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Customer Experience Is A Team Sport

March 27, 2018 by Carlos Hidalgo 90% of B2B leaders believe that customer experience is key to their companies’ strategic priorities and 75% of those believe that importance will increase over the next two years according to a 2017 study published by Accenture. Given this high level of importance, many B2B mid-market CMOs have assumed the responsibility of delivering on the …

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Building a B2B Brand Starts with Stories, Not Standards

April 20, 2017 by Chris Schermer As a B2B marketing agency, SCHERMER often gets asked to do “branding.” Typically, it’s marketers who want help with their brand positioning, messaging and identity so that they can create more consistent and compelling communications. These initiatives generally spawn a standards manual, website and marketing campaign, but not truly complete and compelling brand experiences …

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2017 State of B2B Digital Marketing

February 16, 2017 by Carla Johnson B2B marketers are finally getting a handle on some big digital challenges. That’s the message from DemandWave’s recently released 2017 State of B2B Digital Marketing. The research shows that the quality of sales leads is marketers’ top priority. That ousted last year’s biggest hurdle of measuring and proving ROI. Perhaps one of the reasons …

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97 Customer Experience Stats Marketers Need to Know

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the importance of customer experience, few understand what it takes to become a leader. For marketers, this is a major area where we can deliver value across the organization. But even …

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Customer Education: The Secret to Successful Marketing

September 1, 2016 by Chuck Frey In card games, trump cards carry much more value and importance than any of the other cards. In the world of modern marketing, customer education is the trump card – it’s critically important to winning the game. Remember, companies that play their cards the best will always win. It wasn’t always this way. In …

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5 Essential Elements to Include in Every Sales Pitch

July 19, 2016 by Ken Sterling Effectively closing sales is the bread and butter of your business. Here’s how to hit a home run every time. According to researchers at the University of Florida, 20% of all salespeople make 80% of all sales (also known as the 20/80 rule or the Pareto principle), which makes securing a spot in that top …

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Creating Purpose-Driven Marketing Departments

December 9, 2014 by Carla Johnson In the late 1990s, Philip Kotler wrote a book called Kotler on Marketing. In it, he said that “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate and deliver customer value.” For the last decade, people have talked about changing buyer behavior. …

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Back to the Basics: Marketing with a Strategy

October 14,2014 The Content Marketing Institute and MarketingProfs released their annual research on the state of content marketing. B2B Content Marketing 2015 Benchmarks, Budgets, and Trends – North America highlights how far we’ve come in the last 12 months as it relates to the adoption and sophistication of practice in content marketing. I won’t go into details about the research …

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Performance Anxiety and the Modern Marketer

September 30, 2014 For all the change that’s taken place in how buyers buy, it’s no wonder that marketers feel uncertain. It’s not just about learning new skillsets and making sure teams are staffed and equipped with enough resources. It’s about realizing, understanding and then doing something about the new roles that we need to have as marketers and marketing …

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50 Statistics About B2B Sales and Marketing (Mis)Alignment

June 17, 2014 It’s hard to imagine a 2014 topic hotter than Jimmy Fallon right now. I mean, who would’ve imagined that lip syncing would have such a come back? But if there’s one, at least in the business world, it’s how to fix the chasm between sales and marketing so companies quit bleeding leads (qualified or not) and customers. Why …

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“Free” Content Marketing?

I sign up for emails from lots of places. Some of them I stick with for years. Some last a matter of days. I was dumb struck by one I received today from a writer I’ve followed for many years. The gist of his email was that content marketing is overhyped. That is doesn’t achieve anything because all content marketing …