Initially, we didn't have so much of a concept out there. But I think what's shaping us for us, and what's working extremely well is the notion of campaigns. You'll find a topic that you want to establish for a certain amount of time. They can be short ones, one or two weeks, where you talk about specific topics. Or if we're launching a new product, you have longer campaigns with like all sorts of different content pillars, but also channels in a mix to make sure that you address your buyer personas extremely well.I believe in empathetic marketing. You have to target your customer. Don't think for yourself, but think about what clients want to hear, how you can actually make them successful, and then create all the different content forms around that.//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

I was always a little bit ahead of my time when it comes to one-to-one marketing. I love telling this story. There is a book written by Don Peppers and Martha Rogers in 1993, so we're talking three decades ago, called The One to One Future. And they described exactly what we talked about today in the book and exactly what we're able to do with one-to-one marketing.The problem was it was the future. It wasn't possible. But I was so excited by it back then that I actually worked for a big ad agency, and I convinced our management to develop what we called One-to-One Marketing Division so that we could do it, although the technology couldn't really do it back then. What's really helped me and Jamie to write this book, Jamie being my co-author, was in the last 10 years, the technology has finally caught up. It's actually now possible to do one-to-one marketing because almost all media–even television–is now addressable, meaning I know you're watching this show versus somebody else. And you couldn't do that in the old mass marketing ways.// Visit https://audienceofone.website to learn more about Chuck's book "An Audience of One: Drive Superior Results by Making the Radical Shift from Mass Marketing to One-to-One Marketing" To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

Basically started thinking how can we allow customers to self-serve? How can we think product first in everything we do, which is really the mindset of product-led. And that was a super exciting journey.Because basically, onboarding is really essential piece. Onboarding is typically where- as when a free trial, for instance, the onboarding can really be your salesperson, right?It's where it shows the value to the customer as fast as possible, or past purchase. It's the onboarding that makes sure that that you're retaining that customer. Onboarding is really a continuous journey, to continue to onboard the customer and make sure they're happy with the product. So that's why I found Userflow super interesting and wanted to make it easier for other companies, SaaS companies to become product-led.// To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

What if all this time, we marketing people have been doing it the wrong way? Listen to our latest podcast with Sarah Scudder, Chief Marketing Officer at SourceDay and get insights on demand generation using LinkedIn. Learn what makes it an effective approach in getting quality customers. //To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

Silos exist in organizations and those silos pose challenges that need to be overcome especially when it comes to sales and marketing. With digital coming into play, marketers should start thinking with a single channel approach and leverage unified data and strategy to create a bigger impact.Stephanie Swinyer from Integrate shares how they’ve successfully broken down silos and how to focus on what the customers really want.//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

“The adjustment was radical and swift. You needed to really pivot quickly. I remember the board meeting I was giving, it was adapt or die quickly because you need to get fully virtual as fast as possible in engaging ways. That was not an easy shift, but it's pretty clear how you needed to shift. As we come out of the pandemic, I find it kind of the inverse. We had a time where vaccines are happening. We opened up, and it seemed like things were "back to normal." And then all of a sudden you get these variants coming, and now things are back to a lot of uncertainty and anxiety. And so we've had some regional events that we were doing get canceled. Try to take it day by day, not take it personally and dampen your expectations and make rational decisions as you go through.” - Dimitri Vlachos, Chief Marketing Officer, Devo Technology//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

For marketers who want to expand to Southeast Asia and tap into the endless opportunities it presents, trust is key.According to Lars Voedisch, Principal Consultant and Managing Director at PRecious Communications, jumping directly into business in the region may not always do the trick. Prioritize building relationships and coming up with a mid-term plan, he advised.Learn more about communications and marketing in this fast-growing region.  Listen to our podcast now!“Just directly jumping in with “let's do business” might backfire badly. You need to build relationships and trust. You need to have a midterm plan, not a short term in here and just sell Fire and Forget, that might be really, destructive in your long-term opportunities here.” - Lars Voedisch, Principal Consultant, PRecious Communications//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

"Customer-led growth is not a term that I coined. It's the idea. As a business, we've got metrics that we're trying to measure and goals we're trying to hit, but they're always around our goals as a business. It's like trying to sell a product or get a subscription that those milestones that we measure do not speak to customer value. We focus on jobs that need to be done: framework, understanding our customer needs, and having empathy for what problems they're trying to solve—then understanding the customer journey, what they're doing, thinking, and feeling, and how they're measuring.That will come if we provide value to our customers and prospects at each of those stages. It's about putting our metrics secondary. Of course, we're still measuring that. We still need to drive revenue and MQL and all of that, but it's secondary to how our customers measure success at those stages."- Jennifer Vogel, VP of Marketing, Voxpopme//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

"The concept of the dark funnel (or dark social ) has been around for a decade. We're all doing these things and doing these ourselves and not understand that that's what it's called. Dark social is just about places where people are interacting and engaging, and your attribution software cannot directly correlate those results.It's a combination of things. It's content promotion places, like podcasting. There's not always a direct correlation to your attribution software, but it's one of the top places people consume information today. These other social channels can also be considered dark social. Think about LinkedIn, Facebook, Twitter. Those are influencing people to take action too. I do it all the time. I go to Google right away after I see something on social or listen to a podcast and maybe convert there. They do not see that, and they're just seeing that it's Google or direct.There's some misalignment with the attribution software, how and where people buy or consume information. People are doing these things, but they don't think about monitoring it or figuring it out.I have to give a shout-out to Chris Walker of Refine Labs. If you're any marketer listening, you've probably come across his content. He's put it on the map for modern marketers or people growing up in this kind of social media space and how marketing is changing. That's what it's all about, and that's where B2B buyers are now.We all have different ways of communicating, interacting, and learning about products and services. That's the significant change, and it's a challenge that companies are facing too because marketers want to do these things, and sometimes leadership or the Board is just not understanding it either."- Todd Kunsman, Director of Marketing, EveryoneSocial//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing

“One of the most critical pieces is to audit your existing team for their capabilities, and frankly, for their weaknesses and any gaps you may have within your team in terms of experience and expertise. The first thing to do is to understand what you're working with.The other thing you need to do is audit the tools you have available to you in the marketing team, your marketing stack, and how that integrates with sales. My view is success comes on the heels of a great partnership between sales and marketing. It would help if you made sure that not only are you having the conversations and you're consistent on what you're saying about the company and when you say it, but also that your systems support that integration.The third thing I'm thinking about is how you're reporting on marketing. The last essential thing is understanding the role of marketing in your company. You need to understand the dynamics that come with that to effectively make shifts and changes in the company's direction, the direction of marketing, and how that plays together.”- Melissa Blanken, Chief Marketing Officer, GridPoint//To listen to more The Life-Long Customer podcast episodes, follow us on LinkedInhttps://www.linkedin.com/company/thelifelongcustomerpodcast/Follow the host Brad Hammond https://www.linkedin.com/in/brad-hammond#thelifelongcustomerpodcast #customerjourney #marketingleadership #b2bmarketing