Traffic. Clicks. Conversion. SQLs. Sales.

It’s a world where analysts thrive — and creativity and experience take a back seat.

Or is it?

Because when I talk to a potential new client, it’s not the stellar numbers on Horizon Peak’s success stories page that make their eyes light up.

It’s when I talk about how the content we create helps differentiate the company and build the customer relationship.

Their eyes light up when I talk about stories, and journey, and language.

It may be numbers that marketers are reporting to the leadership team — but it’s the beauty and deeper meaning behind what they do that keeps them showing up and giving their all to this job.

You marketers, when you’re at our best, are relationship builders.

You’re experience creators.

You’re movement makers.

Your marketing content is often the first experience someone has with your brand — and when you have enough support, you make that experience memorable and valuable.

So … what about when you don’t have that support?

Sadly, that's a conversation I've had too many times in the last 3 years. And I believe the answer to the question of getting more support is returning once again to the numbers. So I wanted you to keep these numbers from PwC’s Future of Customer Experience report handy:

• 42% of customers would pay more for a friendly, welcoming experience.
• 65% of U.S. customers find a positive experience with a brand to be more influential than great advertising.

Your marketing content creates an experience — for good or bad.

More thoughtful, human marketing = a better experience and higher revenue.

You can take that to the bank.