Material Changes in the Customer Experience & the Profound Impact on CMOsJames O'Gara
Over the next three-to-five years, 75 percent* of marketers say
they will be responsible for the end-to-end customer experience. To be successful, CMOs must have a deeper understanding of the strategies and tactics required to deliver a superior customer journey. This paper explores how marketing’s responsibilities must change in the organization, how marketers must extend their reach into the customer experience, and why the CMO’s role must be reimagined.
The CMO and Marketing's Role in the Customer ExperienceJames O'Gara
The customer experience has become the competitive battleground for business. By delivering a consistent, memorable experience, companies can create a competitive advantage that increases customer engagement, conversion, loyalty and advocacy.
Today, almost everyone in a company plays a role in the customer experience — from HR to finance, operations, sales, marketing, customer service, even general employee connections and interactions. As a result, ownership and management of the entire customer experience has been elusive. That is rapidly changing. Over the next three-to-five years, 75 percent of marketers say they will be responsible for the end-to-end customer experience.
This series will provide CMOs and business executives with a deeper understanding of the strategies and tactics required to deliver a superior end-to-end customer experience. This is the first of 10 executive education sessions.
Creating Clarity and Conviction in the Mind of Your CustomerJames O'Gara
Clarity and conviction in the mind of your customer starts
with an authentic and consistently delivered corporate story.
To establish clarity and conviction, CMOs must first address
the enterprise-wide messaging development and delivery
problem that exists across all three phases of the customer
experience (self-service, sales, post-purchase). The CEO,
CMO and customer experience leaders must get in a room
and devise a plan for delivering a consistent story in the
complex experience economy they operate in today. This
starts with the CEO making the corporate story a strategic
priority across the organization. The CEO must fundamentally
buy in to the fact that your corporate story directly impacts
the customer experience and financial performance. Read more...
Extracting Business Value From All Three Phases of the Customer ExperienceJames O'Gara
This presentation is from the Future of the CMO / CXP Executive Education Series (www.cmoeducationseries.com). The education series is hosted by OnMessage (www.itsonmessage.com).
This education session explains why CEOs, CMOs and other business executives are quickly coming to the realization that every aspect of the organization must work together to achieve lasting customer experience success. It’s not just about successful lead generation. It’s not just about great sales conversion rates, or a better than average Net Promoter Score. Christine Crandell, a contributing editor with Forbes magazine said it best, “Customer experience is not restricted just to the attract engage-convert-close funnel. Rather it is about the lifetime experience the buyer expects to have with a vendor.” What this means is every phase of the customer experience matters. And only when all three phases of the customer experience are performing at a high-level can a company reach its full potential.
In this extensive review of account-based marketing, Eric Mower & Associates provide B-to-B marketers with everything they need to know about this rapidly growing tactic, including how and why it must be done.
Material Changes in the Customer Experience & the Profound Impact on CMOsJames O'Gara
Over the next three-to-five years, 75 percent* of marketers say
they will be responsible for the end-to-end customer experience. To be successful, CMOs must have a deeper understanding of the strategies and tactics required to deliver a superior customer journey. This paper explores how marketing’s responsibilities must change in the organization, how marketers must extend their reach into the customer experience, and why the CMO’s role must be reimagined.
The CMO and Marketing's Role in the Customer ExperienceJames O'Gara
The customer experience has become the competitive battleground for business. By delivering a consistent, memorable experience, companies can create a competitive advantage that increases customer engagement, conversion, loyalty and advocacy.
Today, almost everyone in a company plays a role in the customer experience — from HR to finance, operations, sales, marketing, customer service, even general employee connections and interactions. As a result, ownership and management of the entire customer experience has been elusive. That is rapidly changing. Over the next three-to-five years, 75 percent of marketers say they will be responsible for the end-to-end customer experience.
This series will provide CMOs and business executives with a deeper understanding of the strategies and tactics required to deliver a superior end-to-end customer experience. This is the first of 10 executive education sessions.
Creating Clarity and Conviction in the Mind of Your CustomerJames O'Gara
Clarity and conviction in the mind of your customer starts
with an authentic and consistently delivered corporate story.
To establish clarity and conviction, CMOs must first address
the enterprise-wide messaging development and delivery
problem that exists across all three phases of the customer
experience (self-service, sales, post-purchase). The CEO,
CMO and customer experience leaders must get in a room
and devise a plan for delivering a consistent story in the
complex experience economy they operate in today. This
starts with the CEO making the corporate story a strategic
priority across the organization. The CEO must fundamentally
buy in to the fact that your corporate story directly impacts
the customer experience and financial performance. Read more...
