Gilbreath explains how to use this technique to inspire customers to truly engage with the marketing message, uncover a spectrum of unmet customer desires, and build a campaign designed to fulfill customers´ needs.
Wie schaffe ich Kundenbindung? Der starke Wettbewerb und die zunehmende Austauschbarkeit von Produkten vermindern die Wirkung traditioneller Kundenbindungsmaßnahmen. Dieses Buch zeigt Nutzen und Effizienz von Marketing-Events analytisch auf. Durch den gezielten Einsatz von Kundenveranstaltungen kann eine tiefe Verbundenheit geschaffen werden. Eine langfristige Geschäftsbeziehung kann entstehen, die viel bedeutender als eine durch ökonomische, vertragliche oder technische Wechselbarrieren erzwungene Bindung ist. Durch die Ergänzung der bereits standardisierten Kundenbindungsmaßnahmen können Marketing-Events zudem dem Aufbau eines USP dienen, das Unternehmen und seine Marken bzw. Produkte mit Alleinstellungsmerkmalen ausstatten. Das Buch untersucht zudem Event-Marketing-Tools mit Blick auf Effizienz und abgrenzend zu alternativen Kommunikationsinstrumenten.
Reach more customers than ever with TARGETED CONTENT Epic Content Marketing helps you develop strategies that seize the competitive edge by creating messages and ´´stories´´ tailored for instant, widespread distribution on social media, Google, and the mainstream press. It provides a step-by-step plan for developing powerful content that resonates with customers and describes best practices for social media sharing and search engine discoverability. Joe Pulizzi is a content marketing strategist, speaker and founder of the Content Marketing Institute, which runs the largest physical content marketing event in North America, Content Marketing World.
The man Business Week calls ´´the ultimate entrepreneur for the Information Age´´ explains ´´Permission Marketing´´ -- the groundbreaking concept that enables marketers to shape their message so that consumers will willingly accept it. Whether it is the TV commercial that breaks into our favorite program, or the telemarketing phone call that disrupts a family dinner, traditional advertising is based on the hope of snatching our attention away from whatever we are doing. Seth Godin calls this Interruption Marketing, and, as companies are discovering, it no longer works. Instead of annoying potential customers by interrupting their most coveted commodity -- time -- Permission Marketing offers consumers incentives to accept advertising voluntarily. Now this Internet pioneer introduces a fundamentally different way of thinking about advertising products and services. By reaching out only to those individuals who have signaled an interest in learning more about a product, Permission Marketing enables companies to develop long-term relationships with customers, create trust, build brand awareness -- and greatly improve the chances of making a sale. In his groundbreaking book, Godin describes the four tests of Permission Marketing: 1. Does every single marketing effort you create encourage a learning relationship with your customers? Does it invite customers to ´´raise their hands´´ and start communicating? 2. Do you have a permission database? Do you track the number of people who have given you permission to communicate with them? 3. If consumers gave you permission to talk to them, would you have anything to say? Have you developed a marketing curriculum to teach people about yourproducts? 4. Once people become customers, do you work to deepen your permission to communicate with those people? And in numerous informative case studies, including American Airlines´ frequent-flier program, Amazon.com, and Yahoo!, Godin demonstrates how marketers are a
Presents the concept of Value Creation Selling that can help produce strong customer relationships and long term rewards. This book enables you to: gain knowledge of your customer´s business; use this knowledge to improve your customer´s margins; and, show how your product and expertise is a winning combination.
Marketing and Customer Loyalty:The Extra Step Approach. 1st ed. 2017 Mauro Cavallone
Your business success is now forever linked to the success of your customers Customer Success is the groundbreaking guide to the exciting new model of customer management. Business relationships are fundamentally changing. In the world B.C. (Before Cloud), companies could focus totally on sales and marketing because customers were often ´stuck´ after purchasing. Therefore, all of the ´post-sale´ experience was a cost center in most companies. In the world A.B. (After Benioff), with granular per-year, per-month or per-use pricing models, cloud deployments and many competitive options, customers now have the power. As such, B2B vendors must deliver success for their clients to achieve success for their own businesses. Customer success teams are being created in companies to quarterback the customer lifecycle and drive adoption, renewals, up-sell and advocacy. The Customer Success philosophy is invading the boardroom and impacting the way CEOs think about their business. Today, Customer Success is the hottest B2B movement since the advent of the subscription business model, and this book is the one-of-a-kind guide that shows you how to make it work in your company. From the initial planning stages through execution, you´ll have expert guidance to help you: Understand the context that led to the start of the Customer Success movement Build a Customer Success strategy proven by the most competitive companies in the world Implement an action plan for structuring the Customer Success organization, tiering your customers, and developing the right cross-functional playbooks Customers want products that help them achieve their own business outcomes. By enabling your customers to realize value in your products, you´re protecting recurring revenue and creating a customer for life. Customer Success shows you how to kick start your customer-centric revolution, and make it stick for the long term.