If B2B organizations have not hired “hybrid” sales reps yet, they probably will be doing so soon—or risk falling behind the competition, according to a recent McKinsey & Company report. And that hybrid model extends to marketing as well. We look at B2B decision makers’ evolving preferences when interacting with sellers across all stages of the buying process—and how remote interactions are on the rise.
An omnichannel approach is applicable to consumer marketing efforts, too. The more seamless the customer experience across touchpoints and devices, the greater the likelihood of conversion. We outline four tactics for converting omnichannel shoppers, from AI-based search to live chat to establishing a unified customer view.
CM sister pub Event Marketer wrapped the Experiential Marketing Summit—spring edition—earlier this week. Not surprisingly, producing experiences that are at once engaging and COVID-friendly was the talk of the show—from F&B choices to proper layouts to regional guidelines. Here are nine resources for event marketers activating live events during the post-COVID era.
Case in point: a New York City pop-up from French’s mustard that complied with local dining restrictions and social distancing rules without compromising on design, engagement, creativity...or taste.
Lastly, as businesses explore alternatives to third-party cookies, marketers can take a page from the pharmaceutical industry—a sector with years of experience complying to privacy regulations. The approach entails connecting media marketing efforts more directly to ROI through building new data frameworks that illustrate a more probabilistic customer journey.
Until next week,
Kaylee Hultgren
Group Content Manager
Chief Marketer
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