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B2B prioritizes targeting over customer experience | FierceCMO

B2B prioritizes targeting over customer experience | FierceCMO | The MarTech Digest | Scoop.it
From www.fiercecmo.com - November 1, 2016 9:50 AM
B2B marketers are striving to target customers and create more compelling content, versus focusing on the customer experience, according to new research from advisory firm Econsultancy.

Although B2B marketers lag retailers in their effectiveness to personalize marketing, the group still stated that "optimizing the customer experience" is their most exciting opportunity in 2016, according to the report. B2B marketers hope to achieve this more personalized experience through more compelling and targeted content in campaigns.
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marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  Email your comments to joe_rizzo@marketingIO.com. I’ll publish it here. 

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The Five Factors of Value That Drive B2B Sales and Protect Margins - Profs

The Five Factors of Value That Drive B2B Sales and Protect Margins - Profs | The MarTech Digest | Scoop.it
From www.marketingprofs.com - July 27, 2016 8:35 AM

To begin the process of describing how you create Value, it's important to keep the following definitions in mind. It also helps to think of them as expectations that customers have of your company.

1. Response

  • A focused dialogue with customers: understanding how you contribute to their success
  • Identifying and meeting customers' changing needs

 

2. Service

  • Accessibility: an open and reassuring organization
  • Clear information on products, services, processes, and project status

 

3. Time

  • Dependable lead times
  • Consistent delivery format

 

4. Quality

  • Consistent products, services, and processes
  • Meets the brief or specifications: achieves the customer's goal

 

5. Price

  • Clear
  • Structured
  • Rational
  • Competitive
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The Customer Experience - Gartner

The Customer Experience - Gartner | The MarTech Digest | Scoop.it
From blogs.gartner.com - July 22, 2014 6:56 AM

Digest...


Marketing is in a unique position for the customer experience. Understanding the customer relationship, the company’s value to customers, the customers’ value to the company, the importance of learning and reacting to customer interactions, meeting customer expectations for business goals like customer satisfaction, customer loyalty, advocacy and ultimately revenue, are all under marketing’s purview.

 

This, of course, is an enormous responsibility. Creating an environment for a positive customer experience means that processes must be accessible, dependable, thorough, timely, adaptable, flexible and personalized. A tall order.  A big issue is that marketing doesn’t completely own the customer experience. It is certainly shared and orchestrated with the customer themselves.

 

Marketers must overcome silos to help plan, design, and facilitate start to finish positive experiences and get to a place where they are living up to the high-level expectation brand promises that they are making.

 

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Marteq's insight:

You'll see Brand at the B2B Enterprise level...sometimes. So who owns the CX? PM owns it, and Marketing contributes to the cause.


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Product Management Is Not User Experience | SiriusDecisions Blog | #TheMarketingTechAlert

Product Management Is Not User Experience | SiriusDecisions Blog | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From www.siriusdecisions.com - April 8, 2014 8:20 AM

Intermediate/ Excerpt...


We’ve passed the point for most software-as-a-service products where UX is a nice-to-have – it’s table stakes. An amazing UX used to be a competitive advantage; in some markets, it is now a basic customer expectation. Because of this, it has a naturally close connection with product management. And a lot of the qualities that make someone a good UX practitioner are the same as those that make a good product manager – focus on, and empathy for, the customer/user, an evidence-based approach to problem solving, and a desire to create a product that is useful and easy to use.

 

Ultimately, as important as UX is, it’s not product management, and confusing the two belittles the importance of both of these crucial roles

 

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Marteq's insight:

UX is a must-have now, and cannot be an afterthought. As a result, the complete UX NEEDS TO BE BUILT INTO THE PRODUCT! What does that tell you?

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Customer Experience Optimization » Reality Check for Customer Experience Trajectory | #TheMarketingTechAlert

Customer Experience Optimization » Reality Check for Customer Experience Trajectory | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From clearaction.biz - February 13, 2014 5:40 AM

Advanced/ Digest...


There’s a complete disconnect between the scope of the problem and management’s desire to see results. The language that businesses speak is fluent finance. And it has been devilishly difficult to get credible data that shows the relationship between reported customer experience and financial outcomes.

 

Much of what creates customer experiences are the decisions and processes generated well ahead of the front line. So it is critical that all of those groups, despite degrees of separation, understand how what they do impacts the customer. And the best way to start that conversation is to get around the table and develop a team-based customer experience strategy.

 

What’s interesting is that [the case study] adopted virtually all of what their direct reports had developed. What was fabulous is that they had the purview of the bigger picture and made sure that this strategy was completely anchored in their overall enterprise strategy, and that is the silver bullet. They were able, in fact, to adopt a customer-centric strategy as the company’s strategy, complete with all the financial objectives of the organization over the 3-year planning horizon. They presented this strategy to the board, and that was the kickstart of re-organizing to align their leadership talents and functional accountabilities around customer experience.

 

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Marteq's insight:

CX is not a strategy in and of itself that will have an impact on revenue. It is a critically important part of the product development process...AND HAS ALWAYS BEEN A CRITICAL PART OF THE PRODUCT DEVELOPMENT PROCESS! That doesn't mean it has been fully adopted by all companies: it hasn't, not by a long shot. But it's always been there (go check your Kotler marketing textbooks).

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Victoria NAIBO's curator insight, November 3, 2014 4:26 PM

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Why CMOs Should Stop Being Addicted to Pay-per-Click Ads | Marketing Darwinism | #TheMarketingTechAlert

Why CMOs Should Stop Being Addicted to Pay-per-Click Ads | Marketing Darwinism | #TheMarketingTechAlert | The MarTech Digest | Scoop.it
From pauldunay.com - January 16, 2014 5:25 AM

Basic/ Digest...


What CMOs need to do is focus on creating seamless, easy-to-use-and-navigate, relevant and meaningful experiences for customers, regardless of their device or channel. And that doesn’t mean launching a full redesign of your website with fancy UX architecture, nor does it mean you should put all your mobile eggs into the responsive design basket. It means taking the slow and steady approach to test and tweak every single experience across the entire engagement funnel and using real-time data to power more personalized experiences that meet the individual needs, habits and behaviors of customers.

 

Consider taking a piece of your PPC ad budget and instead, put it to good use by testing and optimizing your online experience. I’m not talking about search engine optimization (SEO). What I’m talking about is making every single page a funnel within a website or mobile site optimized and personalized for the actual traffic you are driving to it.

 

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Marteq's insight:

The thrust here is the single-mindedness of the TOFU, as opposed to ensuring the complete UX is what it needs to be. PPC is used just as an example.


We get it.

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