#03: Your Customers’ Journey

Commentary and analysis from: Jon Busman, CMO Initiative Lead, IBM Sandra Zoratti, Content and Partner Chair, The CMO Club & CMO, The Marketer Network Dave Reibstein, Ph.D., Professor of Marketing, Wharton School of Business Reena Jana, Global Program Lead and Editor, THINK Leaders

IBM & CMO Club - Study Findings

Marketing is a (buyer) journey; not a destination.

CMO Solution Guide:

“It is the best of times in marketing…borne of challenges and big opportunities.”

Sachin Gadhvi VP Marketing, Ticketmaster

“People now see marketing as a great fusion opportunity that reaches beyond awareness.”

Mirjana Prokic Marketing Director, Valspar

Budgets are up from organic increases or access to

strategic or innovation funds.

“The customer is now using digital to dictate the journey and it has flipped our view of the entire purchase process.” Michael Lacorazza, EVP, Head of Integrated Marketing Wells Fargo

“Be prepared! Figure out who your best customers are and be ready when they are ready to engage with you.”

Sachin Gadhvi VP Marketing, Ticketmaster

Sales ‘Funnel’ Top Expenditure

27% Post Purchase!

The increased budget is being spread across the entire buying cycle.

Content is the conversation "across buying stages.

“Our attention spans are now shorter than a goldfish, we need to build content with that in mind.”

Chris Campbell, Chief Marketing Officer, CNO Financial

“The biggest challenge today is to adapt the content to all the new digital tools.”

Anne-Marie Gaultier VP, Global Marketing and Communications, Bally

“I’m currently allocating 5 – 10% of my budget to innovation – new ideas and approaches where it’s okay to fail, but it allows us to test new concepts.” Paul Koulogeorge Chief Marketing Officer, Goddard Schools

“The Golden Rule: not having an ego in marketing. The real secret is removing ego from the process which allows you to continually pivot and improve.”

Yoni Ben-Yehuda Chief Marketing Officer, medCPU

54% are betting on "multiple horses

in the race for growth.

“Social media done correctly is like an orchestra, playing the same tune but each bringing something different and unique to bear.”

Wendy Harrington Chief Marketing Officer, Franklin Templeton

“Encourage and monitor social word of mouth, not only to spread the word when you do something really well, but to gain insight on how the customer sees and uses your product.” Mirjana Prokic Marketing Director, Valspar

Social, Email, Website and Apps "are the preferred channel multi-taskers.

THANKS! @IBMThinkLeaders #FutureProof

www.ibm.biz/thinkleaders

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