Buyers are changing and channel marketing must evolve quickly to meet and exceed these new expectations. A key phrase today is “customer obsession.” Customers demand openness and transparency, as well as highly personalized experiences. True marketing leaders will expand their priorities and support strategies that build trust and an intuitive, natural customer life cycle. Maria Chien, Vice President and Executive Advisor for Channel Marketing Strategies at Forrester, delivers some key insights on partner enablement, the changing B2B landscape, and shifting perspective of the customer experience.Here's a sneak peek:Marketing leaders need to be open - not just open for business, but open to new ways of doing business and new partnerships.Buyers are looking for personal connections and expect suppliers and their partners to work with them on that shared set of goals through the pre- and post-sale experience. Enhance channel and partner marketing capability, and enable partners to give buyers streamlined, personal, and relative engagement.Design and optimize customer loyalty, communication, and engagement strategies that increase retention and reduce churn.
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