Activating the Next Best Experience: Moving Beyond the Sale

There’s massive pressure on marketers to deepen relationships, build empathy, and increase loyalty. The rule of thumb is: deeper = more valuable. And while we embrace the ideal, we secretly question the practicality… in a profession where sales growth is so highly valued, can relationship-building and empathy ever become more than just an after-thought?

In this session, we’ll show how the explosion of real-time data, decisioning, and machine-learning has enabled a Next Best Experience approach to engagement - where marketers maintain “always on” messages and content, constantly adapting from selling, to serving, to retaining based on an individual’s needs and context. We’ll show you not only what capabilities are required to make it possible, but also show case the strategies and tactics that early-adopters have already developed to create a sustainable competitive advantage.

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