5 Critical Marketing Behaviors: How To Turn Leads Into Qualified Leads

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A Video Training Series on Marketing Behavior, by Ray Stendall

What is Marketing?

In our digitally connected world, getting a potential customer’s attention can be difficult. Marketing is all about having the ability to “grab and hold attention” in order to impart knowledge that inspires and motivates audiences to determine if your offer is ideally suited for them.

Marketing

Think of marketing as a funnel. The Top of Funnel is the first level – Awareness – where you define who you are, what your brand is about, and how you can be a valuable resource for people. How do you achieve this? By leading with content and having it available via different channels, like YouTube, Twitter, Facebook and LinkedIn, and in various forms, like content in articles and newsletters. The Middle of Funnel – Evaluation – is where customers figure out what they want to buy or not buy based on their criteria and what’s important to them. The Bottom of Funnel stage – Confirmation – is where potential customers confirm that they want to be a customer.
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How to Deliver an Amazing Customer Experience: Move from Simply Listening to Customers to Ultimately Operationalizing and Delighting Them

An Interview with Annette Franz

Customer Experience


Introduction and Definition of the Topic

Ray Stendall: Hello and welcome to Customer Engagement TV. This is a program which pulls together some of the best ideas from some of the top thought leaders into a live broadcast interview that is then used in Customer Engagement Magazine. I’m the publisher of Customer Engagement Magazine and together with my team have the great pleasure of creating a publication that is distributed worldwide through the power of iTunes.

Today I have the pleasure of interviewing one of my favorite people in this industry. She is the Director of Voice of the Customer (VOC) Consulting for Confirmit and does a lot of work within this organization to really understand how to architect a great customer experience for her customers. She’s also the author of a popular blog known as CX Journey. I am so delighted to have Annette with us today. Annette, tell us more about yourself, and then let’s get started with the great content we have planned.

Annette: Thank you for inviting me to participate in this hangout with you. This is exciting, and I’m thrilled to be a part of the magazine as well, so I’m looking forward to that. I know we’re going to have a great discussion today. What I plan to bring to the table is really my experience over the last twenty plus years in this industry in working with different clients in different industries to help improve the customer experience. So, I’m looking forward to sharing what I’ve learned.

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The Art of Differentiation: How to go Above and Beyond the Competition – with Charlie Tombazian

An Interview with Charlie Tombazian

the art of differentiation


 

INTRODUCTION

Charlie Tombazian has assisted companies and non-profit organizations in creating differentiating strategies and extraordinary customer experiences. He has over forty years of professional consulting services experience in many different industries, such as technology, construction, retail and finance. He has also been a faculty member at three universities.

OVERVIEW FOR THE ART OF DIFFERENTIATION

The process of differentiation starts with a strategy. It’s important to pinpoint if you want your company to identify around customer experience, operational excellence, like Amazon, or unique products and services, like Apple.

Charlie works with an organization through a process of creating a customer journey map of their end-to-end experiences and identifies moments of truth.One tactic, “lagniappe,” has been found to be quite effective. Lagniappe means giving people “a little something extra” that they don’t expect, like getting thirteenth donut for free when you buy a dozen. The differentiation comes in being able to separate your organization from your competitor so they cannot follow you or won’t follow you, and then use customer information to target the needs, wants, and the unique profile of what customers are looking for from the organization. By segmenting customers, all are treated fairly but not equally.

DEFINITION OF CUSTOMER EXPERIENCE

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Customer Experience: The conscious and subconscious perceptions of your customer’s relationship with the brand. What are customers experiencing in all aspects of interaction? Start at the beginning stages of a customer looking for the brand, all the way through to value delivery and how they feel about the entire experience.

Extraordinary: Above and beyond.

Differentiation: You must go down a path far enough to where your competitors can’t follow you or won’t. These thoughts are reflected by author and consultant, Geoffrey Moore. In his books, Crossing the Chasm and Dealing with Darwin, he states that once hearing this statement, most companies believe that they have not gone down any paths far enough.

WHY IS THIS DIFFERENTIATION IMPORTANT?

Differentiation is at the core of success. Only three strategic capabilities can truly differentiatemarket leaders from their competitors:

  1. Operational Excellence (Amazon)
  2. Products and Services Leadership (Apple)
  3. Customer Intimacy (Ritz-Carlton, Nordstrom, Zappos, Cleveland Clinic).This is where a company uses customer service as its differentiator.

