Every business wants to get attention. But there are two types of attention: the kind you want, where everybody’s saying how great your company is, and the kind that makes you want to lock your doors, draw the blinds and hope everybody stops noticing you.

Today, consumers and business buyers alike expect convenient, relevant, and responsive engagement across every interaction. In the age of the connected customer, marketers — with their deep understanding of customer needs and behavior — are well positioned to take a lead on these broader customer experience initiatives.