Marketing

What if everything you believed about privacy concerns is wrong? Trust in institutions is at an all-time low as the Edelman Trust Barometer 2017 indicated. We've covered some possible implications and findings previously. 84% of US consumers express concern regarding the security of their personally identifiable information Another question to ponder is...
Marketing technology concept
The people at marketing automation software vendor Marketo conducted research to look at 'newer' technologies and what their effect will be for marketers. US marketers are more pessimistic about the impact of new touchpoints on their engagement with customers, with 48% saying they are excited compared to 62% of international...
content-distribution-concept
The question ‘Which platform is the best content distribution platform?’ is a tricky one, because the answer depends on your particular content marketing goals. Every company has different goals, different target groups, and different decision makers and this ultimately shapes the choice of platform they make. For instance, depending...
Mobile smartphone
Although many people still use desktop computers to search and view online content (in the case of our site even a large majority), the mobile first evolution keeps progressing. And while there are tablets and we'll see new devices with different form factors popping up, mobile first today mainly is...
For years the question hasn't been if but when and by whom Marketo would be acquired after so many of its marketing automation competitors became part of one of the bigger marketing technology stack vendors. Today that question is answered: Marketo gets acquired by Vista Equity Partners for $1.79 Billion. In...
Respecting data is respecting people and earning trust
Consumers don’t mind sharing their personal data with marketers and businesses in exchange for benefits. The nature and amount of data shared depends on the perceived value of the benefit. It’s the principle of good old ‘quid pro quo’ and even goes back to permission marketing: “I, the consumer trust...
Sales prospect selling concept
How do you solve the buying disconnect in B2B and complex buying journeys? For starters by realizing there is a disconnect and that buying AND selling have both become more complex overall. And by realizing the importance of understanding true - emotional - goals and the prospect experience. Smart sales...
Holistic
Being utterly customer-centric and putting customer (experience) first is a ‘must’ (and always should have been) and a mantra for all organizations. It’s even a core reason why organizations digitally transform. At least, so it seems. The real reasons why we focus so much on customer experience and the digital...
Selligent and StrongView
It was to be expected. Last Summer middle-market private equity firm HGGC took a majority stake in marketing automation vendor Selligent. Two months later another company with very similar activities was added to the portfolio: StrongView. Now both companies are merged into one by HGGC. Coincidence: in a previous life...
Data and ethics
We live in the age of the customer and we live in the age of data. I guess there must be a link between both. Of course there is. People like to be valued and served in a way that takes their true needs into account. They like to...
Data-driven marketing, in theory, is about better using the flood of customer-related data to integrate and optimize marketing efforts in the age of an empowered consumer and Big Data. What matters most is the optimization of the customer experience, relevance and (perceived) customer value as a driver of business value....
In 2006 Jeanne Bliss published "Chief Customer Officer: Getting Past Lip Service to Passionate Action". Since then she has been helping leadership teams and CCOs (Chief Customer Officers) to find their united voice and become customer leaders. As each business (and each market, customer, context, leader, etc.) is different "finding...
MyersBriggsTypes-by-Jake-Beech-Own-work.-Licensed-under-CC-BY-SA-3.0-via-Wikimedia-Commons
As organizations focus more on customer service, the customer experience and, well, anything that's customer-related, there's also an increasing attention for the psychological dimension of business (workers) and customers. Indeed, we have finally discovered that customers are human beings and that the customer experience, just like anything that touches us,...
Engagor
It seems like only a few years ago that Folke Lemaitre and his partner were present at one of our events and asked if they could showcase their new social media platform. Oh, wait, it IS only a few years ago. I don't know if you ever organized events but...