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Unconventional
B2B Perspectives

3 Reasons Your Agency Relationship Will Fail

We identified more than a dozen characteristics that we identified as risk factors; client attributes that limited our ability to deliver the best outcomes and drive high customer satisfaction. Stack-ranked, here are the top three.

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Part 5: Five Steps to Thriving in the Age of the Customer

After weeks of studying what it takes to thrive in the age of the customer, we conclude this series with five recommendations for transforming your marketing efforts, so you can lead your company to greater success. Sure it's hard, and there will be obstacles, but it’s a journey worth taking.

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Part 3: Customer Obsession Relies on Marketing

If it feels like you’re a little behind or perhaps struggling to keep up with ever-increasing customer demands, you‘re not alone. It could be that the 20-year business cycle in which the most successful enterprises are reinventing themselves to understand and serve increasingly powerful customers is already 30% behind us. That's right, this cycle Forrester deemed the age of the customer started in 2010 and has been going strong for over six years now—and it’s really beginning to pick up speed.

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Part 2: Customer Obsession Is Essential

Customers are more empowered than ever before, and they’re increasingly expecting more out of the companies they choose to work with. Let's explore how empowered customers make customer obsession a “must-have” rather than a “nice-to-have.”

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Creating Killer Content: An Interview with Michael Colon, TD Ameritrade Institutional

Award season is upon us. No, it's not the Oscars; it's the best in B2B marketing. And lucky for us, one of our clients, TD Ameritrade Institutional, recently won a Killer Content Award for best video content. So, we sat down with Michael Colon, TD Ameritrade Institutional’s Senior Manager of Acquisition Marketing, to hear more about the strategy around this winning campaign.

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Part 1: Who Survives and Thrives in the Age of the Customer?

Unless you've spent the last few years with your head buried in your demand waterfall, you've noticed that customers aren’t buying the way they used to. They have more access to information, making them more proactive in finding the information and products they want. As a result, customers are more informed and knowledgeable than ever before.

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Timing Is Everything: When to Use Personalized Video

Over the past year, we’ve used personalized video to help our clients engage with their audiences at different points in the sales funnel, and we’ve seen a ton of success. As in real life, there are great and not so great times to deploy a personalized approach like this.

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’Tis the Season…to Be Planning

I don’t know about you, but I’m completely in the spirit of the season—the planning season, that is. At the end of the year, it’s great to look back on all of our successes, but it can be even more exciting to turn toward what’s ahead. Hopefully, you’ve already started planning for 2018, and now you’re refining strategies, messages, plans and tactics.

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