BtoB CMO addresses convergence of branding, customer service

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Chicago—Kendall Collins, CMO of, Wednesday discussed “marketing in the cloud.”

“Customer service and marketing are really coming together in interesting ways,” Collins said, noting that focuses on having customers evangelize for the brand. To achieve this, he said, customer service must be top-notch.

Collins said this branding approach makes sense in the era of the Internet, because—with Twitter, Facebook, LinkedIn and other social network sites—“it’s never been easier to share your experiences.” Collins said that his job is to “build a brand that people want to talk about.” Apparently, he’s doing a good job of that. He said 92% of customers would recommend the product and 77% have actually recommended it.

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