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Maddy Wood

The Digital Evolution in B2B Marketing | Think with Google - 0 views

www.thinkwithgoogle.com/...tal-evolution-in-b2b-marketing

b2b decision_journey

shared by Maddy Wood on 05 Dec 12 - No Cached
  • 57% - that's how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep.
  • Digital Integration: You can't process your way out of a structural problem. Your silos are holding you back. Process changes won't fix it.
  • Maddy Wood on 05 Dec 12
     
    57% - that's how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep.
Maddy Wood

The Truth About Customer Experience - Harvard Business Review - 0 views

hbr.org/...ruth-about-customer-experience

customer_experience hbr cdj

shared by Maddy Wood on 30 Aug 13 - No Cached
  • The Truth About Customer Experience
  • Maddy Wood on 30 Aug 13
     
    The Truth About Customer Experience Companies have long emphasized touchpoints-the many critical moments when customers interact with the organization and its offerings on their way to purchase and after. But the narrow focus on maximizing satisfaction at those moments can create a distorted picture, suggesting that customers are happier with the company than they actually are. It also diverts attention from the bigger-and more important-picture: the customer's end-to-end journey.
Maddy Wood

B2B Tech Marketers Ahead Of The Content Marketing Curve | CMO.com - 0 views

www.cmo.com/...-ahead-content-marketing-curve

content content strategy earned media social media b2b

shared by Maddy Wood on 05 Dec 12 - No Cached
  • B2B Tech Marketers Ahead Of The Content Marketing Curve
  • For B2B technology marketers, original content is becoming a more critical tool to create continuous conversations with customers as they balance a complex mix of formats delivered both digitally and through live events.
  • So marketers have to provide a "curriculum" of materials that educate prospective buyers throughout the purchasing pro
  • ...1 more annotation...
  • "You really have to cut through the clutter," and social media has raised the expectation that content will be focused on customers' interests.
  • Maddy Wood on 05 Dec 12
     
    For B2B technology marketers, original content is becoming a more critical tool to create continuous conversations with customers as they balance a complex mix of formats delivered both digitally and through live events. CMI's 2013 benchmark report found that, overall, B2B marketers are spending 33 percent of their budgets on content marketing, and more than half (54 percent) plan to increase their spending the next year. Social media is the most popular tactic, employed by 87 percent of respondents, followed by articles on company Web sites, e-newsletters, blogs, and case studies. But use of most tactics, especially research reports, video, mobile content, and virtual conferences, are rising. Read more: http://www.cmo.com/budgeting/b2b-tech-marketers-ahead-content-marketing-curve?cmpid=TT170#ixzz2EBo4Qofx
Maddy Wood

13 ways for retailers to deal with the threat of showrooming | Econsultancy - 0 views

econsultancy.com/...with-the-threat-of-showrooming

omni-channel

shared by Maddy Wood on 31 Aug 13 - No Cached
    • Maddy Wood
      Maddy Wood on 31 Aug 13
       
      Clear price consistency on & off & in other retailers (? Policy - eg with nordstrom for timberland)
  • Offer excellent customer service  As the online channel matures, and growth slows, customer service (and customer experience) will be the key differentiator. It can also trump price in some circumstances.  For some purchases, price online will be the deciding factor once customers decide to buy a certain product, but they will also appreciate great service and the personal touch. 
    • Maddy Wood
      Maddy Wood on 31 Aug 13
       
      Shopping concierge - outfits app for wardrobe planning & wishlists 
  • ...3 more annotations...
  • Appeal to the 'want it now' mentality. Sometimes, if you want a product, you just don't want to wait, and offline retailers will always have this advantage over online rivals. Retailers can make the most of this by offering the ability to check stock in local stores. 
  • Make sure staff have the knowledge
  • Use social media If people are in your stores using their phones, why not find a way of turning this to your advantage, and getting these 'showroomers' to promote your store?  One example of this comes from TopShop. After receiving free style and make-up sessions, shoppers were invited to create a digital “Wish You Were At Topshop” postcard using the photo-sharing app, Instagram.
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