The document discusses the changing role of the Chief Marketing Officer (CMO), now seen as a 'Chief Marketing Operative' reflecting customers' active, mobile, and social behaviors. It emphasizes the need for brands to adapt by engaging with customers, creating an omni-channel experience, and unifying content with commerce, while also becoming agile marketers responsive to market changes. By employing these strategies, brands can better connect with today's connected customers and enhance their shopping experiences.

1. MEET
YOUR
NEW
CMO

2. MEET
YOUR
NEW
CMO
Your CMO is no longer a Chief
Marketing Officer. She’s now a
connected customer—your
Chief Marketing Operative.

3. YOUR
CUSTOMERS
ARE NOW IN
CHARGE
They move fast
And think fast
Here’s how to keep up with them

4. YOUR CONNECTED CUSTOMER IS…
ACTIVE
⊲⊲Doing a lot of different things in different places
⊲⊲The path to purchase is no longer linear
COMMERCE:
Validation

5. TO CONNECT WITH HER YOU NEED TO…
FOLLOW & ENGAGE
⊲⊲Move at the pace of your connected customer
⊲⊲Unify content + commerce

6. YOUR CONNECTED CUSTOMER IS…
MOBILE
⊲⊲Uses a number of mobile devices
⊲⊲Constant connectivity presents both
challenges and opportunities for brands
Source: Media Metrix Multi-Platform, comScore, April 2013
2 in 3 online
adults are
cross-platform
PC users
179mm
Mobile only
14mm
Tablet
31mm
Smartphone
109mm
Mobile users
136mm
PC + Mobile
122mm
PC only
58mm

7. TO REACH THEM YOU NEED TO…
CREATE AN
OMNI-CHANNEL
EXPERIENCE
⊲⊲Elevate your offering
⊲⊲Remain in their consideration set
Multichannel Omni-Channel
Mass Marketing Approach 1:1
The Store My Store
Competing Channels Channels in Concert
B2B and B2C Human to Human (H2H)
Linear Path Continuous Path
Point of Sale (POS) My POS

8. YOUR CONNECTED CUSTOMER IS…
SOCIAL
⊲⊲Fickle and influenced by others
⊲⊲Can also be your biggest advocate
Consumers are 71% more likely
to make a purchase based on
social media referrals
Source: Hubspot, Inbound Marketing, 2012.

9. SO, YOU NEED TO…
UNIFY CONTENT
+ COMMERCE
⊲⊲Put your product in a context
customers can relate to
⊲⊲Make their experience easy
to share with their networks

10. SO, YOU NEED TO…
UNIFY CONTENT
+ COMMERCE
The connected customer and
mobile devices have set the stage
for a completely different shopping
experience
⊲⊲No longer just features and functions
⊲⊲Content must “romance” customers
into purchasing the product
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11. TO DO ALL THIS, YOU NEED TO BE AN…
AGILE MARKETER
The agile marketer knows what
the target market needs now,
rather than what they needed six
months ago—and tailors
activity accordingly

12. THE PROBLEM WITH
“BEST PRACTICE”
Consumer behavior
changes fast—the issues
you’re facing today aren’t
the same ones that
“industry best practice”
has already solved

13. THE PROBLEM WITH
“BEST PRACTICE”
Today
Campaign starts
in response to
a perceived
“problem”
7 months later
Campaign ends with
brilliant results
10 months later
Call for papers—
campaign is submitted
Bottom line: those problems
are no longer today’s problems
as a case study
15 months later
Conference—campaign
is showcased as
‘best practice’

14. BREAK FREE
FROM BEST PRACTICE
5MARKETING: GO AGILE AGILE PRINCIPLES
for finding and fixing
marketing problems
A do-it-yourself guide for Agile Marketers

15. 1 After all, it’s the only one that
LIVE FROM YOUR
CUSTOMERS’
POV
really matters.
Being able to monitor customers’
changing needs is one thing—how
you respond is more important. You
need to be quick and nimble by
using a platform that allows you to
unify content + commerce.

16. 2KEEP THE
BIG PICTURE
IN SIGHT
It’s easy to get carried away
with daring experiments
and lose sight of what your
brand is about
1 Remember your goals
2 Set your KPIs
3 Use the right tools to track
whether you’re meeting them

17. 3BUILD A GREAT
“MARKOPS”
TEAM
Empower everyone in the team
to make decisions and implement
them—even if it means taking a
risk or making a leap of faith
MarkOps can only be effective
if the team can work together to
respond quickly to opportunities
and problems

18. 4PRIORITIZE
THE PROBLEM
Nothing beats hard data
for uncovering the root causes
of problems
The agile marketer pays
attention to gut instinct, but
trusts hard data much more
Hard answers are more useful than random
pontificating—or random experimenting

19. TEST, LEARN,
ACT, REPEAT
Iteration, not perfection
Have an idea for something that
might work, test it, monitor the
results, and make decisions
5
Real-time testing is a great way to understand which option
has the greater impact, and then efforts can be poured into it

20. A PROBLEM
SHARED
Using these five principles
you’re well placed to become
an agile marketer who:
⊲⊲Uncovers problems
⊲⊲Looks them in the eye
⊲⊲Takes appropriate action
All in the time it takes a “best practice” marketer
to read another out-of date case study Your brand

21. IN SUMMARY

22. YOUR NEW
CMO IS:
⊲⊲Active
⊲⊲Mobile
⊲⊲Social

23. HERE’S HOW
TO KEEP UP
WITH HER…
⊲⊲Follow & Engage
⊲⊲Create an Omni-Channel
Experience
⊲⊲Unify Content + Commerce
⊲⊲Be an Agile Marketer

24. CONNECT
WITH YOUR
CUSTOMERS
With EPiServer you can unify your content with
commerce, giving you a set of tools that help you
nimbly create, manage, and deliver an omni-channel
digital experience that focuses on your connected
customer and gets your product noticed.
To learn more visit:
episerver.com/meetyourCMO