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In this episode of #Hashtags, Gartner analyst Augie Ray discusses how to consider customer attrition throughout the end-to-end journey. By assessing not just where customers are lost but the cost of that loss as well, CMOs can best identify the touchpoints where customer abandonment most harms business outcomes. Doing so permits them to proactively work to prevent churn or to monitor for signals to reactively prevent attrition, delivering growth and improved lifetime value.
Augie Ray is a Gartner 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 (WOM) in CX, persona development and marketing's role in corporate social justice initiatives.
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In this episode, Gartner analysts Eric Schmitt and Mike Froggatt discuss the complexities of advertising, and what new data says about what really separates high-performing marketers from others. The discussion covers campaign and channel strategies, skills gaps and media agency management and insourcing.
Analyst Mike Froggatt helps marketers develop strategies for digital advertising, multichannel marketing and digital commerce.
Analyst Eric Schmitt counsels marketers on advertising strategy and planning, data and analytics, targeting, measurement, testing, identity resolution, privacy, attribution, data management, customer modeling and analytics, segmentation and marketing automation.
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In this episode, Gartner analyst Joesph Enever discusses insights from Gartner’s latest research on what really makes a difference in whether CMOs get credit for the value they create. The discussion includes how CMOs can approach telling the story of value, strategically alter their relationship to marketing analytics, and adjust their approach to metrics and talent to solidify their standing with the C-suite.
Joseph Enever is a senior research director covering Marketing Data and Analytics. Joesph is focused on how marketing teams can evolve their marketing data and analytics capability, and navigate the key issues and technologies to achieve the best possible results. He has a deep understanding of digital analytics and optimization, from both digital transformation and practitioner perspectives.
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In this episode of #Hashtags, Gartner analyst Ant Duffin discusses how top brands win in digital commerce. The discussion will provide insight into what top brands focus on and prioritize to create differentiated commerce experiences, as well as the key traits that top brands win with. The discussion will help digital commerce leaders to crystalize priorities and areas of focus as they head into annual strategic planning.
Ant Duffin is a Vice President Analyst in the Gartner for Marketing Leaders practice based in the U.K. specializing and leading Gartner's research efforts in digital commerce. Ant advises on and provides insights into the complete end-to-end digital commerce customer journey across digital marketing, routes to market, and operational capabilities (people, process, technology, structure).
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In this episode of #Hashtags, Gartner analyst Kate Muhl discusses findings — including some surprises — from recent consumer research into how consumer targets and audiences in the U.S. are thinking about — and coping with — this election season. We also discuss what those findings mean for CCOs and CMOs trying to make the right kind of connection with them.
Kate Muhl is an Gartner analyst specializing in cultural and consumer insights. Kate has been researching and advising on the consumer and U.S. culture for nearly two decades.
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In this episode of #Hashtags, Gartner analyst Jason Daigler discusses how CMOs and digital commerce leaders can use consumer insights to make better digital commerce decisions. The discussion includes insights discovered in recent consumer surveys and how the data paints a picture of where CMOs should invest and where they should pull back.
Jason Daigler is a vice president analyst at Gartner focused on digital commerce technologies, including topics such as launching a commerce site, multichannel strategy, B2B commerce, channel integration, digital shelf analytics and marketplaces. Jason has 20+ years of business experience in digital commerce, software development and product management.
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In this episode of #Hashtags, Gartner analyst Rick LaFond discusses how to create compelling value propositions and marketing communications that address the emotional side of B2B buying. Conventional wisdom suggests that while B2C buying might be emotionally charged, B2B buying is highly rational. However, B2B buying is heavily driven by emotions, and buyer perception of “personal value” from a brand is nearly 3x more strongly associated with positive brand outcomes than perception of “functional value.”
Rick LaFond is a Gartner Senior Director Analyst for Gartner for Marketers. He leads Gartner's B2B customer acquisition & account growth research. As an analyst, Rick supports Gartner's clients with insights and guidance on various marketing topics, including demand generation, digital marketing strategy, sales enablement, content marketing and account-based marketing.
