Delivering a Loyal Experience

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Christine Crandell, President of New Business Strategies
“Relationship trumps price” shared General Electric’s corporate IT team in a recent Sellers’ Compass study. For most companies, the key to their loyalty lies in the lifetime experience they have with their vendors. And customer loyalty begins long before the point of purchase . Yet most vendors mistakenly believe NPS and VOC programs give them the insight they need to build sustainable loyalty; the truth is these programs are too narrow. In this webinar you’ll learn how to discover the experience your customers value as well as how to use experience as a competitive differentiator. You’ll learn how to operationalize this knowledge through cross-functional programs that foster sustainable loyalty and drive faster revenue cycles.

Topics Covered:
•Share findings on experience expectations from recent Fortune 100 study
•Step-by-step tips on how to discover the lifetime experience customers want
•The key role that content strategy and social technologies play
•Case example of how a company aligned outward to drive loyalty

Christine is the President of New Business Strategies where she has advised over 100 companies including Good Technology, McKesson, and Oracle on how to dramatically improve revenue performance. She is also a frequent writer and blogger for Forbes.
Sep 13 2012
48 mins
Delivering a Loyal Experience
Join us for this summit:
  • Channel
  • Channel profile
  • The Three Simple Auto-Responders Every Smart Business Needs Oct 15 2015 1:00 pm UTC 45 mins
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    Smart businesses know that great customer relationships are their best marketing tool.

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    Join Tamsin Fox-Davies of Constant Contact to learn how and when to use auto-responder emails to create and grow great customer relationships that will bring clients back to you again and again.

    She’ll share the three key automatic emails that every business should be using and the step-by-step method to setting-and-forgetting these for your business.
  • Using Automated Email to Drive pre-MQL Engagement with Personas Oct 13 2015 4:00 pm UTC 60 mins
    Ceri Jones, VP of Demand Generation, Basware
    A case study on how Basware has combined content management, marketing automation and demand generation disciplines in the early stages of the buying cycle to increase engagement via personalised content, generate more quality leads and drive sales pipeline.
  • Sex by Numbers: What Statistics Can Tell Us About Sexual Behaviour Sep 9 2015 1:00 pm UTC 45 mins
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    Whatever society we live in, and however open-minded we like to think we are, when it comes to our sex lives we all like to keep a few secrets. But this makes the jobs of sexologists – professionals who study sexual behaviour – pretty difficult.

    David Spiegelhalter, Professor of Risk at Cambridge University, has tried to unravel the web of exaggerations, misdirections and downright lies that surround sex in modern society. Drawing on the Natsal survey, the widest survey of sexual behaviour since the Kinsey Report, and a huge range of other sources he answers crucial questions such as what are we all doing? How often? And how has it changed? And crucially, which numbers can we believe?
  • Lean and Mean: How to Scale Your Content Marketing Plan Aug 20 2015 5:00 pm UTC 45 mins
    Guillaume Decugis, Co-Founder & CEO, Scoop.it
    Content is the fuel of marketing. But delivering enough content to generate consistent results is hard.

    Lean Content Marketing is a set of strategies and best practices that help resource-constrained marketers achieve ROI from their content efforts.
    Lear how to:

    - Leverage content curation to generate content at scale
    - Amplify your content reach by integrating content, social and email
    - Extend the lifetime of your content
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  • Why Data Storytelling Matters Aug 14 2015 5:00 pm UTC 45 mins
    Jason Lankow, CEO/Cofounder, Visage and Cofounder, Column Five
    Data storytelling is more important than ever to help you win over your audience. In this webinar, I'll cover why communicating with data is a mandatory marketing skill, how to mobilize your team to find interesting data, and how to make your data story engaging for your audience.
  • A Million Love Songs Aug 14 2015 1:00 pm UTC 45 mins
    Simon Sanders, Head of Content, Pulse
    There's a lot of B2B content 'units' out there. A lot of 'stories' being told. To succeed, it's not enough to stand out, you have to matter. This session looks at why this is, how to matter - and secure both love and sales too.

