Rethinking Centricity: Moving Past Products and Focusing on Engagement

In one of the latest studies from the CMO Council, Brand Automation for Local Activation, 59 percent of marketers believe that local marketing is essential to driving business growth and profitability. But as marketers work to activate, coordinate and collaborate across their increasingly complex network of sales channels, the reality is that few marketers are truly confident in their ability to activate local audiences. Only 7 percent feel they have a highly evolved campaign, complete with measurement and analytics.

Marketers are struggling to maintain brand image and consistency across complex networks, challenged to roll out global campaigns across multi-national or multi-lingual localized campaigns, and are at a loss as to how to measure the impact and effectiveness of these campaigns. So how can marketers more effectively activate local customers to either engage with a local store, vendor, partner or even individual agent? What are the required channels, measures and resources that combine to create a comprehensive strategy to optimize customer activation?

In our upcoming webcast, entitled “Turning Local Trends Into Transactions,” the topics that will be discussed include:

• Highlight findings from the "Brand Automation for Local Activation " report
• Provide insights into the key trends in local customer engagement and the tools and technologies that are reshaping the local marketing landscape
• Share best practices on how driving channel and field sales effectiveness in expanding social, mobile and local marketing world
• Demonstrate how brand leaders have developed local marketing engagement strategies that tie corporate brand directions to local customer activation

Social media holds all of the promise of intense customer connections and what can often feel like a limitless pool of fans eager to mesh with their favorite brands. But to the data-driven marketer, social is a wild and unstructured world of data and exchanges that can be hard to measure and even harder to integrate into a structured customer profile. Marketers aren’t just struggling with how to measure and monitor social media, but the ability to share these valuable insights across the organization is often limited. Data and analytics must evolve beyond likes and follows and into a system where customer voice and preference can be integrated, analyzed and shared across the organization. In short, data needs to get far more social.

This upcoming "Advancing Analytics" webcast will focus on how social fits into analytics – and how the intelligence gathered through social is distributed throughout the organization. Experts in business intelligence will share how these seemingly overwhelming troves of social data can be accessed and leveraged by any number of cross-functional dashboards that can fuel improvements across sales, service and operational functions. Marketing leaders who are advancing analytics and tackling the unstructured social sphere will share where and how social intelligence and analytics are being used to deliver more personalized and relevant experiences to amplify the customer experience and boost business performance.

Marketers often wish a wondrous machine existed that could tell them exactly which lever to pull at exactly what time to get the ideal customer to make a purchase. Instead, many organizations have crafted a loosely connected set of analytics tools, campaign monitoring and measurement solutions with multiple reports and views of the customer experience.

Marketing leaders must begin to develop strategies and adopt solutions that look beyond data aggregation and surface measures to gauge campaign performance. And it is time for these measures to meet and be managed in a more holistic, real-time view. It is time to push forward to intelligence that includes views into the customer, campaigns and market opportunities. It is time for marketing intelligence engines.

This interactive webinar will focus on the needs and requirements of high-performing marketing teams and how these best-practice leaders have developed their view of the customer and dashboard for performance measurement. We will hear from business intelligence experts to define how to initiate a more comprehensive strategy to build MIE systems within any organization. We will also hear from marketing leaders who have transformed their operations and experiences by advancing analytics and intelligence throughout their organizations.

Join the Chief Marketing Officer (CMO) Council and Pitney Bowes in the fifth installment of the Get Exact in How You Contact webinar series. As we continue our conversation around retention marketing strategy, we will be joined by Ryan Frankel, Retention Marketing Expert and former Marketing Director for Bell Canada. Frankel will share how he has increased customer advocacy and loyalty, minimizing churn, and improving the overall customer experience, while working to overcome some of the complex dynamics in the communications industry.

Topics will include (but not limited to):

- Applying and analyzing sophisticated customer data to help minimize churn and maximize revenue opportunities
- Strategies to identify and retain your best and most profitable customers
- Showcasing best retention marketing practices and insights from the brand perspective

According to the recently released “State of Marketing 2012” study by the Chief Marketing Officer (CMO) Council, 43 percent of senior marketers plan on enhancing their existing marketing teams with new talent to manage marketing data and customer analytics. Marketers are also advancing their personal understanding of customer intelligence and marketing analytics as a key route to furthering their leadership and professional development.

Join the CMO Council and business intelligence leader Domo in this 60-minute webinar as we discuss best practices in identifying key measures, connecting touchpoints and campaign measures into a cohesive, real-time dashboard, and pulling the masses of data into actionable, intelligent customer insights. Experts in business intelligence and marketing who have made strides in advancing analytics within their own organizations will share their insights and thought leadership with the audience.

Strategic leadership does not rest with the CEO alone.

Impactful leadership requires an approach that leverages highly strategic executive talent across multiple functions acting as a fully integrated team.

An increasingly important voice at the table is that of the chief marketing officer (CMO). As organizations across all industries strive to set themselves apart from their competitors, marketing has taken on new prominence. Highly effective CMOs are moving well beyond the longstanding role of being the proxy for the customer to one in which they provide strategic leadership, drive change, and achieve quantifiable business results.

Join this panel session to learn how CMO's are increasingly intertwined with the business and are contributing to fundamental business transformation.


About the panelists:

Martyn Etherington is the EVP & CMO at Mitel. With over 25 years, he has a proven record in transforming the marketing function to a measurable customer-centric, market driven organization and commercial general management leadership for emerging markets.

