Navigating the Road to Digital Transformation

Posted on by Beth Negus Viveiros

Book-Mockup-WhiteBg-4Today marketers have unprecedented access to data, automation solutions, and ways to reach customers. But sometimes, there’s almost too much information to process in this era of digital transformation.

To succeed, marketers need a GPS to guide them on the road to customer engagement.

To learn more, join author Lars Petersen on Thursday, April 9 at 2 pm ET for a free Chief Marketer webinar sponsored by Sitecore.

Petersen, author of “Connect: How to Use Data and Experience Marketing to Create Lifetime Customers,” will explore how to use data marketing to create long-term customers and ways to create more relevant digital experiences. He’ll also offer insight into how marketers can identify—and repair—areas of customer disconnect in their organization.

In “Connect,” Petersen writes that the road to rich customer relevance and humanized marketing will not be an easy one.

“There will be many changes needed with new processes and new relationships between organizational units,” he writes. “It’s not easy, but the payoff is huge; you win the hearts and minds of customers and build long-term relationships that endure having impact on retaining and creating vocal customers.”

Marketing is an important stakeholder in the process—but it is only one part, he stresses. Sales, service, finance and every other part of the enterprise will impact on the total experience. “In many cases, this will start a revolution that will transform marketing into being involved in measuring and improving every business function that touches customers.”

As all marketers know, customers are taking more control of their path to purchase, and they’re contacting sales people later than ever in their journey.

“If marketers wait until the later stages to engage with customers, there is little time to influence the buying decision,” Petersen writes. “[Marketers need] to move that point of contact earlier in the customer journey. To do that we need to build trust with the customer by aligning content with the customer’s stage in the decision journey. Pushing the wrong content, offers or communication at the wrong stage can destroy the marketing-customer relationship. At the earliest stages it’s not about product features but more about the value and benefits of that product, with which the customer can identify.”

To learn more about how you can engage customers earlier in the journey, sign up for the free Chief Marketer webinar.

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