Read more: See hereHeadlines:
The look and feel of the brand is just the beginning. With a largely online buyer journey to contend with, marketers also spend significant time assembling carefully crafted content, including e-books, newsletters and case studies, to grow customer accounts and entice new prospects.
I know my company's reputation is no longer controlled by the content that the marketing team creates. In a B2B buyer journey that can take months and include hundreds of individual touchpoints, a large part is shaped by customer conversations, reviews and referrals. It may be scary for marketers to realize that they don't actually control their brand, but embracing this fact has a silver lining. Harnessing customer relationships as part of a thoughtful customer marketing program can become a competitive advantage.
Before jumping into a customer marketing boondoggle, marketers need to get a better picture of where and how customers influence the buyer journey for their peers. Although there are some active ratings and reviews sites, peer interactions can happen in so many different places that brands need to spend time doing a thorough analysis.
• Identify opportunities. Marketers can't do it all, and they can't control customers, but they can pick some key tactics that can help improve weak points and amplify positive aspects of their customer relationships.
No comments:
Post a Comment