The companies that excelled in one of the three aspects have gone down a path far enough to separate themselves from their competition, and it has created their success.
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Intelligence Driven Marketing with Courtney Kay

INTELLIGENCE DRIVEN MARKETING

An interview with Courtney Kay on Intelligence Driven Marketing

Intelligence Driven Marketing


 

Ray: Hello and welcome to another exciting episode of Customer Engagement TV. My name is Ray Stendall, publisher of Customer Engagement Magazine, and today I am so happy and grateful to have as my guest an expert in Data Driven Marketing. You all asked for it. You wanted to know deeper and more information about how can we use data metrics to further the customer experience, to further the way in which we interact with customers to have a profitable and beneficial relationship for everyone involved, and we found you an expert to help deliver on this amazing piece of content. So without further ado, I’d like to introduce our guest, who has worked with some of the largest tech companies on the planet and specifically in Silicon Valley, the likes of Cisco and HP. Our guest is none other than Ms.Courtney Kay. Courtney, welcome to the program.

Courtney: Thanks so much, Ray, for having

Ray: Courtney, just to begin, our audience likes to always get a good sense of who we’re working with, so let’s start off with really the first question. Give us a sense of your experience, of what really brings you to be in the position to help educate, inspire and motivate our audience to learn about Data Driven Marketing.

Courtney: Sure. I’ve been in the marketing space for about ten years now, predominantly working in the publishing and new media realm, more specifically, right now focused on field and product marketing for IT media company, TechTarget. Our focus is really on delivering very niche technical information to buyers and aligning them closely with the brands that provide solutions for what their particular IT challenges are. Where I think it gets really exciting, and given my background and experience in today’s kind of dynamics, is that we’re talking a lot today about the idea of Content Marketing and how brands need to become publishers, and how everybody needs to be out there producing content. And who better to really talk about that and explain how it works than a publisher?

TechTarget’s model, because of our really niche approach, really depends on data and insights on the behavior of our audiences to be able to deliver the right content at the right point in time.

Ray: That’s very important. So we’re talking about getting the right content at the right point in time to the right audience to form a connection that engages, inspires and motivates them to want to learn more about the vendor or the partner involved in sharing that content, correct?

Courtney: Exactly. If we think about the power of content today and communicating on behalf of brands, given the amount of noise out in the marketplace, it becomes a really critical element of the marketing and sales strategy to be able to deliver that message cohesively in the form of various pieces of content.

Ray: Another key point to build and plus, so to speak, in what you’re saying, is that in today’s self-service world, where everyone pretty much goes to the internet to try and find answers to their questions, figure out who it is they want to do business with, who it is they want to avoid, being able to differentiate your message with solid content that helps a customer make an informed buying decision is key. But being able to actually do it in a way that allows you to stand out and to really enjoy that position of authority in the marketplace becomes harder and harder, unless they have a cohesive Content Marketing strategy, as you mentioned. With that being said, let’s talk about the Data Driven approach to marketing intelligence, so that we can garner some intelligence, so that we can make smart decisions as marketers. Can you help us define this subject?

Courtney: Sure. When you think about Data Driven Marketing, actually, Lisa Arthur on
Forbes CMO Network defined it in an interesting and concise way. She calls it “propelling value by engaging customers more effectively.” I think that’s the most important foundational element to anything related to data. If you think about the big data world that we live in, there are so many sources and types of data to consume that it often can feel very overwhelming and create a paralysis for marketers especially to figure out, “What do I need to look at in order to inform my market?” So coming back to this idea of propelling a better customer engagement is really the key foundation to figuring out what data elements to look at. Data is just one piece of the story, so I like to evolve that. We, as a company, have a framework that we call the Intelligence Driven Marketing Framework. The idea here is to knit together those pieces of data to tell a story and provide intelligence on your customers, your personas, your prospects to your sales force to enable them to better follow up with the prospects and opportunities in front of them.

Ray: Before we dive a little bit deeper, I think it will be great if you could give a really simple example of the type of story we can tell someone in sales, and then from there, we can dive into the subject matter in a little bit more breadth and depth.

Courtney: Sure. If you think about the types of things we can know about individuals, historically when we think about prospect generation or lead generation, demand generation, we’re thinking predominantly about passing along points of demographic data. You might get a spreadsheet with fifteen pieces of information including title, location, all sorts of different demographic information, maybe some form of graphic information like company size or industry. But what we’re missing from that data historically is digital behavior and body language. Obviously, there are a lot of key terms and buzz words out there. But I think what this begins to inform your sales force of is where someone might be, in terms of their buy cycle, and more importantly, the pain points and challenges that they are facing within their organization, as it relates to your particular solution. So this behavior can become a really informative piece of information for sales teams to effectively meet the content needs and technology or solution need of their particular buyers.

