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3 important lessons for marketers from Google's CIO - Chief Marketing Technologist | #TheMarketingAutomationAlert

You can imagine that being the CIO at Google could be a pretty tough gig. The whole company is teeming with super smart engineers. A large number of them are under 30 millennials who are famously opinionated.

 

Condensed...

 

1. Savvy customers

First, acknowledge that your customers are savvy. Google employees, the article notes, “aren’t haplessly trying to set up their voicemail; they’re experts in technology and expect it to work.” Ben sees them as representative of a broader shift in the workforce. Your customers are far more savvy than they were 10 years ago.

 

2. Front-line talent

Second, to deliver on the expectations of savvy customers, you need strong front-line talent. Ben takes great pride in hiring real experts on the front line of IT support — an approach that runs counter to traditional help desk economics.

 

3. Everyday experiences

Third, in IT — as in marketing — it’s easy to get preoccupied with major strategic initiatives at the expense of giving love and attention to the everyday experiences that people have with you.

 

For marketers, it’s easy to get caught up in the next major campaign. But the majority of the touchpoints that customers have with us include far more experiences than the typical campaign. It’s all the rest of the content on our website and blog. It’s how our web and mobile apps behave. It’s the quality and relevance of what is emailed through our nurturing programs. It’s the materials we provide for sales support deeper in the funnel.



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