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Text Content

Learn about ShareDirect



BUILDING MARKETING TECHNOLOGIES


MARIE OTTO

Marie partners with customers to align technology with their strategies. She's
determined to exceed expectations. She listens to and understands customers.



This is my Personalized Engagement Site (eSite) that will allow you to find the
latest information and content relevant to your personal needs and interests.
Please visit regularly and contact me today so we can help you grow your
business!

Email: motto@heronmartech.com | Mobile: 919-602-7300


KEY CUSTOMER RETENTION STRATEGIES THAT WORK!

STEPS TO SEE A NOTICEABLE LIFT IN CUSTOMER RETENTION







This analysis from Braze is an easy-to-read and understand guide to purposeful
Customer Retention strategy and execution. I've said for a long time retaining
and growing a current customer is far more profitable than acquiring new ones.
It's not to say that both efforts should be part of almost any marketing and
sales strategy, but so often, it seems like acquisition is more funded and
stressed than retention.

I'll report here on the first part of the report of 7 Key Retention Strategies
That Work. All of these are important to help retain and grow current customers,
B2B or B2C.

 1. Customer Onboarding-Key to retention is the first interaction with your
    brand.
 2. Asking for Feedback-Helps to express Humility and a positive approach.
 3. Personalization-Using First Party and Zero Party data. It can boost average
    revenue by 10-30%. 4-ways:
    * Messages based on customer interactions
    * Use first name where appropriate
    * Segmentation to targets
    * Create opportunities to interact
 4. Cross Channel Outreach-Communication strategies across multiple channels
    specific to each segment.
 5. Priming for Permissions-Make a good argument early to enable messaging.
 6. Experimentation-Customer engagement is an on-going effort and testing is an
    essential part.
 7. Leverage Data to Support Smart Segmentation-Identify segments and engage
    accordingly.

"Above all, retention requires Brand Humility. In other words, if you want
customers to stick around, you have to learn how to communicate with them in
ways that feel human. That means taking a closer look at your brand's messaging
tone, frequency, content and communication delivery methods. And making sure
your customer messaging and experiences are tailored -as much as possible- to
the specific needs and habits of each customer."


The key for us and you is ShareDirect covers all 7 of the strategies listed
above and is made to empower you to scale One-to-Many as you would One-to-One.
Let us know if you would like to see how it could provide you a human and
personalized approach to Customer Retention.


View full report




FULL ARTICLE: 10 MOST PROMISING CUSTOMER ENGAGEMENT SOLUTION PROVIDERS FOR 2022

WHAT THEY SAW IN HERON MARTECH AND OUR TECHNOLOGY, SHAREDIRECT

I mentioned this about a month ago that we were receiving this recognition. It
was a complete surprise since we didn’t know it existed and certainly didn’t
pursue it.

I think it validates the tag line in our Heron Martech logo:
Innovate-Enable-Engage. It is not an award for John, Marie, me or others in the
organization. It shows how we built our company and our technology around
Personalization and the Human element and placed our focus on our customers and
their success.

The effectiveness of ShareDirect goes beyond its features. It lies in the
customer-centric approach that the Heron Martech team employs for every new
client that uses the tool.

I think the team at CIO Review were really impressed with the scalability of our
solution and that led to the recommendation to appear on the front page.

ShareDirect helps their clients market to one-to-many prospects and customers as
you would one-to-one.

Hopefully this doesn’t appear too self-centered but we feel it might result in
others realizing the opportunity this technology might provide them. Let me know
if you have questions or what you think.


Read the full article







GUIDE TO GETTING STARTED WITH ACCOUNT BASED MARKETING

AN EXCELLENT GUIDE AND BLUEPRINT TO ABM

We have previously provided you with a foundation for an Account Based Marketing
strategy but how do you get started and where can it take you. This "Blueprint"
from Terminus is just such a guide. For most companies who are already at
varying stages of ABM this might be a good checklist or a primer on what could
make your program better.

First they provide a good definition of ABM:

"An end-to-end revenue strategy where marketing, sales and customer success
spend the majority of their effort on pre- and post-sales accounts that are
best-fit customers. This happens through data-driven targeting, personalized
marketing tactics at scale, measuring and continuously optimizing."

