Marketing and sales persons will find this Important. A customer has many different interactions with a company, their buying process is just one of many touch points. If marketers make the mistake of thinking about demand generation in isolation, this could lead to a poor customer experience. Marketers responsible for generating demand need to think of their demand generation programs in a Customer Experience context.
Source: Customer Think, March 19, 2017.
To truly get the most from their demand generation programs, B2B marketers need to think beyond the buying cycle and begin to understand the connection between the buying process and customer experience.
- Many buyers engage with brands before entering a buying cycle
- It’s not all digital
- The customer relationship does not end when they buy something
INSIGHTS: Sales teams play key roles in both demand generation and customer experience. It is important to involve sales team members when developing strategy, so delivering on customer experience can be realized.
Meanwhile, Adobe CEO Shantanu Narayen told a recent audience that “digital transformation is all or nothing.” Source: Make Experience Your Business, March 21, 2017