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High Marks for Grammerly's Production-Free Ad Campaign
This post was originally published on this site
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Stirista Aids Ad Council And American Lung Association With Free Digital Awareness Campaign
Stirista, which focuses on data-driven SaaS marketing solutions, worked with the Ad Council and the American Lung Association to provide its services for free.The company worked on a custom digital ad campaign in support of the Ad Council’s “Saved by the Scan” initiative with the American Lung Association.In …
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7 ways to turn customer complaints into valuable learning experiences
At some point, even the best-run business will encounter and have to deal with a customer complaint. The obvious first step is to resolve the issue, but it’s also important to step back and look at the “big-picture” perspective. When leaders do that, there are two options: They can view customer complaints as “nuisances” that have to be dealt with or as valuable opportunities to learn. As many leaders note, when a customer complains about your product or service, they’re actually doing you a favor — they’re showing you where you may be coming up short. And it’s just as important to know where you’re struggling as where you shine. Below, seven members of Business Journals Leadership Trust share smart strategies to help your business create processes and methods for handling and learning from customer complaints. 1. Measure and incentivize decreases in complaints.Measuring a decrease in customer complaints helps drive problem resolution and problem prevention for many organizations. Done well, companies can encourage learning from mistakes or complaints, making it less likely there will be repeat mistakes or issues. Coupling these learnings with incentives associated with driving a decrease in customer complaints is a winning formula. – Kimberly Janson, Janson Associates 2. Consider the thought behind the complaint.Never view a complaint as a nuisance. Try to think about the underlying thought behind the complaint — is something wrong with your product? Are people misunderstanding how to use your product? Once you’ve figured out the reason why someone is complaining, own it and commit to fixing the issue. – Jamie Anderson, Emergent Software 3. Don’t get caught up in the customer’s tone.Always listen to customer feedback, and don’t get caught up in the tone of the feedback. Review it from a higher level where you can gain insights into things that can be learned or improved upon. – Jessica Hawthorne-Castro, Hawthorne Advertising 4. Reframe complaints as feedback.Reframing a complaint as customer feedback and insight opens the door for a dialog to improve the problem your company is solving. Being curious and open-minded allows organizations to ensure their solutions are the best for their clients’ needs. – Rachel Namoff, Arapaho Asset Management 5. Uncover the facts and determine the truth.First and foremost, it comes down to determining the truth. Uncover the brutal facts. Look at each review and ask, “What could we have done better here?” When we do that, we put ourselves in the customer’s shoes, which allows us to relate and have empathy. That leads to the “why,” the “how,” and resolving the issue for the client and making things right. – David Wescott, Transblue 6. Listen and refine best practices accordingly.Customer feedback is one of the most valuable components in building a great company. We need to listen to customers and refine best practices accordingly. It doesn’t make a difference if you are a restaurant, a retailer or a B2B company — listen closely! – Donna Michaels, LMGPR 7. Keep a positive, customer-centric focus.Some of our best opportunities in IT have been in the wake of a disaster. If you view challenges as a chance to prove your worth — as a time to show why clients are engaging you in the first place — you will often find they are your best opportunities to shine. Keep a positive, customer-centric focus throughout challenging times, have a “can-do” attitude and be solution-oriented. – Jared Knisley, Fizen Technology
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Bizzabo partners with Brightcove
Event management platform Bizzabo announced a new partnership with video-for-business company Brightcove to bolster their virtual hybrid events capabilities. With the partnership, Bizzabo customers have access to Brightcove’s broadcast-level video support, creating a full end-to-end package to design remote video presentations, while also managing and executing them. Importantly, marketers can also measure the success of the event experience with Bizzabo’s intelligence-gathering engagement. This integration comes on the heels of the Bizzabo Partner Program, which was announced in February. These integrations focus on the CRM, web integrations and marketing automation categories and include top tools like Salesforce, Marketo, Hubspot and Slack. Read the latest edition of our Events Participation Index Why we care. Whether or not we go back to live events next year, virtual events are here to stay, and virtual content will remain part of many live events — the combination we’ve all learnt to call hybrid. The silver lining with hybrid and virtual events is that, with more digital touchpoints, the hosts and sponsors of an event can have a better grasp of how the attendees responded to various sessions and features of the experience. It’s a bigger ask at a live event for each attendee to turn to their mobile device and take a survey. And of course a robust video solution is at the heart of executing virtual and hybrid. New on MarTech
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MarTech Replacement Survey finds marketing transformation is accelerating
Ever since we coined the phrase “MarTech is marketing” in 2019, it has only become clearer to us that the art of building brand, prospects and customers today cannot be separated from the tools we use to power those activities. But it’s also clear that the pace of transformation is leading marketers to continually evaluate their tech stacks as platforms add features and new tools emerge that enable marketers to create, integrate and orchestrate better than before. The first MarTech Replacement Survey in 2019 showed just how frequently marketing organizations replaced technology. The survey found homegrown platforms were often displaced by commercial, out-of-the-box applications. This had a direct effect on hiring, as most respondents said they had recruited new teams to run the platforms they were installing. Since then, the COVID-19 pandemic has gripped the world, forcing us more closely to embrace digital operations. We know that many digital-first businesses thrived during the pandemic, but questions remained about how the disruption of the past year-and-a-half affected marketing technology decisions. This year’s report, the result of a survey fielded through April and May of 2021, answers several of those questions. Of the 374 marketers who answered our survey, 252 told us they replaced a marketing technology application in the past year, representing 67% of respondents. For the most part, organizations were upgrading from one commercial solution to another — and the upgraded solutions were exactly the kinds of technologies you’d expect given how digital transformation picked up during the pandemic. This year’s MarTech Replacement Survey found that marketers and their organizations: Replaced a wide range of marketing toolsSought technology with better features and lower costsLooked to improve their data management capabilitiesSaw replacement decisions championed by senior and executive leadershipRetained and retrained talent to manage these new tools In the past 18 months, marketers also invested in exactly those tools which support digital engagement with prospects and customers. And when asked if the replacements were driven by pandemic-related considerations, the response was divided. The data highlighted in this report show that the pace of technology-driven transformation was not slowed by the pandemic. If anything, it picked up speed. New on MarTech
