Managing B2B Customer Experience

B2B companies have score a less than 50% average for customer experience, which is far lower than the score of 65%-85% for B2C companies.

Customer Service

The rise of smartphones has been setting new standards for B2B companies.  Clients want quick and efficient customer service experiences.  For a few years now, B2C companies have been working on their responsiveness to customers and creating apps for customers to use to increase the speed and ease of customer service, now these expectations are hitting B2B companies 

What to consider when improving B2B customer experience:

Project management

B2B marketing project management provides the important framework for teams, campaigns and even entire organizations.  Online companies, outsourced teams, and flexible scheduling are all trends that have entered the business world; these trends benefit greatly from the use of project management.  Project management provides these trends with efficient workflows and clear communication resulting in positive outcomes. 

For B2B companies and agencies, there are variations when it comes to managing projects.  When project managing other businesses it is essential for B2B companies and agencies to:

Direct selling

Direct selling is what keeps B2B companies alive and running.  This part of the business is how companies build relationships and secure new projects.  When pitching services to other businesses it is important to remember that:

Face to face relationships are valuable to business to business relationships.  However, in times like these businesses need to find a way to make up for not being able to make those face to face relationships. Since they can’t go out and give their client a firm handshake or make in person eye contact anymore, they must come up with better ways to substitute what is being missed.  

Biggest Changes Currently Being Made in B2B Companies

Due to the pandemic, companies have had to rework their processes to meet the expectations of their customers and clients.  B2B companies have been working on putting their focus on serving their clients rather than selling their services.  This shows clients that the company is there for them and helps build a more personal connection between the business and client. 

Next, innovation has been crucial in the business world.  B2B companies have been working on ways to improve technology to make sure the means is to serve their clients.  Innovations in remote work have been most common in B2B companies.  Companies are also working on ways to use technology to break down any boundaries between similar companies to try and build partner alliances.  These alliances can consist of sharing customer data and co-investing in new technologies. 

In the end, when making new improvements to your B2B company is most important to be aware of how your clients are going to remember you once the pandemic is over.  Now is a vulnerable time for everyone, interactions are now full of powerful emotions.  Clients are going to remember the interactions they had with you during this time.  Are they going to remember their experience working with you to be poor or negative? Any experience a client has with another business now is going to stick with them for a long time.

Enhancing Localized Google Ads

Google Ads is a platform tool that allows users to drive website visits, receive more phone calls from customers, and increase storefront visits.  The tool also allows users to set an advertising budget that works best for their business.  Each month users can set any budget they would like depending on their needs.  Google uses their technology and information to help businesses reach customers that are most relevant to their business. 

How to use it?

Overtime ads will be improved and you will see positive feedback from new and returning customers. It can be benefical to work with a professional SEM agency who is proficient in targeting, keyword research, and bid management to produce qualitty and profitable campaigns. Here at J. Arthur & Co, we represent a number of clients Google Ad spend, strategy and active campaign management. A quick guide to getting started:

1. Define your goal

Ex: increase store visits, drive more individuals to your website, increase Ecommerce sales, or increase leads generated.

2. Figure out demographics where you want to advertise

It is highly recommended to stay local when first starting out.  Once you are happy with your local audience then it may be time to consider reaching out to surrounding areas.  When a business is ready, Google Ads gives businesses the option to have their ad campaigns advertised globally.

3. Conduct Keyword research and competitor keywords research

4. Define the message you want to share with your audience compiled of value rich keywords

The message usually consists of three short sentences sharing what is so special about your business and it’s crucial to have these messages contain highly searched and value rich keywords that relate to your audience and services.  Another option in this step includes using imagery to create banner ads.

5. Set your budget cap and tie it to profitability

Google Ads follows the monthly budget you set every month and consider the end goal of the campaign, IE end goal revenue and actions generated.  When creating your budget it is important to understand how your monthly bills add up.  Google Ad users only pay for their results.  This means that based on the amount of clicks or phone calls your business receives your monthly bill will fluctuate.


6. Go live!

Once you finalize your ad and budget, Google Ads displays your ad when users search for products similar to yours.  In addition to being displayed in search engine results, your business will be put onto Google Maps and be shared with sites that partner with Google.

Tips on how to use Google Ads for your small business

How has Google improved local ads?

Over the past few months, Google Ads has worked on improving and creating new updates to help local businesses.  Recent updates that they have implemented into their platform include a COVID-19 business guide, improved frequency distribution, and the creation of Google Ads API.  The COVID-19 business guide was created to help businesses adapt to using digital marketing strategy.  Next, Google has worked on improving how frequently they should share Ads to viewers.  One of the reasons why Google improved frequency distribution was to help businesses save money.  In the past, businesses could have been spending more money to have the same individuals click on their ads.  Lastly, Google Ads has replaced AdWords API with Google Ads API.  The APIs allow developers to create applications based on account details with Google Ads.  This will help make the system simpler and more organized for users.

