Verizon Business has changed the structure of their leadership by promoting Iris Meijer to the role of Chief Product and Marketing Officer. Prior to this promotion, Meijer held senior marketing roles at Nokia and Vodafone. The consolidation of the product and marketing roles under one leader indicates the rising importance of the Chief Marketing Officer role, according to Meijer.
In her new position, Meijer aims to leverage her team’s extensive customer data to improve Verizon’s customer experience lifecycle. She emphasized the importance of a personalized approach to customer communication, which should be based on understanding customers’ needs and tailoring offers to individual customer profiles.
As business operations shift towards remote work, changes were observed in Verizon’s Business to Business Marketing strategy. Meijer identified an increase in businesses being more open to customer service and product booking online. She also noted that the need for secure connectivity and appropriate tools to ensure safe remote working have become primary concerns for their customers.
Digital marketing and AI technology play important roles in Verizon’s product focus. For instance, the company is exploring the integration of generative AI into their services to ease up sales engagement and automate sales follow-ups. AI could also enhance the personalization and speed of their marketing campaigns.
Regarding their advertising technology and Software as a Service (SaaS) marketing services, Meijer stated that Verizon is generally consolidating its services. She cited the significant reduction in the number of their data and martech vendors from over 60 to about half, while still utilizing more than 80% of all purchased data.
Source: For Verizon Business, Reaching The Customer Means Empowering The Marketer
