Engaging Customers is Changing for Marketing and Sales
According to a study by the CMO Council and Pegasystems, marketing is changing with the times: the customer experience has so many more expectations than what typical sales and marketing provided in the past.
Nearly half of the B2B companies surveyed said that marketing has had to be more closely aligned with sales, service and support to truly connect with customer expectations. The big idea is being replaced with the big approach to micro-moments of customer contact. Messaging is still critical, but it needs to fit the customer, the medium and the brand.
Today, a 360-degree approach with customer journey mapping is key to engaging and selling to customers.
Nearly 30 percent of markers said that customers are more selective about which channels they want to use to engage with companies. That selectivity is leading to more personalization of messaging—the medium and message must work in tandem.
Customers want more relevant, personalized experiences. Even though it is easier to connect, the cluttered and confused marketplace is actually making the transmission harder and full of noise. Only 3 percent of the businesses report they were proficient at using all the engagement tools and meeting customer experiences.
The omni-channel world is upon us all.
Mark Mathis
Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle.
After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant.
He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.”
Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.”
One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College.
Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board.
Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.