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How Pardot Builds Customer Loyalty Through Memorable Experiences [Podcast]

Today, a lasting impression in the B2B world comes from so much more than creative marketing or even having a good product—what people truly care about is experiences.

When a customer comes away from your business with a memory of their amazing experience, they’re far more likely to come back for more. In fact, everything from a customer’s first visit to the purchase of your product should contribute to building that positive memory.

Nate Skinner, Vice President of Product Marketing at Pardot, joins the Content Experience Show to discuss memories as the foundation for customer loyalty.

In This Episode: 

Turning Current Trends and Data Into Experiences for Your Customers

With so much data circulating about what works and what doesn’t, the question comes down to, what do we do with it? Skinner explains how he analyzes and takes advantage of it.

“Data is everywhere. It's constantly coming out of everything and every place, driving a need to synthesize it and learn a new level of analytics and understanding.” — @renniksn

Why Artificial Intelligence Has Become Crucial for Analytics

AI has become crucial to help us interpret data effectively. Leveraging artificial intelligence can help apply an analytical capability to your business. Otherwise, as Skinner says, you're kind of shooting in the dark.

“If you’re getting all this data and you don’t have a platform on which to analyze and to understand what it means, you’re missing an opportunity.”

@renniksn

Customer Loyalty is Built on Memories

Skinner discussed some research found in an issue of Harvard Business Review that explained the experience economy, and the need to take things like content and connect them to everything that a customer or a prospect will engage with. Every touchpoint you have with a customer or prospect should be connected to create a memorable experience.

“Extraordinary content can change someone's mind, or engage them in a way they've not been engaged before, or it can cause them to take a particular action.” — @renniksn

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Resources:

Visit the Conex: The Content Experience Show stream for more insights from your favorite marketers.

About the Author

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

Profile Photo of Randy Frisch