CXOchat

8A. Implementing analytical systems that save valuable time, directing your efforts toward your customer base. @ibmcommerce

A8 be authentic ! Authentic marketing begins not with tactics or strategy, but with the self. It asks, What do we (as an org) believe?

find new customers from loyal customers to reduce costs

8A. Evaluating your efforts, not by popularity, but by dollars in the back, new clients. @ibmcommerce

A8 be authentic ! it helps your story and eliminates wasted trials to acquire customers

8A. We are often misguided by that popularity number. Ineffective if you are not growing your business. @ibmcommerce

8A. Be intentional w/ your new business relationships. Be there to ask, answer & learn more about your customer. @ibmcommerce

A8 @Zappos is a great example of a company that incorporates its philosophy into everything they do, especially when it comes to customer interactions. helps manage costs when selling shoes. great shoes btw.

8A. I tell my clients I can make your popular or I can make you money. Take your pick. @ibmcommerce

Increase focus on digital assets to help customers discover, learn and make better buying decisions

I think using crowd sourced data can create leverage in identifying and aligning with customers - low cost by leveraging the data

A8 Leverage free channels, word of mouth and your brand advocates. #cx

A8 Lord and Taylor just sold out of a dress when they got 50 instagramers to post a pic of them wearing it. Imagine the ROI! #cx

A2: @Amazon - serves four very different types of customer: consumers, sellers, enterprises, and content providers.

A2 - @Amazon’s choice of primary customer is reflected clearly in its well-known mission “to be the world’s most consumer-centric company.”

2A. @Starbucks Learning the habits of their customer & then creating a culture that fit their demographic; building a strong community of customers sharing their brand. @ibmcommerce

A2- Unwavering focus on consumers has created customer centric innovations @Amazon such as prime free shipping, detailed product reviews (including negative ones), look-inside-this-book,...etc

2A. @Amazon was brilliant in how they expanded their products from books to everything w/ a bar code. @ibmcommerce

2A. And of course @Facebook. @ibmcommerce

@zappos is a class customer company, their primary customer is the person who buys shoes

I may have chosen some of my top favorites, but I do research what they are doing. And I am one of their users/customers@ibmcommerce

@nike on the other hand doesnt care much about people who buy shoes

A2 I think of @Apple.

When u can get people 2 drink $5 cups of coffee daily your'e doing something right! @starbucks

@Nike cares about atheletes that wear shoes and hence #marketing is #inspirational

@Natasha_D_G Agree!

@ShailKhiyara I love @Nike's marketing - they highlight their customers

Successful companies are selling value fast meaning not lots of upfront friction to see value; #SaaS is the key enabler there

Columbia Records has no idea who buys their music, never has. They understand their customer is a musician, and they have an entire dept on keeping that customer happy.

A2: Also @Target has done a great job at customer acquisition according to their brand.

7A. All things considered the “conversion” to a new customer. $$ spent, divided by THAT new customer(s). @ibmcommerce

Costs include #sales, #marketing, customer delivery costs. often forgotten is retention CRC http://blog.preact.c...

Companies have to think of all of the touchpoints that led a customer to convert.

7A. Then from “conversion” to nurturing that relationship. Did your product hook’em? For your next product release? @ibmcommerce

Conversion doesn't happen on the first touch - it's a progression with various costs

7A. Are your marketing to masses, or one single customer. Easy math, easier with the right systems in place to factor. @ibmcommerce

@ambarmstrong agree. all touch points that lead to a conversion and beyond.

7A. My dollars are my time spent in building relationships. What value is my time? How many clients make it worth my time? @ibmcommerce

a customer is not a customer at the time of signing a contract. a customer is a customer at the expression of intent @ambarmstrong mentions all touchpoints

things to add: paid media, social content and paid promotion, whitespace focused seller

Great question and responses!

4A.Today, tomorrow and next year, a very important role for both B2B & B2C. @ibmcommerce

A4 – Social is not another channel. From awareness to advocacy – social is an integral part of the #marketing mix for customer acquisition. #CXOchat #CMO

4A. Customers want to have access to the brands they trust & love. Social Media @ibmcommerce

@ShailKhiyara completely agree!

4A. It’s no longer about being “there” first. It plain and simple, as a brand you have to “be there.” NOW! #BeThere @ibmcommerce

only an educated guess, b2b content more important, b2c, connecting more important

4A. Where is there? Those platforms that your customers are hanging out at. @ibmcommerce

#Social is huge in cust acquisition. Customers start/finish buying long b4 they connect with biz.

@Natasha_D_G totally agree.

@stevemassi good point. content and context is important in both. relevance equally important. emotion - critically important

All things being equal/unequal friends buy from friends @stevemassi connecting impt in B2B & B2C

need to focus on real, deep connection-referral vs. "talking heads"

B2B customers diff from B2C but are still individuals...people....

and folks in the B2B world are in the B2C world as consumers and can't help but be influenced by these experiences

people are people. They are all #social