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focused-on delighting-customers

Focus First On Meeting Customers’ Needs, Not on Delighting Customers

I heard someone say recently that delighting the customer is the same as meeting a customer’s needs. That is incorrect. By definition, delighting customers means exceeding their expectations. That’s different than meeting customers’ needs. I understand why they would think the two are interchangeable. Being able to delight the customer is the holy grail of the […]

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stronger-influencer-marketing

How Advocacy Helps You Build A Stronger Influencer Marketing Program

By now, you’ve heard about the popularity of Influencer Marketing. It’s so popular that many organizations are including influencer marketing initiatives into their marketing strategies. Linqia, in its The Value of Influencer Content 2017 report, cites that 86% of marketers use influencer marketing to add more power to their content marketing engines. The ROI is […]

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new-marketing

Is Customer Experience the New Marketing in 2017?

I’ve been reading posts about how Customer Experience is the new Marketing. Is it?   The Difference Between Customer Experience and Marketing   The definition of Marketing, per Merriam-Webster, is: “the process or technique of promoting, selling, and distributing a product or service” Dr. Philip Kotler defines Marketing as “the science and art of exploring, […]

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Chief-Customer-Officer-is-vital-to-your-business

The Chief Customer Officer is Vital to Your Business

I cringe when I hear Marketing should own the customer experience. Two recent reports appear to back up this claim though. A report from the Economist Intelligence Unit and Marketo revealed 86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020. Walker Info released a report that says […]

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5-key-customer-experience-trends-for-2017

Five Key B2B Customer Experience Trends for 2017

Each year when I read an annual Customer Experience report, my wish is that Customer Experience finally makes it into the mainstream. I remember reading the findings from Accenture’s 2015 B2B Customer Experience Report. I was encouraged to read that approximately eight in 10 executives believe delivering a differentiated experience links directly to business results […]

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How Content Marketing and Customer Experience Can Drive Retention

Did you know that by 2020, customer experience will overtake price and product as the key brand differentiator, and Bain & Company says it’s 6 to 7 times more costly to acquire a new customer than it is to retain one? So, if it’s really 6 to 7 times costlier to acquire a new customer […]

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Great customer experiences_m4comm

Direction Plus Planning Leads To Great Customer Experiences

I consider myself a student of life. I always want to be in learning-mode so that I can improve and can continuously add value to those I help: clients, potential clients, and colleagues, to name a few. As Carol Dweck notes, in her amazing book, Mindset, that’s the growth mindset—changing, growing, and stretching oneself through […]

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m4comm_win/loss analysis

How To Conduct Win/Loss Analysis To Achieve Strategic Growth (Part II)

In Part I of “How To Conduct Win/Loss Analysis To Achieve Strategic Growth”, I discussed the pre-interview and interview phases of Win/Loss Analysis. The post-interview phase is the most important element of the Win/Loss Analysis process. During this phase, you will gain insights on how to actually improve your processes, and as a result, better […]

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m4comm_win/loss analysis

How To Conduct Win/Loss Analysis To Achieve Strategic Growth (Part I)

I have been involved with Win/Loss Analysis from the product and sales sides since the mid–1990’s and have written about the subject since 2009. To this day, I do not understand why more companies aren’t conducting win/loss interviews, analyzing results and implementing lessons learned. When I speak with companies, many think they know the answers […]

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Why Customer Experience Requires a Mindset Shift

Why Adopting A Customer Experience Mindset Is Key

On October 7, Customer Experience (CX) professionals celebrated #CXDay for the second year in a row. The event, put on by The Customer Experience Professionals Association (CXPA), is an all day celebration of Customer Experience around the globe. It brings together companies and people that are creating great experiences for customers. Where Does Customer Experience Fit? CX […]

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Why Marketers Must Think Different About Content Gating

There are many opinions about content gating these days. There have been LinkedIn Group discussions about it as well as blog posts debating or trying to visualize it. I recently asked marketers on a LinkedIn Group discussion about content gating. I posed three questions – (1) Are you gating content? (2) What content types do you […]

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Are You Argo-izing Your Content?

I love the excerpted video (below) of Kevin Spacey’s keynote at the 2013 Edinburgh International Television Festival. In it, he discusses the House of Cards genesis as well as how powerful content is. There are some important takeaways. First, Spacey notes that “the audience wants the control” to view the content they want when they […]

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The 3 Types of Metrics You Should Be Focusing On

This month, eMarketer published a post citing results from an April 2014 study conducted by VisionEdge Marketing and ITSMA. eMarketer noted that 85% of marketers worldwide said the pressure to measure marketing’s business value and contribution had increased. eMarketer cited another study in the post, one conducted by ifbyphone in May 2014, which indicated that much of […]

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Have You Been Thinking About Dipping Your Toe in the Content Marketing Water?

