External partnerships can drive more value. The challenge for CMOs, however, lies in how to approach this as a long-term and integral part of a marketing strategy to deliver continued growth and brand exposure while not inflating marketing budgets. CMO’s can play an integral role by ultimately spearheading the success of the partnership. This brief looks at how CMOs can elevate their sponsorship and influencer strategy.
Delivering world-class customer care needs to be a core part of any organisation’s marketing strategy. After going to the time and expense of acquiring new customers, it’s vital that they invest in customer care strategies to strengthen their relationships with customers and keep them loyal for years to come. This white paper presents five key steps that businesses can take to start elevating their brand with social customer care.
The events of 2020 challenged organisations like never before. For B2B CMOs, these events accelerated a shift that was already in motion. In this time, B2B organisations learned to preserve their customer relationships and strengthen their commitment to customer-centricity. This Forrester paper reveals how B2B marketing leaders are adapting their marketing strategies to support organisational growth in today’s disrupted business landscape.
CMO’s State of the CMO is an annual industry research initiative aimed at gauging how Australian marketing leadership is evolving both in terms of functional role, as well as contribution to business. Our special 2021 report looks into key aspects of the CMO position and marketing function, encompassing the professional standing of the modern marketing leader, their technology procurement and influence, functional responsibilities and remit, budgets, extent of influence as a digital and customer custodian within their organisations, skills and priorities.
Partnering with third party organisations and affiliates is an effective method for helping marketers achieve their goals. When used effectively, partnership not only connects brands with new audiences, but can also nurture audience members all the way through to conversion. This white paper looks at the responses of 50 C-level managers and marketing executives in Australian organisations to understand their use of partnership within their marketing programs.
It’s safe to say that the COVID19 epidemic has caused ripples in most industries and consumer behavioural trends worldwide. This whitepaper focuses particularly on how the pandemic has impacted and evolved consumer lifecycles, attitudes, expectations and behaviours across the services sector, specifically in utilities (electricity, gas and water), telecommunications (phone and data) and insurance (home, motor and health).
The study explores how “the new normal” has shaped trends relating to switching providers and brand loyalty across these sectors, delving into the following consumer lifecycle topics: • provider relationships • onboarding experience • bill shock and scrutiny • ongoing usage and desired communications • loyalty, renewals and switching.
Finally, recommendations for service providers to optimise customer retention are provided.
According to IDC misalignment of sales and marketing can cost companies an average of 10% or more of annual revenue. In tough times, that can mean the difference between growing your business or shutting parts of it down. Although evolving business conditions and the prevalence of remote work may have made it more challenging, aligning sales and marketing is more critical than ever. Here are five best practices for alignment. Read more.
Across today’s rapidly changing global marketplace, companies are learning to conduct business in new ways. People are working remotely more than ever before. Meetings and conferences are moving to teleconferencing formats. Customers are spending increasing amounts of time online. In short, digital interactions have become the primary, and in many cases, the sole method of internal and external communication.
Among the enterprise teams that are adapting, business to-business (B2B) sales may be facing the greatest challenges of all. Why? Because B2B sales executives traditionally grounded their success on being able to engage with buyers and nurture relationships face to-face. But that approach may no longer be possible. Instead, sales executives need to rely increasingly on technology to build and nurture relationships with buyers. To ensure business continuity, they need to recognize that personalizing digital content is now a critical capability for enterprise sales.
In the midst of the strife of the COVID-19 pandemic, we’ve seen a flourishing of innovation across Australian marketing and customer teams as they strive to keep up with rapidly changing customer needs and expectations, acceleration of digitisation and connectivity, and the customer retention imperative.
As we come into what some are pitching the ‘next normal’, are there lessons and future opportunities from these innovations CMOs are looking to sustain and grow? And how has this time of necessary invention changed the role and impact of the CMO on their organisation’s innovation efforts? In this whitepaper, we speak to five leading Australian marketing chiefs from our CMO50 alumni to find out.
Should creating emotion be a customer experience goal? In this whitepaper, InMoment outlines why measuring emotion and having a focus on the types of emotions brands conjure in their customers, is important to understand and improve.
As our customers exhibit growing desire to be recognised for their preferences and passion points, ...
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
