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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 17, 2014
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