Friday, January 14, 2011

A Treasure Trove of Information

Why do customers vanish?

"Customer attrition is largely based on indifference," says Ardath Albee, author of e-Marketing Strategies for the Complex Sale in her blog.

Marketers pay so much attention to prospects' learning needs they seem to forget that customers' needs differ:

  • Customers expect you to know how and why they use your products.
  • Customers expect personalized, useful content, not "blanket emails that could be for anyone."
"The content you create for prospects is not the content your customers want or need," Albee says.

What, develop specialized content? 

Sounds like a lot of work. 

But the good news: you have ready access to customers.  You can easily learn what content will be helpful to them. 

All you need do is ask.

"A veritable treasure trove of information exists if you'll just go after it," Albee says.
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