commerce executives admitted that marketing and commerce technologies were very important, if not essential, to organizations’ overall effectiveness and performance. But when asked how well these technologies were reaching beyond the walls of marketing and commerce, aligning with other functional areas— including sales, service, product and support—they had to admit that they had not quite reached technology synchronicity with other stakeholders. Only 3 percent said technologies aligned very well while the majority, 54 percent, said they were working on it.
But as they “work on it,” the customer has already moved on, opting to do business with brands that consistently connect and delight. The answer is not as simple as ramping up technology faster or even automating more of the engagement process. In reality, marketing and commerce teams must look at the critical intersection when people, process and platform all intersect. This is the point at which marketing becomes relevant, drives value for the company and the customer, and allows experience to become the competitive differentiator. |
B2B organizations who have invested in content are now faced with the following content creation challenges:Keeping up with content demandsSupplying content for the entire buyer journeyGenerating effective content ideas (and avoiding content marketing …
Align your selling process to the buying journey so that your selling motion is focused on helping buyers move through each stage. Make every interaction at every stage meaningful and you will engage and win today’s empowered customers.To overcome thes…
Your employees are your greatest asset. It makes perfect sense that companies would double down on their own talent, empowering them to be the voice of their brand. In this eBook we explore the connection between content and employees. We provide tacti…
