Customer Engagement: How-to articles covering the latest marketing tactics, tips, and strategies.

• Five Tips for Marketing a Subscription-Based BusinessStefan Pretty
  A subscription-based business model can be extremely successful—when it's marketed well. Here are some tips for reaching more of your target market, engaging your audience, and controlling churn rates.
  Customer Engagement, Customer Experience, Marketing Strategy
• The Secret to More Effective Campaigns: A Data Management PlatformLotame [Sponsored Content]
  Want to organize your data so it's actually usable? DMPs help marketers manage data, allowing you to deliver better customer experiences, increase engagement, and improve ROI. Here's what to look ...
  Big Data, Customer Engagement, Data, Segmentation, Technology
• Taking Experiential Marketing Beyond Events and the Tradeshow FloorBrett Hyman
  Unlike passive forms of marketing, experiential is an active, multidimensional vehicle that connects with customers on a deeper, more emotional level.
  Customer Engagement, Experiential Marketing, Tradeshows/Events
• How to Tap Into Hidden Marketing Spend to Fuel Growth: Optimizing CPEStacey Haas, Max Magni, Biljana Cvetanovski, Cathy Wu
  Marketers managing consumer promotions and engagement (CPE) efforts often can't easily measure ROI and determine what's working. Here are five tips to make CPE for consumer goods brands more efficient ...
  B2C, Customer Engagement, Marketing Strategy, Promotions, Retail Marketing
• Five Ways to Successfully Promote Your Loyalty Rewards ProgramSamir Palnitkar
  A good rewards program can increase sales, reduce discounts, and grow customer loyalty. Here's how to launch a strong program and encourage customer participation.
  B2C, Customer Engagement, Customer Loyalty, Customer Retention, E-Commerce, Retail Marketing
• How to Make Your Infographics Stand Out [Animated Infographic]Laura Forer
  How can you add a new dimension to your infographics? Check out these 12 techniques for designing infographics that really shine.
  Content, Creativity, Customer Engagement
• Contest Marketing: A Powerful Form of Content MarketingBarry Feldman
  See why contests are so effective for marketing, and follow these eight steps to create a contest that will help you generate leads, collect valuable data, and give your customers ...
  Content, Customer-Centric, Customer Engagement, Customer Loyalty, Marketing Strategy, Marketing Tips
• Customer Relationships in the Age of Technology [Infographic]Laura Forer
  Technology can actually help create meaningful human relationships between brands and customers—when it's used well. See how AI, chatbots, and more can produce better customer experiences and relationships.
  Branding, Customer-Centric, Customer Communications, Customer Engagement, Customer Experience, Customer Service, Technology
• How to Use Webinars to Build Good Customer RelationshipsShane Barker
  Webinars offer a perfect platform to engage and train your B2B customers. See how to make them interactive and offer value to your attendees.
  Content, Customer-Centric, Customer Engagement, Customer Relationships, Webinars
• How to Promote Loyalty Rewards Programs [Infographic]Laura Forer
  Creating a loyalty program is just a first step to customer engagement—you also must promote and maintain the program to keep customers excited and engaged. Here are some simple ideas ...
  B2C, Customer Communications, Customer Engagement, Customer Loyalty, Customer Retention, Email, Engagement, Marketing Strategy, Retail Marketing

Customer Engagement: Podcasts containing in-depth interviews with smart marketers from all walks of life.

