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What is customer experience and why does it matter?



InMoment brings new AI capabilities to understanding the customer and employee experiences

Marketing your services is essential for building your brand image and reputation. One of the best ways to do so is by prioritizing customer experience (CX). 

Customer experience focuses on the relationship between a business and its customers. It includes every form of interaction or communication with the customer, whether direct or indirect, even if it doesn’t result in a purchase. When optimizing for customer experience, marketers emphasize tasks that increase engagement at every touchpoint.

In this article, we’ll dive deep into why and how businesses should have a more customer-centric approach and answer the most frequently asked questions about customer experience. More specifically, we’ll cover:

Estimated reading time: 15 minutes

Why is customer experience important?

A positive customer experience can massively boost your business. It can help retain clients and encourage them to refer your company to others. After all, word of mouth marketing is one of the most influential elements driving purchase decisions today. In fact, 84% of customers say they trust online reviews as much as personal recommendations, according to BrightLocal’s Local Consumer Review Survey.

Marketers are recognizing the benefits of CX platforms and strategies in growing numbers, especially after the onset of the COVID-19 pandemic. 94% of marketers changed their digital CX strategy over the 18 months following the pandemic onset, according to Acquia’s Global CX Report. And data from Pointillist suggests that digital transformation of tools and strategies remains one of the top CX priorities for brands.

Customer experience can make or break your brand, so marketers would be wise to invest in solutions that drive positive interactions. 

Examples of positive customer experience

Essentially, customers are more likely to return to your business if they feel like their needs are understood and expectations are met. This includes listening to customer feedback and implementing changes.

Some other examples of positive customer experience include:

  • Intuitive website design.
  • Realistic expectations about products or services.
  • Sales being transparent about pricing.
  • Easy-to-access self-help resources.
  • Always-available live customer support with a short waiting time.
  • Proactive messaging around known issues.
  • Use customer feedback to understand your audience thoroughly.
  • Smooth omni-channel experiences (ex. website and mobile app integration)

Good customer experience encompasses more than the absence of disjointed elements. It requires brands to proactively engage with customers in creative ways to foster greater engagement.

Examples of bad customer experience

Poor customer experience, on the other hand, may cause serious damage to your brand’s reputation and negatively impact brand loyalty. The implications of bad customer experience are far-reaching and may involve customers switching to a competitor, poor lead conversion, and a drop in your customer lifetime value.

To put it simply, a bad customer experience is when a customer feels a business has failed to meet their expectations. The most common indicators of poor customer experience in digital interactions include:

  • Having to enter information multiple times.
  • Unresolved issues/questions.
  • Too much automation.
  • Service that is not personalized.
  • Websites that are slow to load.
  • Confusing UI/UX.

Poor customer experience has the potential to derail your B2B marketing campaigns. Because so much time and effort is put into purchasing decisions, these potential buyers are more aware of disruptions and discrepancies that make their jobs even more difficult. Brands that force customers to take undesirable actions or sift through disjointed experiences will inevitably see more drop-offs.

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How to choose the right customer experience strategies

While many customer perceptions of your brand hinge on personal preferences, there are plenty of tactics marketers can enact to foster better experiences. These strategies are designed to measure, facilitate, and foster more positive customer experiences at every touchpoint.

Here are some tips on how you can improve your customer experience strategy.

Create feedback loops

Customer feedback is the easiest way to understand what your customers expect from you and understand how to provide them with a better experience. It provides first-hand insight into what customers think about your brand, what issues they have, and what works for them. 

Remember to acknowledge their feedback and do your best to act on it. This builds trust, shows your customers that you care, and gives them a solid reason to continue doing business with you.

Create an omnichannel experience

When you develop an omnichannel CX strategy, you’re creating a more efficient and effective way for customer service agents to interact with customers. Having multiple channels that integrate within a single system allows customers to pick up right where they left off, providing a consistent communication journey and delivering a good experience across channels.

Source: Blueshift

Personalize the user experience

Personalization includes interactions through customers’ preferred method of contact, product recommendations based on past purchases and search history, or an online experience tailored to each customer.

Using data to figure out who your customer is (their preferences, habits, basic personality, etc.) helps marketers better understand what customers expect, which can lead to faster support and resolutions. 

Empower customers through AI

Digitalization is evolving at an increasingly rapid rate, and through it, so are machine learning applications, chatbots, or mobile messaging. AI-powered chatbots and virtual customer assistants are effective for quick, repetitive tasks. 

Keep In touch with your customers

Ensuring your customers remember you is essential to retaining them. Following up with customers through their preferred contact method or surveys can help you learn where to improve your business and show your customers they matter. Adding them to a mailing list can also be a way to send them personalized recommendations, letting them know when you expand your services or offer them seasonal or customized discounts. It helps you build trust and familiarity with your customers.

Deliver proactive experiences

In addition to acknowledging and responding to customer reviews and feedback, businesses can be proactive in their approach. Anticipating customers’ needs and solving problems before they arise or escalate can help generate unique and personalized experiences.

