CMO Roundtable Insights and Outcomes

MARKETING FORUMINSIGHTS & OUTCOMES

The Customer, Context and Conflict

THE WHAT AND THE WHY OF MARKETING

CONNECTIONS

EXECUTIVE SUMMARY

TECHNOLOGY ENABLED SOLUTIONS

OPERATIONALLY FOCUSED STRATEGIES

OUTCOMES AND INSIGHTS

THE WHAT AND THE WHY OF MARKETING CONNECTIONS

Table facilitator to

keep discussions

solution orientated

Invitation only

C-Level marketing

forum

48 attendees across B2C &

B2B

Co-creation of content

through open

roundtables


CONNECTIONS

EXECUTIVE SUMMARY




“EXECUTIVE SUMMARY “Using data to deliver actionable insights about the customer and prove marketing ROI

1. Customer2. Conflict3. Context }RECURRING

THEMES DURING THE EVENT


CONNECTIONS

EXECUTIVE SUMMARY




TECHNOLOGY ENABLED SOLUTIONS: DATA & ANALYTICS

Key topics for CMOs

Consumer

personal clouds

Value exchange

of data

Privacy and

legislation

Major hurdles for CMOs Future initiatives

Legacy systems

Multi-channel

tracking

Lack of exec buy

in

Sharing data

across divs

Single view of

customer

Improving data

algorithms

Leverage data to

engage

Predicting

behaviourQ: WILL PREDICTING BEHAVIOUR EVER BE AS PRODUCTIVE AS BEING UBIQUITOUS?

TECHNOLOGY ENABLED SOLUTIONS: SOCIAL MEDIA

Key outcomes

Social media integral to all

campaigns

Social = Mobile

Understand difference between branded and public sites

Service delivery before marketing in SM

TECHNOLOGY ENABLED SOLUTIONS: SOCIAL MEDIA

Key outcomes

Social media integral to all

campaigns

Social = Mobile

Understand difference between branded and public sites

Service delivery before marketing in SM

Top challenges

Building enterprise wide responsible SM strategy (Including when not to reply)

When is social the best channel?

Regionally relevant curated content for global organisations

Measuring the effectiveness of SM campaigns (NPS, Advocacy scores?)

Reduce the data collected and drive insights

TECHNOLOGY ENABLED SOLUTIONS: MARKETING AUTOMATION

Key challenges

Securing cross organisation

buy in

Planning authentic

communications

Predicting behaviourally triggered activity

Data ownership and governance

Privacy policy differences internally

Keys to success

Understand your customer and path to purchase touchpoints

Buyer personas that are backed by data

Carefully designed research – Difference between claimed & actual behaviour

Secure executive buy in – focus on hot buttons (ROI etc.) not technology

CAVEAT: BUY-IN IDENTIFIED AS CRITICAL TO SUCCESS BUT DRAMATICALLY SLOWS IMPLEMENTATION

TECHNOLOGY ENABLED SOLUTIONS: GAMIFICATION

Key outcomes

Emerging field

Negatively associated with online gaming

Widen the definition:• Loyalty programs• Voting/Leaderboards• Rewards

Permission based data gathering and to affect long tem behavioural change

Future opportunity?

Behavioural Economics

Insight into most important contextual elements to decision criteria

Feed into buyer personas for more accurate predictive behaviour


CONNECTIONS

EXECUTIVE SUMMARY





CHALLENGE:

SOLUTION:

Siloed organisational structures preventing customer centric approach

CMO’s and Heads of Digital must evangelise the vision and lead digital transformation across the organisation


CHALLENGE:

SOLUTION:

Competing objectives of content: The customer vs company

Early planning for content that is focused on authenticity which will be customer centric by default


CHALLENGE:

SOLUTION:

Integrating data across channels and drive actionable insights

Develop a Data Asset Strategy Plan and secure cross functional buy-in


CHALLENGE:

SOLUTION:

Disruptive landscape means talent can be hard to find

Utilise employee networks and view your talent pipe as important as your sales pipe


CONNECTIONS

EXECUTIVE SUMMARY




OUTCOMES AND INSIGHTS: 3 RECURRING THEMES

CUSTOMER

CONTEXT

CONFLICT

OMNI-CHANNELCUSTOMER CENTRIC

AUTHENTICPERSONALISED COMMUNICATIONS

SEAMLESS EXPERIENCES

CHANNEL ALIGNED

DECISION MAKING CRITERIA

BRAND STORYTELLING

SILOED STRUCTURES

CUSTOMER VS COMPANY OBJECTIVES

COMPETITION FOR BUDGET

FRACTURED DATA APPROACH

MULTI-CHANNEL

RELEVANT

OUTCOMES AND INSIGHTS: FUTURE OF DATA

DATA > INSIGHTS > ACTIONS > PREDICTIONS

PAST: REPORTS – What happened?CURRENT: ALERTS – What is happening now?FUTURE: PREDICTIONS – What will happen?

Q: STILL SEARCHING FOR 360 VIEW OF CUSTOMER…. WHY?

OUTCOMES AND INSIGHTS: FUTURE OF MARKETING

NEED TO CHANGE THE EMPHASIS OF CURRENT METRICSEncourage short term thinkingReflect siloed organisational focus

METRICS AND CUSTOMER CENTRIC DEPARTMENTS Use behavioural data to build personasSuccess metrics measured against persona rather than channel

CMO Roundtable Insights and Outcomes

Marketing

Transcript of CMO Roundtable Insights and Outcomes