Building the World's Largest Community of CX Professionals

Learn More

Digital Agency LaneTerralever to Acquire Marketing Firm Convince & Convert

Experience Dynamic, A New Collective of Integrated Companies, Also to Launch

  • Share

LaneTerralever, the digital marketing and branding agency, is acquiring content marketing firm Convince & Convert, with both joining forces to offer a comprehensive suite of CX services under a new umbrella collective to be called Experience Dynamic.

While the two organizations will continue to run independently, a statement from LaneTerralever said that uniting both companies will allow customers to access the full scope of their combined services throughout the CX journey—from initial insights and strategy to creative execution—under the guidance of one team.

Meanwhile, Experience Dynamic will be an integrated group of companies being brought together with the intention of creating cohesive CX. The collective is being launched as digital transformation has accelerated, often outpacing the capabilities of brands to fulfill promises, the LaneTerralever statement pointed out.

Jay Baer, the founder of Convince & Convert, said that with data showing marketing departments to be increasingly responsible for the entirety of CX, a collective like Experience Dynamic is appropriate. “Now is the right time to bring together these two disciplines, with the understanding that it is a full-line process of research, strategy, execution, and metrics,” he remarked.

Baer will sit on the advisory board of Experience Dynamic as he continues to lead key client relationships at Convince & Convert, alongside its team of 14 global marketing and CX strategists. Convince & Convert will fall under Experience Dynamic as its inaugural acquisition.

Chris Johnson, the CEO and founder of LaneTerralever, will also be CEO of the new Experience Dynamic. With Convince & Convert as Experience Dynamic’s founding partner consultancy, Johnson and his team will continue to acquire interrelated agencies across data management, event marketing, and other disciplines to serve as turnkey advisors for brands.

“I have admired Jay and his team for years, and no consultancy has a better understanding of how to treat customers in today’s fragmented environment,” said Johnson. “We’re excited to join forces to help CMOs and CTOs tackle what are the greatest challenges of marketers today, customer retention and growth.”

Baer, the author of six best-selling books on marketing and CX, and an inductee into the professional speaking hall of fame, noted the relationship between the two fields. “CX marketing without strategy is a recipe for frustration and ineffectiveness. Conversely, customer experience strategy without execution tends to be a lot of ‘holding hands by the campfire’ exercises,” Baer said. “To make a meaningful difference, you have to combine both. Combining strategy and execution in one place better serves today’s CMOs, who are responsible for guiding an increasingly complex customer journey.”

Using consumer data in a purposeful way will be a key objective of Experience Dynamic, noted Johnson, a former industrial engineer.

“So much of the focus we see today is on the pre-sales customer experience. This shouldn’t come as a surprise: 80% of CMOs today are charged with leading CX transformation, along with delivering on growth,” Baer observed. “However, the reality is that to truly deliver exceptional experiences change must be made across the entire enterprise. I’m excited to be building a collective that is prepared to help business leaders tackle customer experience transformation by guiding our customers in their evolutions toward truly integrated CX transformation.”

Both LaneTerralever and Convince & Convert are based in Phoenix, Arizona. LaneTerralever clients include Toyota, the University of Arizona Global Campus, Western Alliance Bancorporation, and the Yaamava’ Resort & Casino at San Manuel. Convince & Convert clients include Oracle, Cisco, Visit California, Purdue University, and Sam’s Club.

Latest Research

CX Market Ecosystem

150 Key Players and Industry Participants Providing Offerings in Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Insights & Feedback, and Employee Experience

CX in the Travel & Hospitality Industry

Customer Data & Analytics, Customer Relationship Management, Contact Center, Personalization & Optimization, Customer Data Platforms, Employee Experience, and Customer Insights & Feedback: Market Analysis and Forecasts

CX Personalization and Optimization

Market Drivers and Barriers, Market Sizing and Forecasts, and Case Studies Focused on the Adoption of Personalization & Optimization Within CX Platforms and Applications

Artificial Intelligence for CX Applications

Case Studies, Market Drivers, Market Barriers, and Best Practices for the Adoption of AI Within CX Platforms and Applications

Related Articles

Digital Agency LaneTerralever to Acquire Marketing Firm Convince & Convert

LaneTerralever, the digital marketing and branding agency, is acquiring content marketing firm Convince & Convert, with both joining forces to offer a comprehensive suite of CX services under a new umbrella collective to be called Experience…

Read More

The Arrival of a New Year Brings More Funding to the CX Market

Just a few days into 2022, at least three significant CX-related funding rounds and developments have taken place. The recipients of additional capital include Exotel from India, Oregon-based AskNicely, and Quantum Workplace from…

Read More

Activist Investor Jana Partners Calls for Zendesk to Abandon Acquisition of Momentive Global

Activist investor Jana Partners is putting pressure on CX software solutions provider Zendesk to call off its proposed acquisition of Momentive Global, the company formerly known as SurveyMonkey, objecting vociferously to a deal that it said…

Read More

Clarivate Acquires Patient Connect to Address Increasing Need for Global Personalized Data

Clarivate, the London-based information services and analytics company, has acquired Patient Connect, a fellow UK-based firm and international provider of patient engagement solutions, in a union that will help life science companies understand…

Read More
More related Articles