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.
Greetings from our team here at HubSpot's annual INBOUND conference! For those of you who know about this event, it is the epicenter of all marketing conferences. And while we still call it a "marketing" conference - for those of us familiar with all things HubSpot, we know it's far more than that now. It's the place to learn virtually everything you can about growing businesses from a marketing, sales, and customer experience perspective. There's thousands of people, hundreds of informational breakout sessions and big name keynote speakers like Shonda Rhimes. (We can't wait to hear her tomorrow morning!)
For those of us who’ve watched social media’s influence over B2B companies shift over the years, you know it’s something that’s always changing. As B2B marketers, we seem to always be looking for ways to “bob and weave,” so-to-speak, when it comes to getting messages out (and seen) for our audiences. Today, cutting through the noise is increasingly more challenging as social networks continue to make algorithm changes that focus on selling ads and making content more personal rather than business-related.
We’ve all seen company social media accounts make headlines for how they handle customer inquiries on social media, and for some reason a lot of them are from fast food chains. While roasting fellow tweeters might stir up some viral, short-lived success as a long-term marketing and customer service technique, it’s really better to play nice. In fact, one negative customer comment on social media can wipe out the effect of up to five positive comments. Would you rather listen to this content? Check out our video podcast below!