‘Customer Experience’ Posts from FullContact

How to use audience data insights to inform your customer journey

There’s a new, more complex buyer journey that customers and marketers are still learning to navigate. Converting leads to sales is made even more complicated with mass messaging from competitors and limited attention from your prospects. And your customers are feeling it too. In fact, 56% of consumers believe businesses need to have a deeper…

How to Make Accurate Data A Priority for Your Marketing Team

For years, marketers have heard that they need to be data-driven, data-informed, and data savvy. What once was a much-needed battle cry has turned into a stale phrase, as marketers have had to pivot towards a new path to purchase while data insights have gotten more complex and nuanced. Using data to market to customers…

Make Empathy A Part of Your Brand Marketing Strategy

When speaking to another person who may not understand what you’re saying, do you resort to speaking louder or becoming more animated? Has that actually ever helped someone understand you better? If you’re shaking your head no, I empathize with you. That is to say, I totally get it. When someone misses the point of…

Rethinking customer connections at Connect ‘18

At its core, the Connect conference is all about authentic human connection. This event is an open forum where world-class speakers deliver strategies that focus on creating authentic relationships. Attendees gain extensive knowledge on customer success, marketing technology, and entrepreneurial innovations over two days of engaging sessions. In June, hundreds of professionals gathered in Denver…

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Here’s What Effective Personalization Across the Buyer’s Journey Looks Like

How many of us can say we interact with our customers, with personalized communication, throughout the entire customer journey? As the Director of Lifecycle Marketing at FullContact, I can tell you firsthand — creating a one-to-one relationship with a customer or prospect has moved beyond the occasional birthday email. Using first-party data isn’t enough to…

Move to Modern Marketing with a People-Based Approach

Marketing the Old Way Prior to the internet and the era of mass connectivity, advertising was a broadcast game: messages were delivered through wide channels and consumed by an audience of passive participants. The advent of digital media quickly changed this landscape. Rather than deploy ads to large, generic groups, digital advertising enabled marketers to…

6 Signs You’re Ready to Implement Identity-Based Marketing

Most businesses in 2018 have an idea of who their target audience is, but how well do they know each customer? The more you know about your customers, the easier it is to create authentic, personal experiences for them. According to Forrester’s research on personalization, “For most organizations, sourcing a single tool won’t immediately bring…

New rules of engagement: How AI is humanizing B2B marketing

Originally published for Onbrand magazine on April 10, 2018 Thanks to the rise of AI and the failings of data management, the new face of marketing technology is both more and less human. For years, marketers have been talking about data, collecting it and preparing for the coming revolution. But something new has happened on…

How to Reduce Risk and Fraud With Identity Resolution

It’s a digital world, meaning it’s a digital economy. As more consumers shop online, more purchases are completed using forms and codes and, of course, digital identity. Unfortunately, companies today face the tough challenge of verifying the person behind the purchase, avoiding fraudulent transactions, and protecting against bots, hackers, and cyber-criminals. Fraud is a costly…

Drive Engagement and Profits By Understanding Audiences as Real Humans

The digital revolution has given businesses the ability to capture, collect, and analyze an unprecedented amount of customer data.  Perhaps that’s why, by some measures, the world generates approximately 2.5 quintillion bytes a day. Organizations can create massive amounts of data for marketing, sales, and customer support. But how do you find the person in…