Extracting Business Value From All Three Phases of the Customer ExperienceJames O'Gara
This presentation is from the Future of the CMO / CXP Executive Education Series (www.cmoeducationseries.com). The education series is hosted by OnMessage (www.itsonmessage.com).
This education session explains why CEOs, CMOs and other business executives are quickly coming to the realization that every aspect of the organization must work together to achieve lasting customer experience success. It’s not just about successful lead generation. It’s not just about great sales conversion rates, or a better than average Net Promoter Score. Christine Crandell, a contributing editor with Forbes magazine said it best, “Customer experience is not restricted just to the attract engage-convert-close funnel. Rather it is about the lifetime experience the buyer expects to have with a vendor.” What this means is every phase of the customer experience matters. And only when all three phases of the customer experience are performing at a high-level can a company reach its full potential.
In this extensive review of account-based marketing, Eric Mower & Associates provide B-to-B marketers with everything they need to know about this rapidly growing tactic, including how and why it must be done.
Strong brands possess credible, relevant and distinctive brand promises. Even more
importantly, they fulfil these every day. Developments in social media changed the world
of brands. It has become a zillion-channel place where anyone can express their opinion
about your brand and where that opinion will be heard. So, how can you deal with this?
The answer is simple: with trust. The execution, however, is far more complex.
PJA Advertising + Marketing provides three tips for B-to-B marketers looking to evolve their brands, plus examples from clients who have already had success doing so.
Relationship Marketing - Leads from SocialParth Pandya
This is purely a marketing topic where I will make the reader aware with the “Relationship Marketing” through different social media platforms. I wish to highlight those details through “Affinity, Discovery & Validation” concepts. I wish to keep "Twitter" as the main tool to govern my session and my talk will be around it to get more leads through that as well.
Capturing Customer Data and Insights that Elevate the Customer ExperienceJames O'Gara
Curriculum Highlights:
The data set that truly drives the customer experience
starts with understanding the customer’s desires, needs,
challenges and decision-making drivers. Do you need
big data to capture these insights? Maybe. Maybe not.
During this session, you’ll gain insight into the customer
experience data that really matters and how it can be
leveraged to improve the customer buying process and
journey. You’ll also learn about research techniques
that can be used to capture an accurate Voice-of-theCustomer
(VOC) and how the insights will help you create
a differentiated customer experience.
Learning Objective:
Participants will leave with a deeper understanding of the
customer research methods and data they need to create
a more engaging and compelling customer experience.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
2013 - CSC Customer Intimacy Barometer - Convergence between on and off-line ...CSC
2013 Customer Intimacy Barometer (CSC) - 100+ interviews throughtout Europe - Convergence in Customer Intimacy at the crossroads of online and offline - CSC vision of current evolutions (cross-Verticals)
Effective communications must either amplify your competitive strengths or inoculate against your competitive weaknesses. When helping our clients build communications strategies that persuade by reason and motivate through emotion, one of the tools we employ is the “Six Rs of Strategic Communications” to help break through the clutter and ensure messages are guided by a proactive strategic approach.
The problem with channel sales model is that businesses may have unrealistic expectations. As a result, they are surprised when the results from each new partner are a disappointment.In this whitepaper, we discuss these unrealistic expectations.
Winning brand loyalty today means one thing: putting the needs of customers first. Giving them an experience so distinctive and so memorable that they can’t help but talk about it. Yet most companies aren’t organized to put customer needs first - to think about the entire customer experience. They operate in siloes. As a result, the customer gets trapped between touchpoints, their needs an afterthought. Unhappy being treated as strangers, they complain or defect. Here’s the paradox: marketers have never had so many ways to connect directly with customers – yet it’s harder than ever for them to make meaningful connections. To win the right to stay connected with customers, brands must first earn their trust.
Strong brands possess credible, relevant and distinctive brand promises. Even more
importantly, they fulfil these every day. Developments in social media changed the world
of brands. It has become a zillion-channel place where anyone can express their opinion
about your brand and where that opinion will be heard. So, how can you deal with this?
The answer is simple: with trust. The execution, however, is far more complex.
PJA Advertising + Marketing provides three tips for B-to-B marketers looking to evolve their brands, plus examples from clients who have already had success doing so.
