trust

Candor in business storytelling

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B2B Branding - Why Branding Matters in B2B Marketing

by: Jon Miller

Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I've met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor's logo on it make me more likely to buy their products?

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How To Use Thought Leadership To Build Brands and Nurture Leads

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Highlights from 2006 CMO Council Summit

by: Jon Miller

I had the opportunity to attend this year’s CMO Council Summit in San Francisco, titled “The Power of Engagement: Gaining Customer Intimacy, Influence & Inspiration”.

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Optimize for B2B Search Marketing – Part 3

by: Jon Miller

AKA, “How to date your prospects”.

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Measuring Emotion in the Customer Experience

by: Chris Lawer

We have been doing some work recently helping a client identify appropriate means to measure  emotions in the customer experience.

Orloff8

Here are some example methods which I briefly describe:

1. NET PROMOTER EXPERIENCE SCORES

Used by: Intuit, American Express, Enterprise Rent-A-Car, GE Capital, Norwich Union

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End of Interruption Marketing: B2B Marketing Response

by: Jon Miller

In my last post, I wrote about the end of interruption marketing. Here are some strategies B2B marketers can use to practice “attention marketing” (the opposite of interruption marketing).

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News Flash: You Have to Observe and Listen to Customers to Create Great Products

by: John Caddell

Yesterday's New York Times business section featured an article describing a hedge fund, a design firm and a software maker who found success by carefully watching and listening to customers, interpreting their input, and using that information to guide their investment decisions/design choices/marketing decisions.

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Customer Advocacy and Customer Intimacy: Aren't they the same?

by: Chris Lawer

Recently, I was posed the following question through the OMC Group website (shortly to be relaunched with a new design) by a strategic marketer in a large European financial services company:

Dear Chris,

Can you tell me if there are any differences between customer advocacy and customer intimacy? If so, can you explain them.

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People Don't Trust Businesses Like They Used To

by: Lynette Webb

 Click image to enlarge.

Image from Flickr CC thanks to mdelacruz
www.flickr.com/photos/mdelacruz/142447491/.

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