Hi [[ session.user.profile.firstName ]]

CMO Council

  • Date
  • Rating
  • Views
  • Shifting From Sentiment to Opportunity
    Shifting From Sentiment to Opportunity Liz Miller - CMO Council, Alan Gellman - Esurance, David Berkowitz - Sysomos Recorded: Feb 23 2017 61 mins
    As social data streamed into systems, the voice of the customer became distinct and immediate. But as sentiment became the table stakes of today’s intelligence, marketers started to look for more out of their social engagement and listening programs. This shift has brought about a call to identify points of opportunity in social data that drive the business forward.

    This new mandate reveals new challenges: social media data can be messy, filled with lots of noise and few signals that point to definitive action. The mass of unstructured data that floods into systems is often incomplete and constantly in flux. One minute, a customer is “liking” a brand, and the next minute, that customer is telling the world about negative experiences and defection intentions. Wires get crossed. Sentiments can shift without warning. And slowly but surely, a marketer’s trust in social data can begin to erode.

    The conversation around social needs to evolve—breaking away from the endless opportunities to chat, mix and mingle with the customer and turning toward an intentional strategy of leveraging social data to reveal business-driving opportunity. These signals must point to where a business can make money or where a business may be missing the mark…or it must deliver real-time alerts to problems that can lead to customer defection and discord.
  • Establishing and Enriching the Content Supply Chain
    Establishing and Enriching the Content Supply Chain Liz Miller, SVP Marketing, CMO Council Recorded: Feb 22 2017 62 mins
    In the world of marketing, these principles have been applied through the application of a marketing supply chain, effectively connecting customer and company demand for marketing materials (typically marketing consumables like printed content, promotional items, etc.) into a transparent, technology-powered network of suppliers and users to streamline processes and optimize budgets and utilization. Just as with manufacturing supply chain management, marketing supply chain optimization has led marketing leaders to realize great customer satisfaction and profitability, particularly through significant savings and the reduction in material obsolescence.

    So now, savvy CMOs are turning to the customer and asking whether these same principles of supply chain dynamics can be applied to a process that actually reaches, engages and connects with customers. The answer is surely yes…but before we take that leap, the same rigor and advancement used to establish a marketing supply chain must be paid to content itself. Now is the time to realize the state of the content supply chain.

    According to the Content Marketing Institute, 32 percent of a B2C organization’s budget and 28 percent of a B2B organization’s budget is spent on content. In a recent CMO Council study on the impact of the connected omni-channel experience, 60 percent of marketers admitted that the new connected customer has necessitated a shift in content strategies and a call for the rapid development of new content in new formats and sizes. Yet despite the clear budget priority content has taken—as well as the clear call to rapidly advance our content development and management skills to meet the demands of our customers—why is content still developed in campaign and functional team silos, often lacking effective paths for cross-functional collaboration and distribution? Are we giving content the respect and attention it deserves?
  • Delivering Engaging Experiences to Your Audience
    Delivering Engaging Experiences to Your Audience Liz Miller, CMO Council; Jody Sarno, IBM; Chris Crayner, NBC Universal Parks and Resorts Recorded: Jan 26 2017 61 mins
    When the CMO Council recently asked more than 200 senior marketing decision makers how effectively they have aligned physical and digital experiences, half admitted that these integrated experiences were selective, at best. Yet it is alignment, consistency and connection that drive the foundational relationship between the brand and the buyer.

    The CMO Council, in partnership with IBM, will host a one-hour interactive webcast with industry-leading media, entertainment and telecommunications marketers to discuss how audience insights across the digital and physical experience have been turned into action, allowing these brands to personalize and enrich each engagement.

    Multiple case studies will also be discussed during the webcast that focus on the power of segmentation and innovations around cognitive computing. Speakers include Liz Miller, Senior Vice President of Marketing for the CMO Council; Jody Sarno, Dedicated Client Partner, Communications Industry for IBM; Chris Crayner, Chief Digital Officer for NBC Universal Parks and Resorts; and Gayle Bock, Director of Customer Engagement for T-Mobile.

    View IBM's privacy policy at http://www.ibm.com/privacy.
  • Orchestrating Optimal Interactions
    Orchestrating Optimal Interactions Mary Anne Hensley, CMO Council; Brandon Purcell, Forrester Research; Buck Webb, RedPoint Global Recorded: Jan 26 2017 63 mins
    Orchestrating Optimal Interactions: Establishing and Implementing a Customer Data Platform to Get Moving Forward

    Most organizations are unable to deliver their brand promise in a consistent manner. Many marketers strive—but struggle—to present high contextual relevance across all channels and touchpoints that span everything from marketing to sales and service. Fragmented engagement systems create data silos that make it difficult to leverage all data sources in real-time to deliver the hyper-personalized experiences that customers expect today.

