Jordan Elkind says, “Historically, marketing has been all about the product; however, today most marketing teams are striving to put the customer first. Of course, the teams still want to drive sales, but following the theory of “customer-centric marketing,” they now place the individual customer at the center of marketing design and delivery rather than the product.

This shift started with the realization that there is no “average” customer. Customers have different behaviors and preferences — and this presents rich opportunities to move past a “one-size-fits-all” marketing approach and improve conversions and sales.

But making that shift can be easier said than done. After reorganizing a team around the customers, there’s still a gap in the tools and systems needed to achieve your customer-centric goals.

The problem? There are thousands of marketing tools, many claiming to support delivering “the right message to the right customer at the right time.” While your needs will differ based on your end goals, no matter what, when shopping for a tool to help your team bring customer-centricity to life, make sure you look for these three features.

1. Customer-focused lens

For the past decade or so, marketing technology has been all about Channel Marketing. Email, Display, Search, Social, Mobile — each channel with a dedicated team, dedicated analytics, and of course, dedicated tools”.

The 3 things to look for in a customer-centric marketing tool

Marketing Landc

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