• A Casting Call for Empathic Marketers: Actor and Best-Selling Author Alan Alda on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Award-winning actor and best-selling author Alan Alda (M*A*S*H) shares insight into how actively cultivating empathy can improve communication in sales, medicine, science, and practically every other industry. He discusses improv and other approaches for relating to others, and shares many ...
  Customer Communications, Customer Engagement, Engagement, Sales
• True Influence Isn't About Follower Counts: Adobe's Joe Martin and Mark Boothe on Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Joe Martin and Mark Booth of Adobe talk about how Adobe effectively uses influencer marketing to dramatically increase the company's reach during (and long after) its annual flagship event, Adobe Summit in Las Vegas.
  B2B Marketing, Brand Ambassadors, Customer Engagement, Customer Evangelists, Customer Relationships, Influencer Marketing, Marketing Smarts
• QR Codes Kill Kittens: Author Scott Stratten Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Scott Stratten's expressed his frustration with QR codes in no uncertain terms. His most recent book—QR Codes Kill Kittens—provides example after example of poorly executed marketing concepts that will make you want to laugh and cry at the same time.
  Customer Engagement, Marketing Smarts, Marketing Strategy, Mobile Marketing, Social Media, Technology, Testing, Twitter
• Think Like a Rock Star: Author Mack Collier Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Author Mack Collier talks to Marketing Smarts about his book Think Like a Rock Star and the ways companies can meaningfully connect with their best customers (and biggest fans).
  Blogging, Brand Ambassadors, Brand Loyalty, Customer Engagement, Customer Evangelists, Customer Loyalty, Customer Relationships, Marketing Smarts, Marketing Strategy, Social Business
• What's the Future of Business? Author Brian Solis Talks to Marketing Smarts [Podcast]by Kerry O'Shea Gorgone
  Providing the best product won't be enough to carry your business into the future: You need to create experiences your customers want to share. Author Brian Solis discusses the need for innovative leadership, the new generation of consumerism, and his ...
  Customer Behavior, Customer Communications, Customer Engagement, Customer Experience, Marketing Smarts, Social Media, Thought Leadership
• Rethink Your Audience: Author and Digital Strategist Sam Ford on Marketing Smarts [Podcast]by Matthew Grant
  Though living in a new era of participatory media, our notions of what constitutes an audience and what audiences actually do has not changed much since the broadcast era—and that's a problem, argues Sam Ford.
  B2B Marketing, Community, Content Marketing, Corporate Communications, Customer-Centric, Customer Engagement, Digital Theory, Marketing Smarts, Social Media
• A Passion for People: Intel's Ekaterina Walter Talks Entrepreneurial Success on Marketing Smarts [Podcast]by Matthew Grant
  "All of us want to belong, and all of us really want to make an impact, and some of us... we invent Facebook," Ekaterina Walter, social media strategist at Intel and author of Think Like Zuck told me during this ...
  Community, Content, Content Marketing, Customer Engagement, Digital Marketing, Facebook, High-Tech Marketing, Marketing Smarts, Personal Branding, Social Media
• Smart Marketers Road Show Rundown With Jeff Mayersohn and Lou Imbriano [Podcast]by Matthew Grant
  The final stop of the MarketingProfs Smart Marketers Tour was the beautiful deCordova Museum in Lincoln, MA, on July 10, and it was our best-attended. Our guests were Jeff Mayersohn, owner of the Harvard Bookstore in Harvard Square, Cambridge, and ...
  Community, Customer Engagement, Customer Relationships, E-Books, Local Marketing, Marketing Smarts, Promotions, Sales
• Have You Sat Down with Your Customer Lately? Patrick Schaber and Joe Sorge on Marketing Smartsby Matthew Grant
  Whether you are selling complex technical systems or burgers with fried pickles on them—like my guests in this week's Marketing Smarts—you need to understand your customers and interact with them face-to-face.
  Customer Engagement, Customer Experience, Customer Satisfaction, Local Marketing, Marketing Smarts, Social Media, Voice of the Customer
• Marketing Is Habit-Forming: Charles Duhigg Talks About the Power of Habit on Marketing Smarts [Podcast]by Matthew Grant
  "During major life changes, our habits are up for grabs," Charles Duhigg says in this week's episode of Marketing Smarts. But when companies gather customer data to shape future buying habits, are they helping customers or helping themselves?
  Content, Customer Engagement, Marketing Smarts, Targeting

