A Blueprint for Success in the Engagement Economy
Marketing in the Engagement Economy
The idea behind the “Engagement Economy” is simple but profound. We are living in a new era, a digital world where everyone is connected, enabling changes in buyer sentiment literally second by second. This has caused a fundamental shift in relationships not only between buyers and sellers, but across entire organizations. Customers, prospects, employees, and partners are also affected.
According to Laura Ramos, Forrester Research, “the next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do.” 1
So how do you Engage to Win?
Listening, learning, and using the resulting insights to engage on a personal level is the key to success. It’s a virtuous cycle that requires you to choose to engage and demonstrate your understanding of your customers—and that requires some evaluation and planning.
1 Forrester Research, Make Your B2b Marketing
Thrive In The Age of the Customer, Laura Ramos
Praise for the Engagement Economy
The most successful companies go beyond simply understanding ‘who’ their customers are, to focus on identifying both preferences and priorities. Engage to Win dives deeper into this concept by delivering strategic guidance for how to execute this approach."
Global Chief Marketing Officer
Urgent, actionable insights from the front lines of our revolution. Marketing is never going to be the same, and Steve Lucas wants to help you see our new future.
Successful, agile marketers are constantly focused on driving meaningful digital engagement with their customers. Engage to Win demonstrates how sharp marketers can engage more deeply across digital channels to ensure customers remain loyal across all micro moments
Chief Marketing Officer
InsideView and author of Aligned to Achieve
What You’ll Learn
Engage to Win helps you create lasting relationships with your customers, and learn how to drive engagement with your brand like never before.
The risk we take without engaging.
Using yesterday’s tactics in today’s world will make you irrelevant.
How to engage.
A three-step process to building a meaningful and long-term relationship with your customers.
The nine commandments.
The rules of engagement that bring results.
engagement improves return on your marketing investment
About Steve Lucas
Steve is Chief Executive Officer at Marketo. He has a wealth of enterprise software experience having held senior leadership positions at Microsoft, Crystal Decisions, Business Objects, Salesforce, and SAP. Steve began his career in field marketing, transitioning to a role as a sales consultant, and then quickly expanding his responsibilities to a General Manager role. He holds a bachelor’s degree in business from the University of Colorado and has served on the board of directors of Tivo, Sendgrid, and the American Diabetes Association.
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