Customer experience is incredibly important for your brand. In this episode of AMP Up Your Digital Marketing, Glenn Gaudet speaks with Rhoan Morgan, co-founder and CEO of DemandLab. They sit down to discuss the importance of turning customer experience into a company-wide effort.

* Traditionally, the B2B customer experience has been a siloed practice, an effort focused on by one or two teams. But Rhoan Morgan, co-founder and CEO of DemandLab, is encouraging businesses to start using the marketing-led customer experience approach.

* “What you’re doing is you’re using technology, data, and content to really engage with a company’s audience — but in a way that matters to the customer,” Rhoan says.

* Embracing the marketing-led customer experience approach requires cross-team collaboration and setting specific customer experience goals using relevant data.

Remember when you started hearing the “customer experience” buzzword thrown around? As a marketer, you were probably wondering what the big deal was — you’ve been focused on the customer experience for years.

That’s exactly what Rhoan Morgan was thinking. She’s worked in marketing for more than 25 years, and she’s seen firsthand the deep imprint technology has made on the industry. That’s why, more than a decade ago, she co-founded DemandLab, a consultancy that helps businesses leverage technology and data to meet customer success goals.

But to successfully cater to your customers, Rhoan urges B2B companies to look beyond the simple idea of customer experience and instead focus on a newer concept: the marketing-led customer experience.

Rhoan joined the AMP Up Your Digital Marketing podcast to explain exactly what the marketing-led customer experience looks like, why data and teamwork are critical to the process, and how you can begin implementing this into your larger strategy.

What is the Marketing-led Customer Experience?

The marketing-led customer experience is exactly what it sounds like: It’s a customer experience approach that turns marketers into customer champions, journey creators, and experience innovators, Rhoan describes.

“What you’re doing is you’re using technology, data, and content to really engage with a company’s audience — but in a way that matters to the customer,” she says.

Traditionally, several teams within an organization own the customer experience. Oftentimes, these teams operate in a vacuum. The marketing-led approach aims to make customer experience a more fluid “ecosystem.”

“When marketing-led customer experience is really well implemented in an organization, we’re seeing it’s optimizing every customer interaction, and it’s really pulling together what used to be a rather siloed process,” Rhoan says.

The reality is, B2C companies have been doing this for years (think: Amazon, Zappos, Nordstrom). Now, B2B companies are rising to meet these higher customer expectations.

The Key to Turning Loyal Customers Into Champions: Teamwork

It’s no secret customer loyalty is huge in the B2B world. And if you can turn a loyal customer into your champion? Even better. Those champions will give you repeat sales, and they’ll hand-deliver new leads. They’re invaluable.

But Rhoan says companies often don’t give loyalty initiatives enough attention (or budget). Usually, they’re missing one critical component: Teamwork.

That’s where this idea of the marketing-led customer experience comes into play.

“We might say it’s a marketing-led customer experience, but it absolutely is a full company-wide initiative,