In this episode, Gartner analyst Ben Bloom discusses the 2023 Gartner Marketing Technology Survey, which saw martech utilization falling further while generative AI is poised to rise. We review how CMOs can assess martech adoption, leverage relationships with IT, and preserve resources for tomorrow.
Benjamin Bloom is a VP, Analyst helping marketing leaders with martech stack optimization, personalization, and customer data management.
Mr. Bloom's experience spans customer engagement, direct response, CRM, data management, analytics, web development and brand marketing roles, as both a consultant/strategist and client-side team leader. He has developed and optimized marketing campaigns, as well as selected and implemented technology and advertising solutions for over 10 years. Prior to entering the marketing world, he analyzed the technology, media and telecommunications industries at the Columbia Institute for Tele-Information at Columbia University.
Weitere Episoden von „#Hashtags, The Gartner Marketing & Communications Podcast“
Is D2C Right for Your Brand?
36:43In this episode, Gartner analyst Ant Duffin discusses how CMOs can decide if D2C is the right strategy for brands based on the strength of the Three Ps — Purpose (why), Potential (how) and Priority (what). The discussion will provide CMOs with strategic D2C guidance as to whether they should start, shift or stop D2C depending on that assessment.Ant Duffin is a Senior Director Analyst in the Gartner for Marketing Leaders practice covering digital commerce.Ant advises on digital commerce business transformation across the end-to-end value chain, including digital marketing, multichannel ecommerce, business capabilities (talent, partners and martech), and cross-functional enablement (i.e., IT, HR, supply chain).Ant has over 15 years global digital consumer/brand experience across a range of industries including CPG, retail, UK government and automotive.
Right-Sizing Your MarOps Investment
36:29In this episode, Gartner analyst Michael McCune discusses the evolution of marketing operations and its role in changing the way marketing works. How can CMOs effectively leverage investment in the MarOps function? What capabilities do they need in a MarOps leader? What metrics should they track as leading indicators of commercial impact? Many ask if rapid transformation is even possible. Is it?Michael McCune is a Gartner advisor who works with marketing leaders on organization strategy and operations. His current research focuses on driving transformation through the advancement of journey orchestration capabilities, martech optimization, and the pursuit of operational excellence in marketing.
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The Growth At the End of Your Funnel
35:42Gartner analysts Julie Reeves and Augie Ray discuss the importance of supplementing brand-building with increased down-funnel emphasis on customer experience — ultimately leading to more growth. They offer tips for bringing Brand and CX teams together: their relative strengths, where they differ in approach, how to collaborate effectively, and more. This is the catalyst and context you need to effectively plan for growth and better brand experiences in 2024.Julie Reeves is a Gartner Senior Analyst who helps clients to better position their brands for success through strategic use of consumer insights and executional considerations. She has a deep understanding of brand strategy, architecture and positioning creation and management in various stages of business maturity across a multitude of industries and competitive situations.Augie Ray is a Vice President Analyst covering customer experience (CX) for marketing and CX leaders. His coverage topics include the ROI of CX, CX strategy and governance, how CX leaders secure and retain sponsorship, the buy/own/advocate customer journey, voice of the customer (VoC) and survey strategies, customer journey mapping, CX analytics and measurement, the importance of word of mouth in CX, persona development and marketing's role in corporate social justice initiatives.
Can Your CX Keep Up With Your Brand Promise?
31:17In this episode, Gartner analyst Leah Leachman discusses how to ensure that your organization has the customer experience capabilities that support your brand promise. The discussion includes how CMOs can improve their approach to designing and measuring experiences that drive customer loyalty and growth.Leah Leachman is a director analyst with Gartner for Marketing Leaders. She advises customer experience, customer loyalty, and marketing leaders develop strategies that drive customer loyalty, retention, and advocacy. Her coverage topics include how brands can develop a customer-first experience design strategy for omnichannel experiences; customer journey mapping; enhancing customer listening effectiveness (VoC); developing customer-centric culture; competitive differentiation through CX; and the prioritization of projects to enhance the customer experience.
Telling a Stronger Value Story
42:03In this episode, Gartner analyst Chris Ross discusses how CMOs and CCOs can improve how they communicate about value and impact, transcending the limitations of dashboards and KPIs. The discussion includes how CMOs can better assess and understand the value they create, how to distill a core value narrative, and how to deliver marketing value stories with more resonance and fidelity.Chris Ross is a Gartner analyst working with CMOs at the world's leading organizations on marketing strategy, brand, leadership and innovation. As the author of over 100 Gartner research documents, his insights have been featured in the Wall Street Journal, Forbes, AdAge and other leading industry publications.
