Dreamforce 2019 kicks off today in San Francisco and the two big questions of the week for the marketers and customer experience professionals in attendance are: will I get to see Barack Obama in person and how do I put the customer at the center of everything I do?
— Wade Wegner (@WadeWegner) November 19, 2019
While we can’t help Trailblazers with the first question, we can help our Modern Marketing Today community with the latter. This week we’ll be following along with Dreamforce 2019 to bring the insights and initiatives from the conference on how to connect with customers in an increasingly noisy world.
From the mailboxes at the end of our driveway – hello Amazon holiday catalog – to our inboxes and social media feeds, brands are competing hard for consumers’ attention and a share of their wallet. What brands that are thriving have found is that success comes from putting the customer at the center of every interaction.
Today’s customer has come to anticipate not only to be welcomed, or more likely welcomed back, to a brand’s site, but expects a great deal more. According to Sean Rusinko, Global Director, Industry Business Leader – Retail & Hospitality at Sitecore, a Salesforce Partner, today’s consumer wants to be known across platforms, have tailored offers served up to them at the right time, and be rewarded for their loyalty.
Although this sounds like a near impossible task in a hyperconnected world where interactions happen in milliseconds, being able to orchestrate a customer’s journey to fulfill consumer’s expectations is possible. To put the customer at the center of everything that a marketer or customer experience professional does today requires data and marketing technology.
Data is the foundation for success. Data-driven insights enable personalization across the customer journey and provide the analytics that create a 360-degree view of the customer. But with artificial intelligence (AI), a marketing cloud, and centralized content management system brands have the opportunity to optimize their programs and make real-time connections with customers as they browse sites, make online purchases that they’ll pick-up in store, or comparison shop on their mobile phones.
But that’s just the beginning of the story. Follow along for the rest of the week as we discuss the major conversations – without protestors – and themes emerging out of Dreamforce 2019.
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