The pace of change in marketing is fast, but last year’s top posts still provide great insight for the challenges to come. In case you missed them, check out our top 10 below for essential data and guidance on many of our key issues for 2017.
As B2B business models continue to shift toward subscription and as-a-service, marketers are paying much more attention to customer experience and value throughout the customer lifecycle. A recent ITSMA conversation with marketing leaders from Amdocs, Cisco, and Oracle highlighted some of the new approaches and priorities.
Ensuring customer success has moved from important to urgent as B2B firms rely more on customer retention and growth in the subscription economy. Jeb Dasteel, Oracle’s chief customer officer and co-author of the new book, Competing for Customers, explains why B2B firms need to prioritize customer success, how Oracle is orienting the organization around the customer success idea, and why marketing is best positioned to lead the transformation that all B2B companies need to make.
ITSMA’s annual Marketing Leadership Forum provides a great opportunity for senior marketing executives to share ideas about the incredible changes washing over the B2B technology and services marketing landscape. Last month’s Forum in Napa, CA, was certainly no exception. Here are my key takeaways…