Valuing Skills Over Degrees: the Future of Hiring

Are employers valuing skills over degrees?

In today’s job market, many recruiters and hiring managers are placing a higher value on skills than on degrees.
In a survey performed by Glassdoor,
82% of the respondents believed that their college diplomas have helped them while working in the workforce.


The respondents also shared that they believe there is more than holding a degree in order to get a job.  Employers must look past a candidate’s degree of education and remember to consider the candidate’s skills and past experiences.

A study performed by job search site, Zipricuter, discovered that only 21% of the jobs posted on their website specifically ask if candidates have a college degree. 

About 21% of U.S. jobs require a college degree; about 37% do prefer that candidates have some sort of education post high school. 

53% of employees that were surveyed believe a graduate degree is no longer necessary to secure a high-paying job. 

What expertise are employers asking for?

These days it’s becoming more and more apparent that a degree doesn’t always make for the best job candidate. Skills, additional certifications, and other extracurricular factors are being perceived more as agents of an engaged mind.

ZipRecruiter analyzed 250,000 of the job ads that have been posted on their site; the top 6 qualifications that they gathered from the analysis included:

When applying for jobs it is essential to remember to highlight your skills.  Most of the time employers do not ask for your GPA, instead, employers ask for what you are capable of.  College is there as a tool to help you learn new skills, however, there are much cheaper options.  Employees with college degrees do believe that their degree got their foot through the door, but what is helping them keep their position is their performance and the skills they display in the workplace.

Text Marketing Vs. Email Marketing Breakdown

Text Marketing Vs Email Marketing

Pros of text marketing include:

Pros of email marketing include: 

Growing Trends and Stats of Text Marketing Usage

Businesses are moving from phone customer service to SMS based customer service.

52% of consumers would rather text customer service lines rather than call them.

In fact, almost 60% of consumers are not even willing to wait on hold to speak to a customer service representative for more than a minute.  As time goes on the attention spans of customers will only get shorter.

Text message marketing has a conversion rate of about 14%.

49 million consumers prefer to receive text messages from business rather than emails.

Marketers are starting to use text message marketing to send out cart abandonment offers, VIP programs and birthday specials to help improve brand loyalty in consumers.

About 77% of consumers who receive information from companies over text seem to have more of a positive impression of these companies.

Chatbots that use text messaging is a popular trend this year.

Text message marketing being used as a digital marketing channel has a high ROI.

The Future of SMS Marketing

A text marketing becomes more and more popular here are some advances and trends to look out for in the future: 



Applying Maslow’s Hierarchy of Needs to Brand Marketing

What is Maslow’s Hierarchy of Needs?

Maslow’s hierarchy of needs is a 5-tier model of human needs.  They pyramid was founded by psychologist, Abraham Maslow in 1943.  The five tiers consist of physiological needs, safety needs, belongingness and love needs, esteem needs, and self actualization. Each tier represents a different level of need for humans.  


When first creating the hierarchy of needs, Maslow originally shared that individuals have to satisfy their lower level needs before they can work on needs that are at the top of the pyramid. Maslow then eventually corrected himself, specifying that not all needs in each level need to be met before being able to work on the next.  Instead, humans just need to feel a sense of the need being met before moving on to upper level needs.

Physiological Needs:

Safety Needs:

Belongingness and Love Needs:

Esteem Needs:

Self Actualization:

Why is it important to marketers?

When Maslow’s hierarchy theory is applied to marketing, it is important for marketers to understand their ability to effectively appeal to at least one of the motivational drivers. Each area of business falls under at least one of the tiers on the hierarchy of needs.  For example, places like nail salons or hair salons fall under esteem or self actualization needs because it helps customers boost their self esteem while also helping them see their full potential.  Another example includes, marketing campaigns that are selling products like food or other basic human needs fall under the first level of the pyramid.  

It is essential to consider what level of need your customer is trying to meet and to have a better understanding of the background of what the need is.  Then, when marketing a product make sure that it is marketed it in a way that it convinces your customer that the product will fulfill their need(s). 

Where does your business fall on Maslow’s Hierarchy of Needs? Use this information to glean more of your target demographic and where they live in the socio/economic sphere, thus learning more about how to market to them.


Is this the decade for WebVR? Try our mobile VR experiences

This links below will show you a WEBVR & mobile VR experience. Best used on your mobile phone, no headset needed:



Mountain Top:

Venice, Italy:

Hotel Room:

Client Work & install for Howard Johnson by Wyndham:

What’s different about WEBVR?

-You don’t scroll down as you would any website or app.

-You will see your screen appears less ‘flat’

-You actually move your phone in front of you, around you, behind you, and it will show you a different view on your screen.

