Relationship therapy as a marketing tool?

Starting nearly any design process with a client has a lot in common with life at the beginning of a marriage; both are fun, hopeful and full of endless passion. Then again, the middle of the design process can resemble life, mid-marriage; both become a drag, someone feels misunderstood and hope is waning. As the […]

Think Different: Unique Customer Success Content As A Marketing Tool

Customer Success Sells. Product related companies are strong believers that customer success stories promise a shorter sales cycle and many happy returns. Though what kind of customer success content moves the needle towards new sales? Success stories, testimonials and case studies about how others overcame their challenges? Or, is it a sneak peek at someone […]

Don’t Believe in Lean Strategy? Let’s Talk Alignment

Lately, I’ve been a missionary for ‘Lean Strategy’. It’s a tough job. Especially with those who are sponsored by good old ‘time and materials’ models, strategic thinking and consultancy. So just for today, I’d be happy to put aside the debate about Lean Strategy. Instead I’ll share one of the tools I use in our […]

B2C brand commitment in the B2B world

Get them Hooked. More and More B2B Companies are looking to create the same experience and brand loyalty as in the B2C World. How can they make it happen? In the past year the ‘customer experience buzz’ has been diffusing from the B2C into the B2B world. Saas ad B2B marketers talk about their customer […]

Customer Success or Customer Experience? 3 Easy Actions to Boost Your Experience By Q4

The world of customer experience is changing fast. Customers’ success and satisfaction are turning into the main KPIs of our business. In Gartners’ research on customer experience, 89% of respondents claimed that customer experience will be their primary differentiator by 2017. However, less than one half stated they are currently more successful than their competition […]