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In this episode, Gartner analyst Audrey Brosnan shares how to build a clear vision for journey orchestration, highlighting key differences between campaign management and journey orchestration. The discussion offers practical advice on achieving results, using agile strategies, and overcoming challenges to position CMOs for success.
Audrey Brosnan helps marketing leaders and digital marketers understand, evaluate, and optimize first-party marketing technologies to deliver results. She analyzes how capabilities like multichannel marketing, customer journey orchestration, personalization, and customer data management contribute to successful digital marketing programs.
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In this episode of #Hashtags, Gartner analyst Halle Stern discusses how to ensure that personas are created using prescriptive data to create customer understanding assets that improve marketing strategies. The discussion covers how to involve stakeholders from other functions in the creation of personas and to see the value in using personas in their day-to-day work. Halle also discusses how to keep personas relevant and refresh them to change as target customers change.
Halle Stern is a Senior Principal Analyst in Gartner’s marketing practice. She helps clients to better understand their customers’ needs and challenges to improve customer experience outcomes such as customer satisfaction, loyalty, retention and advocacy.
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In this episode of #Hashtags, Gartner analyst Alex de Fursac Gash explores the evolution of personalization and shares how CMOs are placing their bets right now based on a flawed set of underlying beliefs and assumptions. The discussion includes how CMOs should revise their bets and investments in order to drive more effective personalization outcomes.
Alex de Fursac Gash is a Gartner VP Analyst who supports Gartner’s clients with insights and strategic guidance on a wide range of areas, including marketing and brand strategy, performance measurement, marketing budgets and organization design.
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In this episode of #Hashtags, Gartner analyst Noam Dorros discusses the current state of the rapidly evolving landscape that is search marketing. The discussion includes the missteps of AI releases from Google and the aftermath, search algorithm updates, and where CMOs and digital marketing leaders should focus their efforts to maintain success amid the turmoil.
Noam Dorros is a director analyst for consumer goods at Gartner. Noam transforms data driven insights into actionable opportunities for various clients within the consumable goods sector. Working with top brands in the consumer packaged goods, personal care and food and beverage categories, Noam advises on everything from best practices and industry trends to deriving customized digital recommendations that fit various client objectives.
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In this episode of #Hashtags, Gartner analyst Jay Wilson discusses trends in agency spend, roster consolidation, and marketing sourcing strategies. How should CMOs evaluate their agency rosters in the context of these trends and ongoing budgetary pressure? And are agencies destined to be the victims of renewed insourcing and emerging technologies and GenAI, or will they once again reinvent themselves to prove their value to marketing leaders?
Jay Wilson focuses on helping CMOs achieve optimal results from their agency rosters, including agency selection. He works with clients on their social media marketing strategies, including influencer and employee advocacy programs. Jay led social marketing efforts at a large digital advertising agency in New York, with hands-on experience in the airline, consumer packaged goods (CPG) and high-tech industries.
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In this episode of #Hashtags, Gartner analyst Rene Cizio discusses how content marketing is evolving into asset management and setting the stage for more efficient modular content and personalization at scale. The discussion includes how CMOs can use digital asset management (DAM) technology to meet their goals and apply new ways of thinking to age-old problems.
Rene Cizio is a Gartner director analyst guiding CMOs and digital marketing leaders with insights to create strategic integrated content across teams and channels. Her experience spans journalism, digital marketing, public relations and advertising.
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In this episode, Gartner analyst Claire Alexander, discusses how marketing organizations are currently using Generative AI across teams. She shares practical tips for increasing the pace of Generative AI adoption in your organization and key watch outs on that path.
Claire Alexander is an Analyst in the Gartner for Marketing Leaders practice, advising CMOs and marketing leaders interested in raising the bar on their leadership and business outcomes. Ms. Alexander provides guidance on developing effective marketing strategies; improving marketing effectiveness through deliberate investment in talent, technology and operations; and on Digital and B2B marketing generally.
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In this episode of #Hashtags, Gartner analyst Amber Gallihar Boyes discusses the internal and external threats that generative AI (GenAI) poses to reputation, and the key defensive strategies CCOs and CMOs should implement to prepare. The discussion includes how to plan for the most harmful potential GenAI attacks and the urgency of establishing owned media credibility.
