Let’s get into some marketing 101: Every marketer has some kind of base they market their products to. For example, if you’re in the market for a tire, Goodyear is probably on your radar. At Adobe, the marketing team attempts to appeal to customers who want to tap into their inner creative side. But what happens when you don’t have a defined customer base? What if your customer base is literally any business and every industry?

“[We’re] dealing with every single industry out there. You’re getting to see customers who are going through some of the biggest challenges from going global, and that drives activity and questions in the marketplace that we try to jump on and have better answers for. They’re getting into new products and services, new markets, and they need to rely on us for our expertise about how to handle customs in any marketplace.”

Meet Chris O’Brien, the Chief Commercial Officer for C.H. Robinson. Through his 25-plus years at C.H. Robinson, Chris has seen it all. From dealing with customers at both a regional and national level, to working on supply chain management around the globe. On this episode of Marketing Trends, he details how and why the supply chain industry has seen increased visibility over the last few years, and he explains the importance of building a customer experience that puts the user at the forefront and the implications that doing so will have on your company’s culture.

Main Takeaways:

• Increased Visibility: The stress the pandemic has placed on global supply chains is a brand new challenge in the industry. As a result, there is increased visibility and the relevancy of companies like C.H. Robinson.
• Level Up: Your customer experience should not only touch consumers at multiple levels, but it needs to be more proactive and less reactionary. By being proactive, you can create a better overall customer journey from start to finish and serve your customer in multiple ways.
• Brand Over Everything: In the current climate, the power and stability of your brand is more important than ever. Maintaining a strong, stable, and meaningful stance among customers is a top priority for marketers.

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Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.

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