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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who_owns_the customer_experience

Who Owns The Customer Experience At Your Organization?

I have done my share of reading about who owns the customer experience and who should own it. There are two schools of thought on who should own the customer experience. Some think it should be one functional group that owns the customer experience. Which group should it be? Marketing? Customer Success? Sales? Another customer-facing functional group? […]

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Mechanics of Measurement

Understanding The Mechanics of Measurement

For marketers to be successful, they can’t muddle through with blinders or rose-colored glasses on. They must be informed and know which marketing activities work, and which don’t. That means understanding the mechanics of measurement. Marketing and measurement are like lock and key. You need both to be successful and grow. Unfortunately, some marketers still […]

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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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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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Empathy is a Marketer’s Most Important Trait

Marketers, remember the old acronym that defined a marketer’s job? AIDA. Our task was to generate awareness, create interest, build desire, and cause a buyer to take action to purchase a product. Until recently, getting a prospect’s attention was kind of a crap shoot. Marketers had to depend on their own guesstimates of what the […]

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Are You Creating Purposeful Content?

Are You Creating Purposeful Content?

I have a cube on my desk that reads “the purpose of life is a life of purpose,” which to me translates as “we should be doing everything toward a greater good.” I have always been a fan of Dr. Stephen Covey and his phrase “begin with the end in mind.” It has had a […]

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3 Reasons You’re Doing Content Marketing Wrong

There’s a lot of content out there. In fact, the amount of online content seems to double every couple of years. With the plethora of content already available, more businesses continue to jump on the content marketing bandwagon. For some clarity on the situation, check out these stats. According to a joint 2014 B2B study […]

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