Buyer Experience

Article
Identify and Diagnose Customer Churn
Last year, a CEO contacted me about customer churn. Despite doing exit interviews and surveys, she could not identify why her company had such a high volume of customer defections. Her teams shared conflicting opinions and pointed fingers. She had no solid information upon which to make decisions. Meanwhile, customers continued...
Last year, a CEO contacted me about customer churn. Despite doing exit interviews and surveys, she could not identify why her company had such a high volume of customer defections. Her teams shared conflicting opinions and pointed fingers. She had no solid information upon which to make decisions. Meanwhile, customers continued...
Article
Maintaining Momentum: 12 Tips for Interim CAB Calls
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
A successful customer advisory board (CAB) program involves much more than yearly in-person meetings. In fact, one key to a strong CAB program is keeping the conversation going between face-to-face gatherings, so that meeting outcomes, action items and work streams will not lose momentum. More important, such engagements can reinforce the...
Article
Lovability: How to Build a Business That People Love and Be Happy Doing It
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Article
How We Run Our Conference Like a Product
In 2014 I belonged to a small team that had a vision: We wanted to create something that would benefit product people with a desire to learn from the best product minds around, connect with like-minded folks and inspire them to build better products. We formed Product Collective, a community for...
In 2014 I belonged to a small team that had a vision: We wanted to create something that would benefit product people with a desire to learn from the best product minds around, connect with like-minded folks and inspire them to build better products. We formed Product Collective, a community for...
Article
The B2B Buying Disconnect: Insights on the Gap Between Vendors and Buyers
Research from a number of analyst firms over the past few years has revealed that the B2B purchasing process has changed—the new technology buyer is more empowered and conducting more independent research than ever before. What’s unclear is how technology vendors have adjusted their go-to-market strategies to match this new paradigm....
Research from a number of analyst firms over the past few years has revealed that the B2B purchasing process has changed—the new technology buyer is more empowered and conducting more independent research than ever before. What’s unclear is how technology vendors have adjusted their go-to-market strategies to match this new paradigm....
Article
Branding: The Other Half of Your Go-To-Market Journey
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
The old adage that good marketing can’t sell a bad product is true. I’ve seen brands throw millions of marketing dollars at products that ultimately flopped. As product professionals, we internalize this lesson and combat its occurrence by taking an outside-in approach when it comes to product development. But what about the...
Article
Gain the House Advantage: The Benefits of Mapping Your Buyer’s Process
You’re not communicating if you’re marketing to someone you don’t know.
You’re not communicating if you’re marketing to someone you don’t know.
Article
Give Buyers What They Want: How B2B Companies Can Use Online Reviews to Get Ahead
In the last two years, business technology buyers have increasingly adopted consumer-like behavior as they evaluate products. They now complete more than half of their evaluation process before contacting sales, and they seek opinions from other users ahead of vendors and analysts. In fact, two-thirds search online for peer reviews or testimonials,...
In the last two years, business technology buyers have increasingly adopted consumer-like behavior as they evaluate products. They now complete more than half of their evaluation process before contacting sales, and they seek opinions from other users ahead of vendors and analysts. In fact, two-thirds search online for peer reviews or testimonials,...
 
Webinar
Making the Perfect Match: Adapting to Your Buyers' Process
Every organization has a sales process, but does it align with your prospects' buying process? Things have changed in your business and their businesses. The way we sell needs to follow suit. Our February Webinar focused on how to evaluate your existing sales process to ensure it aligns with your customers' buying process,...
Every organization has a sales process, but does it align with your prospects' buying process? Things have changed in your business and their businesses. The way we sell needs to follow suit. Our February Webinar focused on how to evaluate your existing sales process to ensure it aligns with your customers' buying process,...
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