Mar
22

BIA/Kelsey BRANDS: The Brand-to-Local Marketing Summit, March 22, in New York, will examine the drivers of $61 billion in spending by brand marketers targeting local audiences. The program will offer a 360-degree examination of the trends, technologies and alliances required for brand-to-local success.

 

The summit will address key questions, such as: how does "local" add value to brands? What are the challenges and opportunities in data-driven marketing and data science to effectively measure, distinguish and deliver local brand messaging to drive consumer response? How are adtech and martech platforms and ad networks creating new successes for brands seeking to drive higher ROI with local investment and activations? Where is programmatic advertising headed and how does it drive targeting, efficiency, ROI? If you’re looking for answers to questions like these, attend BIA/Kelsey BRANDS and discover how you can take a giant leap forward with your local targeting efforts. 

 

Click here for more information on the summit. As a partner with BIA/Kelsey Brands, CMO Council members will save $100 on registration with promo code CMOCOUNCIL

 

Event website 

Mar
22
Mar
15

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 continued the ongoing dialogue around customer engagement and the search for the single point of customer truth, we gathered peers for a one-hour interactive webcast 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 were joined by Forbes Insights writer and researcher, Lynda Brendish, along with Pitney Bowes Unicorn Catcher and Customer Engagement Lead Liz Roche, who shared 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 also received a complimentary copy of the Forbes Insights report.

Mar
9

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?

 

The CMO Council, in partnership with SAP, kicked off a discussion into the advancement of the contextual customer experience. Beyond campaigns and beyond CRM, this discussion focused on the new meaning of context, in total context of the customer and the business. Adding their insights to this one-hour interactive webcast were brand marketers working to advance their personalization and experience strategies along with experts in context, experience and looking far beyond CRM.

Feb
25

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.

The CMO Council will be joined by experts from Radius, industry leaders in predictive marketing intelligence, along with brand leaders who will share their own best practices and case studies in transitioning their organization’s data into actionable results. Among the core questions to be debated and discussed in this one-hour interactive webcast:

 

  • How are leading brands uncovering real opportunities that will move the needle instead of guessing based on gut, history or hope?
  • How critical is speed in advancing the intelligent business? Can organizations afford to wait to gain hard-fought predictive insights?
  • Where and how are B2B marketers advancing predictive analytics, and how has this shifted over the past several years? What has been the most compelling business case for this new level of advanced analytics?
  • How have intelligent businesses made fresh decisions that are decisive, immediate and impactful? What key data resources are required, and how has the business responded to this newfound insight?
  • As we head into 2016, are there hot markets and opportunities that organizations can immediately access to hit the ground sprinting?
Feb
18

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
  • 47 percent of marketers are collecting and analyzing data separately, creating an environment of disconnected channels and disconnected intelligence

 

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 punchlist 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. 

Feb
3

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 partnered 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 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?

 

The webcast also identified big opportunities ahead of us in 2016 and how to start identifying practical steps to advance the journey to success.

 

Speakers:

 

  • Liz Miller, SVP Marketing - CMO Council
  • Vi Murphy, Sr. Digital Marketing Evangelist - Teradata
  • Sean Shoffstall, VP, Innovation & Strategy - Teradata
Jan
26
Jan
8

At the upcoming CMO Council’s executive roundtable luncheon, the focus of our conversation will be around the key findings of the new report from the CMO Council/SAP study entitled “Gaining Traction Through Each Customer Interaction,” set to be released on 6 January. This interactive discussion will delve into the core issues, needs and challenges brands face in today’s era of customer-defined journeys and digital experience overload, as well as and identify action plans to turn strategy into opportunity as we move into 2016. We are thrilled to be joined by SAP’s Global Chief Marketing Officer, Maggie Chan Jones, who will be sharing her perspectives on the orchestration of a global customer experience strategy, as well as her own views on key customer trends shaping the next evolution of customer experience demands.

Dec
10
Dec
6

Chief Marketing Officers are being challenged to fortify their positions, expand authority and assert ownership of critical leadership roles in their organizations. They are surrounded by title inflation and new subdivisions in the C-Suite including new “chiefs” of revenue, digital, data, customer experience, relationships, insights and innovation.

Dec
1
Nov
26

The World Marketing Congress, home of the 100 Most Influential Global Marketing Leaders andn Master Brand Awards, will bring marketing leaders together to recognize those brands and individuals that stand out in a world of permanent, unrelenting change and explore a variety of important topics.

Nov
17

Join over 400 digital marketers as ClickZ Live (formerly SES) returns to Chicago with an action-packed, educationally-focused agenda that will cover the latest digital marketing tips, tricks and tools that will make you rethink your strategy and provide actionable takeaways to revolutionize your marketing campaigns in 2016.

Nov
17
Nov
12
Nov
10

Since “mad men” took over Madison Avenue, marketing departments have spent billions to uncover consumer attitudes and influence them. Recent behavioral research has shown that the link between consumer attitudes and behavior is weak, while uncovering stronger drivers of choice and behavior.

Nov
4
Oct
29
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