No more silos

Rethinking sales, marketing and technology for a powerful alignment that drives revenue and growth

A MarketOne white paper written for web

UBX Unified Buyer Experience

Executive summary

Orchestrating for meaningful buyer interaction

Today’s B2B buyer journey is highly complex. Every buyer is engaging with brands across multiple digital touchpoints, self-serving with online content and dipping in and out of the traditional customer journey more than ever before. Simply boosting efforts in lead generation, marketing and prospecting is no longer enough – sales reps and marketers must ensure that every engagement is meaningful, and each touchpoint is targeted, tailored and valuable.

This isn’t the only challenge facing marketers today: organizations, tech, data and processes are typically siloed, and communication is often misaligned, so that the exceptional customer experience that B2B buyers are increasingly demanding, is fractured and difficult to deliver.

What’s the solution? MarketOne has designed a strategic framework that can be applied to your existing organizational structure, enabling a holistic view of your sales and marketing efforts as well as your tech, data and analytics. It quickly reveals any missed opportunities and the applicable solutions to address them.

The Unified Buyer Experience (UBX) framework is a way to address organizational fractures and misalignments in a practical, achievable way – wherever your business finds itself. When the friction between departments and silos is reduced, each element of your business works together. Orchestration is the synergy of activities, programs, and campaigns across sales, marketing and martech, as well as your product and customer success teams. Your buyer is the recipient of this harmony that produces a one-on-one, relevant and highly personalized experience, in other words, a Unified Buyer Experience.

By applying MarketOne’s UBX framework to your organization you can achieve:

  • Integrated cross-channel campaigns with greater collaboration between teams. Sales and marketing share business goals, and data, collaborate on creative ideas and merge resources, thus building a stronger internal culture.
  • Improved performance and buyer satisfaction, addressing the gap between how you’re selling and how your buyers are buying.
  • A buyer-centric business strategy leading to a single view of your customer
  • Personalization at scale as you meet the buyer where they are at every step of the customer journey

Read on to find out more about the seven core pillars of MarketOne’s approach, how you might apply these pillars to your business, and, most importantly, how you can start to unite your sales and marketing efforts to reach your business goals.

Want to get started immediately? Skip to MarketOne’s UBX Readiness Assessment to determine your organization’s current level of maturity in cross-channel integration and buyer satisfaction and find out the next steps in building a truly buyer-centric B2B business.

Next: Why CX Matters