The customer of last year is no more. Digitization, automation and hyper-personalization have reached a crossroads – an ideal opportunity for companies to raise their services to a new level. That’s what Steven Van Belleghem, a Partner at nexxworks, argues in his latest work ‘Customers The Day After Tomorrow - How Customers Will Win in a World of AI, Bots and Automation’. Today, he gives us a foretaste of his new book with 3 undeniable trends that define the customer of the future. 

 

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As sales and marketing technology develops at disruptive speed, B2B marketing agencies need to step up their game to stay relevant and empower their clients. Merely focussing on brand awareness, lead generation, and marketing campaigns doesn’t meet your customer’s expectations anymore. They’re realizing they need to work every stage of the funnel, including the bottom part that used to be ruled by the sales team only. This changed, however, because haven’t we all heard about the fact that content is king and context is queen by now? This leaves us with the real question: who’s ruling now?

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Sales will always be part art and part science, and the path to success will always be a mix of both. But the science of selling is accelerating at a rapid pace, and adding more science to the sales process requires new ways of thinking and new ways of executing from your salesforce.

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We marketers often think of ourselves as all-knowing beings. Mention a product, and we know its unique selling propositions. Name a brand, and we can tell you what it stands for.

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A mere 20 percent of the 504 sales and marketing professionals we surveyed know how content successfully interacts with their sales process to create better buyer experiences.

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