Keep in mind that roughly 92% of companies are either implementing, optimizing
or fully integrated in the ABM strategy. There is still much room for
improvement in most every organization. They provide a good framework for
success:
 * Target the right accounts
 * Engage across all channels
 * Activate all teams on the needed information on each account
 * Measure what matters most


Download the Blueprint



CAN YOU PROVIDE YOUR CUSTOMERS "DIGITAL EMPATHY"

This is a very short read from the Novantas Spring 2021 Review. I believe many
in Banking and finance are familiar with this excellent consulting organization
and receive their regular reports. I want you to focus on just pages 8 and 9.
You can click here to view the document.

The author Sarah Welch, who is a Novantas Director created this excellent piece
and I'll give you a brief overview:
 * Promise of Personalization - "Banks that establish digital empathy with their
   customers through personalization enjoy the benefits at every stage of the
   customer lifecycle."
   
   
 * Engagement - Bankers typically try to engage the customer to build an actual
   relationship with them. In addition to this direct engagement can this be
   done at scale through digital technology.
   
   
 * Humanizing Your Approach - "To compete in a digital-first world, all banks
   (and other financial based companies) will have to Humanize their customer
   interactions to drive deeper, stickier relationships"

View Article

Our ShareDirect technology is directly relevant to helping create the Digital
Empathy Sarah Welch describes. Give us a call and we'll show you how.


NEW EBOOK: DIGITAL SOLUTIONS TO NAVIGATE HEALTHCARE COMMERCE IN 2021

This post is aimed at a particular industry, medical, pharma, healthcare and
adjacent segments. It’s very relevant today especially since we may be coming
out of the pandemic with a entirely new set of standards and needs. For example
personalization and humanizing marketing and general communication is an
imperative.

I invite you to read and/or download this ebook from Proficient by clicking
here. They organize this into three chapters:
 * The NOW-The elements considered table stakes for most organizations and how
   you may look to integrate them within your business.
   
   
 * The NEW-Components that a few companies are executing on today and why they
   will likely be able to differentiate themselves from the competition.
   
   
 * The NEXT-What’s around the corner that no organization is working towards
   today but would be at the forefront of innovation if they were.

View Ebook



ABM BENCHMARK STUDY PROVIDES GUIDANCE FOR 2021

I am providing you a remarkable study recently completed by ITSMA and the ABM
Leadership Alliance. Account Based Marketing has been around in various forms
for the last few years. With the disruptions and changes in our workplace and
methodology it is easy to see why enhancing Marketing and Sales collaboration
would be essential to survival and growth.


View Study


This study sets the tone from 2020 and provides guidance for 2021. Today I want
to highlight the types of ABM and the core principles or goals.
Types of Account Based Marketing: Most successful companies choose one or two of
these types.
 * One-to-One: Marketing to individual accounts
 * One-to-Few: Marketing with specific Sales teams on clusters of accounts
 * One-to-Many: Scaling Marketing and Sales to many accounts

Core Principles: What is needed to have a successful ABM effort.
 * Strategic focus on improving business reputation, relationships and revenue
 * Tight partnerships and integration with sales (Collaboration)
 * Tailored and personalized programs and campaigns based on deep customer
   insight

As we have mentioned before ShareDirect is the premier outbound application for
Account Based Marketing. We like to think of it as building Account Based
Relationships (ABR). Let me know if I can help you and be on the lookout for the
next installment.


Defining ABM
Account-Based Marketing (ABM) is a strategic approach to designing and executing
highly-targeted and personalized marketing programs to drive business growth and
impact with specific, named accounts.


TRUST: A RARE COMMODITY IN BUSINESS

THE “WHY” AND “HOW” TO BUILDING CUSTOMER TRUST


This article appeared in CMS Wire and is written by Jake Athey, titled Business
Has a Trust Crisis. What's the solution? Athey provides several great points
related to trust in your business, both B2B and B2C:
 * Trust is a competitive edge. Trust is the second most important brand
   attribute, Trust has a strong positive correlation with loyalty, engagement
   and advocacy.
 * Trust is Primal. What fuels such a belief? The consistency and quality of our
   interactions with people. When we interact with a brand in person, it's
   easier to establish that belief.
 * Trust Is Omnichannel. Everything your brand does must be oriented around
   cultivating trust. Quality and consistency of content and customer engagement
   matters.


And he says what I have been saying:

You can't build Trust with a company, organization or entity. We build Trust
with people who are in that company or organization. And I contend that we
should not ask for Trust but should earn it with our deeds and words.

