Customer-driven marketing: Peak Moments and Talk Triggers

For more than a decade, we ignored the fact 2/3 of marketing generating sales has nothing to do with the seller.Learn how brands successfully inspire customers to voluntarily do the marketing for them leveraging the power of belonging and new social media.

Most companies focus their entire marketing budget on the front end of their business. This approach ignores the fact that more than half of sales happens as a consequence of customers selling to customers. And it gets ‘worse’. 87% of customers are disloyal and will switch brand if given the opportunity. With the wrong (read old fashioned) marketing mindset, disloyalty will drive marketing budgets in an upgoing spiral in an attempt to replace customers leaving.

People don’t trust information or brands. They trust other people. For companies, this means at least half of the marketing resources should be allocated to creating amazing experiences worth sharing. Customers should feel hugged by your brand and their return on investment should be measured in both features and feelings. They should feel the brand belong to them. Not that they belong to the brand.

In this meeting, you will be inspired to create memorable experiences in the customers journey from never having heard about you to becoming a voluntary marketer for your business.

We will dive into:

• How basic human desires drive customer happiness in 2019
• How social media platforms are responding to customers demand to be ‘unreachable’ for traditional marketing
• How memorable moments can catapult your exposure and make advertising to new audiences obsolete
• How a backend marketing approach should impact internal organisation and marketing processes

About Malene Bendtsen

Malene Bendtsen is an entrepreneur, online strategist, selfpublishing & business coach. She is the former CEO for Saxo.com (Latin America), former ‘Head of Innovation and Strategy’ and responsible for B2B marketing in Tryg, an MBA and eternal student of marketing trends and business models. She sold most of her furniture and went travelling in South America in 2014, and returned to Denmark 2,5 years later with impressive cuban salsa skills, selfpublishing expertise and a new business in her backpack.

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