Presentation as given at the 3rd annual B2B Marketing Forum of SpotOn Vision and NIMA on the main outcomes of the CMO study and some implications at IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...B2B Marketing Forum
Most companies don’t know how to listen to customers. IBM interviewed more than 1700 CMO’s face-to-face about their vision, challenges and barriers. Ronald will talk about the Study results and look at the consequences for B2B marketing.
How to generate leads using search and social mediaInTouch
How to Generate Leads Using Search and Social Media - Brian Carroll invites Todd Lebo and Jen Doyle of MarketingSherpa to show how to effectively deploy a search and social media campaign to generate leads.
Nurturing. Another of those words we hear again and again. What’s so great about nurturing?
With so much of the buying journey unassisted by sales, marketing needs to be able to accompany buyers through their journey with the right content. The delivery of the right content at the right time is the role of nurturing. And that works equally well when we’re nurturing a prospect towards an initial sale – as it does when we’re nurturing customers towards repeat or additional purchases.
In this presentation, we will cover topics such as:
• What the buyer journey looks like, pre- and post-sale
• Ways to maximise customer lifetime value
• What content works at each stage of the buyer journey
• Marketing automation and CRM systems: what are they good for?
• Marketing automation: don’t get carried away by hype
• What should we be measuring and when
Webinar: How social insights are revolutionizing customer experienceBrandwatch
Social media monitoring may have gotten its start as just another weapon in the marketer’s arsenal, but smart organizations around the world have realized that the sky’s the limit when it comes to the benefits that social insights can provide.
That includes the customer life cycle across the brand experience—one of the biggest areas of focus for the modern enterprise.
In these webinar slides, Brandwatch CMO Will McInnes and guest speaker Cory Munchbach from Forrester Research, Inc. discuss how insights & analytics from social media monitoring are acting as a building block to customer experience and business success, including across areas such as:
- Retail
- Call centers
- Digital customer experience
- Product feedback
More info available here: http://bit.ly/1mjESg6
Social Products Require Social Marketers.Jon Gatrell
Social Media isn't about just adding another task to the list. To be effective a strategic approach is needed which integrates all of the processes - buying, service and innovation.
Presentation as given at the 3rd annual B2B Marketing Forum of SpotOn Vision and NIMA on the main outcomes of the CMO study and some implications at IBM
From Stretched to Strengthened, key findings from the IBM CMO Study – Ronald ...B2B Marketing Forum
Most companies don’t know how to listen to customers. IBM interviewed more than 1700 CMO’s face-to-face about their vision, challenges and barriers. Ronald will talk about the Study results and look at the consequences for B2B marketing.
How to generate leads using search and social mediaInTouch
How to Generate Leads Using Search and Social Media - Brian Carroll invites Todd Lebo and Jen Doyle of MarketingSherpa to show how to effectively deploy a search and social media campaign to generate leads.
Nurturing. Another of those words we hear again and again. What’s so great about nurturing?
With so much of the buying journey unassisted by sales, marketing needs to be able to accompany buyers through their journey with the right content. The delivery of the right content at the right time is the role of nurturing. And that works equally well when we’re nurturing a prospect towards an initial sale – as it does when we’re nurturing customers towards repeat or additional purchases.
In this presentation, we will cover topics such as:
• What the buyer journey looks like, pre- and post-sale
• Ways to maximise customer lifetime value
• What content works at each stage of the buyer journey
• Marketing automation and CRM systems: what are they good for?
• Marketing automation: don’t get carried away by hype
• What should we be measuring and when
Webinar: How social insights are revolutionizing customer experienceBrandwatch
Social media monitoring may have gotten its start as just another weapon in the marketer’s arsenal, but smart organizations around the world have realized that the sky’s the limit when it comes to the benefits that social insights can provide.
That includes the customer life cycle across the brand experience—one of the biggest areas of focus for the modern enterprise.
