Much like photographers utilize various lens lengths to create different perspectives, marketers have a bevy of different tools at their disposal to create and present different yet equally memorable customer experiences. But if you ask Joy Corso, CMO of Vonage, the view that matters the most is the one the customer sees, and that’s where marketers should be pulling focus.
“We’re here to deliver solutions to our customers. That’s why we’re in business and when we do our jobs well, that results in solving that pain point, and it results in a better outcome for our customers.”
But in order to put customers first and to see things from their point of view, marketers must have a grip on their tech stack and how it affects the customer journey from top to bottom. On this episode of Marketing Trends, Joy pulls back the curtain on how Vonage uses its marketing tech stack to create lasting and memorable customer experiences. Plus, she reveals why your MarTech stack is the secret sauce to customer success if used correctly.
- Creating a Lasting Experience: Customers today want to get from A to B in their buying process as quickly as possible. But that doesn’t mean it shouldn’t be memorable, too. In order to make both a seamless and remarkable experience, marketers are putting more effort into the customer journey than ever before.
- How Do You Stack Up: It’s easy to buy the latest and greatest marketing tools, but according to a Gartner study, 58% of marketers already don’t utilize their entire tech stack. Make sure to take close inventory of the marketing tools you have on-hand already and make sure you are getting value out of that product before adding more things to your MarTech stack.
- Business First Mindset: As a CMO, you’re no longer just responsible for the marketing functions of the business. When marketers have a seat at the leadership level, you have to be thinking about the business, understanding the financials, understanding the operations and how the entire business operates as opposed to just the marketing aspect of it. Then the CMO’s job is to align your marketing strategies with that of the business.
“Customers today want to get from A to B as quickly as possible. It’s not so much about loyalty anymore. It’s where your customer is going to have the best experience.”
“Make it easy to do business with you, make it easy for somebody to reach out and make it easy for somebody to fill out the form. Make it easy for somebody to try to get a hold of you in whatever way that is. That is a non-negotiable. Any customer that’s a consumer or business will choose that brand, even if it’s a bit more expensive because [of the experience] you’re going to get every single time.”
“Your [Martech Stack], it’s the secret sauce. I do believe that one of the biggest challenges is you want to clean up the stack.”
“Marketers use about 58% of their MarTech stack effectively. I’m not saying they don’t use [everything], but not to the depth and to the degree that they should be used, or they could be used.”
“When I think about my charter, what am I trying to do from a marketing standpoint? I want to get them from A to B as quickly as possible. There was the old line marketing thing of ‘We want them to stay on our website as much as possible.’ I’m not there because today, particularly because of COVID, it’s getting them from A to B as quickly as possible.”
“I want to help them solve a pain point. I want to help them bring a solution as quickly as possible. So I’m not worried about how much time they spend on the site. I’m more concerned with did I get them to where they want to go with the least level of friction? When we look at MarTech, how does it enhance the journey? It’s not just keeping them engaged, it’s getting them to the right spot.”
“Business first, marketing second. When you have your seat at the table, it’s with your business hat on and understanding the business, understanding the financials, understanding the operations, and how it works as opposed to this is just marketing. It’s not just marketing, that’s business first.”
“The utopia for marketers is to have your customers talk about you in such a positive way. We are here to be customers first, and we’re here to deliver solutions to our customers. That’s why we’re in business. When we do our jobs well, that results in solving that pain point, and it results in a better outcome for our customers.”
Joy Corso is an accomplished, results-oriented leader with experience across various industries including cloud, financial services, healthcare, technology and professional services. Joy has held numerous marketing leadership roles including serving as the Vice President of Marketing for Virtustream and NORCAL Group prior to joining Vonage as CMO in 2020. Joy’s expertise includes building high-performing teams, leading through significant change and transformation, and driving brand engagement across constituencies. Joy currently resides with her family in Austin, Texas.
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