Trends in changing customer, employee and partner behavior are taking shape that are rocking marketing’s world. CMOs who recognize these trends and shape their strategy accordingly ... will win. Those that do not ... will be left behind. What are these trends? Well, there are six of them and these industry experts explain how each of these trends are impacting marketing’s role in the customer experience...

1. May 3, 2016
James O’Gara
CEO / Founder, OnMessage
Trends in changing customer, employee and partner
behavior are taking shape that are rocking marketing’s world.
CMOs who recognize these trends and shape their strategy
accordingly ... will win. Those that do not ... will be left behind.
What are these trends? Well, there are six of them and these
industry experts explain how each of these trends are
impacting marketing’s role in the customer experience...
“Always-On” B2B Buyer and Customer
“The “always on” nature of consumerism has bled over to
B2B. Unleashing a new powerful element in the ongoing
buyer revolution. We are about to enter an era of the
self-qualified B2B buyer.” — Forrester Research
Purpose vs. Profits
“The company has to determine what it stands for and how
it separates itself in the marketplace. That positioning informs
the company’s interactions with customers and suppliers,
and without it, the rest of the model falls apart.”
— Gallup B2B Research
Activation of Customer Insights and Data
“Evolving from capturing the voice of the customer (VoC) to
connecting employees with realtime customer insight — and
using this information to direct their daily activity — is the
next big competitive opportunity.” — Forrester Research
Growing Importance of Employees and Partners
“When it comes to building buyer interest and trust,
employees and partners are often the best brand
ambassadors.” — Forrester Research
“For the sake of their customers and their own business,
companies need to rethink how they engage and interact
with their partners.” — Gallup
Critical Role of Culture
“Does culture matter for B2B companies? The answer is an
unequivocal — yes. B2B entities absolutely must understand
how their customers feel about them and use that knowledge
to shape their culture and the way they do business.”
— Gallup
Messaging Consistency and Continuity
“A critical trait of companies that succeed in delivering a
superior customer experience is the ability to develop and
deliver a clear, consistent corporate message.” — McKinsey
How is your marketing strategy evolving to contend with these
trends? How are you repositioning marketing’s role in the
customer experience to ensure greater success in the future?
Your answer to these questions will determine the direction
of your career, your marketing team’s success and the overall
performance of your business in the years ahead.
6 B2B Trends CMOs Must Contend With or Deal
with the Consequences.
More Information:
To learn more about how you can deliver a more compelling
and differentiated customer experience visit
itsonmessage.com/resource.
Each of these trends are
impacting marketing’s role in
the customer experience.