eMarketing Strategies for the Complex Sale - Blog

Sunday

Jan172010

Bring on the Bling

Customer engagement is a hot topic these days. From a marketing perspective we tend to focus on what's in it for our companies, not necessarily from our prospects' persepctives. eMarketing is about creating mutually-beneficial engagement. Both for us and for them.

In my book I call this engagement bling. I define engagement bling as "...the positive results your company gains from sustaining trusted engagement with prospects and customers throughout their buying journeys."

The interesting thing about bling is that the more you share it, the more you have. And, that's because your prospects and customers get bling of their own from their interactions with you.

Take a look at some of the bling your prospects and customers get:

Valuable Knowledge: Solving a complex problem requires insights and knowledge your prospects probably don't have—especially if they haven't had to solve this kind of problem in a while, or ever. The more informed they become, the easier it is to make a purchase decision. And the less time spent doing so.

Increased Confidence: This is the result of becoming more informed. But it's not just about building their confidence in your company, it's about increasing the confidence their companies have in them to make the best choice to achieve the desired outcome.

Useful Conversations: Once they have the first two, they can enter into conversations with you to validate their beliefs. But, beyond that, they can invite conversations with the other members of the buying committee, sharing your ideas and gaining consensus with people you may never interact with personally. And, that's critical in shortening the time to purchase.

All of this bling leads to higher credibility for your company and for the decision maker who becomes empowered to choose your company as a strategic partner to help them do the hard work of solving their complex problems. And that's a good thing all the way around.

But that's not all. You get even more bling when you work to build engagement with your prospects and customers by making every impression and interaction relevant to them.

You also get things like:

more interactive dialogue,
intelligence-enhanced listening
increased demand due to higher trust

These increase based on the value your prospects and customers ascribe to every interaction and impression your company exchanges with them.

What company couldn't benefit from all these rewards?

I say, bring on the engagement bling!

Ardath |

7 Comments | |

Permalink

View Printer Friendly Version

Email Article to Friend

Reader Comments (7)

This is an interesting idea; and one we find often misinterpreted. Bling fits today's hip metaphors for what a business ought to be eager to adorn their web site or business with but I wonder if all the noise, perhaps the other side of the coin, has scared certain business folks to shy away from what is bling and what is noise. If an article that supports say a particular business, or a particular product, I suspect that qualifies as bling. However, few IT companies, our clients, are jumping on those to reinforce their own brand. Do you think that is simply because of the slow adoption rate in certain businesses or because of dated ideas about what constitutes value to their business or product?

March 7, 2010 |

Robert Mendez

Hi Robert,

Interestingly, nearly all of my clients are IT companies. Many of them are trying to adapt but most of them are so immersed in their products that it's hard to think beyond them to what really matters to their buyers. Because publishing content has become so easy for many, the noise level has indeed increased. And it takes a while to break through the clutter.

The issue I see with IT companies is that most of them don't know where to start. Or they dabble and don't stick with it long enough to see results. Engagement bling takes time, but once you hit the tipping point, the results can definitely be worth the effort.

March 7, 2010 |

Ardath Albee

September 26, 2011 |

louis vuitton online

Blue suit, off-white cardigan, tie-dye narrow foot trousers and white shirt, the collocation makes people feel fresh and cool in the whole floweriness color series. But on the shirt chest also print irregular shape pattern, on the edge also have thick stitch pattern, the concise and easy appearance also includes young men’s special fantasies. burberry london burberry sale burberry wallet cheap burberry

September 26, 2011 |

burberry outlet

This season of Burberry Prorsum show, the most eye-catching accessories is the knitted hat, raffia material matches with bright color, the small pompon on the top makes you feel lovely. The style of the cork suede leather shoes is classic enough, on the vamp there is also have delicate woven edge decorative pattern, the bright color on the brink matches well with the clothing. Low-key but delicate knitting leather handbags, thin envelope shape hand bag, also are single crystals which can attract metrosexual man. burberry london burberry sale burberry wallet cheap burberry

September 26, 2011 |

burberry outlet

ghd hair straightenerTypically, there are many sites on the Internet, thanks to the excellent presentation of estimates fixed loops, to work on some things, like a melody with a profit relating to technology assessment. Drag the current Cheap GHD Hair Straightener repairs after the purchase of clean hair days the Tartan inspired large ceramic flat iron.
cheap ghd
This allows the reader to a specific temperature on the right side as you it from pages as, of course, very poor, can you to decide for the hair. GHD straightening irons academies organize training in the Cup for a classical, avant-garde style, style, catwalk, portfolio construction and operation of your photo session. Stop there. Their own annual awards bring each of them in the evening. And it's a marketing strategy by which the direction of the Cheap GHD Australia men achieved are available worldwide.ghd hair straightener cheapDear GHD Straightener off sales stable as the light of the heat, which did dark conclusion of a darker shade of white journey with your new hair Tyler shield, as well as large loops of the real night you on the line of light with the dark scenarios real white floral design temperature load is not in the container.
ghd hair straightener australia
ghd warehouse australia

December 30, 2011 |

ghd hair straightener

cheap ghd
It is important to note that the Cheap GHD will find the website only with great dedication. For the acquisition of special equipment hair GHD, you can free style, it comes through the site. Get yourself the kind of celebrity life correctly, you were desperately search as long with GHD straightening irons and the also free of injury in the hair and scalp.
cheap ghd uk
Typically, what happens, hair straightener, should you be in the area in the vicinity is the hairdresser to advise you to protect all of your own hair on the scalp, on the use of heat rectifier can be not the warming rays of the single affected. but with Cheap GHD Hair Straightener, as necessary.
ghd uk
Do GHD your hair not interrupted, because it very safely and no injuries, the hair, because of his style and the a hair straightener is used of technology really safe for the hair. Cheap GHD Australia will end up with an effective outcome, you bag praise and compliments many of you personally.

December 30, 2011 |

ghd hair straightener

Post a New Comment

Enter your information below to add a new comment.

My response is on my own website »

Author:

Author Email (optional):

Author URL (optional):

Post:

↓ | ↑

Some HTML allowed: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <code> <em> <i> <strike> <strong>