This article was written by Greg Kihlström for MarTech. In this final article in the series, we’ll uncover how data can play an impactful role as we engage and retain existing customers, ideally turning them into lifetime loyal supporters of our brand and advocates to their friends, peers and colleagues.

This article was written for Forbes Agency Council by Greg Kihlström. With a fiercely competitive field of options for customers, simply offering a high-quality product or service is often no longer enough to set your brand apart. To truly stand out and build lasting relationships with your customers, you need to create an emotional connection that resonates with them on a deeper level.

A key factor in achieving this collaboration is the use of data-driven experimentation. Data-driven experimentation allows companies to gather insights and make informed decisions based on real-time data. It provides a framework for testing and optimizing strategies, enabling companies to identify what works and what doesn't.

This article was written by Greg Kihlström for CustomerThink. Simply offering a high-quality product or service is no longer enough to set your business apart from the rest. In fact, according to Salesforce, almost 90% of customers value the experience of buying and using a product or service as much or more than the product or service itself.

AI buzz continues, but 2024 shifts focus from playful exploration to tangible results. Join us as we delve into “The Great Reconciliation”: standardizing tools, integrating AI into processes, and demanding proven ROI.

Product leaders need customer empathy in order to build more customer-centric experiences. This means understanding the actual problems that customers are trying to solve and ensuring that the products being built address those needs. It also involves considering the global economic trends and technology changes that may impact customers and incorporating innovation into products.

The following was written by Greg Kihlström for CXO Magazine. As an advisor and consultant to enterprise organizations, I have seen firsthand the importance of customer journey governance.

This article was written by Greg Kihlström for CMSWire. We’ve all been there (or at least most of us have). Your company’s massive new website project has just launched, and you’ve played a big role in getting it to this point. Now it’s time to relax and reap the rewards of a job well done and never think about your website ever again.

Experimentation is a crucial driver of business growth in today's rapidly evolving market. It is important to have a hypothesis and be open to failure to learn and move forward. Thus, the role of experimentation in business growth and success, particularly in the marketing and product functions is key.

This article was written by Greg Kihlström for CMSWire. It’s a new year. Time to reconsider our priorities, set better goals and achieve more. Perhaps your priorities are similar to last year, but you want to make more progress toward your customer satisfaction strategies. Or perhaps it’s time to take a step back and take a look at all of the above.

This article was written by Greg Kihlström for CustomerThink. To stand out in today’s competitive marketplace, brands need to go beyond just offering a high-quality product or service. To truly connect with your customers, you need to create an emotional bond that goes deeper, and utilizing a customer journey orchestration approach can be incredibly effective here.

Content creation has become a crucial aspect of marketing strategies. With the rise of generative artificial intelligence (AI), marketers now have a powerful tool at their disposal to create content more efficiently and effectively.

This article was written by Greg Kihlström for the Optimove blog. Explore the Contrast between Journey Orchestration and Traditional Campaigns and the Mutual Advantages for Brands and Customers

This article was written by Greg Kihlström for Forbes Agency Council. As organizations increasingly shift toward personalized marketing strategies, ensuring that your content operations are well-planned and executed is essential. Without a solid foundation in place, you may find yourself struggling with inconsistent messaging, inefficient processes and difficulty measuring the success of your campaigns.

A critically important aspect to consider when implementing personalized marketing is striking the right balance between collecting and using data for personalization and putting a focus on customer privacy.

The following article was written for MarTech by Greg Kihlström. Without good data collection, access and analysis, it is harder for brands to understand their customers. Likewise, it is more difficult for customers to indicate their preferences for the brands they support.  This article series explores this challenge and opportunity across the customer journey. 

The post-cookie world presents several challenges for marketers. One of the main challenges is the reliance on cookies for targeting, measurement, and user tracking.

Data monetization in retail refers to the process of leveraging the data collected by brick and mortar stores to generate revenue and create value.

Let’s face it, knowing that something is strategically important, timely, or impactful matters, but it’s not the whole picture. If it were, I wouldn’t have written a whole book on the topic. The fact of the matter is, we’re simply not getting enough impactful, timely, and worthy-of-priority work done. That’s what I explore in much greater detail in Priority is Action.

One of the key points discussed in the interview with Deane Barker from Optimizely is the role of AI in marketing. He emphasizes that AI, particularly generative AI, has gained a lot of attention and is being integrated into various products. However, there is a lot of hype surrounding AI and it remains to be seen how much of it is justified.