In the News: The New Brand Story – Back To Basics On Customer Advocacy
Forbes Communications Council
Written by Kris Kaneta, Chief Marketing Officer, TeleTracking
Technology has changed almost every aspect of life, and the buying process is no different. Buyers and influencers are deluged with messaging across every imaginable medium as nearly 5,000 different martech vendors have burst onto the scene over the last six years.
Meanwhile, the buying journey is as complex as ever, with most B2B transactions requiring no less than five or six key stakeholders. According to some studies, more than half of the buying journey is already complete before a prospect ever engages directly with you.
The good news for marketing is that there is no shortage of mediums or tactics at the CMO’s disposal. But even with all that we have at our fingertips, there’s still no substitute for customer advocacy to provide that indispensable reason to believe — that indisputable evidence that you can, in fact, deliver on your organization’s compelling brand promise. You know, the one that marketing has worked so hard to develop and refine.