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Thought Leadership Articles

Urgency is Killing B2B Marketing Effectiveness

In my work with clients, the buying process for their complex solutions takes considerable time with buying groups that involve five or more people....

5 Steps to Fix B2B Marketing’s Failure to Orchestrate the Buying Experience

Complexity, overwhelm, lack of confidence, and perceptions of risk lengthen the buying process. Or stall it indefinitely. This is evident as the growth of...

CX ROI Handbook: Connecting Customer Experience and Employee Experience ROI

What is the employee experience and customer experience ROI connection? Let's take a look at all the players and definitions. Business value is: — Created...

When Disaster Strikes: 7 CX Rules to Build Loyalty

It was 1:00 am when we heard the blare of the Tornado sirens going off. "Dave, the sirens are going off!" my wife yelled from...

Think Tank Discussions

How Much is Too Much? Navigating the Fine Line With AI-Driven Personalization

Generative AI (GenAI) has heralded a new era of personalized CX, but brands must be careful about where and how they use it. Too much personalization may feel intrusive to some, while too little can result in your brand missing opportunities to engage and connect with consumers.

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