Marketing's Role in Helping B2B Companies Deliver Customer Experience for Competitive Advantage
- Aleassa Schambers
- Mar 5
- 2 min read
In this episode of Content Strategies podcast, I spoke to Steven MacDonald about the importance of B2B companies leveraging customer experience as a competitive advantage and the role that Marketing leaders can play as Chief Promise Officers.
View Full Episode Podcast and Read the Blog
"Marketing has much more responsibility and ownership of the customer experience than I think most people realize." - Aleassa Schambers
Article Excerpt/Introduction Text:
In this episode of the C-Suite Sales and Marketing Perspectives podcast, host Steve MacDonald speaks with Aleassa Schambers, Chief Marketing Officer at Seerist, about why B2B companies struggle to leverage customer experience (CX) as a competitive advantage. Aleassa shares how marketing leaders can take ownership of CX, bridge internal gaps, and drive meaningful customer engagement. She emphasizes that CX is more than just a differentiator—it’s a powerful, human-centered strategy that builds brand trust and loyalty.
In this thought leadership article, we explore Aleassa’s insights on the evolving role of CMOs in shaping CX, fostering internal alignment, and enhancing customer trust.
Key Takeaways on Building CX Competitive Advantage:
Customer experience (CX) is a powerful competitive differentiator in crowded marketplaces, and marketing leaders play an essential role in designing and supporting this aspect.
Trust is central to CX; marketing's responsibility is to build and maintain this trust through consistent brand messaging and customer-centric strategies.
CMOs must overcome imposter syndrome and take ownership of CX by understanding customer needs more deeply than any other function in the organization.
Aligning internal teams around a singular definition and understanding of the Ideal Customer Profile (ICP) enhances sales and marketing effectiveness.
Employees are crucial champions of CX; empowering them and integrating their experience into CX strategies can significantly elevate customer satisfaction.
