Listen to a 45-minute discussion of how the best marketers are making the transition from marketer to publisher by establishing internal systems and processes to plan, create, manage, distribute and optimize content operations at scale in a large and complex company. During this webinar, Stephen Diorio, the Director of the Brand Publishing Institute will share original best practices research and practical examples drawn from interviews with hundreds of leading marketers across the globe.
Yesterday, I spoke to a group of marketing and distribution executives about ways to improve sales effectiveness at the Wheelhouse Annual Conference: Doing More for Less: Creating a More Efficient Industry. The talk focused on the huge impact marketing content has on sales effectiveness and cost to sell in today’s selling environment.Our research with hundreds of leading organizations – including Asset Management leaders like Legg Mason, Janus and the Hartford Group – has taught us that content is the silent killer of sales effectiveness and the fuel that drives 100% of the executive growth agenda
On October 17th, 2016, Stephen Diorio, Director of the Brand Publishing Institute will host of panel of CMO’s to discuss the secrets to successfully enabling and executing personalized content experiences that leverage first and third party data to build unique, authentic experiences wherever customers interact with their brand. The panel – entitled Personalization: Fusing Creative & Analytics – will draw upon original best practices research conducted by Brand Publishing Institute and PwC with hundreds of CMOs, Mr. Diorio will lead a discussion about the keys to enabling a content supply chain that supports personalization at scale in digital marketing, sales and media touch points.
On October 17, Trish Shortell, managing director at RSR Partners, will host a panel at DMA’s Strategic Summit to examine these fundamental issues and more. Composed of four highly regarded leaders in the field, the panel – entitled “The Changing Face of the M-suite” – will address marketing’s need to shift into higher gear and identify:
• The M-suite’s role and how it is becoming more influential to overall business success;
• The increasing pressure and expectations;
• The use of data and analytics, their most important challenge; and
• The new skills set needed for transformation, and how to acquire them.
Stephen Diorio and Grant Butler of the Brand Publishing Institute are hosting a webinar to teach marketing executives practical ways to gain control over the quality, consistency and compliance of their marketing content in a large and complex organization with limited resources.
Rob Stagno, Director of the of Brand Publishing Institute will lead a panel of CMO’s and experts who will focus on how “Performance Marketers” are getting a return on their large investment in data and analytics.
Mr. Stagno will lead a discussion with Jamie Perry, the VP of Marketing of JetBlue and Michael Platt, the Professor of Neuroscience and Marketing, Wharton to identify the the keys to generating measurable sales returns from their investment in analytics
Working hand-in-hand with a cross functional group of marketers to define and accelerate models for Direct-to-Consumer marketing, sales and engagement.
Every brand is struggling to figure out how to adapt their go-to-market and distribution models the face of:
- An explosion of direct mobile, social and digital touchpoints for engaging customers
- The evolution of the customer journey into an “anytime, anywhere” customer experience
- The growing demand for relevant, timely, and personalized content experiences
These forces are creating opportunities, channel disruptions and new competitive threats for brands that sell directly as well as those that rely on intermediaries and channel partners to reach their end customers. 71% of executives strongly agree that the proliferation of customer touch points has led to the increased customer expectations according to recent research by PwC. And according our recent analysis, most marketers are struggling to deliver personalized content experiences across digital, mobile, and social touch points from a cost, complexity and coordination standpoint. “With all these mobile, social and digital engagement options, the customer journey has morphed from a relatively linear path-to-purchase into a non-linear process where customers engage with brands in “ping pong like” interactions as they discover, shop, purchase and use offerings” says Matt Egol, of the Brand Publishing Institute Faculty.
To come up with answers, the Brand Publishing Institute partnered with PwC’s Digital Services team to host an immersive one-day session focused on defining and accelerating models for Direct-to-Consumer Marketing, Sales and Engagement.
On May 17th in Miami, our team worked hand-in-hand with a select group of marketing leaders from non-competitive companies at PwC’s State of the Art Digital Experience Center for highly collaborative and output driven working session.
Using a scientifically proven approach, in one highly productive day, we developed a plan to:
- Fuse market trends, client examples, technologies with our collective ideas, and experiences to create winning concepts;
- Zero in on the critical touch points and experiences where brands can build competitive advantage in 2020;
- Identify the essential capabilities in the content supply chain to deliver the real-time, configurable, and “channel agnostic” content needed to support future engagement models;
- Uncover ways your company can accelerate it’s direct-to-consumer efforts to leverage your unique strengths and create competitive advantage.
The session included a mix subject matter experts and executives in eCommerce, Digital Marketing, Content Marketing and Customer Experience from a variety of industries, including: CPG, Travel and Hospitality, Technology, Entertainment and Media, as well as traditional Direct Marketers. By cross fertilizing the experiences and perspectives of these market leaders, we systematically:
- Identified the top opportunities to improve speed to market and get closer to customers with more direct mobile and digital interaction;
- Anticipated disruptions to established distribution models and channel relationships so they can be proactively managed;
- Agreed on the most promising new models for delivering value, building brand advocacy, and loyalty;
- Flagged the top threats from new competitors and direct engagement models.
If this is a critical issue to your team, and you want learn more about the findings of this working session or our DTC best practices, please contact Stephen Diorio at 203-227-6020.
The Brand Publishing Institute Launches the Brand Publishing CMO Boot Camp, An Online Executive Education Program to Teach CMOs Publishing Skills That Are Now Critical to Doing Their Jobs
The Brand Publishing Institute and our faculty partners at PwC will be hosting a special gathering of the Digital Marketing Leaders at SxSW in Austin, TX on Saturday March 12.
One of the things we will be discussing at dinner is how digital marketers can drive growth by delivering personalized content in digital, mobile and retail channels.
94% of senior-level executives believe delivering personalization is critical or important to reaching customers according to a recent study conducted by PWC’s Digital Services group.
If you or your marketing team plan to be in Austin for SxSW that Saturday and are interested in the topic, please send us an email or call at 203-227-6020 and we’ll let you know more about the dinner, and who will be there.