Mathew Sweezey, Principal of Marketing Insights at Salesforce Marketing Cloud, discussed how today’s marketers can drive business results while navigating a new customer landscape during a Thought Leadership Spotlight Presented by Salesforce Marketing Cloud at the 2015 Chief Marketing Officer Leadership Forum: Fall Event in San Francisco on Nov. 10. In his presentation, “Succeeding in the Infinite Future,” Sweezey pointed out developing new channels is essential for marketers to deliver content to their target audiences consistently.
According to Sweezey, today’s marketers must explore ways to bolster their relationships with consumers. By doing so, Sweezey said, marketers can ensure that clients receive the support they deserve day after day: “What you need to realize is products can be substituted. Relationships cannot. You need to own the relationship, and the only way that you can own that relationship is by having a net positive experience across every touch point.”
Consumers demand authentic and honest experiences, Sweezey added. Although content alone is valuable, Sweezey noted, organizations must create content that its customers can enjoy to differentiate themselves from rivals. As such, marketers must develop and deploy content that serves a distinct purpose, Sweezey said, and delivers value to consumers across the globe: “It’s purpose. Everyone desires to fulfill their purpose, and the Internet allows them to fulfill that purpose in an infinite way, in a way never before possible. We need to think about this. How do we help fulfill those purposes and meet those desires?”