Customer journey

I’ll run through the pillars of B2B customer marketing and share some tips on how to get started. Then we’ll look at how to use data to streamline engagement across the customer journey and how to engage with your customer advocate base at scale....

Cross-selling and upselling are becoming a more common KPI for customer marketing teams as customer marketers get more involved in how companies nurture an increase in growth and revenue. But where do you start?...

Customer marketing is focused on the areas of marketing and management that pertain to a company's existing customer base. The activities within customer marketing are specifically focused on increasing customer retention, customer advocacy, and overall company growth....

Customer experience, namely the way brands interact with their customers, is a broad topic that affects a lot of other processes within a company. Building a relationship with customers is vital for encouraging customer loyalty and advocacy....

When it comes to the world of business churn’s one of those spine-shuddering words. No one wants it but most of us get it - even if only 1% (if you’re very lucky!). Every hundredth counts though and for some, that 1% can amount to millions....

Although often represented in linear form, the reality is that there are often cycles or skipping across the journey. It’s key to mention that each consumer will approach this journey differently - this is why personas are at the heart of customer journey work....

Part of providing a great experience lies in managing realistic customer expectations. Overpromise and under deliver, and you may find yourself without repeat custom and a very damaged reputation....

When you think of the three keywords in the title – engaged, happy, successful– which one seems the most significant? Actually, the only one that really matters is success. Once you have a strong roadmap for customer success, those other traits will naturally follow....