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7 Characteristics of Fearless Marketers

April 26, 2018 by Carla Johnson From the theme of the Marketo Summit next week to calls I’ve gotten in the last few days from CMOs about how to amp up their teams, I’ve been thinking a lot about what it takes to create a team of fearless marketers. “Fearless” isn’t something you do, it’s someone you become. There are …

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Should Your Brand Strategy Include a Bot, or Not?

April 24, 2018 by Mitch Duckler More and more, as customers increase their expectations of brands, they will continue to demand faster responses. Gone are the days when brands had the luxury of waiting a day to respond to an email. In reality, the majority of consumers expect responses to their inquiries in under 10 minutes—across all channels. This is the first …

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Why CEOs Are FINALLY Focusing on Talent & Culture

April 19, 2018 by Michelle M. Smith The shift has been palpable. I noticed it first during the Great Recession. After years (decades!) trying to convince senior executives their employees were invaluable assets – and often the most direct route to successfully achieving organizational goals – the lightbulbs began to go off over the heads of many leaders. Those leaders …

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Defining Modern Customer Experience

April 17, 2018 by Carla Johnson I spent last week at Oracle’s Modern Customer Experience conference in Chicago. One of the refreshing things about the work I do is being able to lift my head from my desk and spend time with really groups of people who focus on customer experience from many different angles. That’s the gift that Oracle’s …

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4 Ways Branding Contributes to the Customer Experience

April 12, 2018 by Sam Holzman In today’s digital age, the customer has more power than ever before—and marketers are taking notice. In fact, a recent study found that 83% of marketers think customer experience is more central to their role than it was five years ago (source). Interestingly, that same study found that 74% of marketers believe brand strategy …

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10 Women in Innovation to Keynote Your Next Event

April 10, 2018 by Carla Johnson While women formed the backbone of the early days of the tech industry, that’s certainly not the case today. Apple, Facebook and Google now have a tech workforce population that’s more than 75 percent male. If we shift from looking at the employee population to founders, the view gets even more grim. While about …

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5 Customer Care Philosophies You Should Learn from Jeff Bezos

April 5, 2018 by Jason Grills According to a recent study, Amazon.com tops the list of best companies for customer support chat facilities! Million of customers are satisfied with Amazon’s support team. Well, this has been the scenario for decades. If you are a budding business whose sales figures depend on the “quick” decisions made by customers, you need the …

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Developing a High-Performance Culture

April 3, 2018 by Michelle Smith If only there were a silver bullet for leaders…. Most leaders are constantly seeking the ultimate solution to build strong cultures, raise performance levels and operate at maximum efficiency and effectiveness. And there are many options from which to select your course of action, but in all the research I read, three factors consistently …

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Orchestrating the Experience: The New Buyer and Their Journey

March 29, 2018 by Carla Johnson Just what is a “buyer’s journey?” Do our customers really go through some kind of predictive path on their way to buying a product or service? Has this really changed over the last decade? It’s certainly no secret that the methods and tools that customers have at their disposal have changed more than we …

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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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Are Companies Ignoring Their Best Source for Buyer Insights?

March 22, 2018 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned …

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How to Choose the Right Influencers to Support Your Marketing Initiatives

March 20, 2018 by Sam Holzman Inbound marketing has undergone a significant transformation in recent years. In the current age of rapid technological growth and social connectedness, customers no longer respond to traditional advertising methods. Instead, they crave real connections and hyper-personalized content. Fortunately, emerging marketing tactics like influencer marketing enable marketing professionals everywhere to meet the needs of the …

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10 Women in HR to Keynote Your Next Event

March 13, 2018 By Carla Johnson Last week, USA Today senior technology writer Jessica Guynn called out cybersecurity technology giant RSA for having only one woman speaker at its event – anti-bullying activist Monica Lewinski. The RSA Conference is one of the world’s largest security gatherings. In my February post, 10 Women in Technology to Keynote Your Next Event, I …

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How to Identify What Makes Customers Buy

March 8, 2018 By Carla Johnson Just because two customers are close in age, live in big cities and earn similar incomes doesn’t mean they spend the same way. Despite what they have in common, they could be very different customers once we dig into the details. Once we understand what influences how people make decisions, we can look at …

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The Truth About Brand Extension into Unlikely Categories

March 6, 2018 by Mitch Duckler Many companies try to benefit from the equity of their established brands by launching brand extensions—new products that are introduced under an existing brand name. In our previous post, Why So Many Brand Extensions Fail, we discussed how extending brands has the potential to both heighten acceptance of  new products/services and generate positive spillover effects …

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15 Ways to Build a Thriving Corporate Culture

March 1, 2018 by Carla Johnson Whether you’re a newbie startup up or an established Fortune 100 company, culture affects every aspect of your customer experience. It’s the defining element that tells people whether you believe your own sales job. In 1992 Harvard Business School professors John Kotter and James Heskett wrote the book Corporate Culture and Performance. In it, …

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Hierarchy is Out – Authenticity is In!

February 27, 2018 by Michelle M. Smith The business world has had a long-standing love/hate relationship with hierarchy. Hierarchy determines who gets to decide what and where the information flows, which allows us to focus our attention on other aspects of running the business. It reduces complexity, helps us scale and get things done, but it frustrates us by making …

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How External Events Shape Buyer Values & Preferences

February 22, 2018 by Carla Johnson It’s more than one thing that makes a customer decide whether or not they’ll buy something. People are multidimensional – they respond to the combination of big and small factors. Marketers use to be able to rely on things like demographic information and financial characteristics to predict how customers would behave. But with increasing …

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Five Demand Generation Myths That Need To Be Dispelled

February 20, 2018 by Carlos Hidalgo  Demand generation is a key part of the customer experience. Ensuring that buyers have a good buying experience is a necessary stage in the content experience continuum. However, many myths abound with demand generation, which are making it harder for B2B marketers to have success. Below are the five most common myths about demand generation …

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10 Women in Technology Speakers to Keynote Your Event

February 13, 2018 by Carla Johnson Last month I wrote the first in a series of blogs about why and how we need to bring more women onto the main stage at events. The response has been incredible, and I want to thank everyone who has shared the post, commented, sent me emails, texts and picked up the phone to …