Both B2B and B2C are about building relationships, but how you do that and how you maintain the relationship can be different. Many people think that the only diffrence between the two is scale, but when designing your web experience and digital marketing for either B2B or B2C, there are key differences that will help your campaigns successful. Many of these differences relate to the way you create the web experience – what content to provide, what level of information and how you organize it, how you phrase it, what emotions to evoke, and what engagement models you design.
Customers have attained almost complete control of the purchase process and organizations have nothing else to do but adjust their business to customer expectations. Those that choose to stand back and do nothing will fail. Those that build partnerships with customers and invite them to become part of the solution will succeed. In this executive blueprint David Hillis, VP of Business Development at Ingeniux contributes his insights and perspective on customer engagement and business development.
This year marks the fifth anniversary of the Ingeniux User Conference. Over the years we've seen the conference grow in many ways. Each year more and more Ingeniux users join us in Seattle for this special event, taking part in a vibrant community dedicated to mastering the art of web experience management. We've also worked hard to grow the quality and diversity of our programming year after year, bringing in top industry thought leaders and Ingeniux experts to provide a well-rounded program for everyone from marketers to developers and the in between. Here's a first look at what we've got in the works of this year's conference.
Marketing is no longer just about brand awareness and acquisition. Customers demand a consistent experience, and the marketing team is responsible for designing and building a company's brand and ensuring that brand experience is consistent, not just for marketing, but across the business including sales and support. Here, we delve into four critical ways that the marketer supports customer rentention.
Account based marketing (ABM) is fast becoming the best marketing approach to winning new customers and increasing the lifetime value of existing customers in B2B. When decisions are made by committee and the purchase decision process happens over a long period of time, you need a way to reach out to multiple people in a company not just once or twice, but with a long-term relationship focus. ABM helps you do this. Here are five ways that your web content management system can support your ABM strategy.
Karen McGrane is the first official keynote speaker for the Ingeniux User Conference 2016. Karen is a recognized expert and thought leader in the content strategy, information architecture, and interaction design arena. She is the founder of Bond Art + Science, content strategy and information architecture consultant (former clients include Franklin Templeton and Time, Inc.), and a recognized thought leader. In this exclusive interview with Ingeniux, Karen discusses what drew her to these fields, as well as her thoughts on the current content management landscape after 20+ years in the industry.
It's not easy to create an engaging digital experience. The Internet is evolving so fast that consumer expectations are always changing; they demand more from the organizations they deal with, including member associations. Going to meetings, reading paper-based content, that still happens, but what happens even more is visiting websites, and reading, sharing ideas and information with peers in social networks and communities. The digital experience is a critical component of the customer experience strategy for member associations.
Inbound marketing is the typical approach for most marketers today, and done right it works very well. But when you are marketing a product or solution in the B2B sector where the decision to purchase can take months or longer and is decided by committee, you need to look at alternative approaches. This is where account-based marketing (ABM) can play a key role in gaining new customers and upselling/cross-selling current customers.
Creating a content strategy for your organization is no small feat. There is a lot of work involved in understanding the content needs of the customer, who is going to develop that content (or supply the information needed to develop the content), and how the content is stored and managed so that it can be reused in variety of ways. Find out how the content architect makes it all possible.
Savvy retailers understand that content sells. It’s not enough to just have a catalog; consumers spend a lot of time researching and learning about products long before they make an actual purchase. Brands need to figure out how to integrate content into their ecommerce strategy. The key is to create a voice for the brand and tell a story, strategically using content to drive purchases.