Increase Your ROI with Strategically Aligned Thought Leadership Content.
According to the Content Marketing Institute, more than 90 percent of B2B marketers include content marketing as part of their marketing strategies. And 70 percent of those marketers claimed they planned to increase the amount of content they produced. The question is: Are these investments paying off? A recent Forrester Research article reports that as […]
Effective Thought Leadership Content is Centered Around Your Customer.
We live in the age of the customer, and yet most B2B companies are falling short on delivering the experiences customers want. Customers are more educated, more proactive and more autonomous throughout the buying cycle than ever before. Companies can no longer rely exclusively on SEO tactics and attractive websites to deliver a positive customer […]
Amplify Your Brand with an Effective Thought Leadership Strategy.
In the age of the customer, content is a critical element of managing the customer experience. With the majority of the buying processes occurring online prior to a prospect ever speaking with a representative of your company, content has become your voice to the world. Oracle’s “Global Insights on Succeeding in the Customer Experience Era” […]
Is Your Story Even Relevant?
Henry Ford Dr. W. Edwards Deming Steve Jobs Each of these iconic leaders understood the importance of staying relevant as the key to engaging in meaningful conversations with customers. The truth is, it really doesn’t matter how superior your product or service is, compared to the competition. What matters is communicating a message that is […]
Is That Something Your Customers Would Say?
In business-to-consumer (B2C) marketing, the buyer is typically also the end user. However, in business-to-business (B2B) marketing, the buyer is usually not the end user. Even though the B2B sales process is more arduous, this does not mean your message has to be complicated. B2B messaging can be simple and straightforward, without losing your key […]
Creating Engaging Customer Conversations.
What does an engaged audience mean to your business? It’s an audience that is saying, “Tell me more.” It means that your message is initiating conversations with potential customers. Now more than ever, buyers are able to research products and services online without ever speaking to a salesperson. This shift to self-service has created a […]
Ensure Employee Conversations with Customers Align with Your Brand Promise.
“Any company trying to compete should figure out a way to engage the mind of every employee.” Jack Welch, former CEO of GE Why is employee engagement so important? Because, research shows that 70 percent of customers’ brand perception is determined by conversations with employees. Simply put, your brand is only as strong as your […]
Successful Strategies are Driven by Winning Stories.
Sure, most leaders hold themselves accountable for the company’s overall strategy. However, what many executives have not acknowledged is … You own the story behind the strategy. In a recent article published by Wharton School of Business, communications expert Walter G. Montgomery said … “CEOs commonly blame lousy communication when well-laid plans go awry. Yet, […]
The Rules of Customer Engagement Have Changed. Have You?
You get out of it … what you put into it. If your corporate story is ineffective and inconsistently delivered … financial performance suffers. However, when your story is clear, compelling and consistently delivered throughout the customer experience … top-line and bottom-line results thrive. It appears that many business leaders have lost touch with this […]
Is Technology Helping or Hurting Your Brand Story?
Dizzied by technology? CRM, marketing automation, web analytics, mobile technology, big data … the list goes on and on. Technology has taken the field of marketing by storm, and a large percentage of technology entering the marketing arena is directly tied to new channels through which customers can engage with your company’s story — social […]