    Solving this problem requires a customer data platform that provides key foundational elements, including:
    1. A unified view of customers that is continually updated over time
    2. The ability to leverage this unified view in combination with in-line analytics to intelligently orchestrate interactions in real time across all channels and touchpoints.

    Join the CMO Council, in partnership with RedPoint, for a one-hour, interactive webcast featuring an expert panel of experience and data experts, including special guest Brandon Purcell, Senior Analyst–Customer Insights Professionals from Forrester Research. Through the course of this webcast, senior marketers will hear how unifying and activating data through a customer data platform enables organizations to better engage with consumers/customers while optimizing marketing campaign performance, building brand affinity and increasing customer lifetime valuation.
  • Are You Asking the Right Questions to Get Customer Experience Right?
    Are You Asking the Right Questions to Get Customer Experience Right? Liz Miller - CMO Council, Chris Moloney - CAN Capital, Zeynep Tolon - IBM Recorded: Dec 20 2016 64 mins
    There is little doubt that marketers have embraced the need for a connected and cohesive customer experience. But while the new customer experience, especially the digital experience, has changed the way most organizations reach and engage with their customers, not all marketers are overjoyed with their current results. In a recent study conducted by the CMO Council and IBM, 38 percent of senior marketers admitted that the new engagement strategies in place have yielded mixed results, with some campaigns yielding expected results while others have not hit the mark.

    Similar to results being spotty at best, marketers also admit that their goals for delivering a truly connected customer experience have also fallen short as only 6 percent say they have completely connected physical and digital experiences with all touchpoints, connecting and informing the next relevant and valued journey for the customer. In fact 42 percent of respondents indicated that their primary goal for the year ahead was to better connect and integrate loosely tied campaigns into a stronger, more cohesive experience that can actually drive engagement across the customer’s lifecycle with their brand.

    So with that goal in mind, what needs to actually happen to deliver real customer experience success in 2017?
  • Driving Leads to Profitable Conversations
    Driving Leads to Profitable Conversations Mary Anne Hensley - CMO Council, Susan Bryant - DialogTech, Bryan Huber - Comfort Keepers Recorded: Oct 27 2016 60 mins
    Architecting today’s customer journey is a top priority for senior marketing leaders, who must guide the customer through the path to purchase and craft experiences across a multitude of channels and devices, all while keeping sight of the ultimate goal: guiding a customer through to conversion. But there is a channel that often goes unrecognized and unsupported in this new digital age: the phone call.

    According to a recent BIA/Kelsey report, “call commerce” is a $1 trillion influence engine as analysts estimate that click to call influences some $1 trillion in U.S. consumer spending. The firm went on to project that some “169 billion mobile calls to businesses (will be made) by 2020, driven by smartphone penetration, high commercial intent and the natural handoff between mobile engagement and phone calls.”

    The digital experience has brought rise to an influential channel of profit in the phone call that must not be overlooked. As customer satisfaction is measured in quick clicks and frictionless engagements, tools like the Google call button have made it even easier for brands to actively connect digital experiences to profitable inbound calls. This call commerce demands a new set of strategies, campaigns and executions, in addition to new measures and metrics to better track these online to offline conversations.
  • From Fear to Friction: What Is Destroying the Best Made Marketing Plans?
    From Fear to Friction: What Is Destroying the Best Made Marketing Plans? Liz Miller - CMO Council, Carly Dahlen - JustFab, Robbie Baxter - Peninsula Strategies Recorded: Oct 18 2016 72 mins
    Year over year, new strategies and plans are developed in an effort to boost the bottom line, ramp up customer engagement and establish profitable competitive advantages that elevate strategies to proven industry best practices. But in reality, even the best-laid plans get sidetracked. They are adopted only in part, stalled by organizational silos or tabled because of budget concerns. When implemented, results can be less than hoped for or forecasted—customers react differently…or not at all.

    As we head into the second half of the year, the CMO Council, in partnership with Vindicia, will host a one-hour, interactive webcast to discuss the new opportunities in business models, digital engagements and experiences, including subscription services and recurring payments. We will also be discussing how leading brands, led by fearless marketers, have pushed through issues of complex processes and customer journeys rife with gates, stops and requirements and instead taken the path that feels counter-intuitive yet delivers a frictionless experience for the customer.

