B2B marketing has changed as buyers continue to get more used to personal experiences. B2B organizations have been forced to be creative to create leads and reach the right buyers (brand/digital ecosystem) in a world that was drastically changed by COVID-19. Brands need to engage audiences effectively in the immersive online world and connect the dots of buyers’ experience. Other topics discussed: • How B2B has changed, causing a need for a better way • The state of data in B2B • The complexity of the B2B organization • Key mistakes that B2B organizations should avoid • Where to get started for CX transformation Resources: B2B CMO Guide to Navigating Complexity

What type of experiences are adding value, driving engagement and helping marketers learn more about their customers? In our current environment, engaging experiences are key for building first-party data. In this episode, we talk to Pete Stein and Jen Gray on the key trends within digital experience and e-commerce, key examples, and where to start. Other topics covered: • How brands are using social commerce • Machine learning and AI in action in various industries • AR for e-commerce: Are we there yet? • How to design experiences to get zero-party data

The world of retail and eCommerce drastically changed last year. In this episode, Jose sits down with Merkle’s Kelly Holmstrom and Isobar’s Dave Meeker to discuss how organizations have pivoted and innovated to harness digital experiences, which COVID-induced trends should (and shouldn’t) stick around, and making the most of in-person experiences going forward. Other topics covered: • Innovations and the future of retail • What should (or shouldn’t) stick around from COVID? • Data intersection with in-store sales opportunities • Considerations for new buying habits going forward Resources: 2021 Customer Engagement Report

Changing how people work, producing outputs that matter, quickly and collaboratively, requires enterprise agility. This requires the business to harmonize through a true customer lens, rather than center around the structures, systems, processes, and core capabilities required to deliver it. In this episode, Margie Chiu, SVP of Merkle’s Consulting and Strategy Group talks about where to start to build a customer-centric organization and the importance of executive sponsorship. Other topics discussed: • Most commons hurdles to overcome • How to work through resistance to this change • New skills to consider • What success looks like and how to measure it Resources: • Merkle's 2021 Customer Experience Imperatives

Data transformation seems like a broad topic, but what does it actually mean for organizations and how can they measure it? In this episode, Merkle’s Gaelyn Almeida shares why this transformation is so important. Other points discussed: • What are the repercussions if this transformation isn’t made? • How marketers can get started • The importance of identity in data transformation • Common mistakes to avoid

What is digital transformation and how should organizations think about it? In this episode, host Jose Cebrian sits down with Matt Naeger, Chief Strategy Office of Merkle Americas. They discuss: • What is Digital Transformation? • What does Transformation look like in various industries? • How can you show the value of digital transformation? • Common mistakes to avoid

What is the Inside Job: Making CX Work podcast all about? In this inaugural podcast, host Jose Cebrian kicks off the series and explains why making this transformation is so critical for organizations. Each episode will dissect key aspects of making this transformation a reality and will delve into not only how to think about these concepts but also how you can make them happen.