FIVE MINUTES WITH ...
The pandemic was a real eye-opener for us all at Zendesk , and it really shifted the way we thought about marketing and how our audience interacts with content , engaging with us as a brand . We evolved our delivery of short-form content to the B2B world – through a TV Series that people could watch on YouTube or Vimeo . We were able to compete with the B2C world , winning Vimeo ’ s Best of the Year award for Best Livestream event !
In all of this , it wasn ’ t the award that mattered , but how the team came together to rise above the challenges we were all faced with , finding a new way of working and engaging with our audience . The chance we had to create something different , leading change , driving inspiration , and , ultimately , thriving as one team was the real winner .
Q . WHAT ARE YOUR GREATEST QUALITIES AS A MARKETING PROFESSIONAL ?
» You have to be able to be a visionary and think outside the box . I already mentioned the importance of being detail and metricsoriented , but you ’ ve also got to be experimental and not afraid to fail . I ’ ve found that failing fast is the best way of learning , as you ’ re able to constantly update and re-write the playbook .
Relationships are also key in marketing . You have to be empathetic and always think with a ‘ customer-first ’ mindset . In fact , our recent research , Zendesk CX Trends , showed 62 % of UK consumers are more likely to purchase from a business that cares about their emotional state . Working with your teams closely and collaboratively only helps
The drive to more immersive CX
Research by Zendesk found that 70 % of consumers are prepared to spend more with companies that offer fluid , personalised , and seamless customer experience .
The company ’ s CX Trends 2023 report also found that customers have little patience for bad experiences : 73 % will leave for a competitor after multiple poor interactions . strengthen your relationships with customers , whilst also improving your overall team culture .
Q . TELL US ABOUT THE ZENDESK MORNING SHOW , AND WHAT INSPIRED IT ?
» It was the first weekend in March 2020 , and I was preparing to fly to Miami for our annual customer event – Zendesk Relate . My manager had sent me a text the night before , raising concerns about the rise of COVID-19 and whether the event should still go ahead . In the morning , I woke up at 6AM to a message saying that I shouldn ’ t jump on the flight .
22 May 2023