Radical Design with the New Design Buyer featuring Detria Williamson, CMO of IDEO

Marketing Trends

Nov 3

43 min 39 sec

Having the right elements and the right design is critically important to reaching the right people the right way. Detria Williamson, the CMO of IDEO, has years of experience working with clients to create meaningful impact through design, and throughout that time she has seen the world of design shift and the buyers’ needs change. To meet those needs, Detria says it’s all about listening carefully to what customers are saying. “The new design buyer, they're CMOs, they're CEOs, they're CTOs, they're Chief Diversity Officers. So we really needed to make sure that we were expanding our listening ability and in terms of making sure that our services were known to other leaders across the C-suite. Articulating all of our communities and deeply listening internally and across all those communities. On this episode of Marketing Trends, I was excited to hear more about what it takes to actively listen and respond in today’s world. Plus, Detria and I got into how

she is helping to not just create more inclusivity, but allow it to become common practice across the industry. Detria has a revolutionary way of thinking about building her team of designers, seeking maximal creativity and diversity of ideas as the primary focus, and she explains it all in this episode. All this up next on Marketing Trends! Main TakeawaysInclusive Customer Experience: Break away from the idea that it’s only important to focus on diversity and instead think more about inclusion. You can fake diversity but true inclusion is harder to imitate. The New Design Buyer: As design has become more democratized and the design-buyer has changed, it’s more important than ever to tune into what they are asking for. Some of the leaders in these positions may not even know about the resources available to them, so there is an educational part of the process as well. Don’t Over-stack: The explosion of MarTech tools means that marketing solutions are abundant but it’s important to maintain a healthy balance in your budget to

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