Chapter 1
The dynamic customer experience
How static experiences add up to one dynamic customer experience over time.
A book by Klaas Fleischmann
Customer Centred Signalling
Stop selling and start responsible influencing
New insights into online and social B2B marketing strategies. Practical insights and managerial implications based on academic research.
- Case studies
- Handy toolkit
- Based on doctoral research
Hardcover · available at bol.com and Amazon
About the book
The power has shifted from seller to buyer.
Managers, sales professionals and marketers need to adjust asap to the customer revolution that is taking place — as we speak — in the online B2B marketing arena. Never before have customers had such an information advantage. The power has shifted from seller to buyer.
Klaas Fleischmann shows you convincingly that traditional marketing strategies such as pipeline management and the good old sales funnel approach no longer work. Customer journeys have become too complex to control.
Marketers must start to engage with potential buyers on all touch points and find out more about their individual customer journey. And — most importantly — start managing the dynamic customer experience. B2B will need to use social media, but without thinking they can push sales through them.
They must stop selling and start responsible influencing. Instead, B2B management and marketers need to invest in establishing contacts on the basis of clear and reliable signalling. The end goal: creating brand confidence, an excellent reputation and long-lasting customer relationships.
“Stop selling and start responsible influencing.”
Order the book
Inside the book
Models, tools and a roadmap.
Each chapter has its own colour. Two of the figures that frame the argument; the engagement methods, the scorecard and the agile marketing strategy roadmap are in the book.
Chapter 2
The screening and signalling timeline
Signaler, signal, receiver and feedback in the signalling environment.
Contents
- —IntroductionIncluding the toolkit
- 1The changing customer journeyManaging touchpoints
- 2Online customer decision makingScreening signals
- 3Online marketing strategySignalling
- 4Marketing automationA critical view on inbound marketing
- 5BrandingThe company or brand suffering from a bad reputation? Get rid of the CEO!
- 6Social marketingThe importance of boosting, influencing and retargeting
- 7Customer engagementIntroducing a new model
- 8Strategic marketing planningAn agile strategy roadmap, and how to create your own
- —ConclusionMoving on to responsible influencing using customer centred signalling
Between the chapters, four real buyers tell their side of the story: Kyle, Jan, Christiaan and Jack.
Get your copy
Ready to stop selling?
Order Customer Centred Signalling today. Hardcover, with case studies and a handy toolkit.
- Title
- Customer Centred Signalling — Stop selling and start responsible influencing
- Author
- Klaas Fleischmann
- ISBN
- 978-90-827963-0-9
- Format
- Hardcover, English, 2018
Netherlands & Belgium
Bestel bij bol.com
Worldwide
Order on Amazon
Buying in bulk for your team or students? Contact Klaas directly.
The author
Klaas Fleischmann
Klaas Fleischmann MSc (1971) holds a first-class degree in Economics, Business Administration & Marketing from Maastricht University and a postgraduate diploma in Journalism from Erasmus University Rotterdam. He conducted doctoral research into B2B marketing at the School of Business and Economics of VU Amsterdam, focusing on the digitalisation of the B2B customer decision journey.
He is a marketing lecturer at HU University of Applied Sciences Utrecht and lives in Utrecht, the Netherlands, with his wife and three sons.
Questions or bulk orders
Contact Klaas
Interested in a bulk order for your team or students, a guest lecture or an interview? Send a message and Klaas will reply personally.