Let's get into some marketing 101: Every marketer has some kind of base they market their products to. For example, if you’re in the market for a tire, Goodyear is probably on your radar. At Adobe, the marketing team attempts to appeal to customers who want to tap into their inner creative side. But what happens when you don’t have a defined customer base? What if your customer base is literally any business and every industry?
“[We’re] dealing with every single industry out there. You're getting to see customers who are going through some of the biggest challenges from going global, and that drives activity and questions in the marketplace that we try to jump on and have better answers for. They're getting into new products and services, new markets, and they need to rely on us for our expertise about how to handle customs in any marketplace.”
Meet Chris O’Brien, the Chief Commercial Officer for C.H. Robinson. Through his 25-plus years at C.H. Robinson, Chris has seen it all. From dealing with customers at both a regional and national level, to working on supply chain management around the globe. On this episode of Marketing Trends, he details how and why the supply chain industry has seen increased visibility over the last few years, and he explains the importance of building a customer experience that puts the user at the forefront and the implications that doing so will have on your company’s culture.
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