Carlos Hidalgo, the author of Driving Demand (2015) and The UnAmerican Dream (2019) and Founder/CEO of Customer Experience agency VisumCX speaks to us today to talk about his journey, his books and how marketing and sales teams can enable better B2B customer experiences. 
About Carlos Hidalgo:
Carlos is a 25-year business veteran who has held several corporate roles, started his own entrepreneurial ventures and served in non-profits. Carlos is a keynote speaker who regularly discusses topics on marketing, business leadership, B2B customer experiences.
About VisumCX:
VisumCX is an agency that is focused on working with mid-market companies to enable and deliver better customer experiences.
Top ten takeaways from the episode:

“My book The UnAmerican Dream is about this hustle that everyone is all about today. It talks about the balance we need between our professional and personal lives.”
“There’s a clear difference between customer service and customer experience. Often times , companies can provide stellar customer service because of a bad customer experience.”
“Organizations confuse the two, they often feel that because they provide a good customer service, it takes care of the customer experience aspect.”
“Customer experience starts long before anybody buys anything.”
“If a customer has a bad experience when on the website or when looking for product information, that’s already impacted their perception of your brand!”
“It is important to look at the full buying journey to create a better customer experience.”
“A good CX starts with a good employee experience as a base. It is important to work up from that level, to understand the mission of the company and the experience that the company wants the customer to feel.”
“There’s now a California Gold Rush in the B2B marketing segment- with too much martech! Companies are buying into martech without a clear vision of what they want the tools to do or without a clear understanding of how to fully optimize value from them.”
“It is crucial for teams to define their strategy before investing in martech or any tech.”
“The fact that people are paying more attention to data and they are looking more at what they can do with it also helps plan interactions with the customer the way they want – thereby creating a better overall customer experience.”

About the podcast
Sunny Side Up is a series of 15-minute podcasts. Leaders and innovators share what they’ve learned in the B2B tech sector on topics related to marketing, product management, sales, and leadership.