Unless you are thinking about the entire buying experience through the eyes of the customer, you are missing key opportunities to sell, engage, and retain your most important asset: your customer.
Over the past year I have had the opportunity to work with companies that have a staff size ranging from one to 3,000. All of them are focused on driving success through some sort of content publishing effort.
Each company has had their own unique challenges. From funding to finding resources, budget size to budget effectiveness, reporting and tracking, and, of course sales. Yet, through it all, the focus continues to be on the primary business need: driving revenue.
Driving revenue is important. We can all agree on that. Without it, companies can't survive. But, somehow, most companies these days have gotten so wrapped up in deploying tactics to reach a bottom line, they have forgotten the most important aspect of success - which is, the customer.
In today's socially powered, conversational world, customer and context are the two things your business cannot live without. And I am not the only one on this soapbox. My friend Brian Solis had the opportunity to sit down with the brilliant Zach Nelson, chief executive (CEO) of NetSuite, and discuss the why and how technology, and more importantly, cloud computing, is making it easier to move the customer back to the forefront of the conversation. You can watch this inspiring video here.
**Spoiler alert: In case you don't have the 15 minutes to watch this video, here is arguably the best quote from the interview.**
"I'm about to give you money and you don't know who I am," Nelson shared in the voice of a customer. His answer is to consider the balance between "internal automation versus external learning and engagement." Customers expect you to know who they are, where they are, and not to have to conform to your old models in place today. They'll simply move on if they have to. - Zach Nelson
Unless you are thinking about the entire buying experience through the eyes of the customer/journey, you are missing key opportunities to sell, engage, and retain your most important asset: your customer. If you are not sure where or how to start migrating to a customer-centric organization, versus a product-centric organization, ask yourself these key questions:
Migrating to a customer-centric process and model is not fast or simple. It requires patience and commitment. But, it's worth it Those who have rebuilt marketing plans along these lines have seen revenue quadruple. With technology advancing at rapid speeds, the opportunity to take advantage of real-time, content-driven, customer-focused initiatives could not be better.
This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!
Jeanniey Mullen, a recognized women-in-business and tech, is known for her entrepreneurial style and her ability to build, shape, and grow brands into well-known dominant, successful entities. Jeanniey is a pioneer in email, mobile, and digital marketing; publishing; and brand-building. She now leads her own agency, YellowBean LLC, focused on assisting companies of all sizes with driving innovation and growth. Most recently, Jeanniey was the Global EVP, CMO, and subsequently Chief Growth Officer for Zinio, where she worked to define and implement strategies creating explosive growth through strategic partnerships with publishers, technology companies, brands, and consumers during her five-year tenure. Jeanniey has authored and contributed to multiple books, blogs, and magazine articles. She is a regular columnist for ClickZ, a blogger for Huffington Post, and a frequent keynote speaker. A serial networker, in 2005 Jeanniey founded the Email Experience Council, which was sold to the Direct Marketing Association in 2008. She sits on the Advisory Board for IndieFlix, and on the International Executive Council of the Internet Marketing Association. Jeanniey is recognized as both a Top CMO and Top Author on Twitter, and was most recently featured as Mover and Shaker by the Professional Woman's Magazine, and a featured Woman in Technology by The Legacy Series Magazine.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014