As marketing professionals, we learned a lot in 2020, whether we wanted to or not. The consumer landscape experienced an extraordinary tectonic shift, as we moved into a fully digitized realm of sales and marketing. Our strategies changed. Our focus became less about traditional methods (like the dreaded batch-and-blasts) and more about rethinking...
Mark Twain is credited with saying, “Those who don’t read have no advantage over those who can’t read.” This maxim is equally applicable to how you treat your customer feedback: If you don’t review the feedback you receive and act upon it, how does that feedback benefit you?
The idea of closed-loop customer response stems from computer science…
You probably have people who specialize in design on your payroll. But it’s just as important to turn your customers into product designers. Doing this well can have a lasting influence on the relationship and loyalty they have with you. So, how do you shift them from reactive buyers to invested creators?…
Here’s the hard truth: You can use the best and most expensive sales tools and still fail to win new customers or clients. It all boils down to how you engage with people. Your offers need to be relevant, and your marketing materials need to resonate with their circumstances.
That’s why you need to build a customer journey map…
Without a doubt, 2020 takes the title of “The Year of Risk.” The dangers of simply going to the grocery store or gathering with friends and family cast a bright spotlight on the concept of risk, our perceptions of it, and its effects on human behavior. Yet I would argue that risk perception — how we perceive and interpret external danger — carries new meaning and implications amid the current crisis. Beyond the sphere of our personal lives…
Customer centric businesses invest the whole team focus on supporting their prospective and existing customers. This doesn’t just mean sales and customer service, but accounting, marketing and other departments as well. Customer centric sales require a more consultative approach, and sometimes means prioritizing help and advice…