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CMO Council

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  • As expected, on a journey to revenue optimization, there are bound to be bumps and potholes to be battled along the way. According to a new study from the CMO Council in partnership with Pegasystems, marketers admit that compared to five years ago, it is far easier to connect with customers through new digital channels and campaigns, be it through social or even mobile experiences.

    Join the CMO Council and Pegasystems as we delve into detailed findings from our latest study entitled “Predicting Routes to Revenue: Identifying Real-Time Decisions for Business-Driving Engagement”. This webcast will share detailed findings and insights from a survey aggregating thinking from over 150 senior corporate marketing leaders. Among the key findings, we will review:

    •Marketing’s rating of how well organizations are delivering on brand promises to customers
    •Measures and metrics that define customer experience success
    •The current state of analytics from predictive analytics to the ever-elusive 360-degree view of the customer
    •Plans for optimizing revenue and maximizing engagement value over the next 12 months

    The webcast will also touch on best practices of industry leaders breaking through these data, analytics and experiences challenges to make the most of every engagement and relationship by feeding the always-on marketing brain.
  • There is a classic statement that you “can’t know what you don’t know,” and in today’s digital age of tracking and cookies and customer intelligence and tracking, the unknown is a terrifying thing indeed. Customers who are known through traditional channels enable a degree of personalization where the picture of the individual is clear. But digital channels offer customers more control and offer marketers opportunities to better aid, enable and empower our customers—if marketers can see the customer clearly. Through the lens of digital channels, however, the view of the individual customer can be quite a bit fuzzier.

    According to a recent eConsultancy study, individualization is a mandate, not an option…and revenue is at stake for those who cannot enrich the experience. According to the report, 94% of marketers believed that personalization was critical to business success. And for marketers who have been able to engage in personalized digital experiences, the reward was an estimated 20% increase in sales.

    But individualization has been only possible with the known customer until now. The unknown customer, more often than not, is lost. Savvy marketers are bridging the gap between the known and unknown, getting smarter about the tools and technologies needed to identify key behaviors, cues and indicators that can quickly and seamlessly shift every engagement into a real-time interaction opportunity.

    Join the CMO Council as we join with industry experts and marketing peers to debate and discuss the challenges, best practices and opportunities to be found by diving into the unknown to create more robust and profitable experiences and engagements. We will be joined by industry leaders from Teradata who will share their insights into how leading-edge brands are asking new questions of their data and interaction platforms to gain integrated insights about individual customers.
  • Mobile commerce is not just growing—it is exploding. As recently as the first quarter of 2015, analysts estimated that mCommerce makes up some 29 percent of eCommerce transactions in the U.S. and 34 percent of transactions globally.

    Yet according to one report, there is a clear failing noted in the mCommerce statistics, especially in the U.S. The report reveals that while there is little to no difference in the number of products viewed between desktop and mobile browsing, the drop-off from browsing to transaction is severe, with desktop conversion averaging 4.55 percent and mobile conversion only reaching 2.46 percent. Compared to a market like Japan, which has a mobile conversion rate of 9.35 percent, the failure to convert mobile browsing into a mobile transaction is shocking. But around the world, it is clear that we are leaving money on the proverbial mobile table.

    Marketers have worked to optimize all aspects of the entire digital customer experience journey, creating personalized experiences that seamlessly transition into frictionless commerce conversations. But when it comes to the mobile experience, where customers are empowered to be in total control of their hyper-personal devices, marketers have looked at individual points of improvement along the journey but have not fully taken the next leap forward.

    The CMO Council, as part of its ongoing mobile relationship marketing (MRM) advocacy, will tackle this very issue in a one-hour interactive webcast. We will be joined by experts in mobile engagement and commerce from Moovweb, who will share insights about how leading global brands are turning the mobile customer experience into one that engages from first click to the final transaction. We will also hear peer-powered best practices in transforming and optimizing the mobile commerce experience just ahead of the busy holiday season.

