Articles
More than ever, consumers are seeking out and staying loyal to businesses that display understanding and empathy in every interaction.
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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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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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Are you building employee journeys just like your CX team builds customer journeys?
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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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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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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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The complication of B2B marketing boils down to three factors: martech, digital media and buyer personas.
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In spite of all the talk about personalization, so many customer experience initiatives target one demographic: young.
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How can we create competitive customer experience advantages?
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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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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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Every marketer's goal is to design satisfying customer interactions for every touchpoint consumers have with their brands.
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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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