You’ve read about the benefits of content marketing. You’ve even read case studies of companies who have achieved amazing success using content marketing in their overall marketing strategy. But, are you convinced content marketing will help your small business? Did you know that Content Marketing is the number #1 strategy used by marketers? It’s not […]

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Busting Silos

My #1 Wish For Marketers in 2014

With the availability of data for analytics plus an aggressive push for thought-provoking and relevant content to help buyers, there is a dynamic change going on in marketing organizations causing a shift from a traditional marketing engine to a customer one. There are significant strides being made that sales and marketing lines are blurring for […]

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How To Get Great Testimonials

Seven Ways to Get Great Customer Testimonials

I recently asked a marketing director about customer testimonials on his company website. He openly said, “The testimonials aren’t real, I made them up. Everybody else does it, so why can’t we?” My second thought, after “Two wrongs don’t make a right,” was “Aren’t you in the business of building trust? What does that say […]

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10 Predictions on the Changing Role of the CMO

Recently, I read CMSwire.com’s post about IDC’s 2014 predictions for CMO’s with very keen interest. As the digital economy evolves so does the role of the CMO. 10 predictions for the changing role of the CMO were cited. A few of the predictions particularly stood out for me. “By 2020, the marketing function in leading […]

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Is_Sales_Dead

Is Sales Dead?

I remember when Bill Lee’s post in Harvard Business Review came out in August 2012. There was outrage in the marketing community. Well, how could there not be outrage? The title of his post was “Marketing Is Dead”. He was right – traditional marketing is dead. This is where I diverge. Mr. Lee notes “Traditional […]

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Nurturing_Your_Online_Community

Nurturing Your Online Community is A Full-Time Job

You did a good thing. You created content that earned you a new member into your online community. So, what’s next? Plenty. You’ve got to keep them once you get them. Nurturing your online community takes many forms and requires a continuous time investment on your part to ensure your community members’ voices are being […]

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Simplicity

Simplicity is not simple. That statement comes off as being trite. But, it’s true. One definition states simplicity is “clarity of expression”. Apple Head of Design, Jonathan Ive, speaks of simplicity as not lack of clutter but rather bringing order and clarity to something. Looking deeper, simplicity for Buddhists focuses on only the essentials and […]

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Commenters Welcome.

Comments are very important. It’s amazing how many bloggers are still on the fence about this. Comments on your blog equal feedback that your audience is giving you. Whether it is positive or negative feedback, embrace it. Why? -You will be perceived as a listener -You will be commended for caring about your business and […]

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On Twitter Chats

There are a lot of Twitter chats out there. While it is great to chat, it is important to, as Pillar 2 of Character Counts! Six Pillars of Character teaches us, respect each other. What follows are some best practices for moderators and participants to keep in mind with Twitter chats. For Moderators 1. Promote […]

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marketers-ABC

A Marketer’s ABC

In a sales person’s mind, ABC stands for “Always Be Closing”. We all remember Alec Baldwin’s famous words in Glengarry Glen Ross… We say ABC stands for Always. Be. Curious. Staying curious keeps us present to life, keeps our creative juices flowing, opens us to new opportunities. And, as Steve Jobs notes, his stumbling into […]

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gating-content

Is Gating Content Necessary For You?

In a previous post entitled Are You Over-Gating Your Content, we wrote that marketers need to be careful with over-gating content. Gating content is perfectly appropriate within reason. However, you need to have an objective for doing so. Otherwise, you could end up fueling the fire by defeating your purpose and driving potential leads away. […]

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overeating your content

Are You Over-Gating Your Content?

Gating your content means that for someone to receive your content, they have to give you their email address and other particulars to obtain the content. But, is over-gating your content a good tactic? If you gate everything and someone registers, do you immediately conclude that individual is a hot lead? Perhaps they are. Perhaps […]

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Sustainable Branding Done Here

I read this amazing article about Sustainable Brands today. Whether you are a for-profit or nonprofit entity, you must build, nurture and extend your brand. Still answering these 3 questions in 30 seconds matters today more than ever – Who are you? What do you do? Why should I care? Most emphasis should be placed […]

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corporate-fact-sheet

What is a Corporate Fact Sheet?

A corporate fact sheet should be a part of your media kit. A corporate fact sheet is a one-page snapshot of your business. While your logo should go on top of the page, the following sections should also be included in your corporate fact sheet: 1. Overview. Tell us who you are, what you do […]

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How To Be Effective on Kickstarter

How Can You Be Effective On Kickstarter?

Ouya, a gaming console that runs on Android, scored a major win with their Kickstarter campaign. So how can you be effective on Kickstarter and achieve success? 1. To copy Stephen Covey, “begin with the end in mind” or in this case, begin with the audience, or the potential customer, in mind. Who is your audience? […]

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Real Artists Ship

I have been thinking about this koan Steve Jobs used when developing the first Mac – “Real Artists Ship”. I couldn’t agree more. As product people, we must produce. That means, plan, develop, launch and manage. Keeping to schedules is key. Like Gordon Gecko’s famous line in Wall Street, “greed is good”, “shipping is good”. […]

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