CHANNEL MARKETING NEWS YOU NEED TO KNOW.
Week of November 9-14, 2015.
More than 100 CMOs and senior marketing leaders gathered at the Ritz-Carlton in Naples, Florida, last week for the 11th Annual Forbes CMO Summit. “CMOs as Architects of Growth,” this year’s Summit theme, put the spotlight squarely on CMOs as the drivers of organic business growth within organizations. CMOs have become some of the most vital executives in the C-suite, a fixture in boardrooms and consulted by CEOs. via Forbes
Personalizing the customer experience ranks as the top objective of a data-driven marketing strategy, per results from an Ascend2 survey of 234 marketing, sales and business professionals from around the world, the majority of whom sell B2B. Interestingly, improving data quality emerges as the most challenging obstacle to data-driven marketing success, even as almost 3 in 4 respondents say that the quality of data they use is very (16%) or somewhat (57%) good. via MarketingCharts
“The difference between the forgettable and the enduring is artistry.” Advertising giant Bill Bernbach’s words still hold true decades after he transformed the agency creative process in the 1960s by being the first to bring together the copywriter and the art director into one force.
Since then, copy and design have been inextricably bound, each catalyzing the other to produce the spark that communicates a message that exudes desire. But today a third partner must be at that table. via CMO.com
Transparent prices and product details most influence enterprise B2B decision-makers’ willingness to buy again from a supplier for work-related purchases, according to results from a study commissioned by Accenture and hybris and conducted by Forrester Consulting. via MarketingCharts
The role of marketing is changing. Marketing organizations of all sizes are in flux. Marketers are changing how they develop and communicate a brand, recruit and manage a team, build out a suite of tools and resources, and measure success.
Here are the 4 Cs of CMO concerns. via Forbes