Customer Communities

12Law 8: Tie It All Together in One Customer Hub: Prevent a Disjointed Customer Experience by Integrating Engagement and Content

By Alistair Field, Cristina Rotariu, and Sebastiaan Terpstra

Let's say you're a user of Logo Ipsum, a fictional B2B company that offers a suite of marketing products. You're trying to figure out how to set up an email campaign to onboard new customers, but you get stuck because you don't know where to start, nor do you have any concrete examples as to what constitutes a good onboarding campaign.

You decide to check out the knowledge base, which you discovered through a link in the product. Running a quick search lands you on the support article that outlines how to build your first email campaign. Great! However, knowing how to filter an audience and set up some rules is one thing. Knowing how to build a good campaign is another.

So you decide to Google. Apparently there's also a thriving online community for Logo Ipsum that has a dedicated category for sharing best practices around email campaigns. Searching a bit further, you land on the Logo Ipsum blog, where Logo Ipsum shared an article called “Three Examples of Great Email Campaigns.” In the blog's sidebar you see a link to Logo Ipsum's events portal, and—what a coincidence—there's an upcoming webinar with a tutorial on how to build awesome campaigns.

Because you know how much product teams value feedback, you decide to also share an idea for Logo Ipsum in their external ideas portal to offer ...