Marketing needs to take control of the customer experience by implementing a 5-step process: 1. Overcome barriers to consistency by enabling access to content and using a shared calendar. 2. Create targeted, persona-driven content hubs. 3. Crowdsource ideas internally and establish a content review process. 4. Set measurable goals for all initiatives and track the right KPIs beyond just vanity metrics. 5. Adjust strategies based on data insights to continuously optimize the customer experience.

1. 5 Ways for Marketing to
Take Control of the
Customer Experience
in 15 minutes

2. The Research
286 B2B Marketing Respondents:
B2B
Both 27%
73%
How effective is your marketing organization at
delivering a consistent customer experience?
Very effective Somewhat
effective
Not very
effective
Not at all
effective
12% 55%
28% 5%

3. 
85% of B2B marketers agree that consistency across
content is the backbone of an effective customer
experience.

4. 
63% of top performers (ranked as “very effective at delivering a consistent
customer experience) hold marketing responsible for managing
the overall customer experience.
Is your marketing organization responsible for
managing customer experience?
NO YES
45%
55%
63% of top performers are
responsible for managing CX

6. 
Implement a process to:
1. Overcome foundational barriers
1. Enable content consumers (ex: sales and
customer success) to easily access marketing
content
2. View marketing plans and timelines across
campaigns and company-wide initiatives
Content Life Cycle
CustomerLifeCycle
CHAOS
AWARENESS
VISIBILITY
ALIGNMENT
OPTIMIZATION
Inefficient internal processes is the #1 barrier to delivering
an effective customer experience.

7. 
2. Use a shared editorial calendar to plan content
92% of top performers have a shared editorial calendar for planning
marketing initiatives.
Your editorial calendar should:
● Be easily sharable
● Update in real-time

8. 
Buyer-centric content means less
content waste.
• Content hubs provide a place for finable,
sortable, relevant content
• Encourages repeat visits to your site, making
you a resource for industry trends, prescriptive
tactics, etc.
3. Create targeted, persona-driven content hubs
75% of B2B marketers take a buyer-centric approach to content.

9. 
Getting started:
4. Crowdsource ideas internally for themes, topics,
and channels
80% of top performers have a process for crowdsourcing ideas.
Review content performance
on a quarterly basis
Set up an editorial board Establish a process for
submitting and reviewing ideas

10. 
Getting started:
5. Prove the value of marketing
Lead generation and revenue ranked as the top marketing priorities, yet only
41% of B2B marketers consider their organization to be truly data-driven.
Set measurable goals Track the right KPIs Adjust & document strategy based
on data insights
Every initiative and content asset
should have documented,
measurable goals to track toward
Marketers need to think beyond
vanity metrics such as page views
and downloads. Track conversions at
every stage of the buying cycle.
Visit goals and strategy to determine
which content is working when, and
where across all buying stages.

11. Get Your Copy
bit.ly/CX_Research