Read the full article here - https://www.tortoiseandhare.com.au/digital-insights/lead-nurturing-not-lead-generation

It's easy (and expensive) for businesses to spend time finding more leads to maintain sales in the short term. But if you're looking to grow in the medium to long-term, you need to do more with the prospective customers lost along the way.
For those willing to invest wisely in nurturing customer relationships that didn't make it to the altar, there are more sales, more customers and inevitably more growth available - divorce is expensive!
Lead nurturing is not only a missed sales opportunity but a missed customer experience opportunity. 
A customer's ongoing value to your business correlates directly to how well you can continue to educate and engage them with your brand and products through their lifecycle.

Listen to the Article - Lead nurturing isn't as sexy as lead generation but it is just as important.

Listen to the article - Customer loyalty is an output not an input

Read the full article here - https://www.tortoiseandhare.com.au/digital-insights/digital-marketing-trends-2023

It's obvious that 2023 will see AI tools jump from the fringes into the mainstream. But let’s scratch a little deeper and look at some (maybe not so obvious) trends that will impact digital in 2023 and beyond.
Eric Seufert argues that Apple's ATT update has “created a recession within the social media advertising economy and certain other advertising-dependent categories”.
Data management platforms have been adapting to the post-cookie landscape by focusing on first-party data such as Publisher IDs allowing for greater end-user privacy while still delivering personalisation and performance in a post-cookie world.
A customer's ongoing value to your business correlates directly to how well you can continue to educate and engage them with your brand and products through their lifecycle.
Using your owned data to drive insights into your customer and better utilise the technology available to drive lifecycle experiences that connect is absolutely vital.
The enduring value of a great customer experience is more important than ever, it can reduce price elasticity and increase conversion. And to those customers who have PTSD from digital fatigue, simplicity is the key to great CX. 
Building this culture of experimentation into your digital marketing efforts this year is guaranteed to ensure you stay ahead of the competition.

Digital Trends for 2023 (that are not ChatGPT)

Read the full article here - https://www.tortoiseandhare.com.au/customer-experience-insights/lifecycle-marketing-foundations

Lifecycle marketing is a way to engage with customers based on who they are and how they behave in the context of how they interact with a business. It involves an always on process that delivers the right messages to your customers at the right time, and through the right channels. 
No two customer lifecycles look the same.
Lifecycles are often built on 5 main pillars: Acquisition, Onboarding, Growth, Retention and Winback. However, a smart business will refine this dependent on their industry, products, service model, strategy and customer profile.  
We run through 5 examples of lifecycles: InfusionSoft's Lifecycle Model, McKinsey's Consumer Decision Journey, Product-based Lifecycle, Industry-based Lifecycle, Loyalty-based Lifecycle

Lifecycle marketing foundations

Read the full article here - https://www.tortoiseandhare.com.au/digital-insights/unlocking-test-and-learn-potential-starts-with-culture

Customer behaviours are evolving and it's becoming more challenging for marketers to stay on top of how brands and customers connect. As a result, marketing efforts built on general industry or consumer trends don't deliver the results that personalised customer insights do. 
Test-and-learn approaches make it easier for you to keep pace with your customers by allowing you to make better data-driven decision, empowering your brand to personalise the customer experience and helping you understand your customers more deeply. 
Education is key in building a confident culture of experimentation in your organisation, people will need to learn what it means to fail 'well' in order to adopt a great test-and-learn approach.
The only thing more important than generating the right results is communicating those results in the right way.
Measuring test-and-learn success shouldn’t just be about whether your experiments found the right answer, they should also focus on how well those results were communicated and adequately implemented across the business.

Unlocking your test-and-learn potential starts with your culture

Read the full article here - https://www.tortoiseandhare.com.au/customer-experience-insights/making-the-most-of-customer-moments-that-matter

Understanding 'moments that matter' or touch points between your brand and your customers, and then leveraging this to develop a scalable approach to maintaining a consistent experience, is a huge opportunity to develop a community of loyal brand advocates and high long-term growth.
There are three categories of 'moments that matter':
Transactional moments
Engagement moments
Circumstance moments
Of these categories, they can have three different sentiments:
Positive
Neutral
Negative 
Focus on amplifying the positive moments and mitigating the negative moments.
CX is a whole of business approach

Making the most of customer moments that matter

This is the first part of a three-part series that explores the concept of customer value from three different but connected standpoints.

Unlocking customer value - part one

This is the second part of a three-part series that explores the concept of customer value from three different but connected standpoints.

Unlocking customer value - part two

Discover the role of Customer Experience (CX) in 2024, its strategic importance, technological integration, and the emerging trends shaping business success.

Listen to the article - What is Customer Experience (CX) & its Importance in 2024

Tortoise & Hare CX Agency proudly marks a significant milestone as it celebrates a decade of excellence in customer experience (CX) innovation and leadership. 

We sat down with Director and Co-founder Angela Cobb to both reflect on the last decade and look to the exciting trends on the horizon for the agency and the CX industry.