PathFactory Top 6: From Marketing with Love
February 14, 2017
Welcome to our newest blog series, The PathFactory (formerly LookBookHQ) Top 6, a monthly roundup series covering various topics of interest to sales and marketing professionals carefully curated from around the web.
Sales enablement is a common buzzword in marketing today. It’s important, no question, but there’s not enough discussion around how marketing can enable and be enabled by the other departments within an organization. So, in this first edition of The PathFactory Top 6, let’s channel our Valentine’s spirit and look at how to share some marketing love around your organization.
At any company, the customer experience/success team is perfectly placed to enable and be enabled by the marketing team. Whether it’s relaying common customer problems for marketing to spin up some relevant content or marketing providing a platform for customer advocates to share their experiences and love for your brand, this relationship is not to be taken for granted. Here are two great reads that illustrate why marketing and customer experience are made for one another.
1. Together, Customer Success Teams And Customer Marketing Can Create A Better Customer Experience
In this article, Chad Horenfeldt outlines how customer success teams and marketing can work together to improve the customer experience and increase the value they drive for customers and their organization.
2. How 6 Marketing Leaders Plan to Improve Customer Experience
If you’re a marketing leader with CX responsibility, it’s likely you need to focus your efforts to meet business expectations in 2017—and you need to do it fast. As my colleague Bill Hutzel is fond of reminding us on a daily basis, as of today, we are already 12.3% of the way through 2017. To help you get started, Kelvin Claveria asked six marketing leaders about how to they plan to improve CX in 2017.
Marketers love data. Marketing and data teams can work hand in hand to create the best campaigns for their target audiences. For starters, the marketing team can enable the data team by providing them with the questions we’re trying to answer and the problems we’re trying to solve. The data team can then empower the marketing team to make informed decisions using that data. The more information that’s readily accessible to marketers, the more they’re empowered to make informed decisions about campaigns. And that’s why an open line of communication with the data team is so important.
3. Upgrading Your Data Skills: The Relationship Between Data Analytics and Digital Marketing
With the pervasiveness of the Internet in our lives (even on that smartphone you’ve always got in your pocket wherever you are), we’re now drowning in data. The pros who work in data analytics dig through the mountains of information to help make sense of it and create actionable insights for companies, and that’s a beautiful thing.
4. How Data and Technology Will Affect Your Marketing in 2017
Today’s companies are focused on maximizing data to provide insights that ultimately lead to increased customer conversion and retention. Companies will continue down this path in 2017, trying to wring every ounce of value out of their customer data. With that in mind, Victoria Godfrey discusses the four trends she’s watching for 2017 and some steps you can take to stay ahead of the curve.
Marketing owns the master brand but your employer brand complements your master brand. With marketing and HR working together, your brand can reflect the reality of what’s taking place daily within your organization. Here are some ways marketing and HR can support and enable each other.
5. HR and Marketing: Building Your Employer Brand Together
The role of HR has evolved significantly in recent years. Attracting, engaging and retaining top talent is a high priority for executives, and most companies place this responsibility on HR. And without top talent, maintaining a competitive advantage, adapting to industry change and growing your business is nearly impossible. Successfully building an employer brand is a strategic imperative and it can’t be done in isolation (no HR team is an island), so engaging and partnering with marketing from the very beginning is essential.
6. How to Use Employee Advocacy for Employee Engagement, Employer Branding and Social Recruitment
It may be less apparent, but HR professionals are marketers at heart. They market a company and its culture, and “sell” career opportunities to prospective applicants. A HR professional is also the traditional “employee advocate” – he/she speaks for the workforce and is responsible for the quality of work life at a company. Along with your customers, happy employees are the best advocates you can get.
Marketing touches virtually every area of your business. Whether it’s customer experience, data or HR, looping marketing into key departmental goals can be mutually beneficial for everyone involved. You might say, it’s a match made in heaven!