Customer Engagement

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• 10 Big Mistakes Marketers Make in Case StudiesMartin Middlewood
  Customer case stories are a powerful way to communicate the value of a company, product, or service. Nobody speaks more loudly for you than your customers. But if that's the ...
  Case Studies, Customer Engagement, Targeting, Writing
• How to Turn Your Customer Reference Program Into a Strategic Asset, Part 1Whitney Wood
  As today's markets consolidate and become increasingly competitive, and as buyers become more sophisticated and demanding, customer references gain even greater importance. But many customer reference programs are stuck in ...
  Customer Engagement, Customer Experience, Referrals, Sales
• Six Strategies to Make Your Newsletters Work HarderDeborah Rapacz
  Brands that deliver general interest newsletters filled with tips, tools, and advice—but not unique, brand-differentiating content—should re-think their approach. Progressive brands are making advances in their approach, tightening the focus ...
  Brand Positioning, Branding, Customer Engagement, Newsletters, Writing
• The 'Freemium' Business Model: Not Quite a Slam-DunkNilofer Merchant
  Can you make money by giving away your product? Absolutely—and companies like Adobe (PDF Reader) and Macromedia (Shockwave Player) have proven it. With Web 2.0, consumers have gotten a lot ...
  Customer Acquisition, Customer Engagement, High-Tech Marketing
• Case Study: How a Nonprofit Developed Marketing Materials That Spoke to Its Culturally Diverse Audience, Bringing in New MembersJennifer Natsu
  A nonprofit health-plan provider serving lower-income San Francisco residents was designed for and by the residents it served. The health plan said it took "pride in speaking the language" of ...
• Brand Engagement: Teach Your Customers WellNick Wreden
  If you are flying from Los Angeles to Tokyo, you can learn how to say "how are you" in Japanese. The lesson is provided as part of the JAL in-flight ...
  Brand Positioning, Branding, Customer Engagement, Customer Experience
• Lead Nurturing: Cultivating Relationships and Growing Sales Through Continued DialogKathy Rizzo
  Lead nurturing has become an integral component of an overall marketing strategy. While there is an ever-growing incentive to implement an effective lead nurturing strategy with business partners and prospects, ...
  Customer Engagement, Lead Generation, Lead Nurturing, Lead Quality, Sales, Targeting
• How to Develop Client and Customer TrustPaul McCord
  Selling is not so much about the features of our products or services—or even the benefits the customer receives. Rather, it is about our relationship with the customer. People do ...
  Customer Engagement, Customer Experience, Customer Relationships, Sales
• Humor in Marketing: Six Serious TipsBrian Beatty
  When most marketers think about humor, it's typically in the context of television and print ads. But humor can be an effective communication tool across a range of print and ...
  Customer Engagement, Marketing Inspiration, Public Speaking, Targeting
• Marketing Challenge: Two Ways to Engage Prospects OnlineHank Stroll
  For over a year, there's been lots of talk about Web 2.0. Whether hyped or not, there's definitely some meat to it. The Web is no longer static and one-way. ...
  Customer Engagement, Online Marketing, Social Media, Word-of-Mouth
• Is Your Communications Policy Mired in the Past?G.A. 'Andy' Marken
  There are an ever growing number of opportunities for PR people to take advantage of the next generation web. More efficient, more effective, more creative means of launching products and ...
  Blogging, Customer Engagement, Public Relations, Second Life
• Where to Find Good Content for Your Online NewsletterNick Usborne
  There are a number of rich places to find content for your newsletter. Some of it takes the form of free articles. Some of it you pay for, and you ...
  Customer Engagement, Newsletters, Web Content, Writing
• Eight Ideas for Revitalizing Your Company BlogMack Collier
  After hearing all the buzz about blogs and how popular they are becoming, your company decided to dive into the blogging waters. But that was months ago, and even though ...
  Blog Comments, Corporate Blogging, Customer Engagement
• Segmentation in a Web 2.0 World—and BeyondNilofer Merchant
  Customer Engagement, High-Tech Marketing, Segmentation, Social Media
• Lies, Damn Lies, and Dashboards (Part 3): Driving Without a Map—Putting the Lead Machine to Work in New MarketsSu Doyle
  Congratulations! The lead machine is up and running. Your marketing programs are bringing in new prospects and you're starting to have an impact on the revenue line. You have a ...
  Customer Engagement, Lead Generation, Targeting
• Creativity at Work: Why It's Important and What It TakesBrian Beatty
  Creative accounting is certainly an ill-advised proposition, but in most other areas of business, from manufacturing to marketing to management, creative thinking often represents your most valuable, viable opportunity to ...
  Ad Copy, Creativity, Customer Engagement, Marketing Inspiration
• How to Make a Client-Satisfaction Survey Pay offDoug Stern
  These smartest and bravest professional service firms have discovered the risks and rewards of the client satisfaction survey done right. Here's how you can do the same.
  Customer Engagement, Customer Satisfaction, Marketing Smarter, Surveys, Writing
• Marketing Challenge: Do You Stalk Customers?Hank Stroll
  We've learned not to trust email to arrive safely in the recipient's inbox. So we leave voicemail asking whether the person received the email or the earlier voicemail. How much follow-up ...
  Customer Acquisition, Customer Engagement, Management, Sales
• Marketing via Stories: The Selling Power of Narrative in a Conceptual AgeAndrea Learned
  As "A Whole New Mind" author Daniel Pink puts it, we have entered a new era: a less linear "conceptual age." As we live our personal lives with a better ...
  Brand Awareness, Creativity, Customer Engagement, Writing
• Case Studies With Kick: How to Write an Insight-Based Case StudyMark Levy
  Case studies are like condensed action films—full of characters, plot, and conflict—in which, thanks to your help, the clients get what they want. Part of a case study's persuasive power comes ...
  Case Studies, Customer Engagement, Hiring Outside Resources, Writing