Pushing the boundaries in your customer marketing strategy

Shaun H. Ruff


We’ve heard it before – the customer journey has changed for good. That’s the answer. But what’s the solution? At Ignite USA I’ll speak about the power of customer marketing and brand and why you need to think beyond the case study to make a big impact for your business.

I’m Stephanie Capouch, VP of marketing at Terminus. I started my career in the agency world but have spent the majority of time working in tech at companies like Conga, WP Engine, ExactTarget and Salesforce. I love brand and customer marketing and worked across a variety of functions including events, corporate communications and social. My marketing philosophy is customers should be at the heart of everything we do, and a good story is the foundation of every brand. 

Brand should always be a priority for businesses. That’s the first misstep – people separate out brand and demand but the reality is that brand should drive demand. We know two things to be true: 

  1. Nearly 60% of buyers are on the way to a buying decision before actively engaging with sales. 
  2. A brand is what others say about you when you aren’t in a room. 

That means that buyers are engaging with your brand experiences, researching your brand’s reputation and reading thought leadership well before any conversations with your team. The truth is that both functions are intertwined – one cannot exist without the other. 

What you’ll learn at Ignite USA 

Brand doesn’t just drive new business – it is also critical across the customer journey from onboarding through advocacy. Every day, companies have the opportunity to capture the hearts and minds of our most engaged audience – our customers. 

In this session, we’ll dive deeper into why customer marketing is more than just case studies, the power of infusing creativity throughout your customer marketing and why customer and brand marketers shouldn’t shy away from typical demand marketing plays like ABM. You’ll learn:

  • How to transform your customer marketing and push the boundaries.
  • The keys to leading customers down truly meaningful customer journeys.
  • What you’re doing wrong and, more importantly, how to do it right.
  • How to interweave creativity into your programmes in the name of inspiring loyalty.

I’m really looking forward to speaking at Ignite USA. Marketing is ever evolving. Forums like Ignite are an incredible opportunity for marketers to continue to grow and evolve by learning from some of the best in the business.

After so much time working from home, I’m excited to be back around fellow marketers to share ideas, network and hear what inspires others. I’m really looking forward to the keynotes, and the sessions on inclusivity and diversity. 


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