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

CMO Council

  • Date
  • Rating
  • Views
  • According to IBM research, fully engaged customers spend three times more and are twice as likely to recommend your company. Yet time and time again, customers are being met with experiences that are not meeting their needs. Today’s buyers expect the right content to fall into place at just the right time, but only 21 percent say the marketing messages they receive are “usually relevant.” These heightened expectations—and the heightened reward from the new basic expectation of customer experience—present new questions for today’s marketing teams: Are you doing everything you can to provide a superior customer experience that is purpose-built to build loyalty and drive repeat business?

    In this webinar, the CMO Council will be joined by Rosie Judd, the Georgia Aquarium’s Digital Media Manager, as she shares the underlying strategy for one of the biggest public aquariums in the world, in addition to the incremental steps taken that directly led to increased engagement. We will also be joined by Keith Meade, Senior Account Director for IBM, who will share real-world success stories that will inspire ideas for enhancing the buyer experience before and after key customer interactions.

    Some of the topics covered in this interactive event will include:
    • New approaches to capturing and leveraging data to better drive engagement
    • Building a lifecycle marketing strategy that enhances every touchpoint and thinks beyond a campaign
    • Getting back to the basics of relationship building, including setting up welcome and post-transaction experiences that turn buyers into relationships
    • Measuring beyond opens and clicks, but making a splash with the business through loyal, engaged advocates
  • There is little doubt that marketers have made a commitment to customer experience—from developing roadmaps to an uncompromising customer journey to the development of data-rich personalized engagements. But what is next? Has customer experience become too buzzed about? Are we really re-thinking customer experience strategies, or are we just applying new buzzwords?

    How we think about customer experience must evolve. Without this continuous evolution, transformation becomes impossible. To debate and discuss the big question of what’s next, the CMO Council has invited three marketers to join an interactive roundtable discussion that will focus on everything from transformation to the next conversation around experiences and expectations. Join us for this hour-long conversation, where live viewers will be able to ask questions and provide their own insights and thinking and where we will take on issues around media, lifecycle and insights.

    Some of the early questions being asked of the panel will include:

    •How has the landscape changed, and how are customers valuing and weighing new points of engagement?
    •Where have we gone wrong with CRM and campaign management? Are we just automating reactions, or are we building relationships?
    •What are the new points of insight and customer voice that need to be incorporated into our strategies? Has our quest for data moved us farther away from the real voice of the customer?
  • The 360-degree view of your customer has become something of a marketing unicorn—that thing you know is worth chasing for better customer engagement, retention and acquisition but feels impossible to find in today’s climate of slow corporate change and legacy infrastructures. In the past, we could afford to put off the hunt, saying that perfection was costly and that sales goals don’t wait for magical creatures. In today’s age of the customer, the opportunity to place corporate before customer or product before personalization is a thing of the past.

    As the CMO Council continues the ongoing dialogue around customer engagement and the search for the single point of customer truth, we invite you to join us for a one-hour interactive webcast, where peers will gather to debate and discuss:

    • Transitioning the conversation from if we can build a better 360-degree customer view, to how we start the journey and begin organizing the construct
    • The role played by new technologies and channels, including a case study on how interactive personalized videos are shaping more impactful engagements

    We will be joined by Forbes Insights writer and researcher, Lynda Brendish, along with Pitney Bowes Unicorn Catchers and Customer Engagement Leaders Liz Roche and Kristin Rahn, who will be sharing primary research and insights from the Forbes Insights report, “Engagement in the Age of the Customer.”

    There is no single silver bullet to drive consistent customer engagement, but the strategies and technologies discussed in the webcast will set the stage for greater marketing success and will provide a glimpse of that magical unicorn. Thanks to our partners at Pitney Bowes, attendees will also receive a complimentary copy of the Forbes Insights report.
  • Adding context to an experience used to mean knowing “something” about the time or place a customer is in…be it in the moment or in the next best point of interaction. In the evolution of customer experience, context has been a key gating point, signaling the difference between knowing your customer is facing a blizzard versus a heat wave. But as the customer becomes more saavy about what experiences “should” exist, molding their expectations even more acutely and raising expectations, marketers must start to redefine what context is and differentiate a contextual experience from a clever campaign.