In these webinar slides, Brandwatch CMO Will McInnes and guest speaker Cory Munchbach from Forrester Research, Inc. discuss how insights & analytics from social media monitoring are acting as a building block to customer experience and business success, including across areas such as:
- Retail
- Call centers
- Digital customer experience
- Product feedback
More info available here: http://bit.ly/1mjESg6
Social Products Require Social Marketers.Jon Gatrell
Social Media isn't about just adding another task to the list. To be effective a strategic approach is needed which integrates all of the processes - buying, service and innovation.
The Interactive Advertising Bureau (IAB) unveiled the Rising Stars as the next big thing in high impact advertising in February 2011. But how any agencies, marketers, and publishers are aware of the six units (Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider) and how often are they actually making it onto media plans?
Undertone has been selling all six Rising Stars since the beginning of 2012. In selling the units, we’ve come across widespread gaps in awareness levels and heard some consistent pain points being raised by both advertisers and publishers. To help shine a light on these issues and reveal the buy and sell-side perceptions of the Rising Stars, we decided to conduct a survey of marketers, agencies, and publishers.
The IAB Rising Stars: Awareness and PerceptionsUndertone
Are marketers, agencies, and publishers aware of the IAB Rising Stars? Are these units making it onto media plans, and if not, why? Undertone fielded a survey to determine where the opportunity lies with these units and what barriers to adoption exist.
Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
APG Romania: 35 Tricky Questions for Effie Case Studies 2009Stefan Stroe
APG Romania paper issued for 2009 Effie Romania Jury.
Authors:
Stefan Stroe, Grey Bucharest (project leader)
Elena Ionita, Leo Burnett
Diana Ceausu, McCann Erickson
Razvan Matasel, Arsenoaiei & Matasel
Bogdana Butnar, MRM Partners
Stefan Chiritescu, Graffiti/BBDO
Costin Radu, IQads/Smark
Defense contractors who use the right online display advertising tactics can boost awareness, improve search advertising efforts, enhance email marketing, and increase leads.
Having defined roles and responsibilities for 60,000 technology product management and marketing professionals at 5,000 companies in 21 countries, the Pragmatic Marketing Framework is the industry standard worldwide.
@Virtual CMO Agile simple Marketing Framework March 2013Shane Lennon
A simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may provide a competitive edge for those who can adapt it to their teams.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
A/B-testen binnen online markerting: zo pak je het aan!valantic NL
A/B-testen binnen conversie-optimalisatie is voor veel retailers, merken en groothandels al een vast onderdeel van hun online marketingstrategie. Maar wist je dat je ook op andere online marketingvlakken A/B-testen heel goed kunt inzetten om de omzet van jouw webshop te verhogen en je klant beter te leren kennen? Tijdens deze webinar laten meerdere specialisten van ISM zien hoe je dat aanpakt binnen zoekmachine-optimalisatie (SEO), E-mailmarketing, Social media advertising, Online Advertising en natuurlijk Conversie-optimalisatie.
Industry and Solution Marketing Job DescriptionSteve Robins
Sample job description for an industry and solutions marketing VP/director (head of function) for an enterprise software company. From the Solution Marketing Blog.
Invitation de la Chambre des notaires de ParisUnofi
Invitation de la Chambre des notaires de Paris avec la participation d'Unofi.
Thèmes abordés :
LES MARCHÉS FINANCIERS : situation et perspectives
LA SCPI : un outil patrimonial qui a fait ses preuves,
l’exemple de Notapierre
The Interactive Advertising Bureau (IAB) unveiled the Rising Stars as the next big thing in high impact advertising in February 2011. But how any agencies, marketers, and publishers are aware of the six units (Billboard, Filmstrip, Portrait, Pushdown, Sidekick, and Slider) and how often are they actually making it onto media plans?
Undertone has been selling all six Rising Stars since the beginning of 2012. In selling the units, we’ve come across widespread gaps in awareness levels and heard some consistent pain points being raised by both advertisers and publishers. To help shine a light on these issues and reveal the buy and sell-side perceptions of the Rising Stars, we decided to conduct a survey of marketers, agencies, and publishers.