Customer Engagement: Online seminar broadcasts from the best minds in marketing

• Prepare to Be the Fearless CMO of 2020Broadcast on 4/17/2018 with Kristi Bjornaas, Chris Messina, Sam Melnick, Gregg Thaler
  Join us on April 17 for Prepare to Be the Fearless CMO of 2020, when we'll explore how to cut through the hype and successfully use technologies that power account-based marketing, personalization, and sales/marketing partnerships. Sponsored by Marketo
  Account-Based Marketing, Chief Marketing Officer, Customer Engagement, Personalization, Technology
• Be Fearless in Your Pursuit of Meaningful EngagementBroadcast on 4/3/2018 with Justin Wright, Jamie Walker, Tyler Lessard, Lara Shackelford
  Join us on April 3 for Be Fearless in Your Pursuit of Meaningful Engagement to learn how to master the art and science of digital marketing. Sponsored by Marketo, Qotient, Synthio, and Vidyard
  Customer Behavior, Customer Engagement, Customer Experience, Customer Relationships, Data
• How to Succeed at LinkedIn Content Marketing: Three Must-Have StrategiesBroadcast on 12/14/2017 with Viveka von Rosen
  In this Teach Me How seminar, you'll hear about three powerful content marketing strategies using specific LinkedIn tools. You'll discover how to capture your leads' interest with LinkedIn's publishing platform, native video, and long-form updates. You'll also learn how to use these strategies to increase your brand's visibility to keep you top of mind among your audience and cement your positioning as a leader in your industry.
  Content, Customer Acquisition, Customer Engagement, Lead Generation, LinkedIn, Networking, Teach Me How, Videos
• Email Marketing Master Course: How to Use Email to Build Customer RelationshipsBroadcast on 12/7/2017 with Adam Q. Holden-Bache
  In this online seminar, you'll learn about all aspects of an email lead nurturing program, from initial awareness to post-purchase follow-up. You'll get insight, tactics, tips, and takeaways that you can implement to improve the email relationship-building campaigns for your business.
  Customer Acquisition, Customer Engagement, Customer Relationships, Customer Retention, Customer Satisfaction, Email, Email Campaigns, Email Marketing, Engagement, Lead Nurturing
• Hello, It's Me... The Adele Guide to Doing EmailBroadcast on 4/20/2017 with Michael Barber
  In this Teach Me How seminar, you'll learn which email engagement tactics and best practices will ensure your emails stand out, get opened, and generate the ROI you seek. You'll leave with resources upon resources to help you develop awesome emails that Adele would open and approve!
  Customer Engagement, Email, Email Campaigns, Email Marketing, Email Subject Lines, Engagement, Measurement, ROI, Teach Me How
• Five Steps to Jump-Start Your Account-Based Marketing ProgramBroadcast on 2/23/2017 with Samantha Stone
  In this PRO seminar, you'll learn everything you need to ignite your account-based marketing program. You'll leave knowing how to identify whether ABM is right for you, who you should be targeting, and what tactics you should be using.
  Account-Based Marketing, B2B Marketing, Customer Engagement, Lead Generation, Marketing Budgets, Sales, Time Management
• Hug Your HatersBroadcast on 1/12/2017 with Jay Baer
  In this PRO seminar, you'll find out why you need to hug your haters and embrace complaints. We'll share specific frameworks for answering them, tips on how to handle trolls, why you need to answer every complaint, in every channel, every time, and more. You'll leave with actionable advice and tactics to keep your customers and grow your business.
  Customer Behavior, Customer-Centric, Customer Communications, Customer Engagement, Customer Evangelists, Customer Experience, Customer Insight, Customer Loyalty, Customer Relationships, Customer Retention
• Hack the Conversation: Discover Insights Through Social DataBroadcast on 11/17/2016 with Jason Falls
  In this PRO seminar, we'll share examples of companies using conversation research to drive product innovation, address customer experience issues, and inform messaging and communications. You'll leave with a practical approach to help you begin mining your online conversations to discover important data and insights.
  Customer Engagement, Customer Experience, Customer Insight, Data, Metrics, Social Analytics, Social Listening, Voice of the Customer
• How to Demystify Influencer Marketing With ContentBroadcast on 11/3/2016 with Lee Odden
  In this PRO seminar, you'll learn how influencer content programs tap industry voices that buyers trust, and align with brands to deliver on both thought leadership and customer acquisition goals. While there are many opinions and approaches to influencer marketing, we'll cover the three proven approaches B2B marketers can take to satisfy buyers across the sales experience.
  Content, Content Strategy, Customer Engagement, Engagement, Influencer Marketing
• Inspiring Action: The Future of Influencer MarketingBroadcast on 9/29/2016 with Heidi Sullivan
  In this PRO seminar, we'll share what the experts see as challenges, best practices, and success stories in the fast-growing world of influencer and advocate marketing. You'll learn how B2C and B2B companies are working with online influencers and customer advocates to grow their reach, engagement, and conversions.
  Content, Content Strategy, Customer Engagement, Engagement, Influencer Marketing

