To deliver connected experiences, Xerox CMO constantly evaluates brand’s marketing tools
Xerox CMO Toni Clayton-Hine shares how her brand uses martech to connect the dots throughout the customer journey.
After being part of the Xerox team for four years, Toni Clayton-Hine was named CMO in January of this year. In her role leading the brand’s marketing strategy, Clayton-Hine says she aims to build connected experiences across the board for its audience.
“We’re looking to create a connected experience that says we’ll help you communicate, connect and work in a better way — meaning we’re proactively providing you information about managing your environment,” says Clayton-Hine.
To build out and implement this connected experience strategy, her teams are distributed across a variety of functions.
“We have a group of people that focus on global events and sponsorships — we call them experiential marketing,” says Clayton-Hine. “We have people that focus on digital marketing — so everything to do with Xerox.com and all of our owned and earned properties. And then we have a group of people who focus on paid media.”
The CMO says Xerox divides its paid media into brand elements and offering elements. Xerox’s value offerings are focused on initiatives that result in a proposal.
“I want a brand-new fleet of printers. I want a new workflow. I want a managed document services solutions — those that lead to a proposal,” says Clayton-Hine. “And then what we call our volume offers, which are those products that lead to a shopping cart: I want a printer on my desk; I want supplies, etcetera.”
She says Xerox’s marketing group also has a team that focuses on audience, including small and mid-size businesses and enterprise organizations, and then field marketing.
“Field marketing teams are executing those various programs, and the initiatives we’ve put out in the market.”
Today, the CMO gives more background on how it aims to create connected experiences, and the marketing technology stack it’s using to drive the strategy.