The IAB Rising Stars: Awareness and PerceptionsUndertone
Are marketers, agencies, and publishers aware of the IAB Rising Stars? Are these units making it onto media plans, and if not, why? Undertone fielded a survey to determine where the opportunity lies with these units and what barriers to adoption exist.
Market planning, brand development and communi- cations for innovative B2B companies selling emerging technologies and turnkey solutions to North American and international customers.
Oceancom offers an effective Hybrid Marketing alternative to hiring an expensive agency or
managing individual freelance people.
APG Romania: 35 Tricky Questions for Effie Case Studies 2009Stefan Stroe
APG Romania paper issued for 2009 Effie Romania Jury.
Authors:
Stefan Stroe, Grey Bucharest (project leader)
Elena Ionita, Leo Burnett
Diana Ceausu, McCann Erickson
Razvan Matasel, Arsenoaiei & Matasel
Bogdana Butnar, MRM Partners
Stefan Chiritescu, Graffiti/BBDO
Costin Radu, IQads/Smark
Defense contractors who use the right online display advertising tactics can boost awareness, improve search advertising efforts, enhance email marketing, and increase leads.
Having defined roles and responsibilities for 60,000 technology product management and marketing professionals at 5,000 companies in 21 countries, the Pragmatic Marketing Framework is the industry standard worldwide.
@Virtual CMO Agile simple Marketing Framework March 2013Shane Lennon
A simple, easy and concise framework with working examples on setting up an Agile approach for marketing and marketing team deliverables. Teams love it (gives them sense of real ownership and makes it easier to manage and multi-task), heads of marketing find it very easy to manage (or rather it requires minimal management) and others in the organization love the results they see from an Agile approach - win win for all. It was crafted with start ups and hyper growth digital/tech companies in mind, but it has been used in larger marketing organizations, and may provide a competitive edge for those who can adapt it to their teams.
Throughout this report, you’ll see how technology marketers have changed their content
marketing practices over the last year and how they compare with the overall sample of B2B
marketers who completed our annual content marketing survey
A/B-testen binnen online markerting: zo pak je het aan!valantic NL
A/B-testen binnen conversie-optimalisatie is voor veel retailers, merken en groothandels al een vast onderdeel van hun online marketingstrategie. Maar wist je dat je ook op andere online marketingvlakken A/B-testen heel goed kunt inzetten om de omzet van jouw webshop te verhogen en je klant beter te leren kennen? Tijdens deze webinar laten meerdere specialisten van ISM zien hoe je dat aanpakt binnen zoekmachine-optimalisatie (SEO), E-mailmarketing, Social media advertising, Online Advertising en natuurlijk Conversie-optimalisatie.
Industry and Solution Marketing Job DescriptionSteve Robins
Sample job description for an industry and solutions marketing VP/director (head of function) for an enterprise software company. From the Solution Marketing Blog.
Invitation de la Chambre des notaires de ParisUnofi
Invitation de la Chambre des notaires de Paris avec la participation d'Unofi.
Thèmes abordés :
LES MARCHÉS FINANCIERS : situation et perspectives
LA SCPI : un outil patrimonial qui a fait ses preuves,
l’exemple de Notapierre
While the average starting point for all #MarketingOps objectives included in this study was “practiced less than 50% of the time,” it is encouraging to note that the near-term expected performance target for all MO objectives is within the range of “practiced 79%-85% of the time.”
