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It’s Time to Rethink The Mechanics of Customer Loyalty

On this episode, Suzanne discusses the mechanics of engendering customer loyalty, innovating marketing within long-standing companies, and elevating the human experience within B2B marketing.

Deloitte is a multinational professional services network with offices in over 150 countries and territories around the world. Deloitte is one of the Big Four accounting organizations and the largest professional services network in the world by revenue and number of professionals. Deloitte is the brand under which tens of thousands of dedicated professionals in independent firms throughout the world collaborate to provide audit & assurance, consulting, risk and financial advisory, risk management, tax, and related services to select clients.

Industry
Professional Services
Founded
1845
Suzanne Kounkel

Guest Bio

Suzanne is a principal in Deloitte Consulting LLP and the chief marketing officer (CMO) of Deloitte. As the leader of Deloitte’s integrated marketing and sales organization, Suzanne challenges her team to push the bounds of creativity and collaboration in pursuit of two intertwined goals: happy clients and healthy business growth.Suzanne’s trifecta of business, technology, and marketing experience provides the essential foundation for spearheading marketing and sales in an era of rapid change and ground-breaking innovation. Suzanne is a frequent speaker and published author on issues close to her CMO heart, including purpose-driven brand, elevating the human experience within B2B marketing, and the ethical use of data within marketing. She sits on the Board of Directors for the Ad Council and is a member of the Adweek Diversity and Inclusion Council, as well as a member of ANA’s Global CMO Growth Council, with a focus on helping CMOs leverage data and technology to connect with customers.

Episode Summary

This episode features an interview with Suzanne Kounkel, CMO of Deloitte, an industry leader in audit, consulting, tax, and advisory services to many of the world's most admired brands. Suzanne’s trifecta of business, technology, and marketing experience provides the essential foundation for spearheading marketing and sales in an era of rapid change and ground-breaking innovation. In this episode Suzanne discusses the mechanics of engendering customer loyalty, innovating marketing within long standing companies and elevating the human experience within B2B marketing.

Key Takeaways

  • Business strategy should be constantly evolving 
  • Try to be known for something new, something different or something innovative
  • Spend a lot of time at the brand level trying to engender loyalty

Quotes

“It’s really about thinking through the lens of your business strategy. Which are the channels that you should be investing in? At what levels? We should be constantly evolving.”

Episode Highlights

*(03:50) - Suzannes role at Deloitte

*(04:55) - Segment: Trust Tree

*(06:59) - Balancing the market set of activities and the marketing portfilio

*(09:20) - Deloittes overall marketing strategy

*(13:20) - Segment: The Playbook

*(14:34) - What channels you should be investing in

*(22:05) - Investing into the functionality of your website
*(31:18) - Campaigns that drive customer engagement 

*(35:41) - Segment: The Dust-Up

*(39:08) - Segment: Quick Hits

Episodes Transcript

  • Business strategy should be constantly evolving 
  • Try to be known for something new, something different or something innovative
  • Spend a lot of time at the brand level trying to engender loyalty
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