    What are the implications of failing to deliver contextual experiences to today’s connected customer? Have the complexities of the enterprise, including our own strategies, solutions and systems, made the delivery of highly relevant, contextual experiences feel impossible? How are today’s business leaders redefining contextual in order to actually put the customer experience in context of the customer and the business?

    Join the CMO Council, in partnership with SAP, as we kick off a discussion into the advancement of the contextual customer experience. Beyond campaigns and beyond CRM, this discussion will focus on the new meaning of context, in total context of the customer and the business. Adding their insights to this one-hour interactive webcast will be brand marketers working to advance their personalization and experience strategies along with experts in context, experience and looking far beyond CRM.
  • In today’s age of big data and analytics, marketers are looking to redefine how data and insights can be gathered to drive the business forward. Core to this is how organizations are getting smarter about opportunities to more strategically target the prospects that are most likely to yield profit and success. Marketers have embraced their role as the orchestrators of the customer experience, but there is still a real need to remain in the driver’s seat in steering bottom-line growth and enabling sales engagements.

    Join the CMO Council as we explore the new secret sauce of the smartest CMOs—predictive intelligence. With the right predictive tools, all of this insight can be derived from data already collected across the organization and can be supercharged with third-party intelligence to pinpoint and predict just where organizational resources can be deployed for maximum effect.
  • According to the newly released study, “Predicting Routes to Revenue,” marketers intend to look directly at personalization as a key strategy to maximize customer value in 2016. In fact, according to the insights from more than 150 senior marketing decision makers, 58 percent will be adding more personalized experiences that are directly based on customer data. However, only 16 percent of marketers in the same study admitted they are delivering a customer-centric experience that fulfills brand promises and value at every step of the experience.

    In fact:

    -44 percent of marketers admit they do not have good visibility into customer lifetime value and retention rates
    -36 percent feel that the current market environment is cluttered and confused, with a mass of online and offline communications adding to the noise and making it more challenging to engage with customers

    So where will marketers need to invest, innovate and advance in order to reach their goal of delivering on the power of personalization? With an ever-growing list of marketing priorities, what personalization priorities exist? How do we ensure that the investments in talent and technology are moving the revenue needle? How do we finally put an end to “random acts of marketing” and, once and for all, create a connected, multi-channel experience that is in the context of the brand and the customer? What does the must-do punch list for prioritization look like for the entire customer-engaging organization?

    Join the CMO Council as we gather a roundtable panel of guests to discuss the key marketing priorities that will make personalization a priority in the coming year. This will be an hour-long roundtable discussion of the needs, issues, challenges and big wins that marketers can achieve in the coming year. Joining the CMO Council on the panel will be experts from Pegasystems, who will be providing industry best practices and insights from leading brands.
  • When marketers advanced into 2015, headlines announced that it would be the year of customer analytics and intelligence—a year when CMOs would be shedding the fear of “analysis paralysis” and turning the threat of big data into big opportunities with customers. Yet in survey after survey and study after study, CMO Council members agreed that while the desire to achieve dynamic customer experiences was there, the reality of using data to create these experiences was a difficult task, especially when the customer was demanding personalization beyond the confines of marketing-only data.

    So how are best-of-breed brands truly forging ahead with data? What are the new buzz-worthy opportunities that will make headlines (and possibly headaches) for marketers in 2016? Will the Internet of things truly be the opportunity that analysts are predicting, or will it be yet another far-off dream that only the richest brands can afford? Where will the customer expect brands to meet them next? And who is already on the path to meet these rising demands?

    To kick off 2016 and begin to circulate some new ideas, the CMO Council is partnering with Teradata to host a one-hour webcast to discuss the big trends of 2015 and where the new year will take us. Among the key topics to be discussed:

    • New expectations for data: From aggregating data from new sources to managing and cleansing the data we have, what are the new requirements for the data-driven business?
    • The Internet of everything: Beyond smart cars and connected homes, the Internet of things will tell us more about our customers while demanding new intelligent engagements…are we ready?
    • Anonymous no more: The difference between crossing the creepy line and thrilling a customer with relevance is a thin one that demands that marketers connect the dots between a single user’s known and unknown behavior online…but how?
  • Will 2016 be a year of disruption or innovation? For some businesses, disruption will come in the form of new businesses and new business models challenging the very behavior of how, when and where customers engage with brands. Digital transformation is increasingly influenced by new digital business models, which have played an increasingly visible role in the digital marketplace, with subscription brands like (like Netflix, Apple Music, Birchbox and the Dollar Shave Club) and pay-to-access business models (including Airbnb and Zipcar). The Internet of things (IoT) promises to open the disruptive floodgates, with unsuspecting industries seeing the model take hold in unlikely places.

