Viewpoints

Your Customer Feedback Program Needs to Actually Engage with Customers

To build (or rebuild) customer trust and loyalty, companies should respond to feedback in a natural way that makes customers feel heard.

What You Need to Know to Win Back Lapsed Customers

They are your lowest-hanging fruit and the segment of guests most likely to help drive incremental revenue. But how do you identify when a customer has actually lapsed?

7 Steps for Making B2B Marketing Content Count

It can be hard for B2B marketers to cut through the noise. Here's how to make content more strategic, generate greater ROI, and reach prospects at every stage of the sales funnel.

The 2 ABM Questions Revenue Teams Need to Answer

When sales and marketing teams tackle these questions together, they'll have a much better chance of targeting the right people, with the right message, at the right time.

Need to Demonstrate—and Increase—Trade Show ROI? Prioritize Clean Data

Ensuring you have clean CRM data to work with is integral to understanding whether a trade show will have the desired ROI. The following best practices set you up to successfully manage the data quality process pre- and post-show.

How to Be a Data-Driven Advertiser While Still Protecting Your Brand

Every marketer wants to protect the brand, but sometimes, advertising tests can reveal that a brand's guidelines are actually suppressing results. Here's how to develop a creative testing plan that appeases both brand-driven priorities and data-driven advertising.

How to Choose the Best Sales Process for Your Business

There is no pipeline panacea or one-size-fits-all solution. To decide what sales process is right for you, trust your knowledge and your data.

5 Mistakes that Cost Digital Marketers this Holiday Season

Here's how to avoid limiting your online revenue potential during this key sales period next year.

So Who’s Really Responsible for the Customer Experience?

The customer experience is more important than ever, but ownership of the experience has never been so ambiguous.

How to Build a Culture of Digital Transformation

The real-life practicalities of digital transformation are significantly less about tools and data and more about the humans who employ them.

The Holiday Shopping Season Is Critical. Retailers Should Make It Less Critical

A smart, omnichannel, subscription-based approach that emphasizes customer relationships over transactional tactics, and converts customers' goodwill into recurring revenue, can keep the holiday cheer going year-round. Plus: five retailers show how.

3 Keys to Using Chatbots for Customer Engagement, not Aggravation

Chatbots can provide great value to both your customers and your business—but not if they lead too often to frustrating experiences.

5 Surefire Ways to Ensure Your Company Fails to Innovate

Innovation is difficult and risky, but adopting an innovative mind-set can pay dividends, even when your efforts don't immediately bear fruit.

4 Ways Retailers Can Maximize Their Holiday Sales

With online shopping only getting more popular, the in-store experience has to be up to the high expectations of today's customers.

Cyber Monday Is No Longer Just for B2C Companies

While Cyber Monday has become the biggest online sales day of the year for consumers, how can B2B companies fit into the conversation?

4 Tactics Every B2B Marketer Needs to Embrace

As B2B marketers embrace digital transformation, they should look to the following ways to engage with customers and prospects.

Redefining the ‘Sales Conversation’: How to Get Sales Leads From Offhand Remarks

Sometimes the casual chit-chat that comes up in a business setting can be the cue for a deeper—and more fruitful—sales conversation.

4 Ways Video Can Strengthen Your Bond with Customers

Here's how to harness the benefits of video content to advocate for your customers and aid them in their success.

Is Adobe, Microsoft, and SAP’s Open Data Initiative a New Generation of Customer Experience, or a Nice Fantasy?

The ODI announcement has generated a fair amount of commentary from the analyst and press community, much of it favorable and focusing on the promise of ODI: elimination of customer data silos, optimal customer experiences, a "360 view" of the customer. But there's some cause for skepticism.

Marketing Is Obsessed with Technology. Here Are 3 Reasons This Needs to Change

Marketing is increasingly making technology the star of its show, instead of keeping it in its rightful place: a strategic, supporting role. Here's why this is dangerous.