FAQ pages have been a website staple for thirty years, and they were always a compromise. Stale, contradictory, hard to scan, generic. Generative AI chat finally gives you a credible alternative. Here's why FAQs are now obsolete, and what to replace them with before they keep frustrating your customers.
Churning out blog posts isn't enough any more, Google rewards longer, deeper, well-planned content, and a serious content plan takes four to six months to show results. Here are the B2B content marketing tips that have worked for our clients: keyword discipline, pillar posts, the characteristics of Google-friendly content, and the do's and don'ts of downloadables.
When the feedback is rolling in and the initiatives are being rolled out, it's tempting to think the NPS program is operating well. Cox Automotive ran 100 initiatives in 18 months and still had room to lift. Here's the 121-item attribute list of what a high-performing Net Promoter program actually does, across buy-in, operations, initiatives, retention and growth.
Customer journey mapping is having a moment, and the moment includes some genuine disadvantages most enthusiastic write-ups skip. Here are the real advantages (retention, cost reduction, better cross-functional comms) honestly weighed against the disadvantages, so you can decide whether journey mapping is worth the time and money in your business right now.
Small B2B businesses often assume they're too small for serious customer feedback or NPS, not enough customers, too informal a relationship. Wrong on both counts. Customer feedback scales down better than most enterprise consultants admit. Here are the four steps that make NPS work in a small or medium B2B organisation, starting with the hardest one: preparing to hear the truth.
Most blog readers will never fill in a form, and most inbound marketers leave that traffic to evaporate. HubSpot's Prospects tool quietly shows you which company domains are visiting, even when nobody downloads anything. Here's the exact process for turning that raw "interest" signal into named leads, including filters, alerts, content scoring and the LinkedIn lookup that closes the loop.