The Economics of the Socially Engaged Enterprise: What Separates the Leaders ...PulsePoint Group
A PulsePoint Group Study based on a survey by The Economist Intelligence Unit (Wave I - 2012) presented at Arthur W. Page Society, Spring Seminar, March 2012
Vlerick Sales Forum & Deloitte Study: Sales & Procurement: Friends or Foes?Vlerick Business School
The key finding of a recent Harvard Business Review article that Solution Selling was dead, came as a rude wake-up call to a lot of companies that were just beginning to embrace the solution selling concept. One of the key suggestions from that article suggested that salespeople work together with the procurement team at the customer to make sure that the procurement professionals actually “internally sell” the salespeople’s solution. This is quite surprising, considering the fact that traditional sales models encourage sales people to go around the procurement organization, which in turn is not appreciated by the buyers.
But is this still really the reality on the field- Are sales and procurement enemies or can they actually be friends. Together with Deloitte Belgium the Vlerick Sales cluster set out to try and understand the current feelings prevalent amongst salespeople and their procurement counterparts. They also focused on internal issues both for sales and procurement within their own organizations and how this affected the relationship outcomes.
How Webinars Can Fit into Your Content MarketingReadyTalk
In this webinar, experts will discuss webinar-related case studies from their team of reporters, along with an inside look at their own webinar efforts.
Their philosophy is to provide value to an audience (not push a product to prospective customers) with every webinar they conduct. Join us on May 31st, and hold them to that promise. Specifically, they'll discuss the three crucial phases of a webinar, with the goal of giving you (at the very least) one solid takeway to improve your own efforts:
Before: Developing webinar content and pre-event promotions
During: Managing the event in real-time and providing value to the audience
After: Reusing content and getting feedback
Gleanster Research and Act-On Software sought to answer these questions. We conducted a study in Q4 2014 and Q1 2015, surveying marketing professionals in 750 companies to understand how they perceive and support customer relationship management. For the purposes of this study, we defined CRM as: Any iteraction a customer has with your brand across all stages of the customer lifecycle.
Customer centricity: still in its infancy? presented by Ramon Pardo, Managing Director InSites Consulting NL for SAS. The purpose of this SAS research in collaboration with InSites Consulting was to validate a customer centric framework across industries and thus understand the progress organisations from different service industries have made in becoming more customer centric.
Opening presentation as given during the Marketing/Sales track at IBM Business Connect 2013 (#IBMBCBE) in Brussels on November 21st discussin the changing marketing umfeld, outcomes of the cxo study and the 3 imperatives of the changing marketing function
Business Partner Marketing Enablement - IntroductionRonald Velten
Presentation as given at the IBM Marketing Enablement Session for Software Business Partners in the Netherlands (03.10.2012) in Almere as introduction of the day
Presentation on IBMs brand strategy as given during the launch of the Interbrand 2012 Best Global Brands, in which IBM ranked #3 as only B2B player in the top 10.
Presentation of March 21st and 22nd during EMERCE Digital Marketing Live with Marco Mur of Rabobank on their first experiences with behavorial targetting
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
21. Markets – not individuals – still shape our marketing strategies in Benelux
Market Research 84%
Competitive Benchmarking 86%
Campaign Analysis 79%
Consumer Reviews 44%
Blogs 35%
3rd Party Reviews 53%
22. Benelux CMOs seem to use customer data more than their global
peers, but remain highly transactional focused
Segmentation/targeting 81%
Awareness/education 55%
Interest/desire 44%
Action/buy 64% Missed
opportunity
Use/enjoy 48%
Bond/advocate 38%
Transaction focused Relationship focused
23. What is your span
of control in managing
the end-to-end client
experience
24. To truly deliver marketing ROI, CMOs need to have significant
influence across all four Ps, not just promotion
Promotion 84%
Products 66%
Place 53%
Price 51%
26. In Benelux the corporate character is less understood and
significant work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
0% 29% 27% 31% 13%
Not understood Strong contributor to the brand’s success
27. In Benelux the corporate character is less understood and
significant work on internal branding needs to be done
Is your corporate character understood in the marketplace?
56% 44%
say no or limited
say understood and (strong)
understanding of
contributor to brand success
corporate character
0% 29% 27% 31% 13%
Not understood Strong contributor to the brand’s success
Is much more work needed to get employees on board?
