Intent data is meant to be a pulse for you. Data points help drive decision-making, but they don't have action and it often fails because proper planning and strategy are not put in place to leverage it. Intent data can and should be leverage in GTM discussions it should be leveraged to help every part of the business. In this webinar, I show you why.
A webinar turned customer story
Direct mail is a huge part of our strategy and has been for a while. This is where we can get really creative and deliver "wow moments." Our Banklorette campaign at CRMNEXT leveraged direct mail in a way that people were blown away by, and I talk about it all here.
A webinar turned customer story
How we leverage omnichannel ABM through terminus.
A webinar turned customer story
How to best leverage the G2 Crowd environment, their intent data, their content, and so much more.
Sendoso Personalization that is human
How we leverage personalization in marketing is growing more and more. It's a need to be "human-to-human".
Webinar summary G2 Crowd
Letting your intent data work as a pulse to your strategy and decision making.
My Written Articles
Forbes Articles & A Chapter in a Book
Leading Through the Pandemic
A book full of insight from leaders
The best way to get better at something is to do it more. That's how I approached my writing. I think over the years, I have gotten much better. Here is a link to the book on amazon.
Every organization is unique, so there needs to be some degree of customization to make sure your CRM adapts to your business model. However, having consulted on data architecture for some of the biggest companies in the world throughout my career, I’ve found that nearly every organization reaches a point where they have customized too much.
Brands must clearly establish that they care about the long-term health of humanity over their short-term profits. It’s easy for any brand to be outspoken about the importance of social distancing on social media, but those that put their money where their mouth is by, for example, donating computers to low-income households with children learning from home, will stand apart.
Intent data isn’t one-size-fits-all and choosing between different varieties can be like comparing apples to oranges. I always say that intent data is like a cake; generally, the more layers of intent you include, the more appetizing your marketing will be. However, it is possible to have too much of a good thing, especially when it comes to data. Knowing your options is essential.
Today’s consumers are savvier and have access to more information about brand ethics than ever before. Companies that earn notoriety for not properly compensating their employees or offering benefits that are crucial to maintaining good mental and physical health simply cannot champion causes like mental health without eventually epitomizing hypocrisy.
By building a summary or portfolio of data collected on account decision-makers, influencers and researchers, your marketing department can succinctly present relevant information to your sales department, so they can focus less on reading data and more on using data to make personalized sales.
There is an undeniable link between customer experience (CX) and employee experience – and brands can’t improve one without improving the other. Though employee experience and CX should ultimately share a mutually dependent “chicken and egg” relationship, brands looking to improve their CX and drive a corresponding increase in ROI should first focus on creating the best employee experience possible.
A lot of companies make the mistake of focusing on an overall customer experience (CX) metric without establishing and diving deeply enough into specific touchpoints. These touchpoints really matter, because they isolate completely different issues from each other. For instance, if a reviewer mentions a bad experience with shipping but a great experience with customer support, you’ll be able to quickly identify and fix your company’s weakest link.
Social media is a huge motivational tool because it gives people a platform to broadcast their achievements to as many people as possible. Recently, my team created a series of quarterly peer-voted awards for the most innovative and high-performing employees. We designed a line of corresponding badges that the award winners can display on their social media profiles so others can see. The enthusiastic response to such an easy, yet meaningful way of acknowledging good work has been amazing. Awards that are simple and non-monetary have a way of encouraging fun and lighthearted competition among teammates, which facilitates even more camaraderie and creativity.
Giving your customers options with pricing is an excellent way to earn loyalty. Every one of your customers has likely had a prior experience with one or more of your competitors; in today’s digital world, it makes little sense to conceal your pricing or be unwilling to price match a competitor’s rate. Customers will find the best price.
One of the most profound things I learned from going blind is how to become an effective storyteller. Being cut off from one of my most vital senses required me to communicate with the world in other ways. Instead of playing basketball, I learned to play the piano. Through my newfound passion for music, I realized my ability to tell stories by writing lyrics.
When considering upgrades to your product or service, consider also that your customers are rooted in tradition. Both large enterprises and small startups stress the importance of cultivating company culture while hardly giving any thought to the culture embraced by their customers. Identifying characteristics – like the color of tractors tied to a specific agricultural region – matter to the people who buy and use your product. Don’t fix what isn’t broken; your brand’s image only matters so much as it aligns with your customers’ self-image.
Just because there is a channel available to the market on, doesn’t mean you should. Build the relationship with your customers so there is real value in what they engage with you on.
Let’s take your email automation, for example. It is meant to make it easier for you and other marketers, but it should never be at the expense of the customer. Emails blasting to thousands of people at a time (it doesn’t matter how great your content is), ads running with no value, calls being made with no context, etc. Give people value and you will get value in return.