Why digital marketers must drive the customer journey

The changing customer buyer experience is putting marketers in the hot seat for engagement

Handing off customers, from marketing to sales to customer service, seems a bit jolting in today's digital world. These days, customers own the online social relationship, and they don't want to be passed around like a hot potato. They demand one group guide them through the customer journey.

More often than not, this group is the digital marketing team.

Death of a salesman

Already there are signs that marketers are pushing out salespeople. Forrester predicts one million B2B sales jobs will disappear in the coming years, as customers research and purchase goods online. At DEMO Traction in San Francisco last week, many startup tech companies said they don't even employ salespeople.

On the post-sale side, a fight has broken out on social media between marketers and customer service pros over control of the customer relationship. Customers don't want to pick up a phone and call customer support anymore. They want answers online, where marketers hold sway yet aren't good at providing customer service.

"Initially seen as an outbound channel for marketing, social media soon also saw consumers seeking customer service, something marketing teams were ill-prepared to handle," writes Forrester analyst Ian Jacobs in a brief entitled Take Social Customer Service Beyond Your Own Walled Garden.

Digital marketers need to see clearly

As marketers expand their influence along the customer journey, they need to know what this really looks like. The holy grail at the end of customer journey is a customer advocate who wields a social networking bullhorn. How to get there? Bluenose, a customer lifecycle management vendor, has put together an infographic that at least gives marketers a big picture.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Machine learning represents the future for digital marketing. I'm glad that there are strides being made in this direction and that even ...

Claudia Evans

Looker eyes benefits of machine learning to connect with customers

Read more

I read you post full. It's really good .

Yusuf

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Latest Podcast

More podcasts

Sign in