75% 25%
say significant or much work say no or very limited
needed work needed
25% 30% 21% 18% 7%
Significant work needed No work needed
28. By 2015, the leading
measurement for
marketing will be …
29. By 2015, ROI will be the leading measure of success
Marketing ROI 63%
Customer experience 58%
Conversion rate/new customers 48%
Overall sales 45%
Marketing-influenced sales 42%
Revenue per customer 42%
Social media metrics 38%
30. Benelux CMOs believe Net Promoter Score will be the number
one method for determining success by 2015
Marketing ROI 53%
Customer experience 61%
Conversion rate/new customers 51%
Overall sales 40%
Marketing-influenced sales 33%
Revenue per customer 42%
Social media metrics 30%
Net Promoter Score 63%
31.
32.
33. As CMOs we must expand our personal influence by shifting to new
capabilities that focus on technology, social media and ROI
Capabilities for personal success over next 3-5 years
Percent of CMOs selecting capabilities
Leadership abilities 65%
Voice of the customer insights 63%
Creative thinking 60%
Cross-CxO collaboration 49%
Competitive trends insights 45%
Analytics aptitude 45%
Management capabilities 31%
Understanding products/services value chain 30%
Demand creation capabilities 30%
Technology savviness 28%
Social media expertise 25%
Finance skills 16%
38. High level overview IBM CMO
Study results
Three imperatives on the future
practice of marketing
Discussion and sharing
experiences
39. The timeless responsibilities of our profession
Marketers have always been responsible
for knowing the customer.
Marketers have always been responsible
for defining what to market, and how to market.
Marketers have always protected the
brand promise.
40. The three imperatives of a new profession
Understanding each customer as
an individual.
Marketers have always been responsible
for defining what to market, and how to market.
Marketers have always protected the
brand promise.
41. The three imperatives of a new profession
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Marketers have always protected the
brand promise.
42. The three imperatives of a new profession
Understanding each customer as
an individual.
Creating a system of engagement that
maximizes value creation at every touch.
Designing your culture and brand so
they are authentically one.
45. Question
What are your learnings
or experiencing with
social enabling your
Sales population
Editor's Notes
SchaalX is gespecialiseerd in de bemiddeling van hoger opgeleid personeel in Communicatie, Marketing en Sales w dienst te komen: de vliegreis, de treinreis, het festival, het college of uw tentoonstelling. CFS Group ondersteunt uw klant deze weg soepel, veilig en comfortabel af kan leggen.
To deal with this degree of change and complexity – CMOs ’ responses indicated there were three key domains – three imperatives – where they feel the need to improve: Deliver value to empowered customers The digital revolution has forever changed the balance of power between the individual and the institution. If CMOs are to understand and provide value to empowered customers and citizens, they will have to concentrate on getting to know individuals as well as markets. They will also have to invest in new technologies and advanced analytics to get a better grasp of how individual customers behave. Foster lasting connections To effectively cultivate meaningful relationships with their customers, CMOs will have to connect with them in ways their customers perceive as valuable. This entails engaging with customers throughout the entire customer lifecycle, building online and offline communities of interest and collaborating with the rest of the C-suite to fuse the internal and external faces of the enterprise. Capture value, measure results Lastly, CMOs will have to quantify and analyze the financial results of their marketing initiatives and communicate them to the wider organization to enhance the marketing function ’s credibility and effectiveness. They also will have to inject new skills into the marketing function by expanding the digital, analytical and financial capabilities of existing employees and by hiring staff or by partnering with specialists to fill the gaps. And since it’s important to lead by example, CMOs will need to invest in enhancing their own expertise in these areas as well.