Create a FAQ page

Customers often prefer resolving issues on their own rather than contacting a live service agent if the issue is fairly common. You can help them by making self-help services more accessible and easy to use. Usually, this is in the form of a FAQs page that quickly resolves relatively common customer questions. Ensuring that your content is accurate and regularly updated is crucial – an unhelpful article can quickly translate into a poor experience.

Use analytics to improve the customer journey

Research and data provide many insights into the efficiency of your customer support team. Data helps improve customer satisfaction with the interactions, provides insights regarding consumer behavior trends, and much more. Modifying processes and services with your customers in mind begins with understanding what your existing data is telling you.

1645566549 290 What is customer experience and why does it matter

How to measure customer experience?

Customer expectations are constantly changing, so the services put forth to meet their expectations need to change with time as well. Being able to measure how well your customer experience strategies are working allows you to know what’s helpful and what to improve.

Many marketers map out customer journeys to better understand their experiences. This exercise helps them see the buying experience from the customer perspective, allowing them to more easily pinpoint areas in need of improvement. 

Mapping out customer journeys also provides a good framework for measuring the success of marketing campaigns. Whether it’s how engaged customers are with your content or how many purchases are made, marketers can customize these maps to reflect their brand’s KPIs.

Here are some of the most effective ways marketing teams can measure customer experience.

Use data to analyze customer satisfaction

Surveys can give you insight into factors like customer satisfaction scores (CSAT) and Net Promoter Scores (NPS). CSAT surveys measure customers’ satisfaction with the product or service they receive from you. They are usually expressed with a 5- or 10-point scale (where 1 means “very unsatisfied” and 10 means “very satisfied”) or through binary yes/no answers. NPS is a customer loyalty score derived from asking customers, “On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?” You can, of course, choose to modify the question slightly to suit your brand or business.

CSAT surveys are more specific to the product and service they receive from you, while NPS is more focused on customers’ overall feelings toward your brand.

Customer effort score (CES) measures the experience customers had with a product or service in terms of how “difficult” or “easy” it was for them to complete an action or obtain a resolution. CES surveys are often sent out after an interaction with customer service, with questions such as, “How easy was it to get your issue resolved today?” It is a great way to keep in touch with your customers and gain quick feedback.

Analyze customer churn rate and the reasons behind it

Customer churn is a normal part of business, but it’s vital that you learn from it so that you can prevent it from happening due to poor customer experiences.

Regularly analyzing churned customers can help determine whether your churn rate is increasing or decreasing. It can also help you understand the reasons for churn; for example, if customers responded well to your personalized communications and returned for business, you know that team or area of your company is doing a good job.

Community forum discussions are a great place to understand customer pain points, how customers receive and use your product and what they are asking for. It works like customer feedback, which can provide direct insight into how customers feel about their interactions with your business.

Forums can be shared via email surveys, social media, or a community page and give customers the chance to offer suggestions proactively.

Look at customer service data 

Look into how long customers have to wait before reaching live service agents or getting an answer. Long wait times are a major reason for poor customer experience.

Also, look for recurring issues among support tickets and understand why they exist. Resolving these issues before customers bring them to you allows you to decrease the total number of tickets your agents receive while providing a streamlined and enjoyable experience.

Talk to customer-facing staff 

In addition to creating feedback loops with customers, marketers should build them with their employees as well. Customer-facing staff, like service agents, may have insights based on direct input from customers or their own experience while dealing with customers. This allows you to understand if and why employees may be having difficulties meeting expectations and what you can do to improve that.

Customer experience platforms are designed to help brands manage their interactions with customers to enhance customer satisfaction. They serve as a single place for brands to manage the entire customer lifecycle journey, from overseeing a customer’s interaction to responding to queries.

As customer expectations keep rising, it is crucial for brands to use personalization to improve customer experience. Here are some of the most popular customer experience platforms that can enhance your customer experience.


Zendesk offers many features, such as a ticketing system for quicker customer service, that lets you build an integrated help center and a community forum for consumers who use your products. It is very easy to navigate and has many customizations, giving you a complete view of every customer interaction. It also helps your business stay aligned by enabling a complete sync between all agents with its Sunshine platform.  

Sunshine has a unique feature called the “Zendesk Marketplace,” which allows you to connect to 1,200+ apps. A one-stop shop to find partners, apps, and integrations, it increases agent productivity and streamlines workflow. 

Adobe Experience Manager (AEM) 

The most striking feature of the Adobe Experience Manager is its open architecture, allowing you to easily integrate it with existing enterprise software systems. AEM gives you a powerful enterprise toolkit that includes web analytics, automated tools for personalized content experiences, and smart tools to rapidly source, adapt, and deliver your assets across digital audiences. 

It can help customers through every step of the process from acquisition through retention with its digital enrollment and forms feature. The feature also offers end-to-end digital document solutions, which make it easy to create responsive forms that customers can easily complete and securely e-sign. 

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Satmetrix offers brands holistic customer experience solutions, including omnichannel feedback and a customer journey-based design. Its features enable you to combine and analyze all forms of feedback across the customer journey. And, its VOC solution NICE Satmetrix allows you to optimize customer experiences by giving you unified customer feedback from millions of customer interactions.

