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B2B and B2C Marketing

• E-Merchandising Framework

  Applying the 4 Es for Customer Ease

  by Susan Aldrich

  Emerchandising should be a basic skill set in every ecommerce organization. We offer a framework for organizing your emerchandising efforts.
  Jan. 19, 2006

  All Members

  

• Concerns of Customer Visionaries in Q4 2005

  Visionary Customer-Centric Executives Are Tackling Next-Generation E-Business Challenges

  by Patricia Seybold

  Learn what’s top-of-mind for customer-centric e-business executives as they head into 2006. What lessons have they learned? What issues are they facing? What initiatives lie ahead?
  Dec. 15, 2005

  Strategies

  

• Target the Right Customers

  The First Step in Making It Easy for Customers to Do Business with You

  by Patricia Seybold

  Of the eight critical success factors originally introduced in Customers.com, “Target the right customer” is the first step towards making it easy for customers to do business with you.
  Oct. 20, 2005

  Strategies

  

• Nurturing Customer Loyalty in the B2B World

  Know and Nurture Your Internal Advocates

  by Patricia Seybold

  We spend a lot of our time these days working with the customer advocacy and customer experience teams at large software and systems companies.
  May. 26, 2005

  All Members

  

• How to Think about Search

  Findability Factors Include Technology and Tasks

  by Susan Aldrich

  There are a lot of people who think search is terrible. We believe that the dissatisfaction reflects a focus on the wrong problem. The problem is not search. The problem is findability.
  Oct. 7, 2004

  All Members

  

• HP Provides Cross-Channel Inventory Visibility

  Responding to the Moment of Truth: 'Where Is This Product in Stock?'

  by Patricia Seybold

  One of customers' "moments of truth" in deciding which product to buy is knowing where the product is in stock and how soon they can receive it. Hewlett-Packard's Internet marketing group has partnered with Channel Intelligence to provide near-real-time
  Jul. 1, 2004

  Strategies

  

• Customer Scenario Patterns: Are You Making It Easy for B2B Customers to Select and Buy Your Products? (Part 2)

  Anticipating the "Moments of Truth" that Surface Consistently in B2B Customers' Scenarios

  by Patricia Seybold

  In many customer scenarios, there are common moments of truth that emerge despite differences in the customers' businesses. This report looks at those moments of truth that surface consistently in B2B select & buy scenarios.
  Jun. 17, 2004

  Strategies

  

• Customer Scenario Patterns: Are You Making It Easy for B2B Customers to Select and Buy Your Products? (Part 1)

  Unpacking "Moments of Truth" that Surface Consistently in B2B Customers' Scenarios

  by Patricia Seybold

  Before you begin a Customer Scenario® Mapping exercise, you should capture the context of the scenario.
  Jun. 3, 2004

  Strategies

  

• E-Merchandising at drugstore.com

  How drugstore.com Organizes and Automates Product Merchandising and Marketing

  by Susan Aldrich

  At drugstore.com, constant on-site promotions, internet advertising, and a 30 percent annual turnover in SKUs are managed with a high degree of consistency.
  Mar. 25, 2004

  All Members

  

• The Future of Marketing and Branding

  What Can We Learn from Watching 8- to 14-Year-Olds Interact with Markets and Brands around the World?

  by Patricia Seybold

  Introducing a seminal global study on 8- to 14-year-old consumers. You’ll learn how today’s tween-agers will set the pace for tomorrow’s marketing and brand strategies.
  Mar. 27, 2003

  All Members

  

• Understanding Your Next Generation Customers

  How Do Tweens Feel about Brands?

  by Patricia Seybold

  Today’s tweens (ages 8-14) are tomorrow’s customers and employees. It’s important to understand how they react to branding.
  Mar. 20, 2003

  All Members

  

• Supporting the Partner Channel

  Education and Services Can Help Partners Truly Add Value, Keeping Them and Customers Satisfied

  by Patricia Seybold

  A well-educated and well-supported partner will help you make more sales.
  Mar. 13, 2003

  All Members

  

• Campaign Management Integration

  What Integration Work to Expect When You Deliver Multi-Channel Campaigns

  by Mitchell Kramer

  Integration is a major issue in delivering multi-channel campaigns. This report examines the causes for the issue and recommends how you should address it.
  Jan. 9, 2003

  All Members

  

• Common Pitfalls to Avoid in CRM

  Think Customer-Managed Relationships (CMR) First and You’ll be On the Right Track

  by Patricia Seybold

  Many CRM initiatives aren't gaining traction because they've been implemented poorly. We've found eight common problems that keep CRM efforts from taking off.
  Oct. 24, 2002

  All Members

  

• BPR for CRM?

  Whose Business Processes Are You Redesigning? Make Sure It’s the Ones that Customers Care About!

  by Patricia Seybold

  Best practices in CRM are an alluring goal, but make sure you start with processes that the customers care about.
  Sep. 19, 2002

  All Members

  

• Lessons from FindMRO.com, the MRO Sleuth

  Best Practices in Content and Search

  by Susan Aldrich

  This report analyzes FindMRO’s content strategy and programs and identifies nine lessons learned.
  Dec. 21, 2000

  All Members

  

• Don't Manage Your Partners

  Manage Your Customer Experience

  by David Marshak

  The value of Partner Relationship Management is tied to the value of the partnership itself. And that value is ultimately derived from the value the channel provides to the customer.
  Sep. 21, 2000

  All Members