Market differentiation must be earned. ADP has earned their differentiation by placing client experience at the center of everything they do. Jill Taksey, Senior Director of Content Strategy for ADP, attributes the company’s successful differentiation to a co-ownership of the sales funnel and an audience-first approach to thought leadership.
Jill believes that disruptive marketing is on its way out. Instead, she says, brands must embrace thought leadership programs that are altruistic at their core and powered by the invaluable relationship between marketing and sales. Take a look at the full interview video or the transcript below for more insights into this winning approach.
Note: this transcript has been edited for concision and clarity.
Q: Jill, you’ve been connecting sales and marketing around the ideal customer experience since before it was cool. It’s definitely cool now. But a lot of folks struggle with making that transition from a product- and sales-led narrative to more of a customer narrative. Can you talk about how you made that transition and what you learned along the way?
Jill Taksey: Sure. I mean, just for a history lesson, over the past several years we’ve seen the idea of disruptive marketing completely phase out, especially in B2B marketing. And digital transformation has changed the way in which our prospects and our clients are consuming content. And as a result of that, it’s just…