Overcoming the 'Curse of Knowledge When Marketing to Employees: B-to-B CMO Spotlight

Once solely the domain of the HR department, employee communications are increasingly being routed through the chief marketing officer’s office. A number of factors are driving this change, including the need to improve retention rates in the face of record unemployment, a recognition that a strong culture can make or break the customer experience and that employees can be deployed as persuasive brand advocates.

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