Tag: customer experience

No barrier

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It’s easy to fall into the familiar refrain that goes: “B2B marketing is boring”.

That is just an alternative version of the hit: “We have always done it this way”.

The reality though is that most marketers don’t have the guts – sure, sometimes it is the budget, or the time, or the team, but let’s be realistic, it is mainly the guts – to try anything new.

Fortunately, some do. And some others do as well. And some others do it some more.

There is literally no barrier to B2B marketing today.

Just go experiment.

Note: the image in this blog post is from Postman‘s graphic novel, The API-first World.

Approving instructions

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When you write instructions, make sure you test them with those they are written for.

It is not enough to get approval from somebody who knows and already understands the process you are describing.

Otherwise, this happens.

We ask you to create your own personal account at *URL*. In case you already have a personal account created for the child from preschool, the same account is used for the registration to school. You may not use the account created for an older sibling but are permitted to add the younger sibling using the key codes below.

From instructions to register your child to school

Process

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On one side, you have two colleagues, with similar competences, juggling more or less at the same time the following tasks: client booking via phone call, client support via phone call, client data collection and entry, service delivery, invoicing, and payment collection. This is a mess.

On the other side, you have two collegues, with similar competences, alternating on their tasks more or less as follows: one does client booking via phone call, client data collection and entry, invoicing, and payment collection; the other one focuses on service delivery and client support via phone call. This is a process.

We use to think of processes as the main reason for inefficiencies and disengagement, but the right process in the right place can do wonders. And the client is the one benefitting the most.

To market marketing

Fabrizio1 Comment

Marketers market products. And marketers also market marketing.

Some are good at the former, few even understand that the latter is just as important.

To market marketing means promoting the role of marketing internally. It means asking around what the expectations around marketing are, kicking off a dialogue, setting and reporting on the right metrics, being consistent at building a narrative that supports all of the above.

When marketers do only market products, you see marketers going around and trying to apply the same tactics in completely different circumstances. Then coming up with a new fad to try and keep things fresh.

Marketing is a practice, not a campaign.

Stand out

Fabrizio1 Comment

One of the things that will make you stand out most in business (and not only) is to close the circle on your promises.

This is true for individual contributors, teams, departments, and organizations as a whole.

If you promise something that you know you can’t deliver, or that you consistently don’t deliver over a period of time, the promise is most likely a way for you to get out of a difficult conversation, an awkward moment, a temporary discomfort.

It is not worth it.

Say only what you know you’ll do. And if you end up not doing it, give a reason and follow up.

When you meet your commitments, you build trust, gain confidence — look, you really can do it! — and grow the kind of backbone needed to say no when you truly can’t take something on.

Whitney Johnson, You Have to Stop Canceling and Rescheduling Things. Really.