B2C

I originally wrote today's post for Clicktools. It was published on their blog on September 28, 2016.

In this first part of a two-part series, I'll outline some important ways to ensure that your company is putting the customer at the center of all it does.

Creating a working Voice of Customer program is not a simple task. You think of just starting to ask a few questions and nudging a few people in the right direction, and it seems fairly easy in the beginning, but then things start to get complicated. How do you prove that the questions you are asking are actually reflecting the situation? Why should the company pay for a separate questionnaire, while there is a perfectly fine 20-page-long annual marketing survey? Technology costs how much?

It’s the season to be jolly and start planning the next year’s projects and activities! We at Futurelab research would like to help you get your Voice of Customer program up and running in 2017. We will do it by posting a series of materials, covering such important areas of Voice of Customer programs as program strategy, data collection and analysis, activation of the results, etc. 

by: Joseph Mann 

It's no secret that marketing to a busines-to-business audience is very different than marketing to a business-to-consumer one. A recent Silverpop study¹ on the clickthrough effectiveness of various email marketing creative seems to bear that out:

by: Jon Miller

Two of the most common questions I hear from fellow marketers is: “How much should I spend on marketing?” and “How much of my marketing budget should I spend online?” One way to look at this is through benchmarks.

by: Jon Miller

In an earlier post, I described the key principles of Modern B2B Marketing, namely that Modern Marketers: