To better engage with prospective buyers, marketers need a holistic view of the customer journey to provide personalized, two-way conversations, according to research conducted by The Economist Intelligence Unit (EIU) on behalf of Marketo. The study shows that a majority (86%) of marketing executives believe they will own the complete, end-to-end customer experience by 2020.
Today’s B2B buyers expect a more personalized and omnichannel buying experience, which has many B2B organizations leveraging some common B2C tactics to meet their expectations. Mirroring the strategies used when making consumer purchases, B2B buyers are increasingly turning to social media, peer recommendations and mobile apps to gain control of the buying process and gather insights from colleagues.
Walker is a customer intelligence technology and consulting firm offering solutions designed to help B2B marketers achieve their business objectives through predictive analytics, surveys and consultation.
The company’s CX platform positions marketers to identify, address and improve customer experiences to:
Walker is compatible with Salesforce.
Click here to contact Walker for a consultation request.
Walker intends to provide insight to help marketers have a better understanding of their current market position and develop more effective strategies going forward.
The solution positions users to grow a customer base that is loyal and more profitable.
Walker offers solutions aimed at increasing customer retention, improving growth rates, pinpointing key process improvements and managing strategic accounts.
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While 80% of marketers believe that they have a peripheral role in the customer relationship, 85% feel that sales and support teams are currently responsible for the customer experience. This is just one of the key findings from a new study published by Act-On Software, in association with Gleanster Research.
The study 0f 750 B2B marketers examined their role in the customer lifecycle and supporting the customer experience.
Evergage recently upgraded its real-time, behavior-based web personalization platform with features designed to improve customer engagement. The new offering enables marketers to create a more relevant online experience for customers to help improve conversion rates, company officials noted.
By Joe Cordo, CMO of Extraprise
Editor's note: this is the second in a two-part series. Read Part One here.
Last week, we discussed how to tie mobile and social profiles to the customer lifecycle in order to deliver the right kind of marketing to customers and prospects regardless of the channel. Today, we take it one step further by discussing the role of personalization and how it can be applied across multiple channels.