    Join this webinar with Simon Sanders, Head of Content at Pulse, to learn how to make B2b content so good - that customers fall in love with you. And then buy from you.
  • How to Run 85 Webinars a Year Without Losing Your Mind Aug 13 2015 6:00 pm UTC 45 mins
    Louis Adam, Director of Marketing-Communications, Exfo and Cameron Jahn, Director of Product Marketing, BrightTALK
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    Heading a multidisciplinary team comprised of 35 professionals, Louis is in charge of EXFO’s global webinar marketing activities. His team includes project managers, event coordinators, designers, copywriters and translators, as well as e-marketing, media placement, public relations and online education specialists.

    This webinar will include practical tips on:
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  • The State of Marketing Technology: Personalization Aug 13 2015 5:00 pm UTC 60 mins
    Stewart Rogers; Director, Marketing Technology VB Insight
    August 13, 2015 at 10 am PT / 1 pm ET



    Speakers: Stewart Rogers, VB Insight Analyst; VentureBeat
    Preeti Kelapure; Marketing Manager; Glassdoor
    Leeyen Rogers; VP of marketing; Jotform




    Hi there [first_name],

    We know that using personalization in marketing works, and not just in isolated incidents either. In looking at case studies across industries and channels, from email to web to location-based marketing, it produces amazing results.

    But consumers are worried about the use of their personal data: 96% of American consumers are concerned about data privacy, and 80% of consumers have changed their privacy settings. Today's customers have legitimate worries over the type of data marketers want to use in messaging, and advertising.

    In this webinar we'll deliver the latest research into how consumers feel about personalization. We'll tell you what consumers want, what they hate, and best practices on how to introduce personalization without being "creepy."

    After this webinar, you'll:

    * Know what types of personalization are acceptable, and which to avoid
    * Learn the correct process for on-boarding personalization, and how to manage when consumers opt-out
    * Understand what the future of personalization looks like, for both B2C and B2B organizations
    * Get an overview of the rules and regulations at play
    * Find out the marketing technologies that will save all marketers from crossing the "uncanny valley" into "Creepyville"

    If you're a CMO, SVP/VP of Marketing, Marketing Director, or Marketing Manager, you won't want to miss this. Sign up now...

    This webinar will be based on Stewart Rogers’ VB Insight report, which released on July 22, 2015.

    Check out VB Insight to access Stewart's report on personalization, and to access the latest research on Marketing Technology: http://insight.venturebeat.com
  • Authentic Stories: Applying Documentary Filmmaking Concepts to Content Creation Aug 13 2015 4:00 pm UTC 60 mins
    Curt Wallin, Documentary filmmaker; Chris Ross, CEO/Founder, Systym
    Documentary filmmaker Curt Wallin and Systym CEO/Founder Chris Ross will share how many of the core principles so important in documentary filmmaking can be applied to content marketing.

    Ideas such as:

    - The importance of authenticity
    - How emotion is an essential element of great storytelling
    - Balancing structure and planning with spontaneous events
    - Necessity of a talented "crew"
    - Even in long-form content, less is more

    Curt Wallin has done work for BBC, CNN, NBC, ABC, CBS, Fox, MTV, Bloomberg, Sky, AMC, HBO, ESPN, Discovery Channel, National Geographic, PBS, Sundance Channel and others. His documentary film Boys of Bonneville won film festival honors around the country including the Berkeley Film Festival Grand Cinema Award and the Geneva International Film Festival Best Emerging Filmmaker Award. Chris Ross has led marketing teams for Sprint, Gartner and others and is the creator of the Systym Optimal Message MAP and MODEL content strategy frameworks.
  • Agile Content: How to Increase Quality and Cut Costs in B2B Content Marketing Aug 13 2015 2:00 pm UTC 45 mins
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    • Streamline processes
    • Reduce costs
    • Create outstanding B2B content
  • Content Strategy Simplified Aug 13 2015 1:00 pm UTC 45 mins
    Adrienne Burns, Director of Client Strategy and Implementation
    "Content Strategy Simplified" gives you the insight needed to get the most out of your content marketing efforts, regardless of what stage you are at.

