2017-09-12 11:00:00 2017-09-12 12:00:00 America/Los_Angeles From Mapping To Influencing: Join us as we discuss the steps that marketers can take to better inform and influence the customer journey. CMO Council cmoteam@cmocouncil.org

From Mapping To Influencing:
Using Intelligence to Better Understand, Influence and Activate the Customer Journey

September 12, 2017
11:00 AM Pacific Time / 2:00 PM Eastern Time

When it comes to the customer journey, marketers have traditionally focused on mapping the customer’s experience. However, with an ever-increasing number of channels and platforms for engagement, it is becoming more and more difficult to pinpoint the next steps that a customer will take. Every customer journey is unique, and likewise, every customer has different needs. As a result, so much time is spent mapping multi-touch, cross-channel journeys that the evolving customer has already moved beyond, making it difficult to take profitable action. 

At the same time, a staggering 95 percent of buyers prefer to receive content throughout the buying process, according to research from MarketBridge, and Demand Metric reports that nearly 90 percent of buyers indicated that it is important to influence customers earlier in their journey. Otherwise, lack of information, mediocre content and even distraction can cause them to look elsewhere before the journey is truly underway. 

This has made it more important than ever before for marketers to use data and insights to understand where customers are in the buying process and to provide the right content in the right format and at the right time in order to lead them to a purchase. This requires a mindset shift from simply mapping the customer journey to determining how organizations can actually influence the next steps that a buyer will take.

In order to accomplish this, marketers must gain the right insights from the data they have available about their customers—both online and offline—and be able to customize the content that is delivered to that individual to meet both the expectations of their customers and their business objectives.

To better understand how marketers can make the move from mapping to shaping and influencing the customer journey, the Chief Marketing Officer (CMO) Council is partnering with analytics experts Teradata to host a one-hour webinar to discuss the next steps marketers can take to intervene and better inform the customer journey. Join Liz Miller, Senior Vice President of Marketing for the CMO Council, Kathy Koontz, Director–Customer Journey for Teradata, and Marcos Arias, Director Call Center — Premium Care/Chronic & Channel Support for AT&T, as they discuss the steps that marketers can take to better inform and influence the customer journey. A few key topics of discussion will include: 

  • The importance of integrating online and offline data to get a better understanding of where the customer is in the journey
  • Understanding which insights marketers can use to influence the customer’s next steps
  • How to interact with customers at the right time and with the right message to influence and shape the customer journey