Customer Engagement

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• How to Implement a Winning Segment StrategySteve Bassill
  Have you learned the best way to identify and serve customers in your target segments? Segmentation could be the marketing tool that sets your company apart from the competition. Get the full ...
  CRM, Customer Engagement, Customer Service, Segmentation, Targeting
• Loving Your Way to Loyalty in a B2B WorldJill Griffin
  Much has been written about how business-to-consumer firms show their "love" to customers and win loyalty in return. But how about business-to-business customers? How do savvy firms love these buyers and ...
  B2B Marketing, Collaboration, Customer Engagement, Customer Relationships, Marketing Inspiration, Sales
• Not Just Sweet Nothings: Writing Words of Love to Your CustomersJonathan Kranz
  It may be awkward to openly acknowledge it, but every sale is a kind of seduction. As marketers, we make introductions, pursue courtships and hope for consummation—the sale. Here ...
  Customer Engagement, Sales, Web Copy, Websites, Writing
• Customer Experience Management vs. Customer Relationship ManagementLeigh Duncan-Durst
  Many companies equate Customer Experience Management with Customer Relationship Management. But they are not the same. So what's the difference between them? And why is it important to understand the difference?
  CRM, Customer Engagement, Customer Relationships, Marketing Inspiration
• Four Factors That Distinguish Services MarketingCynthia Coldren
  It's been called "selling the invisible"—delivering intangible services as a core "product" offering. But invisibility, or intangibility, is just one factor that distinguishes services marketing from product marketing. Along with inseparability, ...
  Case Studies, Customer Engagement, Customer Relationships, Marketing Tips, Services Marketing, Word-of-Mouth
• What's the Difference Between Customer Experience Management and Experiential Marketing?Leigh Duncan-Durst
  Many people equate Customer Experience Management with Experiential Marketing. But in recent years, "experiential marketing" has become perceptually aligned with "marketing execution". This is because it largely focuses on developing ...
  Advertising, Customer Engagement, Customer Experience, E-Commerce, Interactive Marketing, Online Marketing
• Word of Mouth Marketing in Five Easy StepsAndy Sernovitz
  Word of mouth marketing is an umbrella term for dozens of techniques that can be used to engage customers. Word of mouth includes viral marketing, blogs, communities, loyalty programs, and ...
  Blogging, Customer Engagement, Customer Service, Measurement, Word-of-Mouth
• Marketing Challenge: Warming Up Cold CallsHank Stroll
  In most of the US, the winter weather outside is frightful, but that's no reason for cold calls to feel the same way. Small business personnel typically do multiple jobs, ...
  Customer Engagement, Marketing Challenges, Sales
• How to Score High on the B/S IndexLee Marc Stein
  Before you release any communications to prospects or customers, gauge how your copy scores on the B/S Index. What is the B/S Index? It's not what you think it is—it's ...
  Copywriting, Customer Engagement, Direct Marketing, Targeting
• Consumer Empowerment Reloaded: Why Your Customers Should Drive Your MarketingPaul Marsden, Martin Oetting
  Mention the words "consumer empowerment" to marketers, and most will shrink away from you like a vampire from light. Conjuring up all sorts of evils, consumer empowerment is considered a ...
  Customer-Centric, Customer Engagement, Customer Relationships, Marketing Inspiration, Measurement, Surveys, Targeting, Voice of the Customer
• Is It Time to Revamp Your Communications Plan?Barbara Bix
  If your sales cycles seem to be dragging, it may be time to revamp your communications plan. Done well, your communications programs can generate demand for your solutions, create ...
  Copywriting, Customer Engagement, Lead Nurturing, Sales
• Ten Ways to Increase Customer LoyaltyJay Bower
  Acquiring new customers is the "show biz" side of direct marketing: The budgets are much larger, and you get to be more creative and perhaps use a broader variety of ...
  Customer Engagement, Customer Experience, Marketing Tips, Measurement, Targeting, Word-of-Mouth
• Point/Counterpoint: Two Seconds to RelevanceBill Babcock, Bill Rozier
  This is the first in a series of point/counterpoint articles by Bill Babcock and Bill Rozier. Babcock is CEO of a direct and relationship marketing agency. Rozier is on the ...
  Customer Acquisition, Customer Engagement, Targeting, Web Copy
• How Marketing Should Communicate (So Sales Will Listen)Alison Chandless
  Let's face it, sales people are notoriously hard to impress—even when you can get their attention. They tend to be very opportunistic learners; they want information when they need it, ...
  Collaboration, Creativity, Customer Engagement, Podcasting, Print Collateral, Sales, Social Media
• How to Create Stronger Value PropositionsJill Konrath
  To get customers to consider a change to the status quo, you have to give them a good reason. A really good reason. They need to know about the tangible business ...
  Benchmarking, Customer Engagement, Market Research, Metrics, Value Propositions, Writing
• Who Comes First: Good to Great MarketingPaul Barsch
  Many marketing professionals are trapped in discerning the best tradeshows, direct mail pieces or advertising layouts. But the truth is that great marketing starts with the "who." It starts with ...
  Chief Marketing Officer, Customer Engagement, Marketing Budgets, Measurement, Segmentation, Targeting
• Creating the Accidental EvangelistSean D'Souza
  You've probably already had dozens of reasons and seasons to create the accidental evangelist. And yes, you can play Santa in July, if only you'd listen. Here's how to recognize ...
  Brand Loyalty, Customer Engagement, Word-of-Mouth
• P13N: The Power of PersonalizationSuzanne Taylor
  Useful and sticky Web sites find out what's most important and relevant to their customers--and then customize their experiences in a meaningful way. By giving customers more of what they ...
  Customer Engagement, Customer Experience, Customer Retention, E-Commerce, Personalization, Websites, Word-of-Mouth
• The Powers of Connectors in CopywritingSean D'Souza
  This article is a Five-Minute Communication Test: Do you have connectors? In precisely five minutes, you can find out for yourself if your copy on your Web site/brochure/sales letter etc., ...
  Copywriting, Creativity, Customer Engagement
• What Do Your Customers Really, Really Want?Sherri Dorfman
  Most businesses these days are under pressure to differentiate their products and services to attract new business. Although customers can play an important role in helping companies define their differentiation, ...
  Customer Acquisition, Customer Advisory Programs, Customer Engagement, Customer Relationships, Positioning