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.