Sharpening Every Connection with
Great Customer Experience
by Laura Bassett
What you'll discover
when watching Laura's story
- Combining technical knowledge with business understanding enables marketers to communicate the value of solutions to customers effectively.
- Thoroughly understanding the ideal customer profile, market trends, and competition is crucial for developing effective messaging and positioning.
- Integrated marketing campaigns across multiple channels, backed by high-quality content, are essential for driving demand throughout the entire funnel.
- To develop a collaborative and customer-centric culture, business leaders should involve all company departments in understanding customer needs, competitive landscape, and product demos.
- Content marketing should be tailored to the customer journey, optimized for SEO, and measured for effectiveness to guide future strategy.
- The most critical metric for marketing success is qualified leads that convert into revenue-generating opportunities.
- AI can be leveraged in marketing to assist with content creation and optimization, but human oversight is necessary to maintain brand voice and authenticity.
Meet Laura Bassett - VP, Head of Marketing @ Sharpen
Laura Bassett is the VP, Head of Marketing at SharpenCX, a company providing unified contact center software that empowers agents to deliver engaging customer experiences with an all-in-one, customizable platform
With over 25 years in the technology industry, Laura brings a unique perspective to marketing and her current leadership role.
Before joining SharpenCX, Laura focused on application development and delivery. She then transitioned into sales and then product management and marketing.
Some of the notable companies that Laura worked for include NICE, Avaya, and Texas Instruments.
At Sharpen, Laura leads the company’s marketing efforts on delivering great customer experiences and elevating agents.
Moreover, Laura has implemented integrated marketing campaigns to drive demand throughout the entire funnel. She also launched “Project Refuel” to conduct regular education across the business on competitive updates and buyer needs.
Laura’s marketing leadership has helped Sharpen win the Bronze Stevie® Award for Technical Support ExcellenceStevie award for their customer service and support approach.
Check out Laura Bassett's thoughts on content marketing
When it comes to creating content that meets customers where they are, Laura shares:
"We created our content based on what we think is keeping those customers awake at night. We're tailoring that content by stage. We're optimizing it for SEO."
She also shares about the importance of branding in her industry:
"Branding is critical. Given the competitive nature of the space, it comes with some unique challenges in the CCaaS space. There's commoditization, there's tech jargon."
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