B2B marketers have come a long way in the last ten years.
Technology has changed how we communicate and operate within our organizations. It has empowered B2B buyers, and made marketers accountable for pursuing and serving the buyer at every step of their journey. Technology has also produced a myriad of digital channels, managed with a portfolio of new tools to engage the buyer across these channels.
But for all of the progress made in this digital transformation, chaos still reigns in most of our marketing efforts. Given the current complexity generated by digital, it is time for the pendulum to swing back toward simplicity and alignment—particularly in the experience we provide to our customers—in order to capitalize on new technologies and deliver a positive customer experience.
Enter 2016: The Year of the Customer Journey