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Home Search results for "Customer Development" (Page 3)

How to Manage Advocates and Drive Qualified Leads

By Sam Fiorella | Advocacy Marketing, Customer Acquisition | 0 comment | 2 October, 2012 | 0

Advocacy, the third stage in the Customer Development sphere of the Sensei Customer Lifecycle model, is the culmination of the business’ effort to engage and support the customer. A customer who has reached this stage in the lifecycle has experienced the seamless conversion of your relationship from vendor-prospect to vendor-customer and now embraces you asRead more

Advocacy, Not Sales is the End Goal of B2B Loyalty

By Sam Fiorella | Customer Development | 0 comment | 30 September, 2012 | 0

In the B2C world, “Customer Loyalty” has become synonymous with points or rewards membership programs which are used to aid in the acquisition of new customers rather than building value in existing customers. Such loyalty programs are rarer in the B2B landscape yet the tactical importance of loyalty is equally misunderstood and underutilized. 91% ofRead more

A Purchase Order Does Not Guarantee Customer Loyalty

By Sam Fiorella | Customer Development | 0 comment | 28 September, 2012 | 0

There is a significant difference in the tone of a vendor-customer relationship to that of its former vendor-prospect status.  The processes are different; the players are different and so too are the expectations. This first step in the customer development sphere of the customer lifecycle is critical for both parties as it creates the foundationRead more

Yahoo’s Cowardly Retreat

By Sam Fiorella | Customer Experience | 0 comment | 23 September, 2012 | 0

I wish to congratulate Yahoo on selling its stake of Alibaba, a Chinese Internet company, for a reported $4.3 billion dollars. After all, this transaction fulfills many financial analysts’ predictions and recommendations for Yahoo’s success when it appointed Ms. Marisa Mayer CEO back in July of this year. “In the short term, just how muchRead more

Stop Pandering to Loyalty Programs – A Rant

By Sam Fiorella | Sensei Perspective | 0 comment | 20 September, 2012 | 0

Got points? Perks? Discounts? Of course you do. We all do. Is your 11th coffee free?  Do you get a 15% discount on a $7.99 shirt cleaning bill after you’ve invested $100 in the dry-cleaner’s business?  Yes? Yes, we all have. And we’re all “loyal” to these businesses who have trained us to be soRead more

Refocusing Loyalty Programs on the Customer

By Sam Fiorella | Customer Acquisition, Loyalty Marketing | 0 comment | 18 September, 2012 | 0

Customer loyalty programs first launched with great marketing hype surrounding their intention to thank and reward the business’ most loyal customers.  Truth be told, they were conceived as part of a customer acquisition strategy and designed to be a differentiator that pulled customers away from competitors or to encourage repeat purchases.   These programs have expandedRead more

Are You Failing the B2B Prospect Handoff?

By Sam Fiorella | Customer Acquisition | 0 comment | 13 August, 2012 | 0

I met with a sales executive at a national technology firm recently who reported that they achieved their sales quotas last year yet the business had zero growth. It was discovered that for every client they brought in, another client was cancelling their contract.   Apparently, churn and managing the Customer Development process was a challengeRead more

Bending the Linear #B2B Customer Lifecycle

By Sam Fiorella | Customer Acquisition, Customer Development, Customer Experience | 0 comment | 8 August, 2012 | 0

The customer lifecycle references the stages customers pass through when considering, purchasing and using products or services offered by their vendors as well as the associated marketing, sales and service tactics the business engages in to push those customers towards a purchase decision. Among B2B marketers, this is not a new concept; however, the mannerRead more

A Social Media Measurement Rant

By Sam Fiorella | Social Enterprise | 0 comment | 1 August, 2012 | 0

Social Media marketers first measured the number of fans and followers they had on Facebook and Twitter and yelled: “Yeah! We’re driving results through our social media efforts. Look at me, I’m wonderful”. Then the CEO asked: “How much money did that make us?” Room goes silent. So marketers, learning from this looked to metricsRead more

CEOs – The Blind Leading the Socially Connected

By Sam Fiorella | Social Enterprise | 0 comment | 12 July, 2012 | 0

A report released by Domo and CEO.com this week highlights the dichotomy of online engagement: the American population has increased their adoption of social chatter in their daily activity yet the concept is barely a blip on the radar of top executives who market to these people.  Only 30% of the CEOs from America’s topRead more

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