Relationship Marketing - Leads from SocialParth Pandya
This is purely a marketing topic where I will make the reader aware with the “Relationship Marketing” through different social media platforms. I wish to highlight those details through “Affinity, Discovery & Validation” concepts. I wish to keep "Twitter" as the main tool to govern my session and my talk will be around it to get more leads through that as well.
Capturing Customer Data and Insights that Elevate the Customer ExperienceJames O'Gara
Curriculum Highlights:
The data set that truly drives the customer experience
starts with understanding the customer’s desires, needs,
challenges and decision-making drivers. Do you need
big data to capture these insights? Maybe. Maybe not.
During this session, you’ll gain insight into the customer
experience data that really matters and how it can be
leveraged to improve the customer buying process and
journey. You’ll also learn about research techniques
that can be used to capture an accurate Voice-of-theCustomer
(VOC) and how the insights will help you create
a differentiated customer experience.
Learning Objective:
Participants will leave with a deeper understanding of the
customer research methods and data they need to create
a more engaging and compelling customer experience.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customers’ relationships in ways that benefit the organization and its stakeholder.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
Many small business owners confuse the disciplines of Sales and Marketing, in this presentation, we look at how they differ, and why companies should align both.
Dr. Salvador Treviño, Dean of the School of Business, Undergraduate Programs, Instituto Tecnológico y de Estudios Superiores de Monterrey - Multi-Channel Marketing Lecture
2013 - CSC Customer Intimacy Barometer - Convergence between on and off-line ...CSC
2013 Customer Intimacy Barometer (CSC) - 100+ interviews throughtout Europe - Convergence in Customer Intimacy at the crossroads of online and offline - CSC vision of current evolutions (cross-Verticals)
Effective communications must either amplify your competitive strengths or inoculate against your competitive weaknesses. When helping our clients build communications strategies that persuade by reason and motivate through emotion, one of the tools we employ is the “Six Rs of Strategic Communications” to help break through the clutter and ensure messages are guided by a proactive strategic approach.
The problem with channel sales model is that businesses may have unrealistic expectations. As a result, they are surprised when the results from each new partner are a disappointment.In this whitepaper, we discuss these unrealistic expectations.
Winning brand loyalty today means one thing: putting the needs of customers first. Giving them an experience so distinctive and so memorable that they can’t help but talk about it. Yet most companies aren’t organized to put customer needs first - to think about the entire customer experience. They operate in siloes. As a result, the customer gets trapped between touchpoints, their needs an afterthought. Unhappy being treated as strangers, they complain or defect. Here’s the paradox: marketers have never had so many ways to connect directly with customers – yet it’s harder than ever for them to make meaningful connections. To win the right to stay connected with customers, brands must first earn their trust.
Why Your Company’s Words and Actions Matter.James O'Gara
How your business operates, what your organization
believes in, the actions employees take and the words you
use to describe what you do, the value you deliver and what
differentiates you, are now omnipresent. These touchpoints,
interactions and messages define your customer’s overall
experience with your company. They also represent the new
competitive environment that CMOs must contend with today. Learn more ...
Where we are with marketing ROI measurement Michael Wolfe
This article discusses current state of affairs for marketing ROI measurement. There is dissatisfaction with the status quo and this article outlines a completely new approach.
Consistency. The Key to Delivering a Differentiated Customer Experience.James O'Gara
The secret to developing a clear, compelling and consistent
story is being disciplined and intentional. Your goal is to
achieve complete alignment and consistency between your
strategy, story and ultimately your customer’s experience. For
this to happen, you need to get the entire leadership team and
eventually your entire employee population to understand one
simple truth: words matter. The words you use play a critical
role in the perception your company creates in the minds of
your customers. In fact, Insight Agents found that almost 50
percent of a brand’s image is attributed to what it says and
how it says it. Learn more...
Way Beyond Marketing - The Rise of the Hyper-Relevant CMOAccenture Insurance
Accenture's CMO Survey unveils some important insights on the role of the new CMO and how the role is changing in the digital age. Read more: https://www.accenture.com/us-en/insights/consulting/cmo
This is the presentation I gave at PRSA which talks about where PR fits within Social CRM and how as well as what is needed to make that fit work. Feel free to share it around and provide feedback!
Aaron Musgrove of The Brand Makers, a sponsor company at the marcus evans CMO Summit 2023, discusses how CMOs can ensure branded gifts add value to a marketing campaign.