    Learn how to setup, implement, monitor and adjust your strategies, ensuring you get the best results possible.
  • 8 Neuroscience Lessons For Creating Content That Journalists Want To Share Aug 13 2015 11:00 am UTC 45 mins
    Danny Ashton, Founder of NeoMam Studios
    After this webinar with Danny Ashton, Founder of NeoMan Studios, you will understand:

    -) Why the human brain is wired for certain content ideas and how you can use this to you advantage.
    -) What brain tricks you can use to get journalists to take notice of your content.
    -) Where you can test and tweak your content before reaching out to journalists.
  • From Concept to Conversation: Generate Engagement Through B2B Content Marketing Aug 13 2015 10:00 am UTC 45 mins
    Chris Field, Managing Director at Fieldworks and Chelsea Reay, Content Manager at Fieldworks
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    · How to come up with a great idea – and execute it too

    · Getting the audience right: segmenting content by persona

    · Getting the tone right: business people are still people!

    · The different roles of content throughout the engagement funnel

    · The final furlong: personalising content for hot prospects
  • Don't Panic: Fundamentals for the Future Aug 13 2015 9:00 am UTC 45 mins
    Chris Brosnahan, Content Manager at Hay Group
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    Join Chris Brosnahan, Content Manager at Hay Group, as he shares tips from his experience in his career in content, marketing and communications, and looks at lessons from a classic marketing text that have remained relevant over the years.
  • Show Me Your Stack! with Shantel Shave, Director of Demand Generation, Hootsuite Aug 12 2015 5:00 pm UTC 60 mins
    Shantel Shave - Director of Demand Generation, Hootsuite
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    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

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    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

    Each episode features a different marketer who will walk you through their marketing tech stack, share their goals and explain how their teams are structured. Don’t miss this rare chance to see how the best in the business invest in and use marketing technology.

    About Shantel Shave:

    Shantel Shave is the Director of Demand Generation at Hootsuite, the world's most widely used social relationship platform. Prior to Hootsuite, she built successful B2B marketing technology stacks at Colligo Networks, ActiveState, and Sophos.
  • Reversing the Content Supernova Aug 11 2015 8:00 am UTC 45 mins
    Christie Fidura, President of Community Management consultancy, The Perfect Circle
    With limited marketing resource and budget, your content has to be timely, engaging and everlasting. But like a supernova, does it flash hot and burn out quickly?

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    By building an influencer Community, you'll have a better understanding of the type of content that will resonate more highly, and you'll have a waiting audience of people ready to help you share it across their networks.

    Join Christie Fidura, former manager of the Adobe Community for Europe, Middle East and Africa, to learn how to create a Community whom will appreciate your content, share it with their networks and help you keep it evergreen.
  • Show Me Your Stack! Inside Acquia’s Account-Based Marketing Engine Recorded: Jul 23 2015 49 mins
    Claudia Hoeffner, Jamie Sloan & Katelyn Fogarty of Acquia
    Join Lattice for a guided tour of the marketing tech stack that powers Acquia's demand gen engine.

    In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack?

    Show Me Your Stack (#MKTGstack) is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business.

    Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!

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    About Acquia:
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    In this webinar, DueDil analyst Andrew Warren-Payne will discuss why B2B customer marketing is so important and how you can put a plan into place. He will cover:
    -) Setting goals and objectives for B2B customer marketing
    -) How to map your customer lifetime journey and plan your communications accordingly
    -) How to prioritise your existing customers using first party and third party data for retention and upselling activity
    -) How to work together with sales and account managers for maximum effect
  • Webinar: Happy landings! How you can write brilliant B2B landing pages that... Recorded: Jul 16 2015 49 mins
    Catherine Toole, Chairman, Sticky Content
    Get lots of clever tips and techniques to create more effective landing pages immediately.

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    In just 45 minutes you’ll have learned how to:

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    catch attention from the get-go using bold openers and frontloading
    organise information for optimal effect
    get original approaches signed off and through compliance
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    nudge users down specific paths
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  • Turn Your Customers Into Your Secret Salesforce Recorded: Jul 16 2015 41 mins
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    Your current customers are not just your best source of repeat orders (and, by the way, repeat customers normally spend more). Your current customers can also help you find NEW customers. They are your “secret salesforce”, and in this engaging session, Small Business Evangelist, Tamsin Fox-Davies, will show you how to find them and activate them.

    You can get more of the customers that you really want, by focusing on the good customers that you already have, and Tamsin will share with you exactly how you can make that work for you.

    Register now to find out who your secret salesforce are; how to get them to bring you new customers; and the tools and techniques you need to make it happen.
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  • Live at: Sep 13 2012 3:00 pm
  • Presented by: Christine Crandell, President of New Business Strategies
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