“There has not been one big change, but a series of shifts. For example, we've really started to put more emphasis on customer advocacy as opposed to customer loyalty. We've also started to put more emphasis on providing more content, not just serving up ads—making sure we have deep, richer content for our customers. We're also making sure all of our materials and platforms are integrated so that we have a consistent message across all platforms.”
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“The biggest shift we're making is to harness the information that is available now through digital interactions to begin to market in a b2b context to people—really trying to understand the person we are marketing to and creating a much more individualized and personal approach. We are really doing a lot more to integrate all of our marketing dollars to define more personal journeys for our clients.”
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“The most important thing we're doing is getting our content out to customers, then linking that into a dialogue that converts that customer into a paying customer. So it's really about how do we get that content out there that talks to the things customers care about the most and turn that into a lead that goes into our demand-generation system and ultimately into revenue.”