Webinars

In this special virtual event, CMO presents the highlight findings of its second-annual State of CX Leadership research, exploring the ever-evolving role of custoemr experience custodianship. We're then joined by Optimizely senior product strategy director, Nicola Ayan; Intrepid Travel GM of customer experience, Drew Martinez; and Australian Ethical Investment chief customer officer, Maria Loyez, to discuss how they're pursuing the customer imperative through data and personalisation, purpose, experience development and more.

Just how are Australian CMOs faring as we embrace a third year of living with the global pandemic? How have these macro trends impacted the strategic and executive standing of marketing leaders? What technologies and in-house functional skills are marketers investing in right now? And what are senior marketers doing to ensure their functional approach is geared to the new growth imperative? These are just a few of the questions CMO explored with senior marketing leaders as part of our first-ever State of the CMO webinar, brought to you by Optimizely. During our initial presentation on our sixth annual report, CMO detailed eight key findings from this year’s research. Then, with a panel of marketing chiefs from Pernod Ricard, Adore Beauty and Optimizely, we delved into how marketers are practically dealing with the recalibration to growth, ongoing adaptability challenge and more.

Personalisation, digital advertising channel proliferation, ever-higher brand expectations and access to data-driven insights have transformed how marketing teams execute programs of work today. But while significant emphasis has been placed on the back-end capabilities needed to orchestrate such modern marketing tools, what’s had less airtime is how businesses cope with the exponential increase in content required to take advantage of these opportunities. Join CMO, our sponsor, Celtra, and your marketing peers for this special webinar as we explore: The perfect storm of advertising and marketing forces escalating creative production demands to drive brand awareness and revenue What pain points marketing teams are experiencing across their creative production ecosystem What different approaches are being taken to address the content gap while also keeping teams nimble, creative, and on-brand The role creative automation and workflow tools can play in helping teams hit goals and targets

Bridging the experience – expectation gap with customers is the tricky task organisations are faced with today, and digital, data and a human touch are the tools they must harness to succeed. According to SAP Customer Experience’s new research, Heart Matters: Why customer experience is an affair of the heart, customers in Australia have ever-higher expectations of their favourite brands, from transparency and security of personal data to frictionless interactions across channels in a responsive and personalised manner. Yet even as brands invest to meet these demands, the research shows a conspicuous gap between what customers want and what brands have on offer. So where are we going wrong when it comes to the CX playbook? And what can organisations do to unite data and insight from across their organisation to close the loop? In this special webinar, CMO and CIO are joined by SAP thought leader, Scott Treller, along with Cue chief information and digital officer, Shane Lenton, and Thunderhead's Aarron Spinley, to discuss: > Where the gaps between customer expectations and delivery still exist > Where challenges and opportunities lie bringing together owned data sources and creating actionable insights that personalise customer engagement > The role of processes, customer insight and technology in meeting ever-demanding expectations > How SAP is helping brands to deliver personalised engagement based on trust

Rapid advancement of digitisation, along with changing consumer needs and behaviours during 2020, has given product, media and experience consumption a massive shake-up. The way marketing and advertising activities shape the consumer’s path to purchase in the next normal has been disrupted as a result. Add in squeezed budgets, demand for fast, demonstrable business impact and the growing need for agility, and you have a perfect storm of reasons for why brands are actively reframing their media mix. Responding to demands of the industry, the largest (and world-first) ground-breaking research just released by ThinkNewsBrands shows news brands present a distinctive and contextually relevant way of addressing these changing consumer forces by offering brands a unique blend of visibility, recall, trust and impact. In this special virtual event, CMO, ThinkNewsBrands, media research guru, Dr Duane Varan, and Australian marketing leaders from Marley Spoon and Nissan Australia explore news media’s impact on brand building and business results and delve into how they’re harnessing the power of their media investments for success.