Make sure you are getting the right return on your marketing technology investments. Having the right partner in place to manage that infrastructure and provide the always on support that you need to provide a top notch customer experience.
Establishing Executive Alignment and Priorities Around Your Company’s Custom...James O'Gara
This is one of several presentations that are part of the Future of the CMO/CXP Executive Education Series -- Hosted by OnMessage.
Establishing Executive Alignment and Priorities Around Your Company’s Customer Experience.
Securing executive alignment and clearly defined priorities
in support of Customer Experience Management is crucial.
Yet, so few companies have a game plan for making this
happen. In most cases customer experience, as a priority
within the business, originates and stagnates within
customer service or call center departments. The initiative
fails to gain traction in other customer-facing areas of
the business. It never receives executive support and
endorsement. As a result, the customer experience never
delivers material business results.
Why is this? For the customer experience to translate into
improved financial performance and become a competitive
advantage, it must be embraced enterprise-wide. It must
be implemented in a cross-functional manner — and, it
has to be a priority for the CEO and the entire C-suite.
View entire presentation.
Customer Experience. Why CMOs Must Simplify, Then Act. How to identify, captu...James O'Gara
This paper explores the essential data requirements and actions marketing executives must focus on to capture
the customer experience opportunity. The opportunity that exists inside their company and the market they are
competing in today.
The “customer experience” — as a strategic initiative — is fairly new. There are still a lot of unknowns. There is
ambiguity regarding “ownership” of this initiative within the enterprise, and “best practices” for capturing and
using data to activate a customer experience strategy have not yet been fully defined.
With no clear path in sight, most marketing executives stall out before they get started. In many cases, this happens
because fear and complexity surrounds the data and insights required to formalize a customer experience strategy.
Fear and complexity that leads marketing executives down the “What About …” path. You know the path I’m talking
about. It’s when you and your entire team find yourselves constantly asking, “But, what about this?” Or, “What
about that?”
Marketing executives get consumed with all the possible answers they may need — all the things they don’t know.
They become overwhelmed by the enormity of the task. They overcomplicate things. What happens? Complexity
becomes the barrier to progress. A course of action is never defined and documented. So, they never get started.
Steve Jobs built his entire career doing the opposite. He eliminated complexity and focused on the power of
simplicity. He didn’t try to overcomplicate things. Instead, he focused on those things that mattered most to the
customer and eliminated everything else.
In fact, he once said … “Simple can be harder than complex: You have to work hard to get your thinking clean to
make it simple. But it’s worth it in the end because once you get there, you can move mountains.”
CMOs have the power to move mountains when it comes to elevating and differentiating the customer experience.
They just have to simplify. They have to focus on what absolutely matters: insights that will, in fact, improve the
customer experience. Then they must act.
Mark Twain said, “The secret of getting ahead is getting started.” Leading CMOs are taking Mr. Twain’s message
to heart. They are simplifying and demystifying the customer journey. They are capturing customer insights that
inform their strategy and drive action — action that improves customer acquisition, retention, loyalty, advocacy,
and ultimately the customer’s overall experience.
Rewiring marketing: a practice based approachBrowne & Mohan
Many marketing managers are not aware if they are leveraging marketing efforts correctly or getting the returns that they anticipated. Often people believe transforming marketing is all about creating some digital assets. Marketing transformation is not piece meal improvement. The primary purpose of a marketing transformation is to increase the ROI of marketing your company. In this white paper, Browne & Mohan consultants share a practice based approach to marketing transformation.
Similar to Leading CMOs achieve success with consistency, connectivity and continuity. (20)
Culture is intrinsically connected to your strategy. And story. It’s the very...James O'Gara
Peter Drucker famously said, “Culture eats strategy for
breakfast.” As we’ve shown, that’s not really true. Culture is
intrinsically connected to your strategy. And story. It’s the very
manifestation of the two. So, if you are like 95 percent of
executives who believe change is needed in your company’s
culture, it’s time to address the root cause: lack of clarity and
alignment in your story and your strategy. Then invest the time,
resources and dollars it takes to infuse that story and strategy into the hearts and minds of every stakeholder inside and outside of your company. It will be worth it. Discover why your
corporate culture is the byproduct of your story and strategy —
in action.
