B2B marketers should work hard to cultivate strong and meaningful relationships with their email leads and current clients, an expert has advised.

Jeanne Bliss, author of Chief Customer Officer: Getting Past Lip Service to Passionate Action, urged marketers to resist the temptation of ordinary business practices and create a powerful human connection with their customers.

Writing in Marketing Profs, she explained that a company can only achieve significant growth if they bond well with their consumers, so they should work hard building bridges, not burning them.

“In a world where products and services are available in hundreds of variations, such companies get a disproportionate piece of the pie because of how they decide to treat their customers and employees,” Ms Bliss said.

She added that the way marketers decide to run their businesses will ultimately influence the level of success they achieve.

Traci Gere, managing director of ExpM, recently advised marketers to gather important consumer data to help them measure the effectiveness of their marketing campaigns.

Posted by Julie Knight, Managing Director – General Marketing, Industry News
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