Entice customers to renew and upgrade

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Attract more prospects.
Inform and educate potential customers.
Provide a consistent, high-quality customer experience.
Central to these needs? Serving the customer. And the key to “holistic marketing” lies in understanding how you, as a marketing leader, can influence the way your entire company interacts with customers.

pull quote from article on the key to holistic marketing

The term “holistic marketing” gained popularity mainly from the efforts of esteemed marketing professor Philip Kotler (often referred to as “The Father of Modern Marketing”). He defines it as “shaping an experience for the customer that goes beyond the product.”

Kotler further defines holistic marketing’s key pillars:

Internal marketing that gets everybody — from australia phone number material the intern to the CEO — embracing marketing principles.
Integrated marketing that uses many channels and creative outlets to communicate your value proposition.
Relationship marketing that champions your customers and marketing partners.
Performance marketing that analyzes returns on marketing investment and contextualizes marketing activities amid legal, ethical, social, and environmental factors.
In this vein, you see how holistic marketing is part of the customer experience (CX) a company delivers. CX’s purview is the overall experience a customer has with a brand. A holistic marketing strategy focuses more on how marketing activities influence that experience.

What does holistic marketing look like in practice?
To answer this question, I talked with Allison Nordenbrock Brown, founder of Norden Marketing. She provides fractional CMO services to B2B technology and professional services companies.

“I would define holistic marketing as an approach that takes all potential marketing channels into consideration,” she said. “Instead of deeply focusing on one channel because it‘s ‘what’s been done,’ holistic marketers instead consider how all of these channels have performed historically within the company to guide future direction.”