Jon Dick is the Vice President of Marketing at HubSpot, a leading marketing software company who are focused on customer centricity. They've led the industry for years and essentially invented the inbound marketing methodology. In this episode, Jon tells us why HubSpot killed the traditional sales funnel and replaced it with their flywheel model. We also discuss how the most successful brands aren't focusing on tech disruption, but instead are leading with "Experience Disruption".
Resources mentioned:
The Ride of a Lifetime (book), by Robert Iger. Daemon (book), by Daniel Suarez. Michael Momsen (LinkedIn) Adam Jaffrey (LinkedIn)
Additional resources:
How the Flywheel Killed HubSpot's Funnel (article) The Definition of Smarketing (article) The Customer Experience Flywheel (article)
Key takeaways (starts at 40:30):
It's not about tech disruption, it's about "Experience Disruption". To be customer-centric, take a "SMervices" mindset. To get started, begin by implement new metrics. Be obsessive about removing frictionWhat the heck is "brand citizenship" and why you need to care! | Do Good, Author, Anne Bahr Thompson
Four pitfalls to avoid when implementing a CX strategy | Customer Experience Designer, Robert Sørensen
The 7 things you must know to create a great company culture | The Power of Company Culture, Author, Chris Dyer
How bots can delight customers | ABC News, Mobile Product Manager, Craig McCosker
How a global charity improved CX using HCD (Human Centred Design) | World Vision, Chief Marketing Officer, Teresa Sperti
How a leading telco is using CX to compete with Netflix and Amazon | Optus, Head of Customer Experience, Charles Weiser
How to stay relevant in the age of the customer | Officeworks, Head of Customer Experience & eCommerce, David Pisker
Designing a delightful carpark | Impact, Traffic Engineer, Michael Gigliuto
The magic of Disney World | Walt Disney World, former Operating Area Manager, Dennis Snow
Treat your customers like friends and your colleagues like family | Pigeonhole, Founder and Managing Director, Johann Kim
Key customer experience predictions from a CX Futurist | Customer Experience Futurist and Host of The Modern Customer Podcast, Blake Morgan
What retailers can learn from nurses about emotional intelligence (EQ) | Australian College of Nursing (ACN), CEO, Kylie Ward
How Pandora jewellery turned a failing store into a $10M success story | Pandora, Managing Director (UK), Brien Winther
Managing emotional rollercoasters and delighting customers in real estate | Raine & Horne, Managing Director (Neutral Bay), David Buttel
How to deliver consistent CX when you have thousands of employees | Country Road, General Manager of Brand and Customer Experience, Col Kennedy
What role should marketing play in designing customer experiences? | Monash University, Senior Marketing Lecturer, Peter Wagstaff
How to bring your 'brand purpose' to life with practical tools and tips | SumoSalad, Chief Customer Officer, Lawrence Mitchell
"Companies that put customers first have it backwards ... employees come first." | BlackBerry, former Managing Director (ANZ), Ray Gillenwater
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