Yet, despite this stated priority, most CMOs are, in fact, still focusing on the transaction, and less so on the data required to build lasting relationships with the customer. When we look at the customer lifecycle, starting first with segmentation, then to awareness, interest, action, use, and bond – we see CMOs are using data primarily to segment and sell, not to generate awareness, stimulate interest and “ create customer tribes, ” as an industrial products CMO in Finland put it. This is partly because, historically, it usually has been easy to get segmentation and sales data. Market analysis firms have provided the former, and companies have collected the latter themselves. Obtaining data on the rest of the customer lifecycle has, by contrast, been much more difficult. Organizations that only look at segmentation and sales data are missing the opportunity to learn from the other phases of the customer lifecycle. And those phases are becoming increasingly important as customers connect with brands in totally new ways.
One reason CMOs are concerned is their apparent lack of influence over those areas that effect marketing ROI. If CMOs are to be held responsible for the marketing returns they deliver, they must also have significant influence over all four Ps: promotion, products, place and price. Surprisingly, this is often not the case. CMOs told us they exert a strong influence over promotional activities such as advertising, external communications and social media initiatives. But, in general, they play a smaller role in shaping the other three Ps. Less than half of all respondents have much sway over key parts of the pricing process, for example. Similarly, less than half have much impact on new product development or cross-company pricing. As all CMOs know, price, product and place significantly influence customer preference. At the same time, actions taken by marketing impact the organization. A special promotion, for example, may drive up demand, with implications for the supply chain. The CMO is uniquely positioned to capture and disseminate such customer insights throughout the organization.
For a long time, marketers have had three big marketing responsibilities: Marketers have always been responsible for knowing the customer. Marketers have always been responsible for defining what to market, and how to market. Marketers have always protected the brand promise. How are these responsibilities changing? Over the past year, IBM talked with more than 1,700 CMOs, analyzed academic writings, took a look at what content and ideas were shared through social media, and interviewed several CMO CIO Leadership Exchange participants. Based on that, this is where we collectively think our profession is going.
Marketers have always been responsible for knowing the customer. Data and analytics enable us to know each customer in a way that goes far beyond segmentation, demographics and transaction patterns—they surface a much wider set of needs that we can try to fulfill. Our new role is to help the enterprise see each customer as an individual.
Marketers have always been responsible for defining what to market, and how to market. Because we have a sense of individuals ’ wider needs, we can be much more strategic in how we fulfill them at every touchpoint. Certainly, with products and services—but far beyond that too: with knowledge, context, experiences, connections to others, a new peer set and more. This is about marketing driving not just marketing experiences, but the much broader set of experiences that a customer has with the company. Our role is to create a system of engagement that maximizes at each touchpoint.
Marketers have always protected the brand promise. In a world of radical transparency, each experience with the company is a test of its promise. And while we once lived in a world where gaps between that promise and reality were experienced by, well, those who experienced them, in an interconnected world a poor experience travels into the realm of social media out to tens, hundreds, thousands or, in some cases, millions of other people’s lives. That magnification also works in the reverse—positive experiences are magnified. One CMO summed it up as: “How we are is who we are.” Our new role is to put the best insurance policy in place: to build a brand and culture that are authentically one.
If we have done a great job of delivering on imperative 1 for our organization, then imperative 2 comes into play. A full view of a customer ’s needs means that we can then serve a broader set of his or needs. Enlightened by this full picture of what customers value, the business world divides into two types of companies: those that then approach customer engagement by being systemic in their approach and those that do it in pieces. The latter tend to approach marketing transformation project by project, supported by a proliferating array of tools. Projects, like cross-channel integration, geo-location, mobile strategy, campaign automation, cross-sell/up-sell and more, which are staffed by largely autonomous teams and approached in discrete initiatives. In contrast, systemic companies are intentional about their customer experience—at each moment and over time. They design how their company is experienced. They build a blueprint that makes sense of trends, developments and technologies as an integrated whole—how they fit together to accomplish the right outcome for the customer.
In imperative 1, we talked about how we can collect data about each customer to know him or her as an individual. But, of course, the same tools are in the hands of our customers and they can collect a tremendous amount of data about our companies. They can know everything about us.