Building a Business Case for more Customer Success resources
In the archives of the prestigious research firm Forrester, there’s an article written by a seasoned analyst highlighting what she foresaw as key business trends for the coming year. Number two on her list was “Companies Will Explore Proactive Engagement.” She wrote: “Proactive engagements anticipate the what, when, where, and how for customers, and prioritize […]
read moreNeuroscience and Customer Success: Building a strategy that supports human interaction
In 2015, researchers Dominic Fareri, Luke Chang and Mauricio Delgado published an article in The Journal of Neuroscience on the power of collaborative interactions in building and maintaining relationships. One of their experiments involved playing a simple game. Some participants were told they were playing the game with other people while others were told they […]
read moreCustomer Success at scale
Automation gets a bad rap. Ever since the Industrial Revolution, the same story gets told and retold, and it certainly sounds intuitive: as technology improves, human beings lose jobs. But a closer look at the historical evidence reveals quite the opposite: technology ultimately creates more jobs than it destroys. A 2016 article in The Economist […]
read moreSuccess through Customer Segmentation
“Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” – Nido Qubein I read a case study recently about an international cruise vacation company. They were creative and aggressive marketers and were driving brand awareness and lead generation across a variety of geographies and audience […]
read morePutting your customers (and your company) on the map
We’ve all been there. You’re at a restaurant or buying something online and it’s just not going well. The service is bad or the online functionality doesn’t work or the product you want is no longer available. You’re getting upset, and the more the bad experience drags on, the more frustrated you become. We’ve all […]
read moreIntegrating Education Services for more powerful Customer Success
Walmart founder Sam Walton once famously said, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” From the earliest days of the technology revolution, software companies applied that maxim almost exclusively on customer acquisition. Make the initial […]
read moreCase Study: ESG Helps Marketo Break Training Revenue Records
Business challenge Growing demand & revenue for Customer Education Marketo University has long been the most reliable training resource for Marketo customers. As training offerings expanded, the University Team needed a new approach to effectively market and sell a variety of education services. However, internal Marketo Sales and Customer Marketing resources were limited. The new […]
read moreTop 3 Education Marketing mistakes that will cost you
Introduction In an ideal world, all of your education business initiatives would be fully supported by a group of marketing professionals, maybe even your corporate marketing staff who understood what you want and knew what you need. They would promote your products and services to the right people, at the right time, keeping your sales […]
read moreEducation Business Intelligence
Introduction Business Intelligence is a popular buzzword these days. Chances are you have read some sort of article or blog post devoted to the concept of turning raw data into actionable insights, but the notion of Education Business Intelligence is likely less familiar. Education Business Intelligence (EBI) refers to having a set of technologies and […]
read more