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CMO Council

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  • Achieving True Sales and Marketing Alignment 
    Achieving True Sales and Marketing Alignment  Liz Miller - CMO Council, Justin Shriber, LinkedIn Recorded: Feb 27 2018 61 mins
    Sales and marketing leaders alike chase efficiency through automation and tool integration to scale their functions. However, too often they’re operating in siloes, inadvertently bombarding prospects and customers with disconnected, non-contextual outreach from all sides.

    It’s bad customer experience. And in a time when businesses are trying to focus on building lasting customer relationships and a recurring revenue model, automating a bad experience creates alienation at a massive scale.

    Join Justin Shriber, VP of Marketing at LinkedIn, to learn what makes a good customer experience and the imperative new approach required to help sales and marketing overcome this fundamental gap to align towards an orchestrated approach to tap into the massive source of economic growth and opportunity that is the B2B market today.
  • Your Customers, Your Brand: Transforming Brands with Customer-Centric Marketing
    Your Customers, Your Brand: Transforming Brands with Customer-Centric Marketing Cindy Vandecasteele, NGDATA ; Jeroen Bronselaer, Telenet ; Liz Miller, CMO Council Recorded: Dec 6 2017 64 mins
    A CMO’s success often hinges on the success of the brand to drive business and grow revenue. Because of this, the CMO is in a unique position to optimize growth by meeting the demands of their customers while driving and advancing digital transformation. But transformation for technology’s sake will not advance the business. To be successful in today’s highly competitive market, the customer needs be front and center – the CMO must lead a truly customer-centric revolution.

    Customer centricity is about building relationships, conversations and service around the needs, preferences and actions of individual customers on an ongoing basis. By putting customers first and meeting their expectations across all channels, you can deliver exceptional experiences that drive retention and build loyalty. The key is to deliver a consistent, seamless experience across all touchpoints, and ensure that all interactions are relevant to each and every customer.

    To accomplish true customer-centric marketing, you must understand each customer at the individual-level, down to their individual Customer DNA, and be able to rapidly take action on those insights.

    Join the CMO Council as we welcome experience and data expert, Cindy Vandecasteele, NGDATA’s VP of Product Strategy, and Jeroen Bronselaer, Senior Vice President Residential Marketing at Telenet, as they share their own experiences in transforming a brand with customer-centric marketing.

    Key takeaways will include:

    •How customer-centric marketing impacts the whole organization
    •Why customer-centric marketing matters in today’s omni-channel, always-connected world
    •The challenges and benefits of customer-centric marketing, and how you can put it into action
    •Mapping the individual Customer DNA and turning that knowledge into profitable action
  • Centralizing Intelligence to Power Individualized Experiences
    Centralizing Intelligence to Power Individualized Experiences Mary Anne Hensley, CMO Council; John Timmerman, Teradata; Peter Francis, T-Mobile Recorded: Nov 16 2017 63 mins
    True one-to-one interaction is considered the holy grail of customer experience. However, according to a recent CMO Council study, only 7 percent of marketers are able to consistently create these individualized experiences across all channels.

    For the third and final webinar of this series, the CMO Council and Teradata are concluding the conversation around shaping customer experiences by focusing on the importance of coordinated cross-channel messaging through a centralized hub for all customer interactions—one that listens to all interactions, automatically tells marketing channels when and about what to say based on all the latest data and machine-learning analytics, and applies contact governance so that your marketing is smart and optimized, not fragmented by channel.

    During this one-hour webinar, our expert panel will share insights around how companies can build one central messaging hub for all customer interactions, regardless of channel. Marketers can elevate their marketing with a marketing hub to optimize and coordinate messaging, analytics and data so that the messaging automatically shifts, whether it’s time to sell or time to provide customer care, ensuring that each interaction is good for the customer and the brand. A featured brand expert will also share their company’s challenges in this area, as well as the steps they have taken in order to create consistent cross-channel messaging for the customer and make one-to-one experiences a reality for their organization.

    Among the topics to be discussed:

    • Challenges to achieving a full, cohesive view of all customer interactions
    • How to balance multiple customer interaction strategies amid the focus on clicks and conversions
    • Industry best practices and results from marketers who are coordinating their
    marketing in a hub and how it has elevated their marketing
  • Powering the Shift to Agile
    Powering the Shift to Agile Liz Miller - CMO Council, Dario Debarbieri - IBM Watson Recorded: Oct 12 2017 58 mins
    Today’s marketing machine must be aligned to the agile flow of today’s fickle customer, able to adjust and adapt in real-time, thinking and often predicting behaviors in context to allow an organization to swiftly advance, iterate and optimize across functional boundaries.

