BMA emphasizes engagement in an era of customer control


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In another keynote presentation, Keith Pigues, senior VP-CMO at Ply Gem and author of the upcoming “Winning With Customers: Do Your Customers Make More Money Doing Business With You?” gave marketers a formula for engaging with customers. “No constituent is more important to engage with than your customer,” said Pigues, a former chairman of the BMA. He said engaging with customers and winning in b-to-b marketing is about two things: “Helping your customers make more money doing business with you and how much of that value you capture.” To measure this, Pigues presented a new metric, which he calls the “differential value proposition,” or DVP. “This encapsulates how much money your customers make doing business with you and connects your value proposition with your customer's income statement,” he said. “If you don't have a systematic approach, there is no way you will transform your organization to engage with customers.” During a joint presentation, Eduardo Conrado, senior VP-CMO at Motorola Enterprise Mobility Solutions and Networks, and David Srere, co-president and CEO of branding agency Siegel+Gale, New York, discussed an often-overlooked topic: engaging with employees. “Employee engagement is just as important as customer engagement,” Conrado said. “We spend about 95% of our time on customer engagement, but what marketers will walk away from is employee engagement.” Conrado said successful marketers should work with their employees to help them develop a sense of purpose about the mission of the company and their role in it. “Purpose is something that every employee should live,” he said. “It is the difference between a successful company, in which employees understand its purpose, and those in which employees do not live it.” This summer, Motorola will launch an employee engagement campaign, developed by Siegel+Gale. Conrado did not provide details about the effort. M
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