Insights on Marketing & Technology

This white paper explores how leading organizations are establishing a single marketing view of the customer and covers the steps  necessary to evolve from a succession of impersonal outbound communications to a true cross-channel conversation with customers.

A single marketing view of the customer demands a proactive approach to engaging customers in conversations, not communications.

The goal is to move away from excessive use of push marketing (which may, in fact, be a multichannel strategy) towards a conversational
approach that incorporates both outbound and inbound communications.

See a Nine-step checklist for a successful implementation.