Engaging CX and Marketing Leaders: Mistakes to Avoid in the Crowded Customer Experience Solutions Market

In today’s customer-centric business environment, customer experience (CX) and marketing leaders play a critical role in driving success. As vendors of customer experience solutions, it’s essential to understand the unique challenges and priorities these decision-makers face in order to effectively engage them. In this blog post, we’ll explore common mistakes and provide tips in engaging these senior technology buyers for standing out in a crowded market, as well as discuss the different evaluation and purchasing processes for contact center solutions.

Mistake #1: Focusing on Features Instead of Outcomes

While the features of a CX solution are important, CX and marketing leaders are more interested in the business outcomes these tools can help them achieve.

How to avoid it: Emphasize the tangible business benefits your solution offers from the outset, leading with outcomes such as increased customer satisfaction, loyalty, and revenue. Highlight case studies and testimonials that showcase the positive impact your product has had on other organizations.

Mistake #2: Not Understanding the Buyer’s Unique Needs

CX and marketing leaders are responsible for various aspects of customer experience along the customer journey, and their specific needs and priorities can vary significantly.

How to avoid it: Invest time in researching the buyer’s industry, company, and specific role. Ask yourself what focus they are most likely to have, and use this knowledge to tailor your pitch, demonstrating how your solution aligns with their needs and objectives.

Download our “Customer Experience & Data Analytics APAC 2022 Conference Report” To Learn Lessons From Seasoned CX Leaders You Can Apply

Mistake #3: Overlooking the Differences in Contact Center Solutions

Contact center solutions are a critical component of the overall customer experience, and their evaluation and purchasing processes differ from other CX solutions.

How to avoid it: Recognize the unique challenges and priorities associated with contact center solutions, such as agent productivity, integration with CRM systems, and scalability. Address these concerns in your pitch and demonstrate how your solution meets the specific requirements of a contact center environment, tailoring it precisely with what you’ve learned in advance when identifying needs.

Mistake #4: Failing to Stand Out in a Crowded Market

With countless customer experience solutions available, it’s crucial to differentiate your product from the competition.

How to avoid it: Focus on your unique selling proposition (USP) and emphasize the aspects (remember: benefits, not just features) that set your solution apart. Be prepared to articulate the value your product offers and how it addresses the specific challenges faced by CX and marketing leaders. If your USP isn’t clear or you’re uncertain how to best express it, you’re wasting outreach attempts. 

Mistake #5: Not Engaging Buyers in Thought Leadership Discussions

One remarkably effective way to understand buyers and their concerns is by inviting them to participate in thought leadership roundtable discussions. You put yourself at a disadvantage by not doing so as you miss opportunities to learn directly from your target buyers.

How to avoid it: Organize and facilitate roundtable discussions, interactive webinars, or industry events that provide a platform for CX and marketing leaders to share their insights, challenges, and best practices. This not only allows you to gain a deeper understanding of their needs but also positions you as a knowledgeable and trusted partner, and top of mind when they need help.

Mistake #6: Neglecting to Follow Up

Following up with CX and marketing leaders in a timely manner is essential to keep the momentum going . Neglecting this will all but guarantee you either lose, or worse, never firmly secure, their attention.

How to avoid it: Create a follow-up plan that includes personalized content that speaks to the buyer’s specific challenges and needs. Be persistent but respectful, and ensure each interaction adds value and demonstrates your commitment to addressing their concerns and challenges.


Successfully engaging CX and marketing leaders requires a deep understanding of their unique needs and priorities, as well as the ability to stand out in a crowded market. By avoiding common mistakes and adopting a tailored approach, you can differentiate yourself from the competition and increase your chances of success. Investing in thought leadership initiatives and maintaining open lines of communication can help you build strong relationships with decision-makers, positioning your solution as a valuable partner in their quest to improve overall customer experience.

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