    Join us as we delve into making the most of mobile by rethinking the end-to-end experience.
  • The CMO Council, in partnership with Pegasystems, has been asking senior marketing leaders about which core aspects of their customer experience strategies have developed the most robust and profitable results with their customers. Early indicators point to some key areas of interest:

    •Personalization based on customer voice and insights is the top strategy that marketers believe will lead to maximized profitability from customer engagements.
    •While marketers believe their view of the customer is getting better all the time, most say that their ability to deliver on the marketing promises being made by the brand is really a hit or miss situation.
    •Many marketers are moving away from campaign metrics to define success and shifting toward revenue metrics to gauge performance—and with that in mind, they admit they are not yet fully realizing optimal revenue potential from their customers.
    The CMO Council will host a one-hour interactive webcast to share leading insights from experts and peers to address how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing.” We will discuss the findings of a current CMO Council study of senior marketing executives and her from industry experts and marketing leaders on where and how strategies are being developed that look to connect and aggregate key points of customer insight, as well as identify how those insights are working to create personalized experiences, enriched customer journeys and next best actions based on the customer.
  • As marketers grow in their commitment to customer experience and in their understanding of the critical role data plays in marketing’s success, personalization at scale and in context continues to challenge even the most skilled and seasoned marketers. Somewhere between the rapid evolution of digital marketing engagements and the rush to aggregate and collect data, the path from data to intelligence has been obscured and makes a state of personalized customer experience even harder to reach. In a day when the customer expects relevance regardless of channel, marketing must take a leap of faith, turning to new strategies and new opportunities to ask even more critical questions of our customer data. It is, in short, a new opportunity to make true personalization entirely possible.

    To explore the opportunity to take the next big pivot in customer experience strategy and address the new requirements of data, the CMO Council, in partnership with Microsoft, will explore the modern requirements of tapping into the power of personalization, gaining insight into where and how marketers can advance the voice of the customer in relevant and profitable experiences that transcend one-off campaigns. This webcast will pulse the marketing mindset to capture the best action plans of marketers looking to take the next step to personalization by leveraging the rich signals and contextual queues that customer intelligence has to offer.

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  • The CMO Council, in partnership with Ensighten, will delve into the best practices of leading marketing experts and executive peers who have taken bold steps toward enhancing the single view of the customer with this critical view of engagement—connecting customers, content and context into a more robust view. This one-hour interactive webcast will share new questions that marketers must ask of their tracking infrastructures to transition toward omni-channel analytics and identify how those insights reveal new truths about the customers we seek to embrace.
  • For today’s digitally demanding customer, a rich, personalized customer
    experience is quite simply the cost of doing business. It is no longer a differentiator, but the standard. It is a journey defined by the customer, who is setting a new pace in an intensely personal race that, in their mind, only involves one runner. This leaves leading marketers to question where and how the next great evolution will happen…and whether their organizations are set up to leap ahead of the curve. Are they set up to thrive, or will they become irrelevant and eventually obsolete?

    Agility becomes a key denominator in this new marketing equation. With customer knowledge dispersed across systems of records, insights, interactions and an array of new sources of data, organizations need the business agility to be able to leverage insight from these disparate sources of information. This also requires the ability for the entire customer experience to be optimized—not just the deployment of campaigns—so that opportunities can be captured faster in order to beat out rivals also looking to connect through revitalized customer experience strategies.

    We will be joined by Pitney Bowes’ Jeff Goldberg, Product Marketing Lead for Customer Information Management, who will share an expert perspective around creation of a digital marketing record for increasing conversion rates and improving marketing communications overall.

    Full list of speakers are:

    Liz Miller, SVP, Marketing - CMO Council

    Jeff Goldberg, Product Marketing Lead for Customer Information Management - Pitney Bowes

