Future Proofing Marketing: An Interview with Alison Simpson, Chief Executive Officer, Canadian Marketing Association
Release Date: 06/15/2023
The New MarTech Landscape: An Interview with Frans Riemersma, Founder, Martech Tribe
Customer First Thinking
The Martech industry is going through a radical new era of technological transformation which is changing the contours of the marketing technology landscape. A burst of AI-driven growth and innovation is not only making marketing automation tools easier to use, says Martech expert Frans Riemersma, but the evolving “marchitecture” will liberate marketers from the onerous challenges of platform integration and workflow management.
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The Future of Customer Data Management: An Interview with Chris O’Hara, Global Product Marketing Lead, SAP Data and Analytics
Customer First Thinking
Businesses today finally recognize the strategic urgency of unifying all customer data in an increasingly AI-driven world of personalized engagement. And now the data technology has matured to the point where that goal is more achievable than ever, according to SAP data expert Chris O’Hara.
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Personalization at Scale: An Interview with Mark Abraham, Global Leader, Boston Consulting Group
Customer First Thinking
Personalization at scale has long been a dream of marketers. But until recently it has been more superficial than helpful, constrained by legacy technology and processes. Today, however, AI makes it easier to do than ever before. Now the only thing holding marketers back, according to personalization expert Mark Abraham, is their campaign mindset.
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Marketing Masterminds
Customer First Thinking
Select excerpts from interviews with some of marketing’s most prominent thought leaders on the state of marketing and the need for transformational change.
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The B2B Journey Map: An Interview with Jim Tincher, President, Heart of the Customer
Customer First Thinking
B2B companies tend to be laggards when it comes to delivering a superior customer experience, focused more on selling than servicing. But as a result of digital disruption, they have finally begun to embrace the need for a better post-sale journey, according to Jim Tincher, a leading expert in B2B experience design.
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Saving Market Research: An Interview with Brett Townsend, SVP of Strategy, Quester
Customer First Thinking
The market research industry is facing an existential crisis. Brand marketers have lost faith in old school methods of research – too slow, cumbersome and costly, in their view. To regain the trust of marketers, the consumer insights industry has to modernize their practices and start delivering insights that make more of a strategic impact, says Brett Townsend, a leading market research authority.
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Buyer Personas: An Interview with Jim Kraus, President, Buyer Persona Institute
Customer First Thinking
Buyer Personas have become a standard part of the marketing toolkit for creating customer empathy. But where they can go wrong is failing to reveal why customers make the decisions they do, according to persona design authority Jim Kraus.
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Cultural Intelligence: An Interview with Anastasia Karklina Gabriel, Senior Insights Lead at Reddit and Cultural Theorist
Customer First Thinking
These days it can be risky for brands to take a stand on social issues or promote inclusiveness. But if marketers are able to honestly depict the diversity of society in their brand communications, their message has a far greater chance of being heard, according to cultural theorist Anastasia Karklina Gabriel.
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Customer Equity: An Interview with Allison Hartsoe, AI Value Creation Consultant and Author
Customer First Thinking
Companies still tend to over-invest in the acquisition of new customers while paying scant attention to relationships with existing customers. The solution to correcting that imbalance, argues value creation expert Allison Hartsoe, is knowing the collective lifetime value of all customers, known as customer equity.
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Transforming the Customer Experience: An Interview with Jon Picoult, Founder and Principal, Watermark Consulting
Customer First Thinking
CX quality has declined in recent years as companies struggle to keep up with the expectations of customers. But the main reason, according to renowned CX expert Jon Picoult, is that they settle for mediocrity when they should be aspiring to make the experience more distinctive and memorable.
info_outlineMarketers have an opportunity to play a lead role in helping their organizations adapt to the massive wave of change expected in the years ahead. But first marketers will have to “future-proof” themselves, according to Alison Simpson, the new leader of the Canadian Marketing Association.