Let’s Recap, Then Move Marketing Forward

Over the last four years, we’ve covered a lot of topics in this blog, which is a reflection of the many changes going on in marketing and customer experience. Here are ten of the most popular posts:

  1. More Thoughts on Thought Leadership
  2. When Lightning Strikes – From Service Gaps to Loyalty
  3. When Customers Speak Out, Pay Attention or Watch Out
  4. Becoming a B2B Marketing Digital Native: Part 1 and Part 2
  5. Plotting Your Way To Super Loyalty
  6. The CMO as Change Agent
  7. Ten Steps To Marketing Relevance – Ready to Lead with Content?
  8. Content Marketing Case Studies: Vantiv and Convergys
  9. Transformational Marketing
  10. From CMO to CCO

When we started, many people (including myself) were speaking of Content Marketing, Customer Experience, and Loyalty as separate disciplines. Now they are blending and transforming as Marketers increasingly step up to lead customer engagement.

Last month Sanjay Dholakia, CMO for Marketo, wrote about The Rise of the Marketer. He called out several key trends from their Report on the topic:

  1. Marketing is shifting from a cost center to a revenue generator – and from arts & crafts to art & science
  2. Marketing will become the chief customer advocate in an organization
  3. Marketing is moving from an era of mass marketing to an era of engagement marketing

Sanjay goes on to say that, in order to stay in leadership stance, “Marketers need to embrace technology at a fundamentals level and leverage it to help them scale and talk to their customers with a singular purpose in mind: forming long-term, individualized, durable relationships.”

While looking back and recapping is useful for context, Marketers are more than ever needing to look forward. So let’s continue to transform our profession and lead the way on the customer engagement journey.

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About Lorena Harris

Lorena Harris has more than 20 years of marketing leadership experience with large business service companies. Her expertise is in designing research-based content marketing programs for brand building and demand generation. Since earning her MBA from Duke, Lorena has built revenue-generating marketing programs for $B+ B2B service companies such as Fiserv, First Data and Vantiv (financial services), ADP (employee benefit services), Convergys (contact center services) and Donnelly (publishing services). More information available on linkedin.com/in/lorenaharris.
This entry was posted in B2B Marketing, Content Marketing, Customer Experience, Customer Loyalty, Digital Marketing, Thought Leadership and tagged , , , , , . Bookmark the permalink.

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