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Tag Archives for " customer-centric "

Insights Into the World of Content Marketing

Last week Content Marketing Institute and MarketingProfs released their annual B2B Content Marketing Study that dives into the practices and habits of B2B content marketers in North America.Content marketing is a key component for any customer experience strategy and while the overwhelming majority of B2B organizations are producing content, the study shows that successful execution may still be elusive.In looking at this year’s study there are some thoughts and musings I have listed below.

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Getting sales enablement right to increase results

Sales enablement is intended to help raise performance, but a lot of efforts have backfired due to departmental silos. And now there’s growing gap between what salespeople need and what they’re getting to improve performance. For example, Corporate Visions recently surveyed 500 B2B marketers and sales professionals that 20% of organization content creators “just do […]

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How customer-hero stories help you connect better

Do you focus on capturing product stories or customer-hero stories? The answer can make a huge difference in your sales and marketing results. Let me explain. Despite all the time, money, resources spent on improving sales productivity, just 13% of sales people produce 87% of revenue in a typical organization according to the Sales Benchmark Index. […]

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How Empathy Will Grow Your Sales and Marketing Pipeline

Marketing isn’t something you do to people; it’s something you do with people. You might be wondering: why am I saying this? A problem with marketing (and sales) is that we get clinical and treat our customers as objects to convert rather than people who need help. Our thinking can get off track in thinking […]

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Inbound Marketing: How a B2B company used a content marketing strategy to improve customer experience

Inbound marketing is typically a term reserved for B2C companies striving to draw customers in with flashy social media campaigns, witty tweets and beautiful infographics. B2B companies have the unique challenge of asserting themselves and becoming a voice of authority in their respective industries, and inbound marketing can be a powerful way to do that […]

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Best B2B Lead Posts in 2014: Lead generation, lead nurturing and content marketing

This year, we shared several strategies and tactics for achieving leads in the complex B2B sale. Read on for the most shared posts of 2014 to help you customize your B2B strategy for 2015.

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How to Put the Customer First in Lead Generation

What would happen if we stopped treating people as leads, and instead, treated them as human beings or future customers? What would happen if we put ourselves in our future customers’ shoes and looked at our messages from their perspective and tried to feel what they feel when they hear from us? Read on for insights into empathy marketing from Brian Carroll.

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