Culture used to be a soft concept. It used to be something the
executive team would only pay attention to when the business
environment grew toxic. In today’s world, this is changing
— and in a big way. Forward-thinking executives now view
culture as the surest way to establish a competitive advantage
because of its direct impact on the customer experience.
And, as a result, they also realize the role culture plays in the
financial performance of the business.
Of course, not all executives get it. Many still see culture as
an HR issue. They still separate it from the company’s overall
go-to-market strategy and story, and view it as something that
is built in isolation. Learn why this is not a winning formula.
The state of your culture is in fact, the state of your customer experience.James O'Gara
Studies show that most companies separate culture initiatives from their business strategy and story. They separate it from the employee and customer experience. The fact is, culture is the byproduct of your story and strategy in action. The words and actions of every employee embody your company’s story and strategy. So the real question is, what is the state of your go-to-market story and strategy? What message are you sending to your employees? What message are you sending to your customers? Executives must understand that words matter. More specifically, executives must acknowledge that the message behind the company’s story and strategy will play a significant role in the type of culture that takes root inside the business. This presentation explores why executives must redefine how they view and manage culture; the pivotal role a company’s story and strategy play in culture development; and how winning cultures are built
Culture is the byproduct of your story and strategy in action.James O'Gara
Culture used to be a soft concept. It used to be something the executive team would only pay attention to when the business environment grew toxic. In today’s world, this is changing — and in a big way. Forward-thinking executives now view culture as the surest way to establish a competitive advantage because of its direct impact on the customer experience. And, as a result, they also realize the role culture plays in the financial performance of the business.
Of course, not all executives get it. Many still see culture as an HR issue. They still separate it from the company’s overall go-to-market strategy and story, and view it as something that is built in isolation. Executives with this point of view rarely develop a culture that positively impacts employee engagement, the customer experience or business results.
This paper explores why executives must redefine how they view and manage culture; the pivotal role a company’s story and strategy play in culture development; and how winning cultures are built.
Culture: The Byproduct of Your Story and StrategyJames O'Gara
This presentation is one of several that are part of The Future of the CMO/CXP Executive Education Series. An educational series hosted by OnMessage.
----
Culture: The Byproduct of Your Story and Strategy.
To truly develop a culture that creates value, lasting
business results and a differentiated customer experience,
executives need to rethink how culture is formed. It’s
not about Ping-Pong tables, free lunches and cool office
spaces. It’s about clarity. Clarity in the company’s story —
and in the company’s strategy.
CMOs ... Just How Committed is Your CEO to CX Success?James O'Gara
There are 10 commitments CMOs need to secure from the
CEO and C-Suite if they are to achieve lasting customer
experience success. Learn about all 10 here ...
Your Story: The Bedrock of Customer Experience.James O'Gara
Your company’s message is the thread that connects the
customer experience. It’s the one thing that can truly make
a difference in what your customers think about your
company. From your website, to content marketing, to
sales conversations and customer service phone calls, your
corporate story is everywhere. It directly impacts customer
perception and their overall experience — so when, where
and how well you deliver your corporate message throughout
the customer experience matters. Learn more ...
4 Fundamental Customer Experience (CX) Questions CMOs Must AnswerJames O'Gara
Forrester Research defines "Customer Experience" as ...
“How customers perceive their interactions with
your company.”
Perception.
This is something that every CMO should know something
about. Perception is defined as …
“The way we think about or understand someone
or something.”
Isn’t that what marketing is all about? Isn’t that what “branding”
is meant to do? Establish a clearly defined position or
perception in the mind of the customer?
The CMO owns customer perception.
That is why the CMO must own the “experience” – and
capture the customer data / insight that is required to turn the
customer experience into a competitive advantage. Discover the 4 questions every CMO must answer to lead the customer experience initiative at their company. Read more...
Deliver a Corporate Story That Strengthens Your Customer Experience.James O'Gara
More than ever before, businesses operate in a world of
transparency. The always-connected-and-consuming
buyer has unprecedented access to your organization.
Your strategy and story are visible to anyone, anywhere,
at any time.
How your business operates, what your organization believes in, the actions employees take and the words you use to describe what you do — as well as the value you deliver and what differentiates you — are now omnipresent. These touchpoints, interactions and messages define your customer’s overall experience with your company. They also represent the new competitive environment that businesses must contend with today. In fact, a recent Gartner report said by 2016 (that’s here and now), 89 percent of companies expect to compete mostly on the basis of customer experience, versus 36 percent just four years ago.
