• How to Get Credit for All That Value You’re Creating
    Nov 13 2024

    In this episode, Gartner analyst Joesph Enever discusses insights from Gartner’s latest research on what really makes a difference in whether CMOs get credit for the value they create. The discussion includes how CMOs can approach telling the story of value, strategically alter their relationship to marketing analytics, and adjust their approach to metrics and talent to solidify their standing with the C-suite.

    Joseph Enever is a senior research director covering Marketing Data and Analytics. Joesph is focused on how marketing teams can evolve their marketing data and analytics capability, and navigate the key issues and technologies to achieve the best possible results. He has a deep understanding of digital analytics and optimization, from both digital transformation and practitioner perspectives.

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    42 mins
  • Differentiating Your Digital Commerce Strategy
    Oct 16 2024

    In this episode of #Hashtags, Gartner analyst Ant Duffin discusses how top brands win in digital commerce. The discussion will provide insight into what top brands focus on and prioritize to create differentiated commerce experiences, as well as the key traits that top brands win with. The discussion will help digital commerce leaders to crystalize priorities and areas of focus as they head into annual strategic planning.

    Ant Duffin is a Vice President Analyst in the Gartner for Marketing Leaders practice based in the U.K. specializing and leading Gartner's research efforts in digital commerce. Ant advises on and provides insights into the complete end-to-end digital commerce customer journey across digital marketing, routes to market, and operational capabilities (people, process, technology, structure).

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    35 mins
  • Inside the Consumer Mind This Election Season
    Oct 2 2024

    In this episode of #Hashtags, Gartner analyst Kate Muhl discusses findings — including some surprises — from recent consumer research into how consumer targets and audiences in the U.S. are thinking about — and coping with — this election season. We also discuss what those findings mean for CCOs and CMOs trying to make the right kind of connection with them.

    Kate Muhl is an Gartner analyst specializing in cultural and consumer insights. Kate has been researching and advising on the consumer and U.S. culture for nearly two decades.

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    39 mins
  • Shedding Some Insight on Digital Commerce
    Sep 18 2024

    In this episode of #Hashtags, Gartner analyst Jason Daigler discusses how CMOs and digital commerce leaders can use consumer insights to make better digital commerce decisions. The discussion includes insights discovered in recent consumer surveys and how the data paints a picture of where CMOs should invest and where they should pull back.

    Jason Daigler is a vice president analyst at Gartner focused on digital commerce technologies, including topics such as launching a commerce site, multichannel strategy, B2B commerce, channel integration, digital shelf analytics and marketplaces. Jason has 20+ years of business experience in digital commerce, software development and product management.

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    35 mins
  • The Emotional Edge in B2B Selling
    Sep 4 2024

    In this episode of #Hashtags, Gartner analyst Rick LaFond discusses how to create compelling value propositions and marketing communications that address the emotional side of B2B buying. Conventional wisdom suggests that while B2C buying might be emotionally charged, B2B buying is highly rational. However, B2B buying is heavily driven by emotions, and buyer perception of “personal value” from a brand is nearly 3x more strongly associated with positive brand outcomes than perception of “functional value.”

    Rick LaFond is a Gartner Senior Director Analyst for Gartner for Marketers. He leads Gartner's B2B customer acquisition & account growth research. As an analyst, Rick supports Gartner's clients with insights and guidance on various marketing topics, including demand generation, digital marketing strategy, sales enablement, content marketing and account-based marketing.

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    43 mins
  • Successfully Scaling Your Journey Orchestration
    Aug 21 2024

    In this episode, Gartner analyst Audrey Brosnan shares how to build a clear vision for journey orchestration, highlighting key differences between campaign management and journey orchestration. The discussion offers practical advice on achieving results, using agile strategies, and overcoming challenges to position CMOs for success.

    Audrey Brosnan helps marketing leaders and digital marketers understand, evaluate, and optimize first-party marketing technologies to deliver results. She analyzes how capabilities like multichannel marketing, customer journey orchestration, personalization, and customer data management contribute to successful digital marketing programs.

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    46 mins
  • Reframing How You Think About CX Personas
    Aug 7 2024

    In this episode of #Hashtags, Gartner analyst Halle Stern discusses how to ensure that personas are created using prescriptive data to create customer understanding assets that improve marketing strategies. The discussion covers how to involve stakeholders from other functions in the creation of personas and to see the value in using personas in their day-to-day work. Halle also discusses how to keep personas relevant and refresh them to change as target customers change.

    Halle Stern is a Senior Principal Analyst in Gartner’s marketing practice. She helps clients to better understand their customers’ needs and challenges to improve customer experience outcomes such as customer satisfaction, loyalty, retention and advocacy.

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    27 mins
  • Demystifying Personalization
    Jul 24 2024

    In this episode of #Hashtags, Gartner analyst Alex de Fursac Gash explores the evolution of personalization and shares how CMOs are placing their bets right now based on a flawed set of underlying beliefs and assumptions. The discussion includes how CMOs should revise their bets and investments in order to drive more effective personalization outcomes.

    Alex de Fursac Gash is a Gartner VP Analyst who supports Gartner’s clients with insights and strategic guidance on a wide range of areas, including marketing and brand strategy, performance measurement, marketing budgets and organization design.

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    37 mins