For today’s digitally demanding customer, a rich, personalized customer experience is quite simply the cost of doing business. It is no longer a differentiator, but the standard. It is a journey defined by the customer, who is setting a new pace in an intensely personal race that, in their mind, only involves one runner. This leaves leading marketers to question where and how the next great evolution will happen…and whether their organizations are set up to leap ahead of the curve. Are they set up to thrive, or will they become irrelevant and eventually obsolete?
Agility becomes a key denominator in this new marketing equation. With customer knowledge dispersed across systems of records, insights, interactions and an array of new sources of data, organizations need the business agility to be able to leverage insight from these disparate sources of information. This also requires the ability for the entire customer experience to be optimized—not just the deployment of campaigns—so that opportunities can be captured faster in order to beat out rivals also looking to connect through revitalized customer experience strategies.
Beyond automation, campaign deployment and even lead generation and opportunity capture, marketing needs a new toolkit. The systems and strategies that will be required to effectively deploy them will also demand new questions: Can relevant stakeholders across sales, service and marketing leverage all of the data available to the organization? Does the front line know everything there is to know about the customer? What strategies, linkages and alignments will help make sales and marketing smarter? How can marketing deliver tangible business value in weeks and have the agility needed to support long-term change at the speed of business?
We were also joined by Pitney Bowes’ Jeff Goldberg, Product Marketing Lead for Customer Information Management, who shared an expert perspective around creation of a digital marketing record for increasing conversion rates and improving marketing communications overall.
Join us on this interactive webcast as we discussed the state of the agile marketing organization and our ability to keep pace with the digitally demanding customer.
Liz Miller, SVP, Marketing - CMO Council, Jeff Goldberg, Product Marketing Lead - Pitney Bowes, Maureen Duff, Managing Director, Head of Global Marketing - Pershing