    Consider new business models within healthcare, where providers no longer need to heavily invest in equipment, instead paying incremental fees for as-used services of X-ray equipment and advanced monitoring systems. What was once a traditional business model of equipment as the end product has now given way to multiple business models powered by connected devices.

    The new normal is that customers across both B2B and B2C industries can now choose to buy in the exact way that suits their convenience. These new pricing innovations can forever disrupt an industry—or forever ruin the customer experience if executed poorly.

    Can we envision a world in which our products are free but our revenue is derived from incremental service sales? Can we see a revenue stream waiting in a recurring revenue model that leverages sensors and the IoT to optimize services, from directions to automotive services?

    Join the CMO Council and our partners at Aria Systems as we gather experts in driving this disruption to discuss new ideas, new opportunities and the role marketing must play in ensuring that the customer experience is managed and optimized, from the point of engagement through loyalty
  • According to a recent CMO Council study, the ability to achieve a truly personalized, enriched and highly relevant digital experience has been challenged by data availability and aggregation—and more specifically, getting to the right intelligence that can be learned from this wealth of data. “Brand Attraction From Enriched Interaction,” a report completed in partnership with IBM, reveals that only 21 percent of corporate marketers believe they are doing a very good job of captivating and engaging their audiences while only 19 percent feel they are doing a good job of creating campaigns that reach and resonate with their diverse and complex customer bases.

    But just as customers keep evolving their own expectations for experience, service and engagement from the brands they choose to do business with, global trends and technology evolutions also threaten to drive the ability to exceed customer expectations further and further out of marketing’s reach. This digital disruption that is being powered by the customer requires each marketer to look forward to spot key trends that are on the horizon so that organizations can start laying a solid foundation to enable the rapid advancement of the digital agenda.

    Join the CMO Council, in partnership with IBM Digital Experience, as we explore the opportunities, requirements, challenges and strategies needed to stay ahead of the curve and take optimal advantage of the key experience trends and transformations shaking up marketing in the coming year. Among the issues to be discussed in the interactive hour-long webcast:

    •Marketing’s reaction to how key tech trends will impact operations and business
    •Insights into where, how and why these technology trends will change how our customers choose to engage—and who customers will turn to for new experiences
    •Best practices in leveraging and integrating these technology trends, from APIs to capitalizing on the Internet of things
  • While the appointment of a CMO sends the right signal, the credentials, character and capability of this emerging C-level executive member are of critical importance to internal acceptance and permanency. Combined with title inflation in the C-suite with multiplying turfs and sub-divisions of responsibility, including “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation, chief marketing officers are constantly being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations.

    Along with trying to establish themselves in the C-Suite, global marketers are also facing an increasingly complex, distributed and digitally driven marketing ecosystem. With unmeasured pressure to better integrate and manage data, best of breed solutions, creative resources, brand assets and go-to-market functions, they are also called on to collaborate on an unprecedented level with CFOs, CIOs and COOs as well.

    A true CMO must be the CEO-in-waiting, groomed in all aspects of the business and a true leader and value-setter for the organization. Many CMOs aspire to this role, but few make it to the corner office and even less serve on corporate boards. As the realities and requirements for a CMO are reflected in the selection and appointment process, this is likely to transform.

    Please join the Chief Marketing Officer (CMO) Council in a live, one-hour, interactive webinar as we discuss our upcoming CMO Summit in Napa and how the role of the CMO must be reshaped in order for the CMO to rise as a true business leader.

    Some of the broad areas we will explore include:

    •The biggest shifts in the CMO role during the past five years
    •What has most impacted the CMO role: talent, technology or transformation of the business and the customer?

Embed in website or blog