| “Marketing is no longer about grabbing attention, but rather it’s about creating real connections, building that emotional resonance and spurring action throughout the customer journey,” said Nina Butler, Director of Event Experience for B2B gifting platform Alyce, at the recent MarTech conference. In other words, for marketers to make meaningful connections with potential customers, they have to make the most out of every engagement. They have to think in terms of not just alerting prospects but crafting moments for them. During the pandemic, in-person events and meetings went virtual, and customer interactions became much more dependent on digital communications. But this digital transformation in customer relationships had been underway many years prior to 2020. The risk with this transformation is that many of these touches have become rapid-fire and impersonal. “As automation and advanced marketing technology has made our lives easier, we’ve also created more processes in our workflows and, as a result, more touches than ever,” said Butler. Read more here. | 