When you communicate with your channel partners, do you talk to them or do you talk at them? Think of the end of the day announcements in grade school, for example, where the principal would come over the intercom and read off a list someone else wrote of upcoming events and information. Chances are you probably remember standing at the door of the classroom chatting with your friends, or being scolded by a teacher to sit down and listen. There’s also a chance that you missed out on some important information (like that picture day is tomorrow!) because you weren’t paying attention.
This week our team received some pretty exciting news from our friends over at the Grand Rapids Chamber of Commerce that we thought we should share here with our blog readers. We’ve been honored to be in the Top 5 Finalists for the EPIC award for Small Business of the Year with the Grand Rapids Chamber of Commerce! This is a tremendous honor to be recognized and selected among thousands of other small businesses here in Grand Rapids.
You know the higher ups at your company are busy, and they’ve got a lot on their plate to think about—but so do you, and you know that a new marketing automation software can take some of the strain off everyone. Increased marketing-qualified lead (MQL) generation, improved lead nurturing strategy and audience segmentation, more transparency and harmony between your marketing and sales teams; all those lead to more closed deals and higher customer retention, and that’s something everyone at your company can get behind. But before you can make everyone’s lives a little easier (and your customers a little happier), you have to get upper management on board. The following are some tips on how to show your boss why your company’s marketing and sales teams need an automation platform.
You’re hearing time and time again how “personalization is everything” and if you don’t get the right message in front of the exact eyes, you’re bound to waste precious energy and resources on, quite frankly, the wrong people. Maybe you’ve even tried some targeting to some of your ideal prospects you’ve been after, and it didn’t work, leaving you to wonder if targeting is all just another piece of marketing “fluff” that’s all talk and no action.
Your customer service strategy is the lighthouse for your customers, ensuring they stay on the right path and out of the rocks with your product or service. But how strong is the bulb in your lighthouse? Is it so bright that your customers hardly see the shore and keep sailing on, or is it not bright enough that some of your customers are still crashing into the rocks? One way to measure the brightness of your customer service strategy lighthouse is to calculate your company’s customer effort score.
Have you ever bought something in bulk—maybe a gigantic tub of cheese puffs—thinking, “I can eat all these no problem,” only to throw out half of them because they got stale? Channel vendors are finding the same problem with their market development funding programs: around 50% of these funds are not used. When roughly $50 billion are put into MDF and co-op programs each year, that’s billions of dollars channel partners aren’t tapping into.
If you’ve ever had your beach day rained out, you probably know that even with the best intentions and greatest computer models, we humans are not so great at predicting the future. So when it comes to customer support and satisfaction, it’s best to remove guesswork wherever possible; asking customers about their experiences with your organization will better inform the decisions you make in the near future. If you haven’t already, it’s time to start a customer feedback program.