February 4, 2014
So you have your database segmented by persona, and you’re running email campaigns. Good work! But remember, segmentation and email marketing are only the first steps toward achieving real customer engagement. A strong lead nurturing program will keep your database warm, but are your employees equipped to speak to each customer’s specific needs? Have you armed employees to get intimate with customers?
Customer intimacy starts with understanding your customers as individuals, beyond each one’s place in your demographic scheme. Rather than making assumptions about what their department’s broad interests should be, drill down into each individual’s specific needs. Not all sales operations teams have budget to invest in e-learning for their training initiatives. Not all marketers have marketing automation. Speak to your customers’ actual needs, not to what they should need.
The Changing Role of the Marketer
The role of a Chief Marketing Officer is evolving into a “Chief Customer Officer”, driving a culture that revolves around the customer experience, and empowering employees to connect with customers. Becoming customer-centric should be at the core of every business, because no company can be successful without engaged and happy customers.
