Customer expect a personalized and consistent experience with brands, across channels and departments. As enterprises race to deliver those seamless digital customer experiences, they’re realizing that technology only takes them part of the way. Instead, understanding how a customer interacts with your brand and making the most of “customer moments” at every touchpoint drives deeper engagement and repeat business.

Today at the CMO Summit U.S., Bluewolf CEO, Eric Berridge, and Global CMO, Corinne Sklar, delivered the opening keynote, “Demystifying Customer Journey Marketing,” discussing how enterprises can develop scalable digital marketing strategies that deliver consistency and fosters customer connections.

Eric identified the struggle and opportunity that so many companies face — oftentimes, customers are reduced to transactions, a generic means to an end, as opposed to multi-faceted people with evolving brand expectations. From his perspective, companies that orient their culture, processes, and marketing functions around customer-obsession are more successful in creating personal, direct connections across channels, including email, mobile, web, in-store, and sales.

To facilitate these customer connections, data needs to live at the heart of digital transformation and marketing. Corinne discussed why marketers need to fall in love with data, not the technology solutions, to get closer to their customers; it’s the promise of predictive analytics and business intelligence that can better arm organizations with consumable insights that drive intimacy, engagement, and retention. 

In today’s highly personalized marketing world, segmenting your audience by demographic data is not enough. Marketers need to go beyond traditional segmentation and adopt three crucial pillars of modern digital marketing to personalize customer relationships and consolidate the demand generation funnel between marketing, sales, and service:

Complete the Customer Profile: Social profile data is imperative to be actionable (Tweet this)
Broadcast to Personal: Embrace social marketing platforms for real-time engagement (Tweet this)
Create Customer Intimacy: Arm employees with the right info to engage customers (Tweet this)

82% of marketers say customer engagement is a key success metric for their role; the CMO Summit U.S. brings together leading marketing executives to discuss the latest technology solutions and strategies that pave the way for marketers to make customer connections a reality.

Have an opinion about customer journey marketing? Get in touch, or tweet us @Bluewolf.