3 Ways B2B Marketing Heavyweights Are Driving Customer Centricity

By Stephanie AlexandreMay 19, 2017

Learn how B2B marketers like Juniper Networks, Wells Fargo, and Blackrock are attempting to become more customer experience oriented. From creating new roles and cross-functional teams to developing customer narratives, organizations are ramping up their martech efforts like never before.

Recently these 3 heavyweights spoke at the Oracle Modern Customer Experience Summit, where they were united in transforming the face of digital change and connecting with customers.

Here are 3 examples of how data can transform the way marketers connect to their audience.

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How to Fix the Flaw in Funnel-Based Tech Marketing

By Stephanie AlexandreApr 20, 2017

While the purchase funnel has served B2B marketers well over the years, a recent study conducted by Latitude found 87% of buyers now travel a less linear, more complex pathway to final purchase. The four key pillars of the funnel­–attract, convert, close, and delight–are still relevant but, you may want to start thinking about the mental state and behaviors of your buyers during the purchase cycle.

Latitude’s study uncovered six behavioral and mental states buyers will experience:

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