In the customer-experience driven world we live in, words
and actions matter. They establish perception. They
define how customers perceive their experience with
your company. While your strategy drives your actions,
your message drives the storyline customers experience
throughout their journey.
That’s why your story and strategy must be fully aligned.
When they are not, the customer experience breaks down.
The perception of your brand is damaged. Customers lose
faith and trust in your company. Customers leave and go
to the competition.
Clarity and connectivity between your story and strategy
is paramount. A recent article in the Journal of Business
Strategy stated, “In its simplest sense, a corporate story is
a narrative tool that tells the tale of a company’s strategy
in action. It is a clear, structured, compelling articulation
of ‘‘who we are’’ and ‘‘where we’re headed’’ that rallies
emotional and rational support from stakeholders.”
The article continues, “More than mere words, however,
the corporate story’s strength lies in its ability to align
leaders, drive decision making and mobilize
the organization.”
In this paper, we’ll explore the best practices for
developing and delivering a clear, compelling and
consistent story that can in fact “align leaders, drive
decision making and mobilize the organization.”
A story that is:
> Aligned with your go-to-market strategy
> Anchored in a higher purpose
> Constructed with consistent building blocks
> Packaged, comprehensive and compartmentalized
> Embraced and activated by employees
> Connected throughout the customer experience
> Designed to produce top- and bottom-line
business results
5 ways to transform your customer experienceJames O'Gara
Informative infographic for marketing, customer experience and business executives that explains the power of infusing a clear, compelling and consistent corporate message throughout the customer experience with:
- Organizational change
- Sales enablement
- Content development
- Brand integration
11 Questions Every Executive Should AnswerJames O'Gara
This tool enables marketing and business executives to evaluate corporate
messaging effectiveness. By answering these strategic questions you’ll have
a better understanding of the challenges and opportunities your company
faces with respect to delivering compelling and differentiated messaging in
every customer conversation.
6 DIMENSIONS OF MESSAGING EFFECTIVENESSJames O'Gara
This presentation includes the actionable information you need to improve messaging across the 6 Dimensions of Messaging Effectiveness: Alignment, Relevance, Uniqueness, Consistency, Recall and Value.
In this presentation OnMessage shares specific methods and tools for assessing critical aspects of each dimension and specific steps you can take to improve the impact your messaging has in the market. The information and insight shared during this event will enable you to evaluate and answer fundamental questions like…
> How closely aligned is our messaging with our business strategy?
> Does our messaging resonate and connect with our target audience's needs?
> Is our messaging ownable and truly different than our competitors?
> How can we deliver our messaging across the organization on a more consistent basis?
> Is the message we are sending really what our target audience is hearing?
> How quickly and clearly are we communicating the value we deliver?
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Leading CMOs achieve success with consistency, connectivity and continuity.
1. March 21, 2016
James O’Gara
CEO / Founder, OnMessage
Data and analytics, content marketing, the explosion of digital
channels and employee involvement are all factors rapidly
changing how companies develop and deliver their story
throughout the customer experience. And while formulating
a meaningful and relevant message is critical to success —
delivering a clear, consistent and connected story throughout
the customer experience will determine the winners and
losers. In fact, I would go so far as to say a flawed, less that
relevant message ... delivered consistently— will outperform
a highly effective, relevant message ... delivered inconsistently.
Leading CMOs understand this. They realize consistency,
connectivity and continuity are the keys to winning the
customer experience battle.
They understand it’s no longer about launching things. It’s about
linking things.
One thing marketing has long been known for is launching
things. Launching the brand. Launching new products.
Launching new campaigns. This perception has to change
if a CMO is to be successful in the age of the customer.
Leading CMOs realize their role has to be less about launching
and more about linking things. More specifically, intentionally
linking the various conversations, communication channels,
marketing vehicles and touchpoints that play a critical role in
the customer journey.
An article on Business2Community.com crystalizes this
thought, “Customers don’t need more ads, emails, ebooks,
webinars, workshops, phone messages, sales meetings …
they need an experience that turns their interest to purchase.
You must think about every touchpoint in a very intentional
way rather than simply creating yet another marketing initiative.”
What this means is, establishing “intentional” consistency,
connectivity and continuity of your story throughout the
customer experience is crucial. Now I realize, it’s not like
CMOs haven’t focused on aligning messages across
campaigns in the past. They have. But the customer
experience … is not a campaign. It is different. The customer
experience, as the battleground for business, has elevated the
importance of connectivity like never before.