Martech’s Watershed Moment
39:48In this episode, Gartner analyst Ben Bloom discusses the 2023 Gartner Marketing Technology Survey, which saw martech utilization falling further while generative AI is poised to rise. We review how CMOs can assess martech adoption, leverage relationships with IT, and preserve resources for tomorrow.Benjamin Bloom is a VP, Analyst helping marketing leaders with martech stack optimization, personalization, and customer data management.Mr. Bloom's experience spans customer engagement, direct response, CRM, data management, analytics, web development and brand marketing roles, as both a consultant/strategist and client-side team leader. He has developed and optimized marketing campaigns, as well as selected and implemented technology and advertising solutions for over 10 years. Prior to entering the marketing world, he analyzed the technology, media and telecommunications industries at the Columbia Institute for Tele-Information at Columbia University.
Get Ready for Machine Customers
54:36In this episode, Gartner analysts and authors of When Machines Become Customers Don Scheibenreif and Mark Raskino discuss how the rise of machine customers will impact the discipline of marketing and the marketing profession itself. What does it mean to market to a machine? What are the implications for how you position your brand? And what do marketing leaders need to start doing right now to take advantage of the huge growth opportunities on the horizon, as potentially billions of machine customers are headed their way?Don Scheibenreif is a Vice President, Distinguished Analyst with Gartner’s Customer Experience research group. Mr. Scheibenreif works with customer experience and IT leaders on how emerging trends and digital business will impact customer experience. He is a founding member of Gartner’s research on digital business and digital business transformation and he has served clients in Gartner’s Industries Research and Technology Innovation practices.Mark Raskino is a Gartner Fellow in the CEO and Digital Business Leadership research team. Mark works primarily with CIOs and their business executive colleagues. He covers business and technology trends and their implications for business strategy, innovation, business models, leadership and executive relationships. Mr. Raskino’s research includes Gartner’s annual CEO survey and CIO resolutions. He co-authored the books “Digital to the Core” (Gartner, 2015) and “Mastering the Hype Cycle” (Harvard Business Press, 2008). He is a frequent keynote speaker and keynote interviewer.
You’re Probably Discounting Wrong
32:00In this episode, Gartner analyst Kassi Socha and researcher Emma Mathison join to discuss Gartner's latest findings around incentives. The fear of continual price increases and, an appetite to try new brands, and XX are driving consumers to react differently to discounts and promotions than they have in the past. For those targeting a younger consumer, learn how the coupon became cool again, and free shipping is a mandate. To exceed consumers’ expectations, B2C CMOs must prioritize discounts with customer appeal, tailor discounts to specific audiences, and make discount experiences more interactive.Kassi Socha is an analyst covering trends across the retail industry, specifically eCommerce, digital marketing, and consumer insights. Key expert in Industry Marketing Execution, Digital Marketing Strategy and Execution, as well as Customer Acquisition and Retention.Emma Mathison is a Research Analyst, with the consumer insights team in the Gartner for Marketers business. She studies consumer values and attitudes as well as cultural shifts and patterns that impact consumer behaviors.Her current research focuses on studying young consumers, parents and family, LGBTQ and gender topics as well as global consumers.
Building a Catalytic Digital Experience
42:54Digital engagement is getting more complex, and CMOs are under pressure to show results. In this episode, Gartner analyst Kristina LaRocca-Cerrone shares Gartner’s latest research on “catalytic” digital interactions that change customer behavior, increase customer confidence and, most importantly, generate business value. The discussion includes how CMOs can find the perfect moment for “catalytic” experiences, examples of what a great catalytic digital interaction looks and feels like, and how this new approach might fit into the rest of your marketing strategy.Kristina LaRocca-Cerrone helps enterprise marketers better understand customers (B2B and B2C) buy and make decisions. This includes topics like how buying groups research potential suppliers and make purchase decisions, creating compelling content marketing aligned to the customer journey, improving overall digital experiences (industry-agnostic) to impact customer behavior, and customer journey mapping and persona building. Ms. LaRocca-Cerrone also covers marketing leadership and strategy, and marketing organization trends.
Tightening the Belt on Digital, and Other Budget Trends
48:10In this episode, Gartner analysts Ewan McIntyre and Alex de Fursac Gash share insights and explore key themes from Gartner’s 2023 CMO Spend & Strategy Survey. The discussion includes how marketing must learn to do more with less, the trap of digitization for the sake of digitization, and the growing pressures for CMOs to reduce marketing technology spending.Ewan McIntyre is a VP Analyst and Chief of Research for the Gartner for Marketers Practice. Mr. McIntyre is focused on how CMOs and leaders build strategies and align marketing's capabilities, resources and budgets to deliver measurable, optimized performance. He has a deep understanding of how to build the right team by combining in-house and outsourced resources, having built from the ground up multidiscipline digital teams in both the B2B and B2C space.Alex de Fursac Gash is a Senior Director in Gartner's Marketing (GML) Research & Advisory team. In this role, Alex serves as a thought partner to clients and facilitates a wide range of executive-level discussions for heads of marketing and their teams globally. His responsibilities include: advising marketing leaders on their functional objectives; sharing best practices and providing strategic guidance; and supporting senior leaders and their teams to plan and implement a number of initiatives. He also facilitates workshops and delivers keynote speeches at Gartner events and other special industry conferences.