director's chair

B2B customer experiences are more disjointed than ever. In a poll of brand leaders who participated in our recent webinar about experience design, 72% reported that their customer experience is inconsistent or fragmented across platforms and channels. McKinsey data shows that B2B customer experience index ratings significantly lag behind B2C experiences. And customer expectations continue to grow dramatically: Recent research from Salesforce found that 65% of business buyers are likely to switch brands if their experiences aren’t personalized.

In this ever-more demanding environment, marketers are seeking every opportunity to improve the design and delivery of their customer experiences. To gain an edge, consider applying a technique from legendary filmmaker Francis Ford Coppola.

What’s his technique? Howard Breindel explains in a recent Forbes article.

Read the article on Forbes

B2Beat: The CMO as CMTO, and Advice on Crafting a Brand Voice

We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This week, we hear from four CMOs who are meeting the challenges of a digital world, dig into the concept of brand voice, and learn about the psychology behind the influence of online reviews.
Like what you read? Be sure to…

Find Your Wow: Bring Your B2B Brand to Life

Find Your Wow: Bring Your B2B Brand to Life
Presented by DeSantis Breindel and the authors of Woo, Wow, and Win, the award-winning book on service design.
A great B2B brand can woo clients, but only a great experience can wow them. And experience doesn’t happen by accident. Using service design, you can…

Staking New Territory in Association Branding

Securing internal buy-in is one of the most difficult, and necessary, parts of any branding project. And, as more and more areas of the organization realize the importance and implications of brand, more and more stakeholders’ sign-offs are becoming necessary before a new positioning is embraced.

We’re used to this increased decision…