CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

Related Topics: CMS

CMS: Blog Feed Post

Content Marketing Is for Customers Too!

A staggering 68% of customer loss is due to indifference

Content Marketing Journal on Ulitzer

Most conversations I have with marketers revolve around how to feed the top of the funnel and help prospects become sales-ready leads that their salespeople willingly pursue. It's one of the things I help them focus on doing.

The problem happens when that becomes the sole focus of marketing.

I was catching up on my blog reading and came across this statistic in a post over on Copyblogger in the second in a series of posts about lessons learned by Dan Kennedy, who - in case you didn't know - is one of the most highly paid copywriters of all time.

You ready?

"A staggering 68% of customer loss is due to indifference."

Wow. I have to say that set me back.

It's not that they're angry, dissatisfied or looking for something new. They simply don't care about you and have no reason not to leave except for inertia and status quo.

That's frightening. Go look at your revenues for this year and see where they're coming from. Is the majority from net new customers or from existing ones?

I'm betting that the majority is from your existing customer base. Right?

What would happen to your business if 68% of your existing customers went away? Bet that would be ugly, huh.

Marketers need to create content and nurturing programs specifically to transform indifference into engagement. Actually, the best case is to continue engaging them seamlessly as they become your customers—without ever stopping. Engagement is not just for pre-sale initiatives. And I have news for you, memory doesn't last long. You have to continuously provide valuable ideas to push the needle on affinity.

The issue I see most is that marketers with limited resources are trying to employ prospect content in their customer communications. Not to be harsh, but really, why should they care?

Even if it's content about another product or solution than the one your customer is currently using, the way they think about it will include tie-ins with their current situation - which is already being impacted by the solution you provide.

The secret to customer marketing is to realize that they know more than prospects. You've got to go up-level to add value. And, just because they've pulled out their wallets does not mean they've lost their perspective. They still care more about what your solutions enable than the feeds, speeds and features. It's just that now they care about those benefits as an expansion to the good stuff they're already getting from being your customer.

If you think about it in this light, your customers require content that's different than what your prospects need to choose to buy in the first place.

So, how do you know what kind of content customers need?

  • Go ask your customer service reps about the questions they're getting. Then go ask your sales reps what needs they're meeting with cross-sell and up-sell.

  • When you do customer interviews for case studies, ask them where they want to go in the future and figure out how you can help. Those are the kinds of customer stories your customers are interested in hearing about.

I talk a lot about creating buyer personas and mapping content to buying stages. Don't limit yourself to only doing this exercise for prospects—do it for customers, too. As you extend the way you look at customers from pre-purchase across the lifecycle, you just may start to get that 360 degree view of the customer that's been bandied about for awhile, but has remained so elusive for most of us.

Just as answering one question can open the door for a new question to arise, solving one problem (original choice to buy) can illuminate a new opportunity or challenge the customer may now be prepared to address. It's just a new problem-to-solution scenario begging for content to show your customers the way forward. Whether that means buying more from you or perfecting the way they use your product to get even more benefits than they thought possible.

Consider that a monthly customer newsletter is not enough.

  • Are you offering webinars designed for customers with "insider" tips and tricks?
  • When's the last time you created a video just for customers?
  • How many "advanced" educational articles do they have access to?
  • What kind of online dialogue can you stimulate based on their interests?

What are you doing to shift your content to engage your customers and abolish that 68% indifference that can tank your future growth potential?

Read the original blog entry...

More Stories By Ardath Albee

Ardath Albee, CEO & B2B Marketing Strategist of her firm Marketing Interactions, helps companies with complex sales increase and quantify marketing effectiveness by developing and executing interactive eMarketing strategies driven by compelling content.

Her book, eMarketing Strategies for the Complex Sale, was published by McGraw-Hill.

Her articles and blog posts have been used for university ezines, published in CRM Today, Selling Power, Rain Today and Enterprise CRM News. Marketing Profs has incorporated her blog posts into a number of their "Get to The Point" newsletters.

IoT & Smart Cities Stories
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...