According to IBM research, fully engaged customers spend three times more and are twice as likely to recommend your company. Yet time and time again, customers are being met with experiences that are not meeting their needs. Today’s buyers expect the right content to fall into place at just the right time, but only 21 percent say the marketing messages they receive are “usually relevant.” These heightened expectations—and the heightened reward from the new basic expectation of customer experience—present new questions for today’s marketing teams: Are you doing everything you can to provide a superior customer experience that is purpose-built to build loyalty and drive repeat business?
In this webinar, the CMO Council was joined by Rosie Judd, the Georgia Aquarium’s Digital Media Manager. She shared the underlying strategy for one of the biggest public aquariums in the world, in addition to the incremental steps taken that directly led to increased engagement. We were also joined by Keith Meade, Senior Account Director for IBM Marketing Cloud, who shared real-world success stories that inspired ideas for enhancing the buyer experience before and after key customer interactions.
Some of the topics covered in this interactive event include:
- New approaches to capturing and leveraging data to better drive engagement
- Building a lifecycle marketing strategy that enhances every touchpoint and thinks beyond a campaign
- Getting back to the basics of relationship building, including setting up welcome and post-transaction experiences that turn buyers into relationships
- Measuring beyond opens and clicks, but making a splash with the business through loyal, engaged advocates
Liz Miller - CMO Council, Keith Meade - IBM Marketing Cloud, Rosie Judd - Georgia Aquarium