Marketing-Led Customer Experience—Everywhere, All The Time

The majority of customers want a good customer experience. Three-quarters of them, in fact, as surveyed by PwC, consider it an important factor in their purchasing decisions.

Yet their actual experiences often fall short: 49 percent of those surveyed claimed companies actually provide a good customer experience.

How can businesses pick up that slack? Through marketing-led customer experience (MLCX).

Recently, DemandLab, in partnership with Chief Marketer, developed a special report detailing MLCX and sharing how the right tools and techniques can help you communicate, collaborate, and create the ideal customer experience.

Aligning goals

Everyone’s got the same goal: Grow revenue. But how?

Through MLCX.

Because when marketing takes the helm and works closely with other departments or teams, they can connect the dots. They can orchestrate available technology and leverage data and content to facilitate the journey the customer takes.

For the customer, MLCX results in a more cohesive and intuitive experience. For the organization, it results in a clear line of sight from the customer’s first interaction to its last and beyond, which in turn enables them to gain revenue.

Enhancing the customer experience

When marketers use MLCX, they provide an improved customer experience and can meet and exceed sales goals. They can develop customer-centric content that incorporates customers’ needs, rather than just selling products.

For example, Magento has been able to effectively integrate martech, data analytics, and content marketing into its sales funnel. DemandLab worked with the ecommerce platform to clean its database and determine how to best segment potential leads. From there, we created data-driven funnels, making sure leads receive marketing content relevant to their specific needs and stage in the customer journey. These funnels also enable qualifying leads to connect with sales reps earlier in the process.

By improving prospects’ experience via MLCX, Magento quadrupled lead engagement in just a few months, regained 10 weeks of staff time a year, and was able to target high-value market segments.

How to evolve—internally and externally

Everyone within an organization has the customer in mind. But if your business functions stay siloed, or processes and data remain fragmented, that customer won’t get the best possible experience.

That’s why team integration is key. But be patient, too, because this isn’t a simple task. It takes time and resources to be successful.

Also, companies need to take a hard look at the technologies they’re using and ensure those are as integrated as their departments should be. Businesses can be structured in complex ways, but the right technology can help you communicate, collaborate, ideate, market, sell, onboard, and support customers seamlessly to bolster the bottom line.

When you harness MLCX, the customer benefits from greater coordination across business functions. Ultimately, the business will also benefit, because they’ll take a leading role in the market as a pacesetter.

Learn more about MLCX

CMOs and marketing leaders have had a 360-degree view of the customer for many years. Now, it’s time to put that perspective into action. Download our special report to discover how you can use this insight to gain market insight and increase revenue.