Articles
Tag: personas
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How to Create Customer-Driven Content That Converts
If marketers could find a silver lining from the challenges we’ve faced since March, it would be that we’ve slowed down to focus on customer engagement.
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5 Ways CMOs Are Using Data to Drive Customer Loyalty in 2020
If companies don’t adapt their marketing and content strategies during these times to drive loyalty, they risk losing customers to brands that do.
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Mapping Employee Journeys Can Make a Better Workplace
Are you building employee journeys just like your CX team builds customer journeys?
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5 Ways To Improve The Customer Journey Map for Better Customer Experience
CX has become a top priority, as companies work to meet shifting customer needs and customer journey maps are a critical part of delivering on those demands.
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Is It Time to Rethink Your Customer Personas?
Today’s customer is in some regards a very different creature from the ones that organizations had gotten to know in the past.
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3 Questions Every B2B CMO Should Answer 'Yes' To
CMOs will have to ask — and answer — some tough questions in the months ahead, but there are three questions they need to answer 'yes' to.
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When Did B2B Marketing Become So Complicated?
The complication of B2B marketing boils down to three factors: martech, digital media and buyer personas.
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Customer Experience Needs to Focus on More Than Just the Usual Suspects
In spite of all the talk about personalization, so many customer experience initiatives target one demographic: young.
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Make Customer Experience Your Competitive Advantage With These 3 Steps
How can we create competitive customer experience advantages?
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Content Marketers: Ditch the Clickbait and Focus on User Needs
Experts put content marketing on a pedestal, but practitioners remain surprisingly skeptical. Although 88 percent of B2B marketers have adopted content marketing, according to the Content Marketing Institute’s 2016 B2B survey report, 70 percent of those marketers don’t believe that their strategies are effective. Well, effective at what? Avoid Sacrificing Intention for Attention Content
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Tame Your MarTech Chaos With Persona & Journey Driven Frameworks
Marketing technology started out innocent enough. A colleague remarks, “I need to send an email for this webinar.” So an enterprising employee signs up for a freemium tool. Across the hall, marketing is onboarding a marketing automation platform. It has email, too. Over in sales, the team is discussing CRM.
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Replace the Marketing Funnel: Dig Deeper into Customer Behavior
Every marketer's goal is to design satisfying customer interactions for every touchpoint consumers have with their brands.
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Marketers: Are You Leaving Your Sales Teams in the Dark?
Boilerplate recitation of features and functions won't move today's B2B customers. Those customers have invested a lot of time in research before meeting with a vendor — which means the vendor better have studied up as well.
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How to Break Through CX Barriers to Deliver Better Experiences
The vast majority of decision makers admit obstacles hinder their efforts to deliver good customer experience. These obstacles or barriers include everything from outdated systems to inadequate customer experience (CX) capabilities. So how can small companies overcome barriers, advance their CX initiatives and reap benefits such as improved
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