    The CMO Council, in partnership with IBM Watson, will share new thinking and best practices for making this new marketing operation a reality in a one-hour interactive webcast featuring subject-matter experts and brand leaders currently making the bold shift to meet the customer where they stand. Joining the session will be Dario Debarbieri, CMO of IBM Watson North America and longtime CMO Council Advisory Board member, who will discuss the latest trends, from the API economy to the real opportunity of cognitive computing being applied to the marketing engagement engine.
  • Activating and Shaping the Customer Journey
    Activating and Shaping the Customer Journey Vicky Currie, N Brown Group; Tony Brown, Teradata Customer Journey Solution; and Mary Anne Hensley, CMO Council Recorded: Oct 4 2017 55 mins
    It is easy to commit to delivering to exceptional customer experiences, but executing on the same can often be the hardest step. Join CMO Council, Teradata and N Brown Group (JD Williams) in part 2 of our webinar series to hear how organizations can enhance the customer experience and influence their buyers’ next steps to align with organizations’ desired goals and objectives.

    During this one-hour webinar, Vicky Currie, Head of Segmentation and Selections in the Customer Insight Group for N Brown Group (JD Williams), will share insights around how the company transitioned from just collecting customer data to influencing customer decisions with predictive insight. Specifically, Currie will share how N Brown Group moved from mapping the customer journey to actually understanding where customers are in the buying process, and then intervening with the right offer, at the right time and through the right channel, to lead customers to a purchase. Hear Currie explain how the ability to combine insights with action has helped the company meet business objectives, drive revenue and, above all, improve the customer experience.

    Joining the CMO Council and Vicky Currie will be Tony Brown, Vice President of Product Management and Business Development, Teradata Customer Journey Solution. Tony will share insights on the critical steps marketers must take to better inform and shape the buyer journey.

    Among the topics to be discussed:

    • How data and analytic insights can help identify a customer’s stage in the buying journey
    • Why integrating online and offline data is critical for a holistic view of the customer
    • Real-life business benefits of optimizing customers’ journeys
  • From Mapping to Influencing
    From Mapping to Influencing Liz Miller, CMO Council; Kathy Koontz, Teradata; Marcos Arias, AT&T Recorded: Sep 12 2017 63 mins
    When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action.

    Join Liz Miller, Senior Vice President of Marketing for the CMO Council, and Kathy Koontz, Director–Customer Journey for Teradata, as they discuss the steps that marketers can take to better inform and influence the customer journey.

    A few key topics of discussion will include:

    • The importance of integrating online and offline data to get a better understanding of where the customer is in the journey
    • Understanding which insights marketers can use to influence the customer’s next steps
    • How to interact with customers at the right time and with the right message to influence and shape the customer journey
  • Is Email The Junk Mail of Tomorrow? Not if We Can Help It!
    Is Email The Junk Mail of Tomorrow? Not if We Can Help It! Liz Miller - CMO Council, Julie Gibbs - Gigamon, Tommy Lamb - Teleflora Recorded: Aug 23 2017 61 mins
    At the dawn of the digital age, email heralded a bold turn away from junk mail and battling the paper bulge of the overworked mailbox. But in today’s crowded engagement landscape, email has started to feel more like a cheap imitation of its scan-and-junk bulk snail mail predecessor.

    According to the technology research group, Radicati, 205 billion emails are sent each day. Not even social can compete with the power of email, according to a Forrester report that indicates that people are twice as likely to sign up to receive a brand’s emails as they are to interact on Facebook. But, as email open rates are increasing year over year according to Epsilon, rising from 31 percent to 34.1 percent, email CLICK rates are in decline, dropping from 3.5 percent to 3.1 percent in Q3 of 2016.

    Nonetheless, email continues to deliver. According to the Direct Marketing Association, in 2016, email had a median ROI of 122 percent, nearly four times higher than other marketing tactics including social, direct mail and search. And, according to a recent CMO Council study, 52 percent of consumers surveyed say email is a critical part of the customer experience, second only to access to a corporate website.

    The spray and pray messaging approach of old is no longer applicable to emails. Where personalization reigns, what are the new rules of email marketing engagement and how have CMOs adjusted strategies to optimize emails as part of a holistic customer experience?

