Balancing Personalization & Privacy Through Relevant, Transparent Communication

Personalization — to no surprise — continues to be a buzzword in marketing, in both the B2B and B2C industries. Yet B2B organizations are still trailing behind their B2C counterparts in terms of delivering a meaningful personalized experience. However, B2B marketers are beginning to leverage all the new and existing data at their disposal — whether through progressive profiling or intent signals — to be more relevant in their messaging and maintain a healthy balance between personalization and privacy.

2020 Customer Experience Outlook Guide: Reinventing The Martech Stack For The New Year & Beyond

The foundations of marketing and sales automation have positioned B2B businesses to scale for growth, leading to a newer focus on better experience management to personalize messaging and build authentic relationships.

Marketing and sales teams, as well as the solution providers that enable them, have been pivoting extensively to move to the next stage of marketing automation — ultimately going beyond individual leads to having a holistic, 360-degree view of the customer that empowers them to make better business decisions. This shift has also led to a higher focus on tools and tactics such as intent data, conversational marketing, AI and more — to further refine and customize the buying journey.

Read on to learn from industry experts and practitioners on what tools, tactics and strategies will amplify the customer experience in 2020 and beyond. Topics of discussion include:

  • The current state of customer experience in the B2B marketplace and how they see companies evolving their go-to-market efforts over the next couple of years;
  • How customer intelligence will impact sales and marketing teams;
  • The new role marketing automation and CRM solutions will play in a customer-driven world; and
  • The technologies that will have the greatest impact on B2B companies and their ability to offer customer centric experiences.

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  • Published in Reports

Sugar Connect Aims To Arm Sales With Insights For Custom Email Communications

Sugar Connect empowers sales and service agents with critical context during real-time email communications with customers. Connect keeps customer account information up to date and available within a user’s email tool and synchronizes Office 365 and G Suite data with Sugar’s CRM products.


Sugar Connect provides complete visibility and access to your accounts, contacts, leads and opportunities from within your email app. Users can view, create, update, delete and attach emails to Sugar records directly from a sidebar when reading or composing an email.

The tool is designed to allow users to archive inbound and outbound emails, attaching them to Sugar data records while automatically syncing calendar events and contacts. Connect’s meeting scheduling assistant makes finding meeting times with contacts fast and painless.

Connect also supports multiple integration models to ensure interoperability with a variety of email products and services, as well as offline synchronization between Sugar products and productivity apps.


Sugar Connect is targeted at senior sales and service managers at mid-market B2B companies with 100-2500 employees. Industries include manufacturing, financial services, media, business services, professional services, technology and software.


Sugar Connect integrates with SugarCRM products including Sugar Sell, Sugar Serve, Sugar Enterprise and Sugar Professional.


Sugar Connect is priced at $15 per user, per month.


Connect is designed to provide access to all Sugar records, including custom objects, directly from within the email application, allowing sales and service representatives to gain critical context about customers 



3 Actionable Tips For Maintaining Happy & Healthy Customer Relationships

Oftentimes, acquiring new customers takes precedence over retaining existing ones. Marketing and sales teams are so focused on content and messaging that will move the buyer along their journey that they tend to use the same formats and strategies for customers who have already sealed the deal.

New research from Corporate Visions’ revealed that 62% of the market provides the same messaging in campaigns to new logos as they do to existing customers. It also found that these strategies have the exact opposite effect of bettering the customer experience.

“[Our research proved that the psychology of the prospect and how to win new business is different than the psychology of an existing customer and how to renew and up-sell existing business,” said Tim Riesterer, Chief Strategy Officer at Corporate Visions, in an interview with Demand Gen Report. “What companies are starting to realize is that 70% to 80% of their revenue and growth in a given year comes from existing customers, and they need to spend more time and effort cultivating that. As a result, [companies] need to identify specific, dedicated strategies for that piece of the business.”

There are a variety of things to consider when developing a winning customer marketing/retention strategy. Read on to learn how to leverage content to maintain a long and healthy relationship with your customers.

1) Welcome Customers With Open Arms (& Content)

Just because a prospect becomes a customer doesn’t mean that their learning should stop. It’s important to allow customers to become an expert in your solution/tool so they make the most out of your offerings and use them to their advantage, essentially helping them drive success at their organization.

One way to do that is by going the Netflix route and providing customers with a hub of content to continue their learning. Similar to providing bingeable experiences to prospects during their buying journey, these hubs can include:

  • Onboarding webinars, which showcase demonstrations and best practices around using your tool/solution;
  • Testimonial videos of other existing customers with similar pain points/use cases to fuel inspiration;
  • Maturity assessments to help customers gauge where they stand in terms of product use/success so they can gauge what’s working and what isn’t; and
  • An instant messaging/chat tool to maintain real-time contact with customer success teams.

2) Make Your Customers Feel Valued

At the end of the day, it’s crucial to develop a Rolodex of customer advocates. As mentioned earlier, the first step is to provide them with the right content and resources to ensure they are using your product to the fullest potential … successfully.

As soon as they are on board and seeing success, it’s important to toot their horn a bit to show you value them as a customer. Send them a personalized direct mail piece at key milestones (i.e. three months into using your solution or “welcome kit” of sorts when they first sign on).

Furthermore, give them the opportunity to tell their story by:

  • Asking them to present their case study at an industry event or webinar;
  • Posting video testimonials or case studies on your website and social channels;
  • Asking them to be a part of your Advisory Board to share their insights with peers on a regular basis. These insights can then help enhance your solution to top customer needs; and
  • Letting them be beta users of new features/functionalities coming down the pipe.

3) Develop A Customer Advocacy Program

As more marketers turn to their peers for advice, customer advocacy programs have been gaining steam in the B2B space. Research from IDC shows that 67% of B2B businesses currently have a customer advocacy program in place.

Asking customers to join your advocacy program is a great way of showing them you appreciate their business and want to provide them with even more opportunities for success. Through these types of programs, you can give these top customers:

  • Access to exclusive content and events;
  • An opportunity to learn from your team of experts, as well as other customers who share the same challenges and successes;
  • Early access to test new products within your solution; and
  • An advocacy hub to ask questions, share comments and concerns for immediate feedback and help.

Customer marketing should be a top priority for modern B2B organizations. Marketing, sales and customer success teams must align their strategies to ensure the continued success and learning of existing customers. This is just as important as acquiring new customers.

“The of majority companies —78% to 80% of companies — spend less than 30% of their marketing and content revenue on existing, customer-driven programs,” said Riesterer. “In fact, they spend the vast majority (over 70%) on new logo acquisition. What we're seeing now is a realization that maybe needs to be redistributed in areas where the real opportunity exists.”

If you’re looking to revamp your customer marketing efforts in 2020, consider the above tips as a starting point. Plus, learn how you can leverage webinars to take your customer marketing to the next level with these helpful insights.

  • Published in Blog

5 Must Haves To Maximize Account-Based Experiences

1adobeDVIn this era of digital transformation, it has become clear that people buy experiences, not products. Account-based marketing (ABM), a method traditionally focused on the accounts that will drive the most revenue, is picking up steam, and it’s proving to be an effective B2B marketing strategy to generate revenue and increase ROI.

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