EP 49: Marketing a Better Customer Experience with Lessons from IBM | David Parker
In Episode 49 of Lion’s Share Marketing Podcast, Tyler and Jen open discussing the latest Federal Trade Commission (FTC) crackdown on paid ecommerce reviews. Tyler is later joined by David Parker, a marketing consultant and former VP of Global Marketing at IBM, an American multinational information technology company. Tyler and David discuss everything from the challenges of working across continents to how centering the customer first leads to success downstream.
Tyler and Jen first start discussing the problem of paid ecommerce reviews and the recent FTC actions taken against this practice. Jen highlights the importance of authentic customer reviews as consumers shift from a traditional in-store shopping experience based on brand loyalty to online shopping based off the reviews of others. Tyler speaks on ways businesses, no matter the size, can increase the amount of positive reviews from their customers authentically, from efforts to surprise and delight your customers to simply asking for a review.
Tyler then speaks with David about his two decades at IBM, and his responsibility for marketing the technology icon's global technology services. At the root of all his endeavors, David attributes his success to “hav[ing] everything you do be focused on the consumers.” He goes on to discussing the competitive advantage of truly listening to the client.
David then discusses disrupting companies and technologies whose successes are rooted in their understanding of the changes in the marketplace. He goes into highlighting the value of internal and external research to learn these changes. Later, David gives advice about coordinating marketing efforts across time zones and balancing a company's universal playbook, all while adjusting marketing plans to the specifics of the region.
Finally, David leaves his final piece of advice: to step away from the noise of day-to-day actions and dedicate time in the week to pursing your “strategic topics” that you believe will move the needle. He talks about the importance of stepping back to see the big picture and where you can contribute to it.
Join Tyler, Jen, and David in their discussion about the customer’s power in marketing, from the power of strong market research to the power of an authentic review.
Timestamps:
00:00 - Intro
01:16 - What's in the News | Fake Amazon Reviews
06:33 - Featured Guest | David Parker
07:07 - Leading IBM in Marketing
08:07 - Lessons Learned in Marketing
09:06 - Marketing Disrupters
11:12 - IBM Marketing Processes
12:55 - Managing a Global Team
16:50 - Market Research and Growth Issues
21:00 - The Need for Market Research
22:46 - Tips on Improving Customer Experience
25:28 - Engaging Target Customers
29:45 - Important Metrics to Keep an Eye On
36:16 - Key Takeaway
37:57 - Outro
Featured Guest | David Parker
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