Business
According to Aashish Dhamdhere, the VP of Marketing at Skilljar, optimizing customer experience is at the core of every marketer's goal. Any interaction should add value to the company. Companies need to have a clear sense of their brand projections to ensure that they give customers the right impressions. Aashish Dhamdhere emphasizes that the number one driver of business decisions is how customers respond and interact with the products. A close second is the support and education provided by the company to the customers. Deliver content in a variety of formats. The goal is to find what works for the company. Options include webinars, question and answer sessions, and conferences. Marketers must put themselves in the mind of the customer. What type of experience is the company providing to the customer? Along with being particular about the content offered by the company, how is the content being delivered? Websites need easy navigation with user-friendly designs. Building and nurturing connections is also an essential facet of marketing. The more interactions, the more likely that trust levels improve between customers and the company. Sales and marketing departments need the same goals, which boils down to pipeline. The pipeline for sales and marketing is always the same. Aashish Dhamdhere stresses how his goal is to pipeline everything up. Sources of lead generation are less important than securing the high numbers, no matter what channel used. Collect data, but collect the right data to make high-value decisions. To achieve this, focus on designing a reliable data infrastructure.