Articles

B2B and B2C businesses will work quite differently when it comes to customers and marketing to those customers. The different customer segmentation types will be more varied due to whether or not they’re interacting with an individual customer or a multi-level organization....

Knowing your personas and continuously researching, interviewing, and validating your personas is essential to developing meaningful and relevant multi-channel content....

The realm of the existing customer is where customer marketers have the most impact. So when customers leave, a part of the customer marketers responsibilities is to try and get them back! This is where customer reactivation marketing comes in....

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....

A/B tests are a simple but effective tool to help refine your messaging and positioning, and they’re a great way to define your target audience....

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....

How do you build a customer reference program that benefits your organization? Customer references help establish the credibility of your brand. It’s incredibly beneficial to associate your brand with other successful brands and show they trust you and your services or products....

prioritizing certain elements within brand storytelling can convert current customers into supportive advocates: Consistency and authenticity, Knowing your audience, Communicate the problem you solve, and Connect with your community....

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....

Brand storytelling is important to connect with your customers. Advertising campaigns are most successful when they’re memorable (for the right reasons)....

Customer education is a marketing strategy. If you know who your audience is you can educate them, and help them do their jobs with your product....

Storytelling in marketing is a great way to connect with audiences and make something memorable out of your brand that’ll stick in the minds of your customers. We’ve put together an introduction to brand storytelling to set you up on the right track....

Everyone knows it’s important to pay attention to customer feedback, but how can we use that feedback to solve customer problems and show that our users’ opinions are at the heart of our practices? By being the voice of the customer....

As more and more organizations realize the power of connecting their customers to each other, communities (more specifically customer advocacy programs) are emerging within the business-to-business (B2B) space....

With businesses beginning to realize the importance of customer retention over customer acquisition, and how it can improve revenue from 25-95%, it isn’t a stretch to say that customer marketing will play an increasingly important role in how businesses run in the near future....