Amber Gallihar Boyes helps equip CMOs and brand and communications leaders with reputation and brand management, crisis communications, PR and social media.
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In this episode of #Hashtags, Gartner analysts Matt Moorut and Suzanne Schwartz discuss the annual 2023-2024 Genius brands research, which identifies trends across top performing digital marketing brands. This discussion includes how CMOs can emulate, learn from, and surpass this year's Genius brands’ digital marketing efforts by executing robust marketing operations, brand governance, and cross-channel activation.
Matt Moorut supports Gartner's clients in the retail industry with insights and guidance on various marketing topics, ranging from budget strategy to digital marketing trends and best practices. He is the lead analyst for Gartner’s In the Company of Genius research, which highlights cross-sector digital marketing best practices.
Suzanne Schwartz advises on multichannel marketing strategy and execution, orchestrating campaign execution across channels, scaling marketing content across channels, analyzing cross-channel campaign performance, and mobile marketing strategy.
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In this episode of the #Hashtags Podcast, Gartner analysts Aprill Baughns and Iliyana Hadjistoyanova discuss how CMOs can ensure their teams succeed in the face of ongoing disruption. We’ll talk about current marketing employees’ concerns and anxieties, as well as their assessment of existing career opportunities. The conversation will also advise CMOs on how to leverage collaboration, martech and smart skills development to improve employees’ well-being, engagement and readiness to embrace and benefit from change.
Iliyana Hadjistoyanova supports marketing and communications leaders in managing their functions and teams. She covers areas such as strategy building, operating models, governance, measurement, benchmarking and talent development. She is passionate about helping clients prioritize high-value work and connect it to business goals in clear, measurable ways.
Aprill Baughns analyzes marketing and communication’s organizational structure, development, transformation and effectiveness trends, resulting in scalable, actionable solutions. With experience spanning a vast array of unique industries, she partners with Gartner clients to provide outcome-oriented, human-centric solutions.
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In this episode of #Hashtags, Gartner analyst Lizzy Foo Kune talks shop on Gartner’s first-ever Magic Quadrant for Customer Data Platforms, providing an overview of trends in the customer data platform (CDP) market. The discussion includes how CMOs can manage through an era of change, as customer data becomes not just a marketing asset, but also an enterprise asset.
Lizzy Foo Kune is a Gartner VP Analyst, specializing in marketing data and analytics. She co-leads the Gartner Futures Lab. Her research focuses on customer data management, including customer data platforms. In addition, she covers marketing dashboard technology and reporting processes, and marketing analytics organization and operations.
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In this episode of #Hashtags, Gartner experts Kassi Socha and Emma Mathison discuss what more than 2,000 U.S. consumers surveyed in December 2023 are feeling and reacting to. These timely consumer insights inform B2C CMOs on how to prepare for 2024 — a year that holds an election, the Olympics, and tech challenges in the form of continued cookie deprecation and the rapid impacts of generative AI (GenAI). The discussion includes how CMOs can anticipate and respond to the shifting consumer landscape — and actually acquire and retain consumers who are signaling they are wary and more disloyal than ever.
Kassi Socha is a Director Analyst in the Gartner for Marketers business, and is based in California. She is responsible for delivering cross-industry insights on strategic website redesigns and supporting retail CMOs on their most pressing mission-critical priorities. Her expertise is uncovering trends, specifically in e-commerce, digital marketing, emerging tech, organizational and consumer insights.
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In this #Hashtags episode, Gartner analyst Halle Stern surfaces a glaring flaw in many loyalty programs: the lack of a clear plan for communicating about them. The discussion includes how marketing leaders should leverage customer insights to communicate about the program across the customer journey, and how to collaborate with internal partners to get buy in for the program.
Halle Stern is a Senior Principal Analyst in Gartner’s marketing practice. She helps clients to better understand their customers’ needs and challenges to improve customer experience outcomes such as customer satisfaction, loyalty, retention and advocacy.
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