Even businesses with robust lead gen programs often fall short when it comes to retention. That’s painful in any business, but in the B2B sector, it’s especially unhappy news. On average, it costs seven times as much of a marketing…
When it comes to data, too many companies are still paddling around in the kiddie pool. They have the isolated pieces of information they collect directly from their leads and customers, but they aren’t seeing the wider picture with their…
Everyone in your organization is working toward the same goals overall, but the specific paths you take to reach them are often different. That can cause challenges with demand generation, customer care, and the hand-off between teams. Having a road…
It’s only natural for B2B businesses to look at sales and marketing alignment from a revenue standpoint, but there’s another huge benefit to better alignment that has less to do with your bottom line. Customers get a vastly improved user…
You’ve chosen a marketing automation platform, installed the software, and trained your marketing personnel in how to use it. Now, you just need to wait while leads pour into your sales funnel and customers pop out the other side, right?…
What convinces you to buy? The product or service you’re considering matters, of course, but so does the buying process. If you aren’t satisfied at the start of your search, you’re unlikely to carry it through to its natural conclusion.…
Think about the last time you had great service at a restaurant. Your server probably seemed to anticipate your needs, delivering bread to the table or refilling your drinks just as you were taking the last bite or sip. You…
The more you know about your customers, the better you’re able to serve them. The tricky part is that they won’t always tell you what you need to know about them to serve their needs. It isn’t that they don’t…
In a recent report from MIT Technology Review, 91 percent of companies with the highest levels of customer satisfaction used some form of AI versus only 42 percent of companies in their industries as a whole. In other words, a…