The pandemic continues to spur a dramatic shift in B2B buyers’ behaviors and preferences, as C-level executives lean on marketers to monetize the rapidly changing (read: digital) demands among their customers and prospects. Indeed, B2B CMOs have an unprecedented opportunity to own the customer experience (CX) and drive new efforts for growth, according to Jennifer Ross, VP and senior research director at Forrester. “CMOs have always had to deliver exceptional experiences to acquire new customers, but the remit has extended to delivering exceptional experiences across the full customer journey pre- and post-purchase,” she says. “That requires viewing decisions on technology, resources, and staffing through the lens of improved ability to deliver value to customers.” Read more…
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