We talk a lot about building Trust through our technology, ShareDirect. You are
communicating through your Trusted Advisors or Subject Matter Experts (SMEs).
And you provide help and understanding through Personalized content and a Human
approach. ShareDirect is the “How” to building that trust virtually and with
scale.

View Article




BUILDING TRUST THROUGH HUMAN INTERACTION

THREE FEATURED ARTICLES HIGHLIGHTING THE CONNECTION BETWEEN PERSONALIZATION AND
BUILDING HUMAN RELATIONSHIPS

I have three articles from the last couple of weeks all from CMS Wire that have
a distinct connection to Personalization and Human interaction as current
marketing imperatives. You can click on any of the three but here is a quick
summary of each.

There are at least two core points that run through all three of these reports:
 * The HUMAN element is not to be denied or you are losing ground fast.
 * The other is TRUST gained by compassion (which is HUMAN), transparency,
   communication and HUMAN interaction.

I invite to look over these three short articles to see if you can apply any of
their advice.

Again, ShareDirect is the only scalable technology that can truly help address
these and other current need unmet needs. Let us hear from you.

PERSONALIZATION GOES NOWHERE WITHOUT TRUST BY SHARON FLORENTINE

 * Personalization Delivers Great Trust
 * Be Transparent and Open
 * Data for Value to Customers

View Article

4 WAYS TO ENSURE BRAND TRUST DURING TURBULENT TIMES BY JANELLE ESTES

 * Consistency Is Key
 * Show Compassion
 * Keep Lines of Communication Open
 * Optimize Your Digital Channels

View Article

WHEN CUSTOMER EXPERIENCE NEEDS A HUMAN VS. A MACHINE BY ALLEN J. PORTER

 * Automation vs. Human Interaction-Not a Binary Relationship

View Article


YOUR SOLUTION TO THE HUMAN CONNECTION

THE HUMAN CONNECTION WITH SHAREDIRECT

I’ve been preaching the need for companies to move beyond just thinking about
Personalization (which is very important) to the next step of Humanizing their
communications with their customers and prospects. This latest article from CMS
Wire provides some context to this evolving story.

Some key points:

 * 75% of customers prefer to interact with a real person.
 * Customers engage with Humans not companies.
 * To make your company sound more Human you must first be a Human.
 * Always try to add a face.


All of this builds the image of company representatives being their trusted
advisors. Some of this article is built around the use of social media,
primarily LinkedIn, to make that Human connection. But you don’t have to go
there as ShareDirect is designed and programmed to be Your Solution to the HUMAN
Connection. Give your customers what they need and desire; someone who can
engage, help and understand them.

View Article




BUILDING YOUR BUSINESS WITH MORE HUMAN EXPERIENCE

EXCELLENT REPORT WITH DATA HIGHLIGHTING THE COMING TREND TOWARD HX OVER CX

THE COMING TREND TOWARD HX OVER CX

We have been hearing over the last couple of years about the importance of
Customer Experience (CX) over just Customer Service (CS). Now we're taking the
next step, Human Experience (HX).



Customer Experience (CX) Human Experience (HX)
 * Identifies you
 * Gives reasons to believe and buy
 * More satisfying transaction

 * Understands you
 * Engagement to improve people's lives
 * More fulfilling life

Now, this study from Globalwebindex and Worldwide Partners takes it another
step. This report "From CX to HX: Unleashing the energy of Human-First
Experiences (HX) to empower marketing of the future."


Download the Report

The report drills into several verticals: Healthcare, Consumer Packaged Goods
and Retail, Travel and Tourism, and Business-to-Business.

Let me know your thoughts on this shift and we can discuss how ShareDirect is
built around empowering marketing through Human Experience (HX).

TODAY AND IN THE FORESEEABLE FUTURE HX DETERMINES THE ULTIMATE BRAND VALUE.

Decision-Makers Gravitate Toward Brands With Human Connections, Page 30




Human experience can elevate brands from transaction experience to brand culture
experience, resulting in stronger trust and better customer relationships.
Helen Lo, Head of Strategic Planning, We Marketing Group, Worldwide Partners,
China

Through it all, marketing and sales teams must incorporate a level of
selflessness and empathy in their messages and approaches to connect in a human,
authentic, and personalized way. As customers navigate life through this crisis,
positioning your company as a true partner is critical. Dialing back product
promotions and leading with a common understanding of our shared experiences
during this time can be invaluable.
Alison Fetterman, Director of Strategy, Godfrey Worldwide Partners, U.S.



Source: Worldwide Partners
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