Content marketing measurement: what changed since 2012
Content marketing measurement has too many metrics and almost none describe the customer. What to ask readers instead, and a scorecard two teams can sign.
Tag
b2b
5 posts. All topics.
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Content that converts: answer the questions customers already ask
Content that converts answers the questions buyers already ask, in their words, before the sales call. Where those questions hide and how to publish answers.
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Customer decision process: the new way buyers evaluate purchases
The customer decision process now runs before the first call, on reviews, peers and communities. How to map it, feed it, and start the sale in the middle.
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Does sales care about your customer program? Sales and CX alignment
Sales and customer experience alignment fails when nothing in the program helps close an account this quarter. Five things to hand sales monthly, two to avoid.
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When is your customer not your own? Listening to indirect customers
Indirect customers buy through marketplaces, resellers and franchisees that hold the checkout and the complaint. Four ways to listen, and a partner checklist.