Satmetrix is built to enhance efficiency by acting in real-time to empower front-line employee performance and help them resolve issues through automated agent workflows.

Zoho CRM Plus

Zoho CRM Plus helps brands improve customer experiences through its wide range of unified solutions. The platform provides marketers with omnichannel engagement support, social media marketing tools, marketing analytics, chatbots, and customer segmentation features.

The platform’s emphasis on unification can help brands meet customer expectations at every stage of their journey. And, since it’s a CRM, the tool brings all team members onto the same page to prevent disruptions in communications.


The Qualtrics customer experience platform uses AI and automation to provide marketers with resources to foster greater levels of engagement. Qualtrics can use customer data to generate feedback forms, surveys, and other resources that address your audience’s most pressing needs.

This experience management solution also helps brands make better campaign decisions with recommended actions based on customer trends and patterns.

The number of customer experience platforms available is growing by the day, and for good reason. They’re one of the best ways to help you attract and retain loyal customers. They are driving the future of quality customer experiences for companies worldwide and helping build powerful brands.

Frequently asked questions about customer experience

Marketers and brands know customer experience solutions are necessary to increase engagement and ROI, but many have questions regarding why it’s important, how to deliver results, and how to improve it.

Here are some of the most popular questions marketers ask regarding customer experience.

What is the difference between customer experience and customer service?

Simply put, customer service is just one part of the whole customer experience. 

Customer experience is a customer’s overall perception of your company based on their interactions with it. In comparison, customer service refers to the specific interactions within the experience where a customer is seeking assistance or support. 

Customer service is generally reactive – it only comes into play when customers contact the company for support or feedback. On the other hand, customer experience is proactive – you can optimize how customers feel about your business before they even reach out or have an issue.

What is great customer service?

A great customer experience is quick and easy, but it also reflects empathy and customers’ values. They crave personalized experiences. In fact, roughly 80% of consumers are more likely to make a purchase when brands provide personalized experiences, according to data from Epsilon.

What can cause a bad customer experience?

In short, a bad customer experience fails to meet customers’ needs. Long wait times and having to repeat information multiple times are two major factors that can cause a poor experience. Research from Qualtrics found that 80% of consumers say they would switch to a competitor following a poor customer experience with a brand.

What is the role of customer experience?

The role of a customer experience team is to ensure your company is meeting customers’ needs and expectations. This includes gathering customer data like feedback and churn rates and sharing them with various teams across the company to solve issues and make sure they aren’t recurring.

What is customer experience management?

Customer experience management involves designing ways to ensure customer interactions meet or exceed their expectations. The aim is to promote greater customer satisfaction, loyalty, and advocacy. This can be done by focusing on marketing, sales, product, and customer service.

However, to successfully manage customer experience and deliver value, businesses should look at the organization as a whole instead of trying to figure out how to improve each part. Looking at the areas individually can be time-consuming and leads to businesses missing out on how these areas affect each other. Taking a more holistic approach while monitoring the customer journey can lead to more satisfaction and loyalty.

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Explore capabilities from vendors like Adobe, Pointillist, SharpSpring, Salesforce and more in the full MarTech Intelligence Report on customer journey analytics platforms.

Click here to download!

How improved customer experience helps brands

According to the U.S. Census Bureau, more than 5.4 million new business applications were filed in 2021. This is a clear indicator that businesses will have to be unique, experience-driven, and differentiable to succeed. Enabling excellent customer experiences will act as a huge differentiator for your brand, helping with customer acquisition, brand loyalty, and customer retention. 

Here are some of the most important benefits of improved customer experience.

Greater profits

Companies that excel at customer experience drive higher revenues and profits than their competition. A better customer experience leads to higher customer retention, a five times cheaper alternative to customer acquisition.

Word of mouth and brand loyalty 

Word of mouth marketing is key to organic growth. Excellent customer experience means customers are more than happy to recommend your brand to their inner circle and are open to purchasing your products again. 

Enhanced customer experiences help you build a strong connection with your customers. It helps you create a winning experience that helps you stand out from your competition.

Improved company culture and reputation

Building a better customer experience helps you nurture a company culture that is centered around customer satisfaction. This is especially important today in the digital age, where customer feedback can either make or break your brand. 

Improving customer experience creates a powerful foundation for your company as one that pays attention to the evolving needs of its customers. It is one of the most undervalued assets of any business and can scale up your growth, sustainability, and reach. It will grow your brand value exponentially. 

Provide the best customer experience you can

Think of the last time you had a great experience purchasing a product or service – how did that experience leave you feeling? Now, do the same for a poor experience you’ve had as a customer. What would you have liked that business to do better?

Having a customer-centric approach when coming up with new ways to grow or promote your business can go a long way. Collecting customer feedback and analyzing trends to improve negative experiences and enhance positive ones will help boost customers’ feelings about your company. A happy customer is likely to come back for more – they’re one of the best ways to increase brand awareness. At the end of the day, customer satisfaction should be a key part of your marketing plan. 

About The Author

4 ways to build a successful ABM strategy

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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Why We Are Always ‘Clicking to Buy’, According to Psychologists



Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.


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A deeper dive into data, personalization and Copilots



A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)



Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.



To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.

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