Customer Behavior

5 ways to create a customer-centric narrative – Marketing Article

Narratives compel us. They’re familiar. They’re memorable (22 times more memorable than facts, according to one psychologist). So it’s no wonder that in an era of constant digital sharing and connection, companies who master brand storytelling are achieving – and maintaining – a global following.  Businesses can engage with potential customers and make lasting impressions if they tell compelling stories about who they are and what they represent. But too often, brands focus their stories on promoting their products/services. They…

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How are you managing the changing nature of B2B customers? – B2B Marketing Article

What do customers want, and are you delivering? Ask a business executive and they’ll tell you that everything they do is for their customers. Which is all well and good, but how many B2B companies are really paying attention to the changes in what customers want? I had an interesting conversation with Steve Shaffer, CEO of Insite Software, a leading B2B eCommerce company. Steve pointed out that B2B sales haven’t changed much from how they were revolutionized in the 19th…

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