Baseball puns abound in this week’s CMO Perspectives – it really is a home run! ☺ Check out Drew Neisser’s [Adage.com] spotlight on Dan Farrell, VP Marketing with the St. Louis Cardinals; We also feature a piece on the “Evolution of the B2B Marketer,” by Dan Lynn [blog.marketo.com]; A piece by guru Gary Vaynerchuk [thenextweb] claiming “Content is King, but Context is God;” And so much more... enjoy!
Which Touch Points Do Marketers Rate as Central to the Customer Experience? [Business2Community.com]
This article by Larisa Bedgood really speaks to the touchpoints marketers find are most critical to providing a positive customer experience. Such information helps them prioritize, and approach their marketing strategy in a customer-centric context. One might suggest an intuitive and easily-navigated website (both desktop and mobile) is the critical “first step” towards reducing customer complaints, minimizing inquiries and enticing new business.
Just take a look at some of the following stats on how personalization can add real value to your bottom line:
– 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
– 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
How to Hit Customer Experience Out of the Park [Adage.com]
With baseball season upon us our own Robert Zoch wrote this piece titled, "This Opening Day the Customer is Captain" He proposes it as another way to look at your relationship to your customers. Similarly themed is this piece by Drew Neisser, spotlighting Dan Farrell, senior VP-sales and marketing with the St. Louis Cardinals, on the performance of his team. Apparently Farrell is so adept at creating a home-run experience for Cardinals fans, whether they win or lose, that he was awarded with a Customer Experience honor from The CMO Club this past fall. Here's how Farrell and his team routinely knock the customer experience out of the park.
The Evolution of the B2B Marketer [blog.marketo.com]
There’s a stat the author of this piece, Dan Lynn has heard cited many times, that somewhere between 60-90% of the B2B buyer’s decision process occurs online, before a prospect ever picks up the phone. This means that when a buyer decides that he wants something, he does the majority of his research first, then he shares these options with a few internal stakeholders, and together they decide which to buy. So, that prospect doesn’t pick up a phone or call a vendor until he’s pretty sure which one or two he’s really interested in. He goes on to say that the role of the B2B marketer has shifted from supporting sales to owning a substantial portion of the buyer’s journey. To survive and thrive in the wake of this shift, there are a few basic, but important, ideas upon which marketers should focus.
Content is King, but Context is God [thenextweb.com]
Gary Vaynerchuk truly believes that content is the best way to market a product today. He says and we agree, provide value to consumers by creating helpful videos or new recipes or funny cartoons. Give them something they actually want because that content builds up the relationship that then allows you to ask for the sale. "Jab, jab, jab, right hook. Provide value, provide value, provide value, ask for the sale." We love this piece and think you will too.
The 9 Best Marketing And Sales Analytics You Should Know About [datasciencecentral.com]
Sigh, if only! That is how you will feel after reading this article. Bernard Marr has put together an amazingly comprehensive list of all the different marketing analytics you should be thinking about. If only there was one tool to do them all. We may not be able to help you predict market trends or demand forecasting, but definitely check out our
customer analytics tools to help you make sense of all that customer data.
Which leads us to this really cool TWEET OF THE WEEK from Kirk Borne @KirkDBorne who is a specialist in Predictive Analytics in Sales and Marketing.
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