Category Archives: Customer Segmentation

Marketing Megatrends for 2018 – A Lot to Digest

According to Matthew Sweezey’s 11/29/17 article in MarketingProfs, we can expect “Five Marketing Megatrends for 2018”. I’ve digested and summarized those megatrends below. But are these attainable for companies without mega-budgets? Let’s examine: Context Replaces Advertising as a Growth Lever … Continue reading

Posted in B2B Marketing, Channel Preference, Customer Behavior, Customer Experience Research, Customer Segmentation, Digital Marketing, Marketing Automation, Social Media CRM | Tagged , , , , , , , , | Leave a comment

Personas Backwards and Forwards

Published on LinkedIn October 30, 2016 The longer I navigate large B2B companies, the more I observe the same marketing projects being kicked-off over and over again. New people come in looking for something to champion within that magical first ninety … Continue reading

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The Marketing Automation Paradox

Published on LinkedIn June 11, 2016 In his recent MarketingProfs article, Andrew Davies describes the paradox of marketing automation.  On one hand, these systems allow Marketers to nurture prospects and clients through longer lifecycles and larger revenue streams.  On the other hand, … Continue reading

Posted in B2B Marketing, Content Marketing, Customer Segmentation, Marketing Automation, Uncategorized | Tagged , , , | Leave a comment

Plotting Your Way To Super Loyalty

Anyone who has ever taken a business or economics course will attest to the fondness of academics for a 2×2 matrix. Put one variable on the X axis, another on the Y, and presto – all manner of phenomenon can … Continue reading

Posted in B2B Marketing, Customer Experience Research, Customer Loyalty, Customer Segmentation | Tagged , , , | 3 Comments

Proof That It Pays To Know Your Customer

In May of this year the Aberdeen Group published a white paper called, “Creating a Complete Customer View: Best Practices in Master Data Management”. (http://bit.ly/k9qwOT)  Master Data Management (MDM) is the quest for a “complete customer view” through data, typically … Continue reading

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Thought Leadership on Customer Experience: Part 1

Are you a client, customer or consumer?  No doubt all of the above, depending on the product or service in question.  Likewie, there are probably lots of reasons you initially decided to do business with the vendors, retailers and service … Continue reading

Posted in B2B Marketing, Content Marketing, Customer Experience, Customer Experience Research, Customer Loyalty, Customer Segmentation, Customer Service, Thought Leadership | Tagged , , , , , , , , , | Leave a comment

New Site!

This blog will aggregate my own B2B marketing experience with those of other customer experience experts I met during the course of a 3-year customer experience thought leadership campaign.  Regular blog features will include: Customer experience factoids and case studies … Continue reading

Posted in B2B Marketing, Customer Experience, Customer Experience Research, Customer Loyalty, Customer Segmentation, Customer Service, Thought Leadership | 1 Comment