The core goals for any marketing department revolves around the customer experience. But when you think about the customer journey, what is the difference between the marketing of a product and the experience of the product itself, and how should each of those blend together? 

“When you think about the customer experience, it's hard to tell whether it's part of the marketing experience or the actual product experience itself. As a result, the more consistency that you can deliver  for the end-user, between all of the different touchpoints that they have with the company, the better that experience will be.”

Those are the words of Erin Hintz, the CMO of Barracuda Networks, a leader in security — protecting email, networks, data, and applications for businesses of all sizes. On this episode of Marketing Trends, Erin discusses how marketing departments can prevent the confusion that might happen between the marketing and product experiences in order to create a more cohesive overall customer experience. Plus, Erin discusses the importance of having a strong digital marketing program in place for inbound demand and the (messaging and content) shifts Barracuda made as companies went into the pandemic lockdowns.

Main Takeaways:

• Let’s Get Virtual: Marketers need to come prepared with an idea of how they can convert in-person events into educational and entertaining online events. When events move to a virtual format, you need to be thinking about unique ways that you are making that webinar more impactful for the audience so that they are inclined to take part.
• Five Star Experience: Marketers need to take a hard look at the customer experience they are creating. Often, it’s hard to tell where the marketing experience and product experience differ. The more consistency that marketers can deliver for the end-user between all the different touchpoints along their journey, the better the user experience will be.
• Pivot on a Dime: Sometimes it’s necessary to alter your strategy, especially when unforeseen events occur. As marketers, your campaigns must be agile with the ability to alter your messaging to meet the moment. When your campaigns are flexible, it allows you to portray a more timely and impactful message to your audience.

---

Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing. 

To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.

This episode is brought to you by Lightricks. 

LTX is the all-in-one creative suite for AI-driven video production; built by Lightricks to take you from idea to final 4K render in one streamlined workspace.

Powered by LTX-2, our next-generation creative engine, LTX lets you move faster, collaborate seamlessly, and deliver studio-quality results without compromise. 

Try it today at ltx.studio
 

Mission.org is a media studio producing content alongside world-class clients. Learn more at mission.org.

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.