Selling has always been about relationships. But on social media, this concept is generally ignored. Twitter, LinkedIn, and Facebook become the equivalent of the non-stick pan guy at the state fair, making as much noise as possible to get attention. On today’s episode, Dennis Mathew and I talk about how …more
Is there really any such thing as B2B selling? We’re never selling to a business; we’re selling to a business person. And that person is an actual human being, with goals, aspirations, and concerns. Too often B2B marketers fall back on selling features and functions — but that’s not what …more
Growth is top of mind for every business. Fortunately, modern channels can help drive that growth, in more ways than you can imagine. Today, Michael Crosse and Amanda Sternquist of HGS Digital break down the ROI of digital customer transformation, the magic of customer experiences, and the hidden costs of …more
Procter & Gamble has been in business for more than 180 years. Clearly, they’re doing a lot of things right. And one of those things is their persuasive selling format. Every salesperson at P&G learns the technique. And they all use it. In today’s episode, I walk you through the …more
Understanding how your customers actually engage with you is too often undervalued. Generally, we build a process and assume it’s working. Meanwhile, our customers are having little (or big) issues that hurt the overall experience. Finding these broken flows is critical to happy customers. And, if you’re selling B2B solutions, …more
Inline below is a quick primer on Marketing Automation. This post reviews: What is Marketing Automation Benefits of Marketing Automation How Marketing Automation works As well, there are a series of publications from Marketo that are longer, but super interesting, reads. If you review the note below and read the Marketo …more
Configure, Price, Quote (CPQ) solutions have been an important part of businesses since the 1990s, paving the way for a more streamlined process of selling configured or even engineered-to-order products and services. However, a paradigm shift occurred when PROS unveiled its Smart CPQ – a transformative software solution built not …more
It’s June, which means it’s pride month, which means we’re all being bombarded by rainbow-festooned corporate logos. But does that really help? Or is it just another example of “woke washing,” the brand pandering that occurs when marketing and social movements collide. The amazing Katie Martell is back with some …more
Your business is too complex. That’s because complexity sneaks into all of our workplaces, whether we want it to or not. It’s a hidden problem that’s hurting productivity and frustrating customers. Keep it simple (or, at least, simpler) by focusing on the customer, and understanding what they want to buy …more
Today we learn about marketing from everyone’s favorite mentor and football coach, Ted Lasso. That’s right, coach Lasso teaches us about brand authenticity, and why it’s so important in today’s hyper-connected, UGC content-fueled environment. Smells like potential. See all Copernican Shift podcastsThe Copernican Shift on Apple Podcasts PODCAST TRANSCRIPT Just …more
We kick things off with energy — specifically energy companies, and how they’re using social media and other modern channels to gather …more
Gathering customer insights is so important we’re doing a second show about it. In this follow-up podcast to my discussion with Sonia …more
The key to being customer centric is understanding your customers. And the best way for you, as a marketer, to understand your …more
B2B buyers are overwhelmed. According to Gartner, 77% of B2B buyers said their latest purchase was complex or difficult. And, sadly, we’re …more
We all say we put the customer first, but what does that really mean? What actions are you actually taking that show …more
Do you understand the product or service you’re selling? I mean, really understand it? I’m often surprised by the number of marketers …more
We’re back with our continuing Modern Marketing Plan series. Today it’s all about analyst relations, a critical, yet often overlooked, part of …more
We all say we’re customer centric, but are we really? Today’s episode is all about the customer, specifically the voice of the …more
A hundred years ago, when you walked into a shop, the shopkeeper probably knew you. He knew what you liked, knew what …more
A recent Forrester study found that 82% of firms said CX is a top priority, but only 46% feel they’re getting a …more
Three customer experiences for the price of one. We start with a brilliantly-designed pancake batter container, move on to a customer support …more
Whether you’re selling B2B, or B2C, you’re selling to people. Often the same people. And these people appreciate rewarding experiences and responsive …more
It’s an exciting time to be in marketing. Organizations are finally waking up to the fact that their brand isn’t what they …more
I’ve said this before (and I’ll probably say it again), but there has never been a better time to be a marketer. …more
It’s bargain basement day on the CXM Experience as we look at two recent brick-and-mortar retail adventures. Both positive (or, at least, …more
You can be the smartest person out there. But if you don’t have stakeholder management skills, it’s going to be tough for …more
There’s never been a better time to be a marketer. We’re experiencing the merging of mass reach with 1:1 engagement to create …more
Great CXM relies on technology (thank you, Sprinklr), people, and processes. And too often, stellar technology and people get tripped up by …more
We all have dreams. Things we want to do, goals we want to accomplish, places we want to visit. Often, we realize …more
For years, marketers have been using personas, those fictional representations of supposedly real people that help you target your marketing messages. The …more
