Now more than ever, marketers have a variety of new and traditional options in their toolboxes. In addition to tried-and-true foundational practices, our group of professionals shared their insights into new ways of approaching demand generation, improving content marketing, and leveraging early forms of machine learning and AI — all within the framework of a vastly expanded appreciation of the central role of the customer experience.
http://customerthink.com/the-evolving-scope-of-b2b-marketing-its-all-about-customer-experience/
Digital has completely upended the marketing and advertising world, fundamentally changing the industry as we know it. Now it’s less about campaign-building and more about the convergence of marketing and technology to guide digital transformation.
https://www.forbes.com/sites/forbesagencycouncil/2018/07/25/true-digital-transformation-requires-a-new-breed-of-agency/#30eb93ad4ff0/
With customer experience a focal point for businesses across all sectors, marketers shouldn’t just be looking at B2C brands for inspiration as B2B is increasingly seen to be leading the way.
https://www.marketingweek.com/2018/08/22/b2b-brands-customer-experience/
By now, most companies have at some level realised that they need to embrace digital transformation. For the most part, however, these efforts are still limited to upgrading IT infrastructure, with very little thought given to the rest of the organisation.
A more holistic approach to digital needs to be adopted and “the customer” should be given more focus in an organisation’s digital transformation efforts. It is, after all, customer experience (CX), more than any other factor, that sets an organisation apart from its competitors.
http://themediaonline.co.za/2019/12/what-does-digital-transformation-mean-for-customer-experience-in-2020/
Why is there a high failure rate of customer experience (CX) initiatives? And why do most CEOs not buy into CX? Because CX professionals and companies are not practicing Real CX.
https://www.mycustomer.com/experience/engagement/why-cx-must-not-be-the-responsibility-of-customer-service-or-marketing/
Branding started out as a concept or a thought to build in a customer’s head. But, along with technological advancements, that has changed. We live in an age of social media and advanced technology where customer experience has turned into branding. So, it is no longer about building perception about customer’s mind. Almost every company has delved deep into the customer experience business.
https://customer-experience-management.cioreview.com/news/why-customer-experience-management-is-the-future-of-marketing-nid-26717-cid-118.html/
Marketing’s goal used to be pretty straightforward: build a pipeline of qualified leads to hand over to the sales team. The model changed a little bit depending on the audience and the vertical, but essentially marketing material and actions, from awareness level to consideration, were used to build a pipeline.
https://www.cmswire.com/customer-experience/why-marketing-needs-to-drive-the-entire-omnichannel-customer-experience/
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