-You can also scroll right-to-left on this example.

-You don’t need a headset to try! Works right on your phone.

It’s interesting – please feel free to reach out with thoughts or comments. Can you think of any applications for your business?

Websites + VR = immense possibilities.

Our agile team of design, engineering and business development talent are here to serve your companies looking to leap ahead in the new decade.

Win Or Learn: How to Learn from Failure to Build Success

Why is failure a form of learning?

Failure is a stepping stone to success. Without failure most individuals would never get out of their comfort zone and would never find a place that needs improvement.  When an individual faces and survives failure they come out with more knowledge to use for the future.  The more failures an individual has can lead to more knowledge, which then eventually can be turned into more successes.  

Stoicism is a philosophy that was designed to make individuals happier, more resilient and more wise. The four virtues of stoicism include courage, temperance, justice and wisdom.  Using stoicism in business can help tremendously. When it comes to business professionals, stoicism promotes rationality, authenticity, self-mastery, purposeful action, and logical reasoning. 

“People devote a lot of time and emotional effort to things that are beyond their control — what other people do, how other people react to them, even the weather. And they set themselves up for pain, anxiety, disappointment and fear. The Stoics recognized that it was foolish, or counterproductive, to attach oneself to things that are beyond one’s control, when there are things within one’s control — one’s thoughts, attitudes and moral purpose.” – Jonathan Newhouse, CEO of Conde Naste

Use Failure to Your Advantage

Most individuals are intimidated by failure, however, only some know how to use their failures to their advantage.  When facing failure it is important to:

Win or Learn Type Mentality

Ultra Successful Business Professionals that Failed big before making it big 

Walt Disney: Before creating Walt Disney World he worked for a newspaper and that he was supposedly fired from for not having any good ideas and lacking imagination. 

Thomas Edison: Took him about 10,000 tries to invent the lightbulb.

Steve Jobs: Used being fired from Apple Computers as a way to motivate himself; resulting in him joining the company again to bring it to where it is today.

Steven Spielberg: Was rejected from film school three times.

Colonel Sanders: Had his fried chicken recipe rejected over a thousand times before a company picked it up. 

Henry Ford: Founded two automotive companies that failed before finding Ford Motor Company.

Mark Cuban: “I’ve learned that it doesn’t matter how many times you failed. You only have to be right once. I tried to sell powdered milk. I was an idiot lots of times, and I learned from them all.”



1. “Failure isn’t fatal, but failure to change might be” – John Wooden

2. “Everything you want is on the other side of fear.”  – Jack Canfield

3. “Success is most often achieved by those who don’t know that failure is inevitable.” – Coco Chanel

4. “Only those who dare to fail greatly can ever achieve greatly.” – Robert F. Kennedy

5. “The phoenix must burn to emerge.” – Janet Fitch

6. “If you’re not prepared to be wrong, you’ll never come up with anything original.” – Ken Robinson

7. “Giving up is the only sure way to fail.” – Gena Showalter

8. “If you don’t try at anything, you can’t fail… it takes back bone to lead the life you want” – Richard Yates

9. “Failure should be our teacher, not our undertaker. Failure is delay, not defeat. It is a temporary detour, not a dead end. Failure is something we can avoid only by saying nothing, doing nothing, and being nothing.” – Denis Waitley

10. “There is no failure except in no longer trying.” – Chris Bradford

11. “I have not failed. I’ve just found 10,000 ways that won’t work.” – Thomas A. Edison

12. “Success is not final, failure is not fatal: it is the courage to continue that counts.” – Winston Churchill

13. “There is only one thing that makes a dream impossible to achieve: the fear of failure.” – Paulo Coelho

14. “Pain is temporary. Quitting lasts forever.” – Lance Armstrong

15. “Success is stumbling from failure to failure with no loss of enthusiasm.” – Winston Churchill

16. “I’d rather be partly great than entirely useless.” – Neal Shusterman

17. “We are all failures – at least the best of us are.” – J.M. Barrie

18. “The only real mistake is the one from which we learn nothing.” – Henry Ford

19. “Failures are finger posts on the road to achievement.” – C.S. Lewis

20. “Winners are not afraid of losing. But losers are. Failure is part of the process of success. People who avoid failure also avoid success.” – Robert T. Kiyosaki


Brand Archetypes and Defining Your Company’s Voice

Brand Archetypes 

How do you get people to relate to and invest in your brand? Like every lead protagonist in any classic film, book, or TV series, your brand will be easier to identify with and build upon once it’s been sorted into the proper archetype. Brand archetypes are images of collective nature to help define a company. Companies use this strategy to help maintain image and get a better understanding of the company’s purpose. Brand archetypes are great for aligning the right customer persona with the company. 

