Ciklopea representatives attended yesterday’s AmCham event “The need for Digital Marketing Transformation – embrace it or get left behind” with the keynote speaker Ms. Katie Axam, Chief Marketing Officer, IBM Central and Eastern Europe.
In her speech, Ms. Axam reflected on the changing role of the CMO and the need for organizations to adapt in order to fit into today’s modern marketing world by truly understanding their customers.
Our main interest was a part of the talk about the possibilities to transform the marketing team into a client centric and data driven one, i.e. to understand your clients better in the digital world.
75% Executives Make Emotional Decisions
The most important thing in selling language services is to reach decision makers and focus on their needs. They have to imagine themselves in a particular business situation in order to make the right decision.
Product Focused vs. Experience Focused Marketing
The old marketing process would be to focus on the final product and the ways on how to sell it. But that is not sufficient anymore, since digital trends require constant adaptations. This is why it is important to focus on customer experience instead and put customers’ needs first. By doing so, we can finally put the pieces of the puzzle together and create a cohesive picture.
Tracking clients’ satisfaction even after closing a deal is also very important. That way, we can see how the client feels when using our services and use that knowledge to increase their satisfaction.
Social Media and Content Distribution
And of course, social media have a huge impact in the whole process, so it is necessary to create content for a specific area, stay in touch with customers at all times and listen carefully to their desires and needs.