    Maureen Duff, Managing Director, Head of Global Marketing - Pershing
  • In 2007, a CMO Council study tracked how senior marketers were embracing the customer in real-time, personalized engagements. Were we realizing the goal of “right message, right time, right channel” in our communications? In the study, 47 percent of marketing respondents felt they did not have a full view into the profitability of a customer, including access to customer lifetime value insights. 60 percent predicted personalization as a key route to maximize customer revenue, but the majority indicated they lacked the metrics needed to effectively leverage data to personalize experiences.
    Eight years later, many marketers feel they are in the same position as they struggle to optimize the customer journey using real-time insights and intelligence that enable them to craft robust customer experiences where revenue – not engagement metrics, like clicks or views- is the goal.
    While marketers still look to power experiences with personalization and relevance, customers now have different needs. Service expectations—from self-service to always-available personal or face-to-face service—rapidly increase as customers are not willing to wait for resolutions to issues. Our customers have new and more compelling options from disruptors. Despite years of loyalty building, customers are more willing to leave a brand in favor of experiences and service options that deprioritize pricing and promotions. Customers now demand to be known and heard.
    To address some of these issues and better understand how real-time marketing decisions are directly impacting customer engagement in this age of “un-marketing,” the CMO Council, in partnership with Pegasystems, will present a strategic overview of how marketers are feeding the always-on marketing brain. Gone are the strategies that simply look to maximize campaign engagements as they are being replaced by customer journeys that traverse acquisition, retention and advocacy to maximize customer lifetime value.
  • Contextomy happens when we quote something out of context in a way that distorts the intended meaning of the content. In the late 1990s, quotes were used out of context in movie posters; critics were quoted as saying “It’s terrific!” when they really said, “It’s a terrific waste of time!” Today “contextomy” has lost meaning.

    In the data-laced marketing world, buzzwords like “big data” and “content marketing” reign supreme. It’s time to reexamine the concept. For marketers, contextomy happens most frequently when we seek to engage with the customer using incorrect or misplaced assumptions about customer behavior. To deliver truly personalized experiences with customers, marketers must deploy new, more intelligent customer engagements that take content and context into account. Context doesn’t come from loose data indicators; rather, it comes from understanding who each customer is, as well as customers’ past, present and likely future behavior. Context also comes from understanding customer channels, timing and environment. Marketers must remember to do this at scale.

    Customers expect relevance and connection with the brands they choose. There is a new social contract between brands and buyers based on the use of customer data to enhance the user’s experience. This makes the experience more personal and delivers contextual value to the individual customer’s life—not the lives of people who are similar to them. This can have one of two outcomes: a terrific customer experience or a terrific waste of time. Not understanding the difference will have a direct and possibly negative impact on commerce and engagement.

    To explore marketing’s mandate to better identify, understand and engage with today’s customers in a rich, contextual and real-time manner, the CMO Council, in partnership with SAP, will host a one-hour interactive webcast to join brand leaders to discuss and debate where and how context, content and the customer must converge in today’s commerce journey.
  • Whether currently engaging in online commerce or contemplating such a move in the future, successful CMOs are realizing that their customers want a personalized, frictionless purchasing experience. Consumers seek agile interactions, painless fulfillment, and a memorable experience. CMOs are increasingly embracing a new priority: Identifying new and recurring revenue opportunities and optimizing the consumer experience to maximize customer lifetime value. The good news is that the global digital consumer is ready to spend. According to analyst firm Ovum, global consumer spend on digital content will increase from $76 billion in 2013 to $145 billion in 2018, doubling in a short five-year span.

    Working in lockstep with CFOs, successful CMOs are implementing new strategies to price products and services, bill customers, offer seamless payment facilities, create new opportunities to retain customers, and grow recurring revenue streams – all while defining new business metrics to measure success in terms of customer lifetime value. They team with product management to identify new opportunities and even new products that meet their customers’ growing expectations for innovation, engagement and relevance.

    To address these new mandates for digital marketing, monetization, and frictionless commerce and experience, the CMO Council will be hosting an online webcast (06/18, 10am PST/1pm EST/5pm GMT) to discuss and debate the realities of transforming organizations, strategies and revenue models and develop winning strategies to successfully navigate the online revenue maze. Vindicia, a subscription billing and recurring revenue leader that is driving the pace of the digital economy, will share expert perspectives, along with key questions that marketers must consider when building new digital revenue models.

    Gene Hoffman, CEO/Chairman-Vindicia
    Miriam Volle, Business Marketing Communications Leader-Kaiser Permanente
    Vidya Vishal, Enterprise Growth Leader-Equifax

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