Customer Marketing

This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.

In sales, the worst thing you can hear from a customer isn’t “no.” It’s “I need to think about it.” When this happens, deeply entrenched business advice says to double down on your efforts to sell a buyer on all the ways they might win by choosing you and your business. But this approach backfires dramatically. Why? Because it completely gets wrong the primary driver behind purchasing decision-making: once purchase intent is established, customers no longer care about succeeding. What they really care about is not failing.

Another extraordinary business fable from the New York Times best-selling author Patrick Lencioni. This new book in the popular Lencioni series shows what it takes to gain a real and lasting competitive edge.

The Thank You Economy is about something big, something greater than any single revolutionary platform. It isn't some abstract concept or wacky business strategy—it's real, and every one of us is doing business in it every day, whether we choose to recognize it or not. It's the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline.

They say you shouldn't ask your mom whether your business is a good idea, because she loves you and will lie to you. This is technically true, but it misses the point. You shouldn't ask anyone if your business is a good idea. It's a bad question, and everyone will lie to you at least a little. As a matter of fact, it's not their responsibility to tell you the truth. It's your responsibility to find it, and it's worth doing right.

We're in a major shift in a fundamental aspect of how businesses grow, how buyers purchase, and how businesses build meaningful conversations and customer relationships. Companies who align their mission, strategies, action plans, and tools with the way buyers think, learn, discover, and purchase will have a huge competitive advantage. Inbound Organization shows leaders how to build their company's future around "inbound" principles and strengthen the structural foundations necessary to deal with the changes in buyer behavior.

In Emotional Intelligence for Sales Success, you'll learn how to increase impulse control for better questioning and listening, which EI skills are related to likability and trust, how empathy leads to bigger sales conversations and more effective solutions, how emotional intelligence can improve prospecting efforts, which EI skills are most common among top sales producers, and much more. Customers can get product information and price comparisons online. The true differentiator between you and a bot is your ability to deftly solve problems and build relationships.

Leading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, neuroanatomy, and psychology, as well as more than a decade of hands-on experience, to explain why people act so differently in various online spaces and what they are seeking from participating in each one.

Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences.

If there were a single great “secret” to being an elite sales professional, surely one of the millions of attendees of BrianTracy’s sales seminars would have spilled the beans by now. There isn’t a secret. But there is a set of consistently successful selling techniques that most companies don’t teach their salespeople, and which most entrepreneurs and independent sales pros think they don’t have time to learn.

Ever notice that there are people you work with who just make business happen? Listen to How to Become a Rainmaker to figure out the secret of being a storm front in your company. Let it pour!

Compete in the digital world with pragmatic strategies for success. Digital Sense provides a complete playbook for organizations seeking a more engaged customer experience strategy. By reorganizing sales and marketing to compete in today's digital-first, omni-channel environment, you gain newfound talent and knowledge from the resources already at hand.

We all say things we shouldn't. What is important is how we deal with the gaffe. If a slip-of-the-tongue at a family gathering, office meeting, or social setting causes you to inadvertently embarrass or offend someone, the strategy presented here, will help you to smooth things over as quickly as possible. But what about when you really mess up?

If there's anything the recession of 2009 taught us, it was the importance of investing in our customers, but when was this any different? So says Joseph Jaffe, best-selling author of Life After the 30-Second Spot and Join the Conversation, and a leading expert and thought leader on new media and social media. In most businesses, it costs roughly five-to-10 times more to acquire a new customer than it does to retain an existing one, and yet companies continue to disproportionately spend their budgets into the "wrong" end of the funnel the mass media or awareness side.

Internet marketing pioneer Seth Godin says he wants to change the way almost everything is marketed today. Will you give him permission to show you the future? Listen to how you can turn strangers into friends and friends into customers with this groundbreaking new approach.

Required listening for any organization that interacts with the public - ranging from independent consultants to established large corporations and small businesses to new start-ups and nonprofits - The New Rules of Sales and Service is the essential guidebook for anyone attempting to navigate the exciting and evolving digital landscape.

The fact is, product-centered pitching simply doesn’t cut it anymore. Buyers don’t want to hear about your product’s features—they want to hear about how it can solve their problems or help them reach their goals. In The Revenue Acceleration Playbook, sales and marketing expert Brent Keltner introduces a proven go-to-market framework to increase personalization and authenticity across every step of the buyer journey—from initial buyer engagement and prospecting, to closing new deals and expanding customer relationships, to growing target market segments.

Exceeding expectations rather than simply satisfying them is the cornerstone of the Disney approach to customer service. Now, in honor of the 10th anniversary of the original Be Our Guest, the Disney Institute, which specializes in helping professionals see new possibilities through concepts not found in the typical workplace, is revealing even more of the business behind the magic of quality service.

A business' current customer base needs to be considered among the company's most valuable assets. Discover the practical tools to preserve and grow this asset and boost your business by tapping into The Hidden Power of Your Customers. Existing customers are the key to ongoing business growth. They are the people who already know you and buy from you. Yet too many businesses allow their existing customers their least expensive, most easily acquired sales to slip away. Don't let this happen to you!

Marketers are faced with a stark and challenging dilemma: Customers demand deep personalization, but they are increasingly leery of offering the type of personal data required to make it happen. As a solution to this problem, customer data platforms have come to the fore. CDPs are the hottest marketing technology around today, but are they worthy of the hype? Customer Data Platforms takes a deep dive into everything CDP, so you can learn how to steer your firm toward the future of personalization.