Customer Engagement: Tutorials — tactical marketing know-how in just 10 minutes from subject matter experts

• Take 10: Seven Steps to a Successful Re-Engagement CampaignReleased on 9/9/2016 with Meera Kothand
  In just 10 minutes, we'll show you why a subscriber re-engagement campaign is an important part of your email marketing strategy. We'll share a seven-step process detailing how to set up and launch your re-engagement campaign from scratch. You'll leave with a thorough understanding of the different types of winback emails, the order in which to send them, and what to do with inactive subscribers.
  B2B Marketing, Customer Behavior, Customer Engagement, Email Campaigns, Email Deliverability, Email Marketing, Engagement, Take 10
• Take 10: How to Leverage Your Online CommunityReleased on 4/15/2016 with Paul Chaney
  In just 10 minutes, we'll share six practical tips that will help you tap into this valuable resource to grow your business and benefit your customers. From setting goals to becoming a good listener, you'll leave with actionable steps to build a stronger online community.
  Community, Community Management, Customer Engagement, Take 10
• Take 10: Seven Steps to Social Media Marketing SuccessReleased on 7/24/2015 with Paul Chaney
  In just 10 minutes, we'll walk you through seven steps to creating an effective social media strategy. You'll learn how to incorporate the needs of your customer, align your tactics with your business goals and objectives, integrate other marketing initiatives, and determine the ROI of your social media marketing efforts.
  Customer Engagement, Marketing Strategy, Social Media, Social Networking, Take 10
• Take 10: How to Use Content to Engage Customers Throughout the Sales CycleReleased on 7/10/2015 with Michael Peggs
  In just 10 minutes, we'll share how to keep your customers in the conversation by creating content that entertains, engages, and educates. You'll learn how to use content to boost brand awareness, drive leads, and increase conversions as prospects move through each stage of the sales cycle—from discovering your brand through the final phase of purchasing.
  Content Marketing, Content Strategy, Customer Engagement, Lead Generation, Lead Nurturing, Take 10
• Take 10: How to Create a YouTube Content Library With Google Hangouts On AirReleased on 4/17/2015 with Stephan Hovnanian
  In just 10 minutes, you'll learn the basic framework to build a content library of video with Google Hangouts On Air. This free and easy tool syncs up with your branded YouTube channel so you can build a content library with the support of experts, vendors, customers, and more. You'll also learn how to turn these videos into additional pieces of content to connect your brand with your target audience. And bonus—it'll help boost your SEO, too!
  Collaboration, Community, Content, Content Marketing, Customer Engagement, Google+, Take 10, Videos, Virtual Events, YouTube
• Take 10: Five Scannable Hot Spots in Your Copy That Boost ResponseReleased on 11/7/2014 with Donna Baier Stein
  In just 10 minutes, you'll learn how to highlight the key selling points and calls to action by strategically placing them in the five hot spots your readers' eyes gravitate to. You'll walk away with tips on how to develop more persuasive and effective copy that is organized in a way that will encourage response.
  Ad Copy, Content, Copywriting, Customer Communications, Customer Engagement, Direct Marketing, Marketing Tips, Take 10, Web Copy, Writing
• Take 10: How to Ensure Your Target Audience Views Your ContentReleased on 3/7/2014 with Ran Gishri
  In just 10 minutes, you'll learn the most effective means for content distribution and viewing, allowing you to enjoy higher returns on your content creation spend.
  Content Marketing, Customer Engagement, Marketing Strategy, Take 10
• Take 10: Three Principles That Will Increase Your Email Marketing ConversionsReleased on 2/28/2014 with Kath Pay
  In just 10 minutes, you'll discover strategies you can implement immediately to make a noticeable difference in the success of your email marketing campaigns.
  Customer Engagement, Email Marketing, Marketing Strategy, Take 10
• Take 10: Three Ways to Get More Traffic from PinterestReleased on 1/17/2014 with Beth Hayden
  In just 10 minutes, you'll learn three effective Pinterest traffic-boosting tips that will make your site more enticing, increase your site traffic, and potentially increase your sales, too.
  Customer Engagement, Marketing Strategy, Marketing Tips, Social Media, Take 10
• Take 10: Three Ingredients That Turn Engagement Into Measurable Business ResultsReleased on 11/22/2013 with Rachel Happe
  In just 10 minutes, you'll learn how to build a successful engagement strategy that will help shape your business and bring in the results you need.
  Community, Community Management, Customer Communications, Customer Engagement, Customer Relationships, Marketing Strategy, Relationship Marketing, Social Media, Take 10

