The Blog

How good is your NPS? It's the question every CX leader gets asked — and the one with the answer people want to hear least. Here's why external benchmarks are mostly useless, and the two approaches that actually work.

Email marketing is still one of the highest-ROI levers in B2B — and it's also where most teams quietly turn into spammers. The difference between the two is a small set of professional habits: the right list, immediate nurture, decision-making-unit targeting, segmentation, and send-time testing. Here are the secrets worth stealing, in a form you can actually apply.

Lead prospecting and lead generation get used interchangeably, and they shouldn't — one's a marketing function, the other a sales function, and confusing them is why so many handovers fail. Here are seven practical lead prospecting approaches that every business can use, plus the three best practices that decide whether prospects convert into customers.

Paid, earned and owned media are the three distribution routes for any marketing message — and most teams over-weight paid because it's the easiest to scale. Each has its pros, cons and right place in the mix. Here's how each one works, where it pays off, where it falls down, and the combinations that produce the best long-term results.

CX teams without C-suite air cover quietly fail — every time. The structure, talent and reporting line matter, but they're downstream of the one factor most companies underestimate. Here's what a high-performing customer experience team actually looks like, with a CyberCX case study and the non-negotiables for making it work.

"Your customer is your most powerful asset" gets quoted in every leadership offsite — and almost nobody runs the customer portfolio with the financial discipline they'd apply to a capital asset. Here's how to fix that, with the corporate governance, portfolio management and reporting changes that turn customers from a soft metric into a managed asset class.