Chris Hummel joined SEN in April 2010 and currently serves as the CCO. Hummel is a recognized thought leader and has extensive experience in global enterprise sales and marketing, having lived and worked in a range of countries, including the US, Germany, Eastern Europe and Asia.

Steven Bushong is Senior VP, Marketing Operations, ABC Entertainment Group of The Walt Disney Company. Bushong contributes to the strategic reflection and direction setting with diverse internal and external stakeholder groups and manages the overall Marketing budget.

Moderator, Liz Miller is the VP of Marketing for the CMO Council - a network dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries.

Today’s savvy marketers are finding new ways to segment key targets, customer groups and prospects to better connect and engage with their customers. These rich insight repositories are also being used to develop retention campaigns that look to activate customers – and hopefully retain, upsell and even cross-sell to boost revenues.

Join the Chief Marketing Officer (CMO) Council and Pitney Bowes in the fourth installment of the Get Exact in How You Contact webinar series, as we host Comcast’s VP of Customer Retention & Loyalty Marketing, Phil Bellaria, as he talks about developing more targeted and effective retention marketing strategies while improving and enhancing the customer experience.

Given the heightened expectations from customers for flawless experiences, and the heightened expectations from management to optimize revenues, marketers are being challenged to enhance the overall customer experience by moving away from the traditional product-centric marketing model. Customer-centricity has become the new mantra for marketers looking to leverage the deep insights and intelligence that can be mined from customer data. The challenge is how to shift from looking at campaigns and instead looking at customer dialogs and engagements.

Focusing on the customer and harnessing analytics to fuel initiatives that retain and acquire customers, C-level marketers are earning a place in the board-level bottom line conversation. In addition, true collaboration between sales, marketing and customer service departments can pave the way for a customer experience that truly caters to the customer.

The third in an ongoing dialog, this webinar will explore how data, analytics, segmentation and strategy can come together to create a superior customer experience that generates advocacy and propels brands. The CMO Council has invited speakers who will share how to make marketing, on all levels, customer-centric. Some of the key issues our speakers will focus on include:

- Best ways to gain a holistic view of the customer
- How to measure customers in terms of lifetime value propositions and thereby measure marketing performance
- Bringing sales, marketing and customer service departments together to most effectively predict churn and produce the best (read: most profitable) customer experience
- Customer relationship marketing strategies to reduce burn and minimize churn

Join the CMO Council, Pitney Bowes, and Metro PCS in a free, interactive webinar that will take a hard look at how marketers can leverage the increasing amount of customer data in order to shape and inform their overall pricing strategy.

The level of choice and options – from pricing plans to the devices themselves – have added layer upon layer of complexity for today’s communications service providers. From new market entries threatening to lure market share away with the promise of unlimited data, robust infrastructure and advanced technologies, CSPs must look at how their total customer experience – from acquisition through to continued and sustained retention – is achieved.

The days of operating under a belief that the product is at the center of marketing efforts has been eliminated. Instead, a mandate for true customer centricity – where data, insights and a deep, real understanding of the customer and that customer’s impact on the business is a requirement.

The CMO Council will be investigating this evolution in the CSP space through a series of webinars designed to dissect unique areas of the overall customer experience. In our first installment, we will look at the shifting requirements of developing more targeted and relevant retention marketing strategies while advancing the customer experience. Some of the key issues our speakers will focus on include:

- Customer-centricity: Institutionalizing this in the corporate culture and DNA
- "Surgical" segmentation – identifying which customers may be hurting the business
- Customer relationship marketing strategies to reduce burn and minimize churn
- How AT&T is profiling customers to determine the most profitable route to engagement

The CMO Council and partner, Lithium, will take an in-depth look at the findings of "Variance in the Social Brand Experience", a new initiative set to understand how marketers are leveraging social media marketing -- and the consumer reaction to this new digital engagement.

Join Lithium CMO Katy Keim and CMO Council VP of Global Operations, Liz Miller as they present the findings from this comprehensive study of both marketing executives and social consumers and reveal what it means for social brands today.

Join us for this special webcast and learn:

1.Why and how consumers connect with brands in social media and what they expect from their social customer experiences.

2.How social media impacts marketing operations as brands explore and embrace emerging social channels.

3.Prescriptions for how best to engage in today's social media marketplace for increased competitive advantage.

Given the significant shift and re-allocation of marketing dollars into online, mobile, social and interactive digital media channels, there is a significant need for senior marketers to better understand online performance and effectiveness measures, the relevance and value of online marketing programs, and the impact of return and spend through enhanced online metrics and analytics. Senior marketers must develop more comprehensive performance measures to map, track and assess customer engagement, experience and return on web investments. Marketers must link website and campaign analytics to get a true picture of the entire path to conversion.

Join us as we delve into the topic of Digital Marketing Performance with experts from Google, a global leader in analytics and digital marketing measurement, and a panel of distinguished digital marketing leaders, to understand where and how senior marketers can leverage analytics and advanced measurement to gain insight into what drives engagement and conversion. Through the course of this 1-hour webcast, we will investigate how senior marketers must:

• Measure all digital channels rigorously - social, mobile, search, display and video
• Employ multi-channel measurement techniques to gain a full picture of marketing effectiveness
• Use deep insights to determine marketing channel impact and drive investment decisions

Panelists:
Amy Chang: Director of Product Management, Google
Jorge Laguna: Senior Director, Digital Analytics, Hewlett Packard
Megan O'Connor: Head of Digital Marketing, Levi Strauss & Co.
Liz Miller: VP Operations at CMO Council