Marketers:It’s time to get orchestrated

You want to give your customers a better experience, right?

You’re not alone. Growing long-term relationships with customers and enhancing the customer experience across touch points is the #1 priority for senior level marketers

Source: Forrester Consulting.

It’s just smart business.

In fact..

More than 50% of customer interactions happen during a multi-event, multi-channel journey

and..

Source: McKinsey & Company

Customer journeys are 30% more strongly correlated with business outcomes like customer satisfaction and willingness to recommend than uncoordinated communications

Source: McKinsey & Company

Yet, marketers still struggle to deliver a great customer experience

Here’s 3 reasons why

Organizational silos

24% of marketers say their companies are not set up to support an integrated digital marketing strategy

Source: Ignition One

Only 38% of marketers agree that their company has a single view of customer interactions across touch points and over time

24%of marketers say their companies are not set up to support an integrated digital marketing strategy

Source: Forrester Research and Ignition One

Technology limitations

38% of marketers say the technology to build an integrated digital marketing strategy is too complicated

Source: Ignition One

58% 18%of companies use last-click as their attribution model

of companies use a sophisticated cross-channel attribution model.

Source: Ignition One

Lack of resources

73% of marketers highlighted internal resources to be the largest barrier in preventing their organizations from engaging with customers at an individualized level

Source: Econsultancy

Marketers, don’t let these 3 things hold you back

It’s time to step it up

But, it won’t be easy.

Staying relevant to your customers in the long-run means making some significant organizational changes

Here’s 4 tips for getting started

Create a customer-centric culture

Organize around the customer lifecycle

Invest in technologies that manage the customer journey from end-to-end

Move from canned responses to next-best journeys

Interested in learning more?Get a free copy of “The Rise of Marketing Orchestration” by Forrester Consulting

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