B2B companies are realizing that the real rockbed of building enduring customer relationships lies in the perception customers hold of value. Value is increasingly not in the product but in the services – paid and free – that sellers provide. While still a controversial concept, this realization is prompting many B2B companies to revisit their customer journey maps… Read the full Forbes post here.
Two discussions are occurring in the marketplace around customer experience, one is focused on how to interact, inspire and influence buyers to trust and prefer your brand. The other conversation is focused on what to do with customers post purchase. Logically, these two are part of the same conversation; one a continuation of the other... To read the entire Forbes article, click here.
The term “omnichannel experience” burst on the scene last year as the next step in the evolution of customer engagement. Borrowing a concept from advertising, it isn’t enough for sales and marketers to deliver the purchase experience customers will pay a premium for... Read the entire article on Forbes, click here.
Whether it’s an expensive piece of medical equipment, software or a consumer gadget, the job of selling has turned into a complicated game of hide and seek. Buyers hide from sales people with all sorts of creative forms of avoidance. Sales teams, in turn, are constantly inventing new ways of seeking out buyers. The problem is particularly vexing when sales teams try to engage the C-Suite…
Despite being one of the toughest and shortest tenured jobs in a company, the Chief Marketing Officer (CMO) has become all powerful. Everyone has an opinion and the heated debate continues over what it means to be a Chief Marketing Officer and how the role is measured. ... To read the full article on Forbes, click here.