    Join the CMO Council as we assemble a panel of marketing leaders who have all evolved email strategy to advance the customer experience and pull this powerful point of connection out of the junk mail pit.
  • Cognitive Computing and the Marketing Machine
    Cognitive Computing and the Marketing Machine Liz Miller - CMO Council, Brady Fox - IBM Recorded: Aug 22 2017 46 mins
    In a study conducted by the CMO Council in partnership with IBM, 42 percent of marketers surveyed indicated that their top digital experience goal in the coming year was to better connect the multitude of campaigns being executed across the organization into a comprehensive, connected customer experience that could drive engagement throughout the engagement lifecycle. The challenge is how they will get there when 56 percent of marketers admit that data for their organizations is in more of a state of collection than action, or data is only being used to measure past activities. How will marketers—who are struggling to turn data to insight and insight into action—be able to reach their goal of a connected, robust digital experience? That is, how will marketing achieve this goal along with all of the other engagement, experience and operational goals that they must reach? How can data stop being a challenge and start being the fuel for innovation and engagement?

    Enter the new era of analytics and operations that look to “machines” to deliver smarter decisions and outcomes through amplified analytics and improved experiences. You have likely heard buzz around machine learning, artificial intelligence or cognitive computing. Perhaps you have thought that these terms are more buzz than reality—don’t they all just mean the same thing? If you are like the 24 percent of senior marketing leaders that the CMO Council surveyed, you are not 100-percent sure what cognitive computing is or what value it could bring to the organization.

    To help answer some of these questions and to bring some much-needed definition to this evolving and exciting conversation, the CMO Council will be speaking with Brady Fox, who leads strategy and execution for North American Sales with IBM’s Watson Marketing and Predictive Analytics group.
  • Get to Know a CMO: A Conversation With IBM’s Maria Winans
    Get to Know a CMO: A Conversation With IBM’s Maria Winans Liz Miller, SVP of Marketing, CMO Council, Maria Winans, CMO, IBM Watson Customer Engagement Recorded: Jun 28 2017 56 mins
    Data, data everywhere…but where is the insight to drink? This could be the new battle cry for today’s CMO. Regardless of industry or region—whether it’s a B2B or B2C company—all CMOs are facing the evolution of data and its twin: digital. From what digital transformation means to an organization to the challenges we each face as our customer demands even higher levels of personalization, CMOs today are talking about where and how digital and data converge and what that collision means for the bottom line.

    Join Liz Miller, Senior Vice President of Marketing for the CMO Council, as she gets to know Maria Winans, CMO of IBM Watson Customer Engagement. The discussion will span from insights into how Winans is facing the digital revolution to the trends she believes will shape marketing and engagement in the months and years ahead. The one-hour, interactive conversation will also take questions from the live audience, giving participants a unique opportunity to pick the brain of a true peer.

    A graduate of University of North Carolina at Chapel Hill, Winans has spent more than two decades at IBM and has been at the forefront of both data and digital’s evolution. A true global business leader, Winans has served in leadership roles at IBM across Business Analytics, Collaboration Solutions, Mobile, Industry Solutions and PC Company, as well as serving as a Marketing Strategist for IBM Latin America.
  • Putting the Customer Into Context
    Putting the Customer Into Context Olivier Binse, Advisory Partner, Deloitte Digital ; Jamie Anderson, CMO, SAP Hybris ; Liz Miller, SVP Marketing, CMO Council Recorded: Jun 15 2017 66 mins
    Customers are not looking for extravagance. In fact, according to a recent CMO Council survey of 2,000 global consumers, conducted in partnership with SAP Hybris, customers crave simplicity. Customers want value and to be valued by brands. And customers expect brands to know and recognize them: 36 percent admit that they are often frustrated when they are not treated like a loyal customer regardless of channel.

    Marketers, however, have admitted that there are significant challenges in meeting the very basic expectation of knowing, recognizing and responding to their customers. In the report, “Context, Commerce + Customer,” only one in four marketers has been able to leverage customer insights to advance troubleshooting in order to address customer issues before they become frustrations or problems.

    As brands strive to deliver exceptional, connected, contextual experiences to their customer, marketers admit there are significant challenges to be resolved specific to data, analytics and the ability to leverage real-time customer intelligence to truly deliver value in the moment the customer most expects.

    To discuss these challenges and the opportunities in exceeding the expectations of the connected customer, the CMO Council, in partnership with SAP Hybris and Deloitte Digital, invite you to join us for a live-webcast being held on Thursday, June 15, 2017. We will be sharing additional findings of our new consumer study including how consumers say they will react to continued frustrations. In addition, experts from SAP Hybris and Deloitte Digital will join the discussion to share where and how customer demands have shifted customer experience strategies, including the very ecosystem of cross-functional connections that organizations must forge in order to truly meet and exceed these expectations.

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