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Decoding the Vital Attributes of Great Customer Experiences
Most senior business leaders understand the strategic importance of customer experience (CX). They recognize that providing great experiences has become a key means of differentiation and a primary...
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New Insights on Personalization - Usage, Value, and Challenges
A few weeks ago, I published a post discussing the major findings of a survey by Dynamic Yield regarding the current state of personalization in marketing. A new study by Researchscape International...
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B2B Buyers Prefer to "Do-It-Themselves" - Except When They Don't
One of the major themes in B2B marketing and sales over the past decade has been the emergence of empowered and independent buyers. Numerous research studies have shown that business buyers are using...
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Why You Need a "Systems" Mindset to Optimize Martech
At the recent MarTech West conference in San Jose, California, Scott Brinker unveiled the new version of his famous (or perhaps infamous) marketing technology landscape supergraphic (shown above). To...
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Why Revenue Growth is Best Pursued Indirectly
Most marketers will say that the "prime directive" of marketing is to drive revenue growth. But in reality, revenue growth is a by-product of creating value for customers and providing great customer...
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Where B2B Companies Stand With Marketing Measurement
Measuring marketing performance is both a top priority and a persistent challenge for most B2B marketers. That's the primary theme of Demand Gen Report's 2018 Marketing Measurement and Attribution...
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How Customers Really Feel About Personalization
Over the past several weeks, I've published posts that reviewed the major findings of two recent research studies - one by Dynamic Yield, and one by Researchscape International - that focused on the...
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What Abraham Maslow Can Teach Us About Customer Experience
In 1943, the psychiatrist Abraham Maslow introduced a theory of human motivation which proposed that people are motivated to satisfy several needs, and that some of those needs take precedence over...
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Original Research Powers Compelling Thought Leadership
It's now clear that thought leadership content is having a major impact on B2B buying decisions. Several recent studies have confirmed that business buyers are consuming more thought leadership...
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The Right (and Wrong) Way to Listen to Customers
"If I had asked my customers what they wanted, they would have said a faster horse."Henry Ford (Attributed)"We don't ask consumers what they want. They don't know. Instead we apply our brain power to...
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Written Content Still Matters in B2B Marketing
Unless you've been completely off the grid for the past several years, you're well aware that the popularity of video content has exploded. eMarketer recently estimated that U.S. adults now spend over...
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Strategic and Agile Marketing - Better Together
Earlier this summer, Samuel Scott created quite a stir when he wrote an article for The Drum arguing that agile marketing is a "crutch for those who do not have a real strategy."Samuel made several...
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Surprise! Millennials Actually Like (Some) Marketing Mail
Millennials - usually defined as individuals born from about 1981 through about 1997 - are on the cusp of becoming the largest generational cohort in the U.S. population, and they are already the...
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Why It Pays to Be Benevolent
B2B companies must be seen as trustworthy to earn the trust of prospects and customers. And science tells us that trustworthiness is based on ability, integrity, and benevolence. The rarest of these...
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Holistic Revenue Management Moves Toward the Mainstream
Fundamental changes in the business environment have led a growing number of B2B companies to adopt new approaches for managing their revenue generating activities. While the specific approaches vary,...
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New Insights from The CMO Survey on Major Marketing Trends
With the beginning of the fourth quarter less than a month away, many B2B companies have already started planning for 2019. Over the next several weeks, marketing leaders will be evaluating how well...
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The Differences Between B2B and B2C Marketing That Still Matter
In a recent column published at The Drum, Samuel Scott argued that the marketing industry has split into two distinct camps that have adopted and now advocate two very different approaches to the...
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How Marketers Are Addressing the Technology Tsunami
Earlier this year, Scott Brinker unveiled the latest version of his now famous marketing technology landscape supergraphic. To no one's surprise, the new graphic showed that the number of marketing...
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Getting Thought Leadership Right in 2019
There's no longer any doubt that thought leadership content is having a major impact on B2B buying decisions. Research studies have confirmed that business buyers are consuming more thought leadership...
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Why You Need a Chief Revenue Officer in 2019
By now, many B2B companies are already planning for 2019. and part of that planning will involve establishing revenue growth goals for the coming year. Growing revenues has never been easy, but...
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