Fulfilling the Customer Journey and Experience with a Connected Ecosystem
by Sherri Schwartz
What you'll discover
when watching Sherri's story
- Organic content and SEO are crucial for generating demand and should be prioritized, as they provide better ROI than paid advertising.
- Creating strong brand awareness and establishing authority in the industry is essential, especially for startups competing against well-established players.
- Consistency in branding across all channels is key, and repurposing existing content can help maintain a steady cadence without overburdening the marketing team.
- Product marketers play a vital role in bridging the gap between product, sales, and marketing teams by crafting compelling stories and facilitating communication.
- As a marketing leader, it's important to hire subject matter experts, trust them to do their job, provide support, and be a servant leader.
- Generative AI should be used as a co-pilot rather than an autopilot in content marketing, as it cannot replace the expertise and authority of human content creators.
- A customer’s journey isn’t always smooth and linear, so it’s important to build a journey orchestration to remain visible to your customers.
Meet Sherri Schwartz - Head of Marketing @ OvationCXM
Sherri Schwartz is the Head of Marketing at OvationCXM, the Customer Experience Management company helping businesses and their partner ecosystems deliver exceptional customer experiences with complete visibility and precise control.
Sherri has a diverse professional background. She started her career in sales for the military for four years before transitioning into marketing. Moreover, she has worked in various industries, including capital markets, fintech, telecommunications, and sports.
At OvationCXM, Sherri focuses on brand awareness, educating the market about CXM, and leveraging organic content and LinkedIn to drive demand.
Under her leadership, the company has seen a 50% year-over-year increase in organic search traffic.
Sherri believes in the importance of brand authority in the competitive FinTech space and works to position OvationCXM as a go-to solution provider.
Check out Sherri Schwartz's thoughts on content marketing!
When it comes to marketers thinking about content and the buyers’ journey, Sherri shares:
"85%+ of a buyer's journey happens before they reach out to you to chat. (And mostly online.) It's also not linear-customers rarely follow a straight path. You must ensure you have content that meets every stage of a buyer's journey, so, as they go through self-guided discovery, they have everything they need before they reach out to you.."
She also shares about how to keep your brand fresh over time:
"It's important to never stray from your brand's true identity, but you must adapt to the evolving market. Regularly revisit and communicate with your buyers—you must stay updated on their pain points and the value they see in your product. Be receptive to trends and adapt accordingly—whether it's design trends, new channels, a redefined value proposition, or more."
Sherri explains what marketers can do to tap into the power of AI and become more effective:
"AI can be a great starting point/birth for an incredible idea for content and utilize it as a starting point to put your unique spin and personalization on top. Or, leverage it to summarize large amounts of data/information so you get the "cliff notes" faster."
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