Things to consider when defining the proper archetype and identity:

The Jungian Archetype, created by Swiss psychoanalyst and psychiatrist Carl Jung, is the most easily accessed and widely known set of relatable personas.  When figuring out brand archetypes it is important to make sure that the content that is created is consistent with the archetype and to make sure that the content that is made still aligns with customers.  

There are twelve brand archetypes for a company and they all stem from certain motivations. As a company, do you strive to help your customers or clients find stability, promote freedom, advocate for achievement, or give a sense of belonging? Find out what motivation best suits your brand, and then narrow it further with the archetypes that fall into it:

Motivation: Stability Control

  1. The Caregiver: Service, Nurturing, Generous
  2. The Ruler: Control, Responsible, Organized
  3. The Creator: Innovation, Imaginative, Driven

Motivation: Learning Freedom

  1. The Innocent: Safety, Optimism, Happiness
  2. The Sage: Understanding, Wisdom
  3. The Explorer: Freedom, Travel, Discovery, Risk

Motivation: Risk Achievement 

  1. The Hero: Mastery, Courageous, Inspirational
  2. The Rebel: Liberation, Outlaw, Revolution
  3. The Magician: Power, Visionary

Motivation: Belonging

  1. The Everyman: Belonging, Supportive, Down-to-Earth
  2. The Lover: Intimacy, Passion, Commitment
  3. The Jester: Enjoyment, Fun, Humor


Brand Archetype

image by Oglivy

What questions should you ask when defining your company’s identity?

What Pain Points Do You Solve For Your Customers?

How Do You Make Your Clients Feel?

How are You Different?

Why Do Your Clients Trust You?

What’s Your Story?

How Does Your Logo Communicate Your Brand?

What are Your Colors?

How Can You Streamline Visuals?


Ten advantages of working in small teams

Jeff Bezos has famously said that:

“If you can’t feed your team with two pizzas, it’s too large.”

When a company is looking to work with an agency, a conflict they may face is deciding what is the type of team they would like to work with.  One popular debate companies have is that is it more beneficial to work with smaller or larger teams. 

Stressing the importance of communication, conflict, fluidity and change of direction that a small and focused team can bring, as opposed to large committees that may present barriers of bureaucracy that hurt an end result.

A French professor, Maximilien Ringelmann, even created a theory called The Ringelmann Effect. This theory seeks to prove that members of a team become less productive as the amount of individuals in a group increases.  Another concept that has been created is called Social Loafing.  This concept demonstrates how an individual’s effort towards completing a project declines as the size of the team they are a part of increases. 

Here are 10 Advantages to Working with Small Teams

  1. Flexibility and Speed
  2. Better Motivation
  3. Increased Engagement
  4. Effective Communication
  5. Increased Trust 
  6. More Productive Meetings
  7. More Cohesive
  8. Higher Energy
  9. Quality Over Quantity
  10. Clarity on Expectations
  11. Stronger Focus

Gallup analyzed the state of the workplace in the United States. The analysts at Gallup found that the smaller companies they analyzed have engagement levels scored higher than the ones of larger companies.  Companies of less than 10 employees had engagement levels of 42 percent while larger companies had engagement levels below 30 percent. In addition, the report gathered that smaller teams promote higher customer service ratings, more productivity and less absenteeism with team members. Overall, it is so important that the work of smaller teams is not overlooked.  Smaller teams give companies the benefit of having quick, well thought out project outcomes. 

Fear Management: Turning Fears into Success

DO identify the fear/threat and manage it

DO NOT try to remove the fear

Fear and Stress Management in the World

45% of entrepreneurs in the United States fear failure of their start-up

83% of US workers suffer from work-related stress

US businesses lose up to $300 billion yearly as a result of workplace stress

The three biggest fears in the workplace are the fear of failure, the fear of the unknown and the fear of confrontation

The Three C’s

The human brain instinctively looks out for danger to protect yourself for “survival”.  When a threat is detected it is important to remember the three C’s.  Business leaders should teach their employees to consider using the three C’s when facing a threat. 

The three C’s stand for calm, connect, and communicate.  It is crucial for successful leaders to remain calm and regulate their emotions when they are put under pressure.  

Next, having strong connections with employees and clients is so helpful with preventing possible threats that can come to your business.  

Lastly, communicating effectively with employees assists companies during a time of change.  The human brain finds comfort when it is given information about a situation that can come off as a threat.  This allows individuals to feel like they have a sense of control over a situation.

How Successful People Turn Fears Into Successes

Forbes identified four ways successful people turn their fears into success:

  1. Know what you want
  2. Figure out what is keeping you from getting what you want
  3. Own your discomfort
  4. Adjust to what makes you uncomfortable 

Overall, making sure to put yourself out there will help you get closer to your goals.  Hearing the word “no” more and more will help you become less afraid of rejection.  The less you put yourself out there the more you end up staying where you are. 

Define Your Fears