Ray: One thing I’d like to add to what you’ve just mentioned, which we’ve talked about in previous issues of the magazine, is the importance of understanding the psychographics of a marketplace in addition to the demographic. Partly what you’re talking about here has to do with looking at behavior, and where the customer is within their buying cycle, and how does that relate to where we are in our sales cycle, being able to then garner these metrics. And to whatever extent possible, the more we’re able to understand some of the more emotional aspects of how someone makes a decision, the more pertinent conversations can take place between the customer, the prospect, and the sales team. Wouldn’t you agree?

Courtney: I would absolutely agree with that. I think what all of these things knit together to create is sort of a mind-set of where someone may be, in terms of their propensity to buyer solution or to understand their options more effectively.

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The Fan Experience: Creating A Culture To Turn Every Customer Into A Fan – with Ruby Newell-Legner

An Interview with Ruby Newell-Legner

fan experience


Introduction

Ruby Newell-Legner has been working behind the scenes with the biggest names in leisure, entertainment, and sports to increase customer satisfaction, customer loyalty, and the overall Fan Experience. Over the past 20 years, she has presented to more than 2,300 staff development sessions in 11 countries around the world. She is the Fan Experience Expert for 28 sports teams in the National Football League (NFL), the National Hockey League (NHL), the National Basketball Association (NBA), and has trained the staff of Super Bowl XLI, the 2008 U.S. Open, and the 2010 U.S. Olympics. She is also President-Elect of the National Speakers Association.

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The Customer Conundrum: How to Win Customers and Outsmart Your Competition – with Gary Smith

An Interview with Gary Smith

Customer Conundrum


Introduction and Defining Customer Conundrum

Gary Smith is a business consultant, thought leader, personal coach, professional speaker, and the author of Customer Conundrum: 9 Crucial Steps for Winning Customers and Outsmarting Your Competition. He has over 30 years of experience, both inside and outside of businesses, dealing with customer issues and creating quality, profitable business relationships. He has worked with large organizations that include Caterpillar Tractor Company, Johnson & Johnson, and Becton Dickinson. He is also the founder and president of Optimum Performance Technologies.

What is Customer Conundrum?

Customer Conundrum is learning to use every facet of the business in ways that will delight customers and allow the business owner or manager to outmaneuver the competition in the markets the organization serves.

Why Customer Conundrum is Important to Achieve Success

Any business with customers is in the people business. A tremendous gap exists between what business owners and senior leaders espouse as their customer service philosophies and what their customers actually experience.

Statistics from a number of research studies are clear:

  1. It is 6 to 7 times more expensive to get a new customer than to keep an existing customer.
  2. Repeat customers will spend up to 10 times their original purchases, if they feel they are being treated well and the buying experience is pleasant.

Many businesses are sitting on a gold mine of growth and profitability, if they will just learn to use every aspect of the business to delight and create loyal customers.

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Automate Sales & Marketing

In this video, I will give you a fresh perspective on Marketing and share some best practices that will help you grow your business. I recently gave this presentation to a group of small business owners and it occurred to me that this would also be very beneficial to you.

The vast majority of the revenue you make comes from consistent and effective follow up. With that said, we will be talking about the following topics:

  1. Life Cycle Marketing (LCM)
  2. Marketing Campaign Components
  3. Customer Reactivation Campaign (Case Study)
  4. Small Business Application

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Movement Marketing

By Ray Stendall

movement marketing


This presentation is all about Movement Marketing, in which I share marketing ideas and the Mind Map I created, all designed to help you and your business succeed.

Why Movement Marketing? A fundamental shift is taking place in the Customer Engagement economy that deals with the way in which we communicate with customers and prospects and the way in which we build our brand. How we do that must be done in a certain way to make sure that we are building a brand that is built to last. There is an alignment between the values of customers and prospects and the values of the companies they do business with, and it’s much more than simply understanding values and shaping culture. Yes, all that is super important, but it’s part of a bigger picture.

Wanting to learn more about this subject, my research includes reading a very interesting book recently, Scott Goodson’s Uprising: How to Build a Brand – and Change the World – by Sparkling Cultural Movements, published by McGraw-Hill. I give credit where credit is due in sharing many ideas from that book. If the information resonates with you, then you owe it to yourself to pick up a copy. And if you really like what we’re talking about, you can tweet the author, as I did, and encourage him to do an interview for Customer Engagement Magazine and directly share some great ideas as one of the experts in this field.

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