Tag: customer-engagement
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Root Cause Analysis: Why Solving the Right Problem Matters More Than Solving It Fast
Most business problems get fixed twice. Once quickly — and once properly. The first fix addresses what’s visible: a dip in sales, a spike in staff absence, a missed production deadline. It might buy some breathing space. But if the underlying cause hasn’t been identified and addressed, the problem returns. Sometimes in a different form,…
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Why Clean Data is Crucial for Your Business
In the age of AI, automation, and hyper-targeted marketing, it’s tempting to think that data is the domain of giants — the realm of Amazon, Google, or Salesforce. But here’s the truth: for small to mid-cap B2B firms, clean, reliable customer data isn’t a luxury. It’s a commercial necessity. The companies that win over time…
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Navigating the Non-Linear B2B Customer Journey
In today’s B2B world, the idea of a linear customer journey isn’t entirely obsolete, but it’s becoming increasingly rare. Buyers don’t strictly follow a neat, step-by-step marketing funnel from awareness to decision anymore. Instead, modern B2B buyers navigate a complex and often non-linear path. They zigzag through channels, revisit stages, and interact with multiple touchpoints…
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Optimising Your B2B Survey Workflow: Key Insights and Effective Question Strategies
I recently delivered a survey for a client to understand trends across their customer base. One key lesson I learned from the process is to take a few sample responses while waiting for the submission deadline. By working out the data conversion before all the results came in, I significantly reduced the turnaround time for…
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The Underrated Importance of the ‘Last Contacted’ Field in CRM
The ‘Last Contacted’ date in CRM systems holds significant value, revealing insights into sales team performance and customer relationships. Ranking opportunities by this date can uncover issues hindering effectiveness. Neglecting regular contact can lead to missed opportunities. Monitoring this field is crucial for maintaining engagement and customer focus, ensuring sales teams remain responsive.