To be successful, leading CMOs are embracing an
enterprise-wide “messaging infusion” mentality. They are
designing and implementing an entirely different approach
to managing the corporate story throughout the customer
journey. To make this happen, CMOs are reengineering
marketing roles, responsibilities and processes. They are
reaching across “party lines” and developing connected,
cross-functional messaging development and delivery
processes between every customer-facing area of the business,
the marketing team, and the company’s marketing partner
ecosystem. In the end, leading CMOs are transforming their
companies into “customer-centric” organizations that are
intentionally engineered to bring a clear, compelling and
consistent story to life throughout the customer experience.
They understand they have to break down silos and negative perceptions.
Jeff Hayzlett was the CMO at Eastman Kodak when he said,
“My role as the CMO of the company is to create ‘tension’ to
move the organization and brand in a massive way. If I stop
creating tension or pushing the envelope — I will be fired.”
Hayzlett got it. To be successful, CMOs must take on the
difficult, yet critically important responsibility of driving
change. To capture greater ownership of the customer
experience, CMOs must embrace and lead strategic change
initiatives. Leading CMOs aren’t afraid to hear things like …
“that’s not your job” … “why don’t you just focus on
generating more quality leads” … or “what do you know
about organizational change?” They are breaking down limiting
Leading CMOs Achieve Success with Consistency,
Connectivity and Continuity.
2. perceptions and eliminating silos across customer-facing
areas of the business. They are driving cross-functional
communication strategies and implementing change
management programs that are transforming marketing’s role
in the business and throughout the customer experience.
They realize messaging development and delivery processes
must change.
A significant part of this transformation process is leading
an enterprise-wide corporate messaging development and
delivery infusion initiative. Messaging infusion is about
designing intentional and connected processes for bringing
the corporate story to life throughout the customer
experience. It is about infusing the corporate story
throughout the employee population, customer-facing areas
of the business, the company’s marketing and sales partner
ecosystem, as well as the communication channels and
vehicles that impact the customer experience.
Why is messaging infusion so important to a CMO and the
business at large? Because, the customer experience has
fundamentally changed the way prospects and customers
engage with your company. It has also changed the way
companies acquire, retain and create loyal customers. These
changes are sweeping and impact almost every facet of the
business. Leading CMOs are meeting this challenge head on
by changing the way their organization develops and delivers
the company’s story. They are designing and implementing
messaging development and delivery processes that will
meet the communication and connectivity requirements
of today’s buyer.
They are bringing the entire partner ecosystem along for the ride.
A critical component to a messaging infusion strategy is to
ensure your marketing partners are an integral part of the
process. In a recent interview, Michael Lazerow, CMO,
Salesforce Marketing Cloud, spoke about what it takes to
be a great CMO and the critical role the marketing partner
ecosystem plays in the customer experience. He said one of
the biggest problems for companies is that their agencies
aren’t connected very well to the business. Problems arise
when “your marketing and whole organization is collaborating,
but you haven’t connected your agencies.”
Think about it. Today, CMOs have more marketing partners
than ever before. Many of them have responsibility for
messaging development and delivery across different aspects
in the customer journey. In the past, there has been some
level of connectivity between these partners, but now they
must all be working from the same script (messaging
platform). Leading CMOs understand that the customer
chooses the path they take in their journey. They also
understand that the corporate story is omnipresent 24 / 7 /
365. This means inconsistencies and disconnects in the story
are immediately evident to customers. This is why leading
CMOs are connecting their partner ecosystem like never
before and adopting an entirely different approach to
marketing partner collaboration and coordination.
They are architecting a connected and cohesive customer journey.
Companies that don’t evolve their communication strategies
to meet the needs of today’s customer — will fall significantly
behind those that do. That’s why leading CMO’s are not
standing still. They are proactively designing intentional and
disciplined enterprise-wide processes that pull the corporate
story consistently throughout the customer journey. They are
leaving old school perceptions and definitions of marketing
behind. They are writing a new playbook. A playbook for the
entire enterprise that is rooted in delivering a consistent,
connected and cohesive story throughout the customer
experience.
The customer experience has
fundamentally changed the
way prospects and customers
engage with your company.
More Information:
To learn more about developing and delivering a clear,
compelling and consistent story throughout the customer
experience visit: www.itsonmessage.com/pov
To contact James O’Gara: jogara@itsonmessage.com