For some years, customer experience has been high on the agenda of many companies in both B2C and B2B. In 2014, the Economist predicted that in five years, 75 percent of marketers would be responsible for the total customer experience. But are we ready yet? […] Read more
The world of a B2B marketer has changed considerably in the past years. Not only for marketers, but also for customers. We see that buyers go through the buyer and customer journey in a different way. Buyers are better informed than ever before and leave an extensive digital footprint behind. […] Read more
The terms customer journey and buyer journey are frequently used interchangeably. However, there is a clear difference between the customer journey and buyer journey. The buyer journey refers to ‘market’ and ‘sell’, while the customer journey refers to ‘support’ and ‘serve’. Within the customer journey many players and aspects play a great role in contributing to the ultimate customer experience. […] Read more
The smart choice for a winning story, that is out initial tagline. Soon we discover that we can help our customers with more than just smart stories. […] Read more
At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. The first three challenges involved gaining management buy-in, types of research and implementation of a customer journey project. […] Read more
Marketers tend to focus on the buyer journey on a daily basis. By looking at buyer’s behaviour in the awareness and consideration phase of this journey, marketing can deliver added value by ensuring that qualified leads stay in the sales funnel until the purchase phase. […] Read more
At a round-table meeting with a small group of B2B marketing professionals, we explored the four main challenges of customer journeys in more detail. In part 1 we looked at gaining buy-in for a customer journey project. […] Read more
Last year AFAS teamed up with spotONvision to create a better understanding of their customer’s journey, focusing on the immediate post purchase stage. […] Read more
For many B2B marketers in the Netherlands it is still a challenge to connect marketing activities to company revenues. Now that more companies are embracing customer journey management, marketers face even more complexity in measuring marketing success. […] Read more
Customer experience management is one of the main challenges B2B marketers are facing. Questions arise such as how companies can improve customer experience while still delivering tangible business benefits? Which disciplines should be involved and how can customer retention play a role? spotONvision spoke to Elena Enthoven from Elsevier and picked up some tricks and tips. […] Read more
