7 Steps to Marketing Nirvana

“The first step on the journey to achieving marketing nirvana, upon which

everything else hinges, is to unify your customer data so that your business can provide a single view of the customer to

all the customer-facing teams.”– Laurie Hawkins (@LC_Hawkins)Senior Director, Customer Engagement & Commerce Solutions, SAP

Step 1: The Path to a Single View of the Customer

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“The key to understanding customer insights is to listen for and monitor

customer signals that reveal customer intent and motivations.”

– Bernard Chung (@MarketingIssues)Senior Director, Global Solution Marketing, SAP

Step 2: Listening is the Key to Customer Insight

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“If you can map out the way customers want to engage with you and figure out

how to be there for them, they will become loyal advocates because your value is greater than the scope of your

products.”– Johann Wrede (@wredefine)Senior Director, Product Marketing, CRM, SAP

Step 3: Stop Using the F Word

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“Our customers raise the bar, and now we have to combine all of our ‘random

acts of marketing’ into a connected journey. We need to step beyond mass

personalization and actually engage with the ultimate micro-segment … the

audience of one.”– Liz Miller (@lizkmiller)Senior Vice President, Marketing, CMO Council

Step 4: Provide a Connected Customer Journey

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“It’s easy to see how marketing – and specifically digital marketing – ... can sit alongside of merchandise to become an equal partner in building and extending relationships with modern customers.”

– Brent Leary (@BrentLeary)Co-Founder/Partner, CMO Essentials

Step 5: Leverage Marketing-Powered Business Models

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“Customer insight is the holy grail of customer experience. Businesses – small

or large – invest a lot of time and resources to better understand who their

customers are, what they like, and what they don’t like. Data is a strategic asset and can help us gain better and

deeper customer insight.”– Kaan Turnali (@KaanTurnali) Senior Director, Business Intelligence, Global Customer Operations Reporting & Analytics Platform, SAP

Step 6: Gain Customer Insight through Data

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“Customer advocacy is achieved at the moment we become the default, go-to solution for our audiences. It’s getting their vote without asking; being the

vendor they think about first when they need an answer, and the one they

recommend to others.”– Dave Hutchison (@dave_hutchison)Senior Vice President, Marketing, SAP

Step 7: Earn Advocacy viaPersonalization and Trust

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Marketing to an Audience of One Starts with a Few Simple StepsGet started today with a complimentary ebook from SAP:Seven Strategies to Market to an Audience of One