'Staying current with ever-changing tech trends is now de rigueur for any modern marketing executive. One of the first things Jim Lyski did after becoming CMO of CarMax in 2014 was to go on a “digital safari” to Silicon Valley with the company’s new CIO and other senior executives. They spent three days meeting with leading tech and venture capitalist firms, getting up to speed on emerging technologies.
“Google is happy to show you not only what they’re doing but what they’re going to concentrate on over the next year,” Lyski says. “Facebook, Adobe, Oracle and IBM Watson will do the same thing. If you’re not talking to the experts that are reshaping our industry, you’re missing the boat. This industry changes at breakneck speed. If you don’t put in the effort to stay abreast of everything, you’ll blink and be left behind.”'
https://www.adweek.com/digital/4-keys-cmos-should-consider-as-they-transform-their-organizations-and-themselves/
Sales is no longer a door-to-door business; you don’t get to ring the doorbell and tell customers they need you anymore. Now, they’re coming to your door, and if they don’t like what they see, they move on. So, how do you ensure they see the value in what you offer?
You have to understand their expectations not just of your offerings, but of their entire experience with your brand — from discovery to customer care. That means that “sales” can no longer stand apart from “marketing” or “service.” These silos must converge and create a continuous, intelligent customer experience (CX). Read on for steps you can take toward meeting and exceeding customer expectations.
http://customerthink.com/4-ways-of-exceeding-customer-expectations-through-intelligent-cx/
For new business owners, establishing brand awareness, launching new products and standing apart from competition is no easy task. Marketers at emerging brands are inherently time poor and often operate on shoestring budgets, so breaking into crowded markets and reaching consumers is a considerable challenge. Hiring marketing staff or third-party advertising agencies is an expensive investment and a luxury for most SMBs, so how can new brands make a big splash given their limited bandwidth and resources?
http://multichannelmerchant.com/blog/5-ways-new-brands-can-use-the-voice-of-the-customer/
“Your focus needs more focus,” urged the martial arts master, played by Jackie Chan, in The Karate Kid remake. The same could truthfully be said about any of our businesses. Focus is difficult to achieve and maintain. It requires constant diligence and discipline.
We could all learn from the experience of Phononic, the developer of solid-state cooling solutions used in a variety of applications and industries. Founded in 2009 and headquartered in the Research Triangle Park area of Durham, NC, this private company has been named a CNBC Disruptor 50 (twice!) and was just recognized for account-based marketing innovation at the #FlipMyFunnel conference, where I first met them. As a company who is just beginning to take their technology out of the lab and into the market, focus is everything.
https://www.forbes.com/sites/jenniferdavis/2018/09/10/5-ways-to-focus-on-the-buyer-and-their-journey/#10360c177c53/
Everybody is talking about customer experience (CX), but like many other hot industry terms, it can mean different things to different people. I like the Wikipedia definition: “Customer experience (CX) is the product of an interaction between an organization and a customer over the duration of their relationship. This interaction is made up of three parts: the customer journey, the brand touchpoints the customer interacts with, and the environments the customer experiences during their experience.”
Marketing definitely has a significant role in supporting each of these components. But the old adage that marketing gets the customer and customer service keeps the customer is overstated. A reputation for great service can help the company get customers and marketing has an important role in keeping them.
http://customerthink.com/7-ways-marketing-can-boost-your-cx-performance/
The customer experience (CX) drives success or failure in retail, but who should claim responsibility for something so important? In most organizations, it’s the marketing department, according to research from Gartner.
https://www.forbes.com/sites/steveolenski/2018/08/31/does-your-cmo-have-the-necessary-tools-to-perfect-the-customer-experience/#1894bd0a2e3f/
https://www.business2community.com/ecommerce/how-b2b-ecommerce-marketers-can-use-the-voice-of-the-consumer-to-boost-sales-02133114/
In this highly competitive environment, how can you optimize your people-based marketing? People-based marketing is only as powerful as the data you feed into it. By fleshing out your consumer profiles with a wealth of first-, second-, and third-party data, you can ensure more accurate targeting and personalization. Marketers often leverage their CRM or loyalty database to build people-based marketing profiles, however many have now also begun to tap into one of the richest sources of first-party data — the voice of the customer captured through their phone calls to businesses. Below we’ll discuss how using voice analytics from your inbound calls can enhance your people-based marketing.
https://www.business2community.com/marketing/how-brands-and-agencies-can-use-the-voice-of-the-customer-to-improve-people-based-marketing-02104904/
The stakes for digital have never been higher, and neither has the pressure on marketers and agencies to optimize campaign performance to win the most customers at the lowest costs. As costs rise, every conversion counts — especially those that lead to appointments, sales opportunities, and revenue. And for mobile advertising, that conversion is often a call. When consumers run searches and engage with digital ads, emails, and website content on their smartphones, it’s easier and more natural to call the business rather than fill out a form on their small screens and wait for the business to call them.
Inbound calls are often the most valuable leads — callers convert to customers on average 10x–15x more than online conversions. Someone who calls a business usually has higher purchasing intent and is further along in the customer journey than someone who fills out a web form. Plus, a caller is a live lead that businesses can close and upsell right away.
Below are 3 examples of how you can use voice analytics to capture valuable marketing insights and, in turn, optimize the performance of your digital advertising campaigns.
https://www.business2community.com/marketing/how-marketers-can-leverage-voice-analytics-to-optimize-roi-02097617/
Voice of the Customer (VoC) programs have become a strategic asset for the most forward thinking and customer-centric CEOs, CMOs and customer experience leaders. In fact, in the most recent Best Practices of the Best Marketers Research Report, Chief Marketing Officers whose performance ranked them in the top quartile used VoC programs a whopping 48% more often than their lower performing peers.
It’s been my experience that most companies think they know what their customers’ want—and more often than not they are either partially correct or incomplete. Either scenario results with a cascading effect that degrades product R&D, marketing communications, sales effectiveness, services delivery and customer experience (CX) objectives. The negative financial impact incurred in any one of these areas is a significant hidden loss than goes unrecognized by most business leaders.
http://www.crmsearch.com/voc.php/
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