Insights from EMEA marketing leader invention sessions held in Dubai, London and Johannesburg

Sparking MarTech Migration + Digital Innovation Progress Report
Learnings and insights from EMEA marketing leader invention sessions held in Dubai, London and Johannesburg.

The CMO Council hosted three interactive EMEA roundtables with digital marketing transformation leaders in London, Dubai and Johannesburg. The discussions were focused on the Sparking MarTech Migration + Digital Innovation mandate and focused on the struggles to centralize, protect, share, and better use customer data, brand assets, market intelligence and best practice knowledge across their glob...

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The High-Velocity Data Marketer
Meeting disruption with insights at speed

CMOs have entered a new era of high-velocity data marketing to spot sudden disruptions in market and customer behavior. We’re talking about the speed of acquiring real-time, relevant data signals. Speed of generating data insights. Speed of closing the gap between data and insights, insights and action. Yet two-thirds of marketing leaders are only moderately confident (or worse) in their da...

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Smart Spending at Speed
How to Turn Procurement Into Your (Not So) Secret Growth Engine

Given today’s marketing pressures, such as tighter budgets, leaner staff, higher stakes with MarTech, and expectations of increased and tangible return on marketing investments, smart and fast marketing sourcing has become a team sport.This has led to a grassroots refresh of marketing’s relationship with procurement. Why? CMOs who more actively involve procurement in marketing sourcing...

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Solving For Disruption
Data, Analytics & Insights For The Modern Marketer

To kickoff our “Signals From the Noise” program, the CMO Council polled a select group of marketing executives to learn about the effectiveness of their data systems.  This strategic brief highlights the most relevant marketing data signals, where marketers feel they are already mature in their data capabilities, and what continues to elude them.  This research serves as th...

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Revenue Gain From The Local Demand Chain
Using Digital Transformation to Power Partner + Field Marketing Performance

With limited digital marketing resources and expertise, local businesses are falling behind in digital transformation. They need a better understanding of digital marketing tactics such as search, social and online review management — critical areas for building brand awareness in an increasingly digitalized customer journey. There’s a big opportunity for national marketers to help lo...

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NextGen Events: Optimized for Outcomes
Aligning Strategy, Teams and Tech for Success in a New Era of Events

Anxiously awaiting the return of in-person events, marketers are seizing the opportunity to reimagine event channel strategy. Next-gen events can drive depth and breadth of customer engagement that lead to better brand awareness, lead generation, retention and loyalty. Learnings over the last two years will inform a holistic view of events that are better aligned to marketing outcomes. By matchin...

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Gaining Lift From the Consumer Shift
Insights into Buying Behavior During Covid and Beyond

How well do you know your customers? Over the last several years, the theme of “meeting customers where they are” has been top-of-mind, but the pandemic brought this to the forefront of every marketer’s strategy in a new way. When life as we know it comes to a startling halt, how can we continue to deliver customer-first experiences when the future feels so uncertain and bleak? T...

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Humanize + Optimize The Way You Recognize Every Customer + Contact
Using Frictionless Biometrics Across All Channels of Engagement

Improving digital customer experience (DCX) is now a crucial business issue for brands. Consumers have flocked to digital channels since the start of the pandemic. Too often, they have encounted experiences that don’t satisfy, causing many to abandon transactions and take their business elsewhere. Very often, the problem is digital authentication and identity verification. More than 80 perce...

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Making High-Tech MarTech Pay Off
Future of MarTech Depends on CMO-CIO Relationships

As high-tech companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capability maturity and higher performance.  Yet fewer than one out of five high-tech market...

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Making Consumer Products MarTech Pay Off
Future of MarTech Depends on CMO-CIO Relationships

As consumer products companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capability maturity and higher performance.  Yet only one out of four consumer produ...

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Authentication Frustration
How Companies Lose Customers in The Digital Age

One of the fastest ways to lose customers and revenue in the digital age is a painful and convoluted identity verification process. More than 6 out of 10 consumers report exiting online transactions due to problems verifying identity. Over 8 in 10 say they prefer to do business with companies and brands that make identity confirmation simple and safe with biometrics. This new report explores the ...

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Why Customer Service Is The New Marketing

For far too long, customer service had a comfortable place on marketing’s back burner. But what happens when the pot starts to boil over?The customer journey is no longer a linear funnel. With so much noise and endless distractions, marketers need to foster real, human connections. New research from Acquire finds that customer service is the new key to effective marketing, loyalty, acquisiti...

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Instant Interaction Driving Business Traction
How the Live Mobile Chat Commerce Revolution Is Powering Fast, Frictionless Transactions, Secure, Lower Cost Customer Engagement and Stronger Brand Affinity

Chat Commerce is taking the world by storm. This emerging digital channel of engagement delivers fast and frictionless customer interactions with a brand’s chatbot or live agent conducted mostly over popular messaging platforms, such as Facebook Messenger and WhatsApp. It leverages these trusted social connections and engages localized audiences seeking to satisfy real-life needs.Chat Commer...

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Data-Driven Decisioning Powers CX Forward
Marketers Aiming for Ideal Customer Experience Face Data Silos and AI Skills Hurdles

Marketers are working to develop an ideal CX that meets customer expectations for resonant and relevant experiences with their favorite brands. Ideal CX is about tailoring a message to a customer in a way that moves the customer down the funnel and toward a transaction. Data analytics and AI are essential for creating richer CX. Yet nearly seven out of 10 marketing leaders are still developing or...

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Sparking MarTech Migration + Digital Innovation
Marketing Leader Intentions and Projections in Europe, Middle East, Africa and Latin America

As companies look to transform and embrace this digital-first reality in 2021, they cannot lose what makes their brand resonate with their audience: human connection. The ability to balance digital advancements with authenticity is the holy grail for marketers today.  This study sponsored by HCL Software highlights perspectives from a global CMO Council member survey about their experiences ...

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Making MarTech Pay Off
Future of MarTech Depends on CMO-CIO Relationships

As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capability maturity and higher performance.  Yet fewer than one out of four marketing organizations ha...

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Humanizing and Analyzing Relationships To Drive Revenue, Retention And Returns

Re-thinking an old marketing metric — customer lifetime value (LTV) — can help close the gap between marketing efforts and financial outcomes. LTV will also allow CMOs to design a more effective, efficient marketing mix. More importantly, many CEOs, heads of sales and line-of-business executives look to LTV to inform their strategic business decisions. Yet there’s a lot of oppor...

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