Merkle (www.merkleinc.com), a leading technology-enabled, data-driven customer experience management (CXM) company, today announced that Merkle | DWA, has again been named to Adweek's list of fastest growing agencies.
Well before the COVID-19 pandemic was on anyone’s radar, B2B marketers were being challenged to keep pace with the seamless experiences that customers have come to expect on the consumer sides of their lives. Now, in the wake of that pandemic, B2B customer expectations have increasingly demanded that those experiences include a new dimension: the capability for smooth e-commerce transactions.
We’re in the final month of a contentious presidential election cycle while still reconciling with an unpredictable global pandemic. Marketers know and feel these pressures, as displayed by this week’s data.
As more customer engagements move away from in-person contact to digital channels and virtual environments, the trends that were already driving the need for personalization in B2B marketing have dramatically accelerated.
This week’s data showed marketers and agencies on a similar quest for control as they’re forced to reckon with a fall and winter of distracted consumers and a pandemic that remains undeterred in its ability to upend normal business practices.
B2B marketers have historically spent a lot of time musing about how different their jobs are than those of B2C marketers, but these days it’s the similarities that have become more important to successful customer relationships.
“Events in 2019 and prior was typically 40% of a typical B2B company’s marketing budget. A very good B2B event is an extremely productive investment,” Merkle B2B CEO Michael McLaren says on this week’s episode of AdExchanger Talks.