How Marketing Should Lead Client Experience in the Digital Age

  • Author(s) Rob Leavitt
  • Published August 21, 2019
  • 12 Pages
  • Category Engagement & Advocacy
  • Type Member Research
  • 12 Pages
  • .PDF Format

As B2B firms scramble to transform for the digital future, marketers are investing in new strategies, programs, and capabilities to enhance the client experience and ensure client success. But it’s still early days for most marketing organizations in this increasingly important domain.

This ITSMA Update provides guidelines and examples, including case studies from SAP and Cisco, to help marketers move forward effectively in leading cross-company efforts to ensure innovation and value at every stage of the relationship.

The Update outlines three critical areas for B2B marketers to concentrate on when dealing with client experience challenges, such as rising expectations for real-time personalization, declining trust, and the pressure to be innovative: 

  1. Design an integrated, full lifecycle experience based on the Three R’s (Reputation, Relationships, Revenue)
  2. Drive cross-organizational commitment and support
  3. Prioritize innovation at every stage

As B2B marketers continue to dig into the complexity of the full scope of client experience, following these initiatives will help reinforce marketing’s position as leading the charge for holistic, forward-looking client experience and success. 

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
Add to cart
Become a member and gain access to all our tools and resources!

Want to gain free access to all our tools and resources?

Become a member and get access to the latest insight from ITSMA.



Account-Based Marketing Brand & Reputation Buyer Personas Customer Success Thought Leadership