Digitizing the customer journey
The ease of information search, self-serving customers and the multitude of marketing channels are some of the factors raising expectations also in B2B marketing, sales and customer service. The customers expect that their individual ways of buying and other personal, sometimes complex requirements, are met swiftly – often even in real time.
The role of marketing is bigger than ever
Marketing is in charge of an ever-growing number of customer touchpoints. At the same time the marketer has a critical role in enabling and developing the opportunities for self-service. Being successful requires a deeper knowledge and understanding of the customer, and a more strategic and business-centric approach. The ambitious and successful marketer is defined by the capability to harness technologies efficiently and the courage to reorganize the marketing function to work seamlessly in unison with sales, communications and customer service.