B2B Voices

Thoughts on B2B marketing and PR in the new age…

SXSW: R “Ray” Wang on Customer Engagement

I had an opportunity to sit down with R “Ray” Wang, CEO of Constellation Research, in San Jose a month ago, and discussed his 9 Cs of Customer Engagement. As I have a SXSW Interactive video sharing those 9 Cs courtesy of Software Advice and CRMSoftware.tv, this now gets to be a SXSW post!

Video: 9 Cs of Customer Engagement

Wang brings strong B2B credentials, having been a top enterprise apps industry analyst before becoming a founding analyst at Altimeter and now CEO of his current firm. Constellation has concentrated particularly on disruptive technologies like gamification, social CRM, enterprise social media and digital content marketing.

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The 9 Cs break down this way:

  • People-Centric Values: Culture, Community and Credibility
  • Delivery and Communications Styles:Channel, Content and Cadence
  • Right Time Drivers: Context, Catalyst and Currencies

You an watch the video for a discussion of these in more detail or read more on Wang’s HBR blog post from last year.  I’ll highlight a couple of particular note.

First, Content.  He rightly observes we are in danger of drowning in it and tuning out. I saw a survey of B2B marketing pros indicating their No. 1 concern was generating enough content for their content marketing efforts. The bigger concern to me, given we’re buried in content, is whether it’s any good. Which means what? It has to add value, it has to not be about your product – nobody cares – and it has to be creative and compelling. Too often that last factor is taken for granted. After all, this is business right, so it doesn’t need to be entertaining.  Well, as the classic Corning Day Made of Glass video shows, you can make a dry video and get 500 views or you get get 21 million that entertains as it educates.

Second, Catalyst. For B2B marketers, we are engaging ultimately to sell or reinforce loyalty (to sell). How we give our audiences a catalyst to take the next step needs to be handled deftly and in appropriate proportion. I come back to Bodnar and Cohen’s 10-4-1 rule (my interpretation is basically 10 curated, 4 original content, 1 marketing call to action as a general guide). The 1 only works if you do the 10 and the 4. But the 1 – the call to action tweet or button to landing page or post – needs to be both compelling and super simple for the audience to follow through on.

Watch the video or read the post for more on the other seven. I welcome your thoughts!

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