I had the chance to read Engage to Win by Steve Lucas, the CEO of Marketo (which is Bizible’s parent company). It shatters decades of thinking on marketing execution.
The world has changed drastically in just the last few years. It’s become saturated with channels, messages, expectations, and competitors. Customers know this and it’s no secret that they are demanding more.
A few years ago we would talk about how we need to become more “connected” with our customers and that used to mean just opening up lines of communication. In Engage to Win, Steve introduces the idea that companies will set themselves apart by driving true engagement. What is true engagement? It's engaging customers where, when and how they prefer to be engaged with.
True Engagement Is Relationship Building
Marketing teams now need to focus on creating meaningful relationships, understanding the voice of the customer, and standing by values to cultivate a passionate following. The book does a great job diving into the idea that customers want to advocate for brands that reflect their own values. Customers want to advocate for brands that understand them. But that’s a really tough thing to do at scale. Steve has some ideas, guidelines, and a call to action to engage your customers.
This isn’t just a good idea; it’s good for business too. McKinsey published research that says up to 70 percent of the buyer’s experience depends on how well they feel they’re being understood. Understanding creates insights, insights drive engagement, and engagement drives revenue.
The book not only outlines thought-provoking ideas, but also provides action-focused frameworks. Here’s just one example: You probably remember the 4 “Ps” (product, promotion, price, placement) from school. How much do you really use them anymore? The book provides a new set of principles to guide effective marketing, including customer experience, advocacy, value, and engagement with obvious emphasis on engagement. It also shows you ways to empower your customers to tell your story for you.
If you’re in marketing, add Engage to Win to your fall reading list, no matter your level or experience.