Rethinking Centricity: Moving Past Products and Focusing on Engagement
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-cen
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
RecordedApr 25 2012
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Many B2B organizations have introduced webinars into their marketing mix. While it's a good idea to optimize your webinar strategy to increase registrants, attendees, interaction, and engagement, are these elements really moving the needle for your business?
By understanding how webinars can help your organization solve your biggest marketing challenges, you can start to shift your optimization efforts to achieve better results from your webinar strategy.
Join Thue Madsen, Marketing Operations Manager at Kissmetrics, and Hana Abaza, VP of Marketing at Uberflip, for a webinar on how to use webinars to meet your B2B marketing goals.
You’ll learn how to:
Optimize your webinar strategy to match your TOFU, MOFU, and BOFU goals
Leverage A/B testing to improve your webinar strategy
Gather the metrics and insights you need to produce better webinars
According to Wikipedia, email marketing is a form of direct marketing that uses e-mail to send commercial or fundraising messages to an audience. Or as Entrepreneur.com says: Marketing via e-mail, usually through the use of sales letters or customer newsletters. In this webinar we will discuss the role of email marketing within an Omnichannel strategy.
Email marketing is no longer more the sending of just the ordinairy weekly e-newsletter. In less than 60 minutes EURObizz and BrightTALK will take you on a journey in the world of email marketing and the 2016 trends on this area.
App Store Optimization isn't just about finding new ways and approach to get users to discover your app. It has evolved to encompass the complete app marketing funnel — including the creatives and strategies you can harness to ignite emotions and inspire users to explore your app after the install.
Learn from the real-life examples and experiences of David Lane, Founder & Managing Director of Fat Fish Games. The independent games studio in the U.K., which was named Best Indie Game Developer at the 2015 Apps World conference, has produced several successful apps including Bubble Heroes, which was recently selected as one of Apple's 'Game of the Week' in 80 countries. Smart A/B testing allowed the company to make some tough choices — allowing Fat Fish to increase the app install rate for its flagship game Bubble Heroes by 18%, cut CPI by half, and save weeks in manpower.
Discover how you can take your app to new heights without growing your budget or the headcount of your UA team by attending this VentureBeat webinar, where David Lane, Founder & Managing Director of Fat Fish Games, and Mika Levo, Head of User Acquisition at Pollen VC, will join Peggy Anne Salz, author of the report, to share proven and practical advice to super-charge your app store presence and your app company results.
In this half hour ASO masterclass, you'll:
*Learn practical approaches to optimize creatives and other key app store elements that engage your audience.
*Discuss metrics that matter and the approaches to A/B testing that will allow you to determine with certainty what flies and what fails.
*Discover the tips and tricks that will allow you to drive the reviews that are essential to raise your app profile and appeal.
* Peggy Anne Salz, analyst, VentureBeat
* David Lane, Founder & Managing Director of Fat Fish Games
* Mika Levo, Head of User Acquisition at Pollen VC
Webinars are a powerful tool for engaging prospects and filling the sales funnel, and their increasing popularity amongst B2B marketing and sales teams is a testament to this. However, developing effective presentations for your online audience is easier said than done.When delivering remote presentations, speakers are often competing with email, social media, YouTube and the likes.So, how do you get your key message to resonate with your audience in an engaging, persuasive, and memorable way in this era of perpetual digital distraction?
In the age of Big Data, this is where science comes in. Research has shown that there are numerous tactics to take your webinar presentations to the next level.
In this session, Susannah Shattuck, Content Marketing Manager at Prezi, and Dallas Jessup, Content Marketing Manager at BrightTALK, will narrow down the must-implement tactics and discuss:
- How to be a more persuasive presenter - backed by science;
- Sure-fire ways to ensure your message is ingrained into your audience’s brains;
- Why you should focus on visuals and stories for revenue generating webinar presentations.
• How to use the “Client/Customer Matrix” to get 5x the results
• 6 magic words to get more referrals
• What chocolate (yes, chocolate!) can do for your business
• ...and more than we can fit in this space!