Marketers are well aware today’s customers demand frictionless experiences that are relevant, personalised and differentiated. It’s equally apparent harnessing data and technology is key to fulfilling the CMO’s mission to drive company growth. Yet without a clear connection into IT, many marketers continue to struggle to realise their organisation’s customer potential and build that unified customer view. Marketing’s growing data demands of speed, availability and agility to meet rapidly changing customer behaviours don’t always align with IT’s traditional modus operandi of developing and maintaining hard-coded, legacy systems. While marketers look to improve conversion and consistency of message and engagement across front-end channels, CIOs are tasked with turning technology into revenue, governing and mitigating against data risk and keeping the tech stack cost-effective, efficient and primed for whole-of-organisation use. Without a clear business case and goals for customer-oriented data projects, marketers all-too often find themselves falling down the priority list as technologists focus efforts on better articulated programs of work. What’s more, without a collaborative relationship with IT based on trust and transparency, marketers remain frustrated in their efforts to build an agile, data-led customer approach. So just what does it take to make the CMO-CIO partnership work? > What it takes to get marketing and data technology deployments over the line – from business goals and use cases to aligning measures of success > How several Australian organisations have successfully navigated the challenge of CMO-CIO partnership > Fusing the data story between CMO and CIO for better customer success > Key ingredients to developing CMO-CIO trust and ways of working for effective collaboration Watch now

Never before have marketers had such a wealth of data and technology at their disposal to execute highly effective marketing activity. It’s marketers who can sit at the forefront of digital transformation, driven by changing customer needs and growing demand for personalised, relevant engagement. Yet shortening CMO tenure, an erroneous view of marketing as a communications and advertising function, and short-term thinking valuing performance over brand building can rob marketing of its rightful strategic standing as a company innovator. We all know marketing with a big “M” has the potential to drive growth and solid customer-led results. So how do marketing leaders harness the transformation occurring in their own function to better prove their worth to the rest of the business? What does it take to turn marketing from cost centre to impactful innovation leader? In this special webinar, CMO and our sponsor, AWS, discuss marketing’s role spearheading digital innovation, and ways to employ data-driven capabilities including AI and machine learning to drive success. This event includes an exclusive fireside chat with Amazon VP worldwide marketing and Prime, Neil Lindsay, on the group’s marketing transformation and his team’s ability to utilise data to deliver innovative marketing, followed by a panel discussion featuring: Former National Australia Bank CMO and current Verizon president at Publicis Groupe, Andrew Knott; Seven West Media chief revenue officer and director of Olympic, Paralympic and Commonwealth Games event director, Kurt Burnette; and Tennis Australia Chief Insights and Marketing Officer, Josie Brown.

In this panel discussion from CMO and CIO's recent second Executive Connections event, How to better harness technology and culture to drive growth, we talk about how leading Australian brands are working to transform and how it’s improving the relationship between marketing, technology and digital. Featuring Chaminda Ramasinghe (RMIT CMO); Heather McGovern (MyState chief digital and marketing officer); David McGrath (Clubs Australia chief digital officer) and Mark Hansen (Dexus CIO). Executive Connections is a joint event series presented by CMO and CIO magazines and focuses on key strategic opportunities and challenges facing both technology and marketing/customer leaders. The second leg of our reimagined virtual event series, held on 30 July 2020, was sponsored by Adobe.

In this sponsor’s address from CMO and CIO's second Executive Connections event, How to better harness technology and culture to drive growth, Adobe head of product marketing for APAC, Jeremy Wood, talks about why being challenged is good for us, the commonalities between CMO and CIO, shifting from the old to new way of working and how IT and marketing can make such a shift together. Executive Connections is a joint event series presented by CMO and CIO magazines and focuses on key strategic opportunities and challenges facing both technology and marketing/customer leaders. The second leg of our reimagined virtual event series, held on 30 July 2020, was sponsored by Adobe.

In this keynote presentation from CMO and CIO's second Executive Connections event, How to better harness technology and culture to drive growth, we hear from trends forecaster and thought leader, Michael McQueen, on how you can prepare now for what’s coming next. Executive Connections is a joint event series presented by CMO and CIO magazines and focuses on key strategic opportunities and challenges facing both technology and marketing/customer leaders. The second leg of our reimagined virtual event series, held on 30 July 2020, was sponsored by Adobe.