Deliver value - as defined by your customers Practitioners must have a deep understanding of what matters most to the phone number list target audience - their issues, challenges and aspirations. Admittedly, this is a lot like Content Marketing 101 – creating customer personas, understanding the phone number list buyer's journey and how their information should move along it, and proactively answering their most important questions. Yet, according to the phone number list latest research from CMI, many B2B marketers are still not doing these basics. As Jillian Hillard, Brand Marketing Manager, Small Appliances, at Electrolux puts it: "For brands, it's no longer about how to use content to improve the phone number list consumer's perception of the brand, it's a need. Content is the doorway into the soul of a brand, and when done right, it provides insight into what the customer wants. It's a brand's job to understand the phone number list emotional needs of its customers and provide solutions that improve their lives — not just sell them products. Give value to get value Before you can expect to get value from your phone number list customers, you must first provide value. In other words, to have a fireplace that roars, you first add wood and kindling. It's up to you to provide the phone number list "spark" that starts the fire, in the figurative sense. “Above all, you have to BE valuable. Create content that makes your prospects think, "I can't believe it was free." Second, you need the phone number list credibility that comes from people outside of your marketing department, especially your customers, says Barry Feldman of Feldman Creative. “Your brand will be seen as valuable when customers share their experiences. Word phone number list of mouth marketing has been and always will be the big dinger. Deliver to existing customers Often, B2B marketers become obsessed with generating new leads and increasing their conversions. In all of this excitement, they don't invest as much time in delivering deep value phone number list to their best existing customers. If you do this consistently, they will reward you with exceptional word phone number list of mouth and compelling case histories that demonstrate the phone number list value you provide to potential customers. Andrew Davis, founder of Monumental Shift, advises, “Make an appointment with your loyalty loop – the customers you already serve. At the phone number list same time each week, send them valuable information designed specifically to further their aspirations. Before long, they'll think phone number list of you as a trusted partner for their long-term success.