Customer Engagement: Marketing downloads for the busy professional

• Engage Customers and Generate Leads With Interactive Content
  This 27-page guide will answer all your questions about interactive content. It'll show you that it's about more than just games. It may even inspire you to "interactivate" your own content and engage your readers.
  Content Marketing, Creativity, Customer Engagement, Engagement, Experiential Marketing, Interactive Marketing, Lead Generation
• A Quick Guide to YouTube & Creating Your Own YouTube Channel
  YouTube is an easy-to-use and inexpensive media platform with a gigantic reach. Learn how you can use YouTube to create awareness for your brand and connect with interested views with "A Quick Guide to YouTube & Creating Your Own YouTube Channel".
  Customer Engagement, Demographics, Marketing Tips, Social Media, Videos, YouTube
• Influencer Marketing Success Stories
  Influencer Marketing Success Stories features 13 companies that have leveraged the influence of outspoken opinion-makers and ordinary online reviewers to achieve their marketing objectives. With examples including Forbes Digital and Virgin America, this new Case Study Collection will show you how use influencer to boost brand awareness, introduce new products, increase sales, and more.
  Brand Awareness, Case Studies, Customer Engagement, Customer Evangelists, Customer Relationships, Marketing Smarter, Sales, Word-of-Mouth
• Social Media Integration Success Stories
  Twitter. Facebook. LinkedIn. While these social media tools are all effective on their own, they work best when part of other marketing programs. See how 10 companies have maximized results by integrating social media into traditional marketing efforts.
  Case Studies, Community, Customer Engagement, Customer Loyalty, Email Marketing, Referrals, Segmentation, Social Media, Videos
• Website Conversion Success Stories
  Many marketers spend too much time and money trying to get people to visit their sites, and not enough boosting the number of sales from the people already visiting. See how 11 companies, including Jelly Belly Candy Company and Kinaxis, are transforming their landing pages, and get great ideas for optimizing your own site to increase sales.
  Case Studies, Customer Engagement, E-Commerce, Search Engine Marketing, Website Design, Websites
• Facebook Success Stories
  When it comes to social networking sites, Facebook boasts the most loyal visitors on the Web. So it's easy to see why successful brands are embracing it as a platform to connect with customers. Facebook Success Stories gives you the real scoop on how 21 companies, including Adobe and Dunkin' Donuts, are pushing the social media marketing envelope using Facebook's tools and apps.
  Advertising, Brand Awareness, Branding, Community, Creativity, Customer Engagement, Facebook, Social Media, Social Networking
• A Step-by-Step Guide to a Social Media Program: Everything you need to know about establishing your strategy, policy and team
  The adage “think before you speak” has now become “think before you write.” In this age of instant messaging, businesses need to wield their online words thoughtfully. Check out MarketingProfs “A Step-by-Step Guide to a Successful Social Media Program” to learn how to create your social media strategy, policy and team.
  Case Studies, Collaboration, Customer Engagement, Management, Market Research, Marketing Plans, Marketing Strategy, Social Media
• Twitter Success Stories: How 11 Companies are Achieving Their Marketing Objectives—140 Characters at a Time
  Twitter’s brief tweets let you communicate with friends and family. But did you know that those 140 characters can also build your business? Read Twitter Success Stories: How 11 companies are achieving their marketing objectives, 140 characters at a time.
  Branding, Case Studies, Customer Engagement, Social Media, Social Networking, Twitter