Watch Lee Odden - CEO of Top Rank & ranked No #1 Content Marketer by Entrepreneur Magazine as he chats about:
How to leverage influencer content programs to attract and engage business buyers.
How to identify, qualify and recruit the right influencers
How to use the 'Attract, Engage, Convert' model for influencer and content performance optimization
Best and worst practices when working with influencers on an ongoing basis
Watch Lee Odden - CEO of Top Rank & ranked No #1 Content Marketer by Entrepreneur Magazine as he chats about:
How to leverage influencer content programs to attract and engage business buyers.
How to identify, qualify and recruit the right influencers
How to use the 'Attract, Engage, Convert' model for influencer and content performance optimization
Best and worst practices when working with influencers on an ongoing basis
A few months ago we hosted a detailed webinar on how to increase your online sales and provide a more personalised customer journey. This is the follow up - a short, snappy refresher session on the types of campaigns you should be implementing as a retail or travel and leisure company.
Jam packed with examples, Stella Sampani (Account Manager at Pure360), will provide you with some great inspiration for campaigns to send throughout a customer's journey on your website, which ultimately makes you more money!
As more players enter the mobile game, sustained acquisition and engagement is increasingly difficult. According to technology marketing company Fiksu, the cost to secure a loyal user for a mobile app is approximately $3.50, and that’s only for app users. Fiksu also noted that the majority of smartphone users will only spend their time in a small number of apps, so it’s important for developers to know who they should target for advertising.
How to get and keep mobile users is the biggest challenge facing marketers today. Understanding effective engagement strategies and knowing when they work and when they don't can keep even the most Zen marketing beast awake at night.
However, getting and keeping users is more than just bells and whistles. Increasingly savvy customers are less willing to click on buzzy flashing ads, and the smarter marketer with a more sophisticated reading of the consumer wins. From localization to custom content, marketing 3.0 requires data and user intelligence. This webinar will help you kick your user acquisition into high gear.
In this webinar you'll learn how to
* Identify the right users at the right time using data and analytics
* Build a loyal and engaged audience for your mobile content
* Understand what works and what doesn't when it comes to acquisition
* How to find the right combination of clever, pithy, and simple messaging to acquire quality users
* Oscar Clark, Everyplay Evangelist, Unity 3d
* Stewart Rogers, VentureBeat Analyst
* Wendy Schuchart, VentureBeat Moderator
Register today for this informative 30 minute webinar on mobile user acquisition.
For decades the marketing of technology has fallen into two distinct silos. On one side are the products and services that are sold to the end consumer. This marketing is known as Business to Consumer, or B2C marketing. On the other hand, there are the companies that sell products and services to other companies. This is known as Business to Business marketing, or B2B.
Unfortunately, the world of connected devices, known by the more familiar term, Internet of Things (IoT), is changing all of this. The days of marketing, and marketing platforms, being built around the concept of a standalone product or sales channel are going away. In their place, we are entering a new generation of products whose very reason for being is their ability to connect to the world around them, to other products, share data, and become part of a larger ecosystem.
This idea of an ecosystem is at the heart of the problem for marketers when it comes to IoT. In reality, what is needed is neither B2C nor B2B.
Marketing organizations need to start planning now to capitalize on IoT to drive customer engagement and demand generation goals.
In the webinar, you will learn
• How IoT will effect B2C and B2B marketing
• About the Business to Ecosystem (B2E) and what means for your marketing plans
• Which marketing technologies and strategies you should be considering in the brave new world of B2E marketing
Liz Miller,CMO Council; Greg Swender, Oracle; Frank Cespedes, Senior Lecturer at Harvard Business School and Author
According to a CMO Council study, “Closing the Gap: Understanding the Sales and Marketing Alignment Imperative,” some 46 percent of sales and marketing executives felt that in order to maximize sales across the organization, the level of action on opportunities needed to be boosted, and the speed to action needed to be accelerated.
