Content Marketing, Customer Experience, Event Marketing, Interactive Marketing, Marketing, Marketing Automation, Marketing ROI, Online Marketing, Sales, Social Media

Marketing Activity Grid, explained (I): Introduction

Great plan!Last week at the B2B Marketing Forum in Utrecht, I shared the Marketing Activity Grid as part of my presentation. I got a number of requests to elaborate, so I am writing a couple of posts on the topic.

In this first piece, I will go in to the Grid’s background. Before I do though, let’s agree on a clear starting point: the goal of marketing.

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Competitive Strategy, Content Marketing, Customer Experience, Event Marketing, Interactive Marketing, Marcom, Marketing, Marketing Automation, Marketing ROI, Online Programs, Sales, Social Media

The Elusive Buyer; Building a Common Deal Trajectory in 5 steps

Pic-TrajectoryThe holy grail of marketing – any marketing – is connecting strategy, tactics, execution and output to the sales process. As with that other Grail, its hard to find. Building a Common Deal Trajectory is a great way to start the search, though – I will cover it in more detail and with recent examples in my presentation at the B2B Marketing Forum on 13 March in Utrecht, The Netherlands.

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Blogging, Brand Management, Customer Experience, Marketing Automation, Stories

What a recent stay in Thailand taught me about service automation, customer experience, and my wife

Welcome board

Not the actual board, but ours was very much like this one – you get it.

In the reception of the place we were staying at in southern Thailand, they’d put up a board in the morning. On this board they’d publish the names of new guests arriving that day. Every day a new list of names from all over the world. About 20 names on average. First names and last names.

Then at check-in, you’d get these small, handwritten notes – the breakfast passes. One per day, per family member, stitched together. In beautiful small, curly writing, each note states the cabin number, the date, your family name, your arrival date and your departure date. You spend 7 days with a family of 4, you get 28 of these notes. 28 handwritten notes for a single guest family.

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Stories

Shoulder Angel 2014

Every year around this time, we send our family and friends a “schouderengel”, a guardian angel to glue on to your shoulder for protection and prosperity throughout the new year. This year, it’s a Shoulder Buddha – it’ll help you keep your peace in 2014.

Shoulder Buddha

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Blogging, Brand Management, Bureau, Customer Experience, Marcom, Marketing, Positioning, Social Media, Stories

Beer Lovers Unite: Schuurbierdag

happiness is a cold beerYes, this is a slightly awkward post. I know. But I have been pondering this idea for a while and I want to put it out there.  

I call it “Schuurbierdag”, to be translated as Shed Beer Day. Yes, Shed Beer Day. That may need some work by some brilliant copy writer. But alas, let’s have a look, shall we?

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Customer Experience, Event Marketing, Marketing, Sales

SNUG, or 8 woes of customer marketing

MagicCircleTheaterMarketing to customers can be a tricky thing, if you don’t really know who you are talking to (which is not unusual among marketers, I’m afraid). You just don’t want to screw it up, do you? That’s why I joined the ServiceNow User Group (SNUG) UK meeting in London 2 weeks ago.

The UK SNUG is chaired by the ServiceNow champion within one of our enterprise customers in the UK and aimed at bringing our customers together to share experience and best practices. For marketing, a user group conversation helps to understand how to successfully market to existing customers, that is: without interfering with their business or the sales process.

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