The Age of the Customer – Optimising Content and Conversation for 21st Century Sales Success

lego men and computer

On Thursday 16th January I had the opportunity to listen to Forrester analysts Peter O’Neill and Ryan Skinner at the Forrester breakfast briefing, “Optimising Content and Conversation for 21st Century Sales success”.

The agenda focused on the changes B2B businesses must make to satisfy changing buyers.  Organisations must transform their current siloed, product-focused content and conversation approaches to a holistic, customer focused messaging strategy.

This blog post explores the following topics which were covered at the event:

  • The Age of the Customer
  • Customer reference programs in the age of consumer advocacy
  • The buyer is in control
  • What is lead-to-revenue management?
  • How to create your content marketing strategy
  • Effective content marketing examples

The Age of the Customer

Peter O’Neill spoke first and stated that we have moved from “The Age of Information” (1990) and entered “The Age of the Customer” (2010).  There are four market imperatives that companies must focus on:

  1. Transform the customer experience
  2. Embrace the mobile mind shift
  3. Become a digital disruptor
  4. Turn big data into insights

Continue reading “The Age of the Customer – Optimising Content and Conversation for 21st Century Sales Success”

What can Twitter’s Vine offer B2B content marketing?

kitten gif

Twitter’s launch of video sharing service Vine offers an opportunity for B2B marketers to create visually appealing content that can be posted on Twitter and Facebook.  In a similar way that Instagram operates for photos, Vine provides a platform for creating and sharing animated GIFs.

However, for a services organisation the use of photo sharing sites can sometimes be a bit of a stretch.  Yes we’ve all heard the mantra to “show” not “tell” people about our products and services, but the truth is, this can be difficult in a services environment.  Whilst we churn out a lot of printed material, little of it is visually engaging and packaging it in such a way that it can be easily published and shared on social sites can prove difficult.

So what are the options? Continue reading “What can Twitter’s Vine offer B2B content marketing?”

Viral marketing: Can you set out to create a viral video?

I loved the interview with “The Running Mad Professor” (@RunningMadProf) on the BBC coverage of the London Marathon this morning.  In an effort to raise awareness (and money) for his participation in the London Marathon he’s created a great viral video on YouTube.  It just goes to show that with a little creativity and an engaging, unique concept, you can create content which captures the attention of people and helps you achieve your objective.  In this case, raising money for the Encephalitis Society – encephalitis is an inflammation of the brain, usually caused by infection or an inappropriate auto-immune response to infection.

The YouTube video currently has close to 4,000 views and has been picked up by the mainstream media.

Can you set out to create a viral video?  I came across the following article which identifies The 7 Viral Video Campaign Elements by Jerry Bader: Continue reading “Viral marketing: Can you set out to create a viral video?”