Despite this clear call to work smarter and faster, sales productivity improvements have been slow to materialize. According to CSO Insights, only 33 percent of a sales representative’s time is spent actively selling. Not only is sales struggling to push away the inefficiencies to build those critical relationships, but it can also be hard to actually get sales teams up and running. According to Accenture, 42.5 percent of sales reps take 10 months or longer to become productive enough to contribute to company goals.
So where and how can businesses empower the front line while sparking profitability through accelerated sales productivity? Are there new calls to action that sales leaders can respond to in an effort to streamline inefficient processes, eliminate waste and remove friction from sales engagement? How are smart organizations growing at scale while remaining compliant and error-free in their engagements with customers and prospects?
These are just some of the issues that the CMO Council, in partnership with Oracle, will explore in a one-hour, interactive webcast focused on productivity, profitability and opportunities to foster revenue. Joining the discussion will be experts and market leaders in sales and operational effectiveness to share where and how they are maximizing profitability while empowering sales teams and resources to work in a more nimble, agile and lucrative environment.
Liz Miller - CMO Council, Sam Sova - Johnson Controls, Clint Poole - Lionbridge
According to a study from the Content Marketing Institute, 65 percent of B2B marketers in the manufacturing industry believe that producing engaging content is their top challenge specific to maximizing the impact and efficacy of their content marketing initiatives. In this same study, B2B marketers revealed that, on average, they are leveraging some 13 different content marketing tactics across six social media channels and an average of three paid media resources.
This punctuates the increasingly complex web of engagement channels that, woven together, craft today’s customer experience. It also sheds light on a critical issue: the mass of content being produced might not be the most impactful or effective, thus missing the intended target and diminishing the return on content investment.
How are marketers confronting these issues of meshing content marketing and customer experience strategies across a growing digital landscape? In an age when customers expect the world to be available to them in perfect local context, how are marketers responding with highly relevant, contextual, impactful, content-rich experiences, regardless of channel or location? What silos need to be broken down in order to realize real ROI from both content and experiences? As the digital world enables rapid globalization, how have customer expectations for intense localization made content and engagement strategies even more rewarding?
Mary Anne Hensley - CMO Council, Rosie Judd - Georgia Aquarium, Keith Meade - IBM Marketing Cloud
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
Liz Miller - CMO Council, Ken Wincko -PR Newswire, Richard Cunningham - RightOn Interactive, Kylan Lundeen - Qualtrics
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.
Liz Miller - CMO Council, Bernard Chung - SAP, Amy Jackson - TripIt
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.
John Hurley - Radius, Diane Salmon - Visa, Liz Miller - CMO Council
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.
Liz Miller - CMO Council, Vince Jeffs - Pegasystems, John Ingersoll - CSAA Insurance, Amy Michaels - T-Mobile
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.
-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.
Liz Miller - CMO Council, Vi Murphy - Teradata, Sean Shoffstall - Teradata
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?
Liz Miller - CMO Council, Sean Rollings - Aria Systems, Inc., Jason Mann - SAS
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
Liz Miller - CMO Council, Dario Debarbieri - IBM, Elina Vilk - PayPal
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?
Liz Miller - CMO Council; Robin Collyer - Pegasystems; Jenny Powell - US Bank
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.
Liz Miller - CMO Council, Colin Reid - Teradata, Jonathan Ruchman - Brookdale Senior Living
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.
Liz Miller, SVP - CMO Council, Christoph Heyn, Director - Marriott International, Haresh Kumar, VP - Moovweb
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.
Liz Miller - CMO Council; Vincent Jeffs - Pegasystems, Chris Helle - Comcast; Cynthia Ricciardi, SiriusXM
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.
Liz Miller-CMO Council,Brett Steiger-Travelocity,Derek Bevan-Microsoft,Paul Metzler-PGA of America,Roger Longbotham-Microsoft
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.
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
Rob Walker - Pegasystems; Liz Miller - CMO Council; Josh Kruter - Clear Channel
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.
The Chief Marketing Officer (CMO) Council is 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. The CMO Council's 7,500 plus members control more than $400 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.