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Articles by Raquel Richardson
How to Attract Awesome Clients by Naming Your Edge
Opinion Monday, January 20th 2020, 11:00 AM EST In a recent meeting about a company’s differentiators, the discussion landed fully on mediocre options. Yes, your people are always wonderful. Yes, your culture is top notch. The main challenge with this is that lots of companies can say this, too, and likely do. How can you really differentiate your company and still tell the truth? You pick an edge. Selecting an edge is an approach that helps attract your prospective clients to you.
How to Create Consistent and Positive Customer Experiences with Your Brand
Everyone knows that keeping the consumer happy is the first priority. The importance of considering the customer’s experience in all areas of engaging with your business, not just customer service is becoming even more clear. I’m seeing an increasing number of my peers in the marketing world take ownership of the customer experience with their brands. As a result, we’re all learning how to borrow and blend tools to help us find ways to gain deeper customer understanding.
How to Raise The Bar on Your Customer Experience With an Advisory Board
Survey after survey brings in results indicating one of the most exciting areas for revenue growth in the coming year will be done by listening to customers. The online survey side of listening is usually where most companies begin. To me, that misses the mark. To really hone-in on how your customer can help you thrive in the coming year, start with an advisory board. Having your customers weigh in on your company strategy is one of the most valuable assets to any organization.
Marketing and Sales Alignment - Easier Than You Think
There was a time, and perhaps you’re still living in it, where marketing is expected to drive sales leads, conversations, magically help close deals, and all sorts of expectations a marketing team can never meet. This period exists because there is a misalignment in those expectations of what marketing should do and what sales should do. I like to start with the basics. Is your company providing a product or service? Is it easy to sell? Is it cheap? Do your customers buy once?
The Hard Truth About The CMO And The CIO
Take this scenario in a vacuum: The CMO wants a platform, researches options for use, gets a demonstration of the products, makes the decision, and tells her team to execute. Awesome. The CIO hears of this excitement in the next executive team meeting and cringes inside. Another platform expected to produce radical results that she will have to manage and support all without her approval or knowing. Customer experiences today almost always begin with technology.
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