The first question you might ask is … what’s messaging infusion? It is the disciplined process leading B2B companies use to deliver a clear, compelling and consistent message throughout the customer experience. How does messaging infusion work? CMOs collaborate with the executive team to align the company’s go-to-market strategy with customer requirements and formulate a clear, [...]
Brian Solis, author of “X: The Experience When Business Meets Design,” said, “I find that the chief marketing officer actually involves something that’s a little bit more significant in the organization. So not just responsible for marketing, but responsible for the entire experience. After all, marketing experiences are the new marketing.” The transformation of the [...]
Many of today’s CMOs and CEOs have lost touch with a critical fact: the strength of a company’s story is intrinsically tied to the financial performance of the business. If your corporate story is ineffective and inconsistently delivered, financial performance suffers. However, when your story is clear, compelling and consistently delivered throughout the customer experience, [...]
Industry experts have been predicting that “campaigns” in the traditional sense are dead. Do you believe it? Well, maybe this OnMessage Minute will help you decide if they are right or wrong. Let’s start by dissecting what a traditional campaign looks like: Campaigns ... have a designated start and end date. Campaigns ... are managed [...]
Today, most CMOs do not have enterprise processes in place to ensure clear, compelling and consistent messaging is delivered throughout the buying process and customer journey. This results in a disconnected and inconsistent experience for prospects and customers as they travel from one touchpoint to another. In the end, inconsistent corporate messaging negatively impacts business [...]
CMOs may be the undisputed owners of the corporate message, but who owns the customer experience? It’s a question that plenty of companies grapple with. In fact, when 1,600 survey respondents were asked who owns the customer experience, “Don’t know” was one of the top five answers. Today’s customers are more educated, more proactive and [...]
The pressure for CMOs to prove their value in the C-suite multiplies every year. In fact, 62 percent of CMOs report feeling pressure from their CEO or board to prove marketing’s value, and none of them expect that pressure to subside. Add to that the fact that the CMO’s role is evolving rapidly across industries, [...]
According to a recent LinkedIn survey of 4,000 talent and recruiting leaders from around the world, a strong partnership between the CMO and the human resources leader is more important now than ever before. In fact, nearly half of recruiters expect that recruiting will increasingly resemble marketing over the next five to 10 years. Improving [...]
According to Gartner, 89 percent of companies expect to compete mostly on the basis of customer experience by 2016. As customer experience becomes the top priority for B2B organizations, CMOs must take on a cross-functional role that influences all areas of a business, and examine new and unique marketing channels to ensure that a clear, [...]
The customer experience is rapidly becoming a top priority for many companies. Just last year, 68 percent of businesses planned to increase their customer management spend, and customer experience is expected to overtake price and product as the key brand differentiator by 2020. As the way we do business evolves, so must the role of [...]