    Among the questions and topics to be discussed in this hour are:

    •Where and how are we unintentionally stopping our customers from engaging, transacting and lengthening their lifetime relationships with our brands?
    •What are industry disruptors doing to change the experience and make waves, and how can we apply that same thinking to our businesses today?
    •Are we so focused on creating processes and experiences that we are actually making it harder for customers to be loyal?
    •New ideas and thinking around monetizing experiences and turning content into opportunity
  • Authentic Brands and Their Emotional Connection With Fans
    Authentic Brands and Their Emotional Connection With Fans Liz Miller, CMO Council, Jennifer Grabenstetter, Sealed Air and John McGarr, Fresh Squeezed Ideas Recorded: Oct 11 2016 63 mins
    Winning hearts and minds is a continuing challenge for marketers seeking to connect with consumers on an emotional, cultural or behavioral level. Whether you run marketing for a distinguished, dynamic or developing brand, there is always a need to continually search for ways to stay relevant, real and rewarding for customers.

    Drawing on best practices and perspectives from the CMO Council’s latest report, titled “Building Brands That Attract and Engage Fans,” this upcoming webinar will feature both brand leaders and domain experts.

    Topics to be explored include:

    -The roots of brand attraction and cognitive connection
    -How to survive and prosper amid market diversity and change
    -The intersection of cultural and behavioral economics
    -The essential ingredients for authenticity and credibility
    -Fresh thinking on new ways to invigorate and magnetize brands 

    Webinar participants will include Liz Miller, SVP Marketing from CMO Council, Jennifer Grabenstetter, Executive Director of Global Communications- Product Care at Sealed Air and author John McGarr, President of Fresh Squeezed Ideas.
  • Chaos Wrangling: The Latest Addition to the CMO To-Do List
    Chaos Wrangling: The Latest Addition to the CMO To-Do List Ed Breault, Aprimo, Strategy Consulting ; Jim Lenskold, President of Lenskold Group and author of Marketing ROI Recorded: Sep 22 2016 65 mins
    In today’s expanding marketing landscape—not to mention today’s increasingly complex matrix known as the customer journey—the chief marketing officer is faced with sheer and unadulterated chaos. From the multiplying channels that our customers are defining as their most valued to the massive amounts of customer data and intelligence flooding (i.e., clogging) our analytics and intelligence systems, CMOs must wrangle and tame the complexity in order to make better decisions faster and have true visibility and transparency into performance, outcomes and value to the business.

    Unfortunately, the old standards of marketing operations no longer apply, and new approaches, alignments and agility must be included. To delve into the issues of chaos, operations and the mandates to make bold business decisions, the CMO Council, in partnership with Aprimo, will host a one-hour interactive webcast to discuss the complexities and opportunities of modern marketing management. Among the topics to be discussed are:

    •How to deliver marketing results at scale with total accountability and transparency in operations
    •Best practices to create order from chaos, bringing actionable insights from marketing programs to enhance results and prove ROI

    Joining the CMO Council for this best-practice dialogue will be brand leaders who are transforming the chaos across the organization, as well as marketing operations experts who will share examples of where and how transformation can help tame the chaos and turn it into a profitable process.
  • Missing Conversions That Cost You Customers
    Missing Conversions That Cost You Customers Liz Miller - CMO Council, Susan Bryant - DialogTech Recorded: Aug 10 2016 62 mins
    In today’s omnichannel world, consumers engaging with digital marketing convert in four ways: online via a website or mobile app, in person, and via a phone call. This last conversion—the phone call—can be the source of one of the most costly mistakes made by marketing teams: not understanding how digital channels, campaigns, ads and website content drive customer calls.

    Smartphones have fundamentally changed the way consumers engage with businesses online. Instead of filling out web forms, consumers are picking up the phone to call. According to recent CMO Council research, 45 percent of marketers agree that while their customers primarily research purchases online, they still want to call at different moments throughout the customer journey.

    So why are call conversions often left out of digital performance metrics? Are we missing the opportunity to connect our customers’ digital journey to the phone calls they want to make? What data does the organization need to capture in order to allocate budget to the digital channels, ads and web content that drive customers to the most successful outcomes?

    To discuss these issues and more, the CMO Council, in partnership with DialogTech, will host a one-hour, interactive webcast focused on the new measures, metrics and fundamental connections required to fully optimize the customer journey. The webcast will include real-world case studies and examples of how savvy digital marketing leaders are connecting online and mobile experiences directly to calls and conversions that drive the bottom line.

Embed in website or blog