Today’s Loyal Consumer

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Consumers have used loyalty programs to get rewards and perks from their favorite brands. But there are signs that the number of loyalty program members are starting to slip. It’s time for marketers to take their loyalty programs to the next level through a better understanding of what their customers want.

View the infographic below to learn about consumers who choose where to shop based on that retailer’s loyalty program.

Print your copy of the above infographic here or read the free marketers guide How Deep Consumer Insights Improve Loyalty Program Performance. 

Do You Know Your Customers’ “Why?” You Should

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I remember when my kids were younger, they went through the “why?” phase. Days were filled with “why?” this and “why?” that. Each of my answers was met with another adorable, “But whyyyy?” A “curious kid” asks on average 73 questions a day. (Thank goodness for Google!) What I also realized as a parent was that this was strengthening my kids’ brains and they were forming their values and belief system and what will be important to them in all aspects of their lives.

In many ways, I’m still trying to answer that question, but this time Google doesn’t have the answers. The why I now answer is for brands and organizations that need to figure out the why behind consumer decisions for the sake of growing their business. You want to know why people love your brand, why they choose a competitor over you, why they once shopped at your store but now they don’t, why they buy specific products online and others in store. The list goes on.

Getting at the why is incredibly complex. People are complicated, and they, along with the marketplace, change regularly. Brand marketers must contend with several layers of why to understand a consumer’s buying decisions. It can range from the pragmatic why, which is based on things like price and convenience, to the why inspired by political and social movements. You have generational differences that affect the why, as well as why’s that can be applied to specific industries that even get down to product and feature levels. People buy Samsung phones because of their camera, and when Apple improved its camera, the company spent millions to keep people from leaving and acquire traditional Samsung buyers.

Traditionally, the only way to get at the why was to ask consumers directly through surveys. But let’s be honest, the traditional survey approach won’t scale and it isn’t very actionable. Understanding a different layer of the person’s behavior, along with surveying them with carefully crafted questions, is the only way it works. At Resonate, we ask more U.S. consumers why than any other company on the planet. While we are asking the person to describe themselves and the many layers of why, we also understand their daily digital footprint and correlate that back to the many levels of why that make up the consumers, voters and members’ decisions. For example, this enables us to uncover not just the 3,000 people from first-party survey data who plan to switch banks because they want lower interest rates, but the exact 2 million people in the U.S. who are switching due to low interest rates and maps them to what banks they currently use and how to find those people on all channels.

So while a brand may know about their current customers inside their firewalls, they know very little about those people outside their firewalls—what makes them tick and what channels are they on? Who are the prospects I can engage with efficiently and get their “why” message into my advertisement on any of my channels to make that emotional connection, move them to conversion faster and form a lasting bond? Getting at and connecting the why at scale is the next wave of growth and efficiency for our marketing industry. The Resonate Platform provide this type of deep consumer understanding.

WHY UNDERSTAND WHY?

Consumer insights are incredibly valuable to a company. According to Forrester, insights-driven firms on average grow more than 30% annually and are on track to earn $1.8 trillion by 2021.

Brands that have used Resonate’s person-level insights to uncover the what that drives the why have been able to segment their audiences more strategically and deliver the right kind of messaging and creative to the right audiences.

Resonate’s easy-to-use SaaS platform provides a unified view of the consumer no matter what’s driving their why. We start by distilling the Human Element, which is a holistic understanding of a person that starts with what makes us the most human—our values and motivations.

PEELING BACK THE LAYERS

Values and motivations are just one piece of the why puzzle. Here are the different ways we drill down into the different why layers:

The Pragmatic Why

In looking at the top 5 why’s people choose to bank where they bank, it’s clear that their focus is on convenience and financial perks.

#1 Free checking

#2 Online banking

#3 Convenience of branches

#4 Interest rates on loans

#5 Good reputation

What’s at the bottom of the pragmatist’s list is loan availability, short lines and recommendations.

The Generational Why

In looking at the two largest generations of people and why they shop where they shop, we see some pretty significant differences but also some surprising similarities.

Baby boomers and millennials similarly:

  • Value best prices and sales
  • Shop at stores with larger product selections
  • Gravitate to retailers with loyalty programs

Where they differ:

  • Baby boomers prefer stores with knowledgeable staff, easy return policies and convenient locations.
  • Millennials instead value fast and responsive staff and enjoyable/clean stores.
The Social Movement Why

Consumers are as passionate about saving money as they are about doing business with companies that align with their politics or social causes. Resonate’s insights reveal that people do align their shopping preferences with their views on social issues. Here are a few examples:

  • People who support the LGBT community and marriage equality are 12% less likely than the overall population to eat at Chick-Fil-A, which has faced criticism for its financial support of efforts to ban the legalization of same-sex marriage. Out of the 17 fast-food restaurants, we asked this audience about in our surveys, Chick-Fil-A ranked as one they frequent the least.
  • People who support companies that reduce their energy use and their packaging are more likely to shop at brands known for being environmentally friendly, such as REI, Patagonia and Timberland. This segment was 124% more likely than the overall population to purchase Patagonia products, 115% more likely to shop for Timberland products and 37% more likely to shop at REI.
The Actionable Vertical Why

The Resonate Platform can also uncover many of the actionable why’s important to specific verticals such as financial services or retail. One of the most valuable insights is knowing why people may be switching a bank or why they’re switching their insurance provider. Here are some of our latest insights:

Top 3 Why’s People Are Switching Banks:

#1 More convenient locations

#2 Better online and mobile banking services

#3 Better customer service

Top 3 Why’s People Are Switching Insurance Providers:

#1 New car or home

#2 Rate increase

#3 Seeking better service

Top 5 Why’s People Shop at Amazon:

#1 Best prices and sales

#2 Products are cost effective

#3 Products are high quality

#4 Convenient locations

#5 Larger product selection

As you can see, the why behind a consumer’s purchasing decisions can range from price to how they feel about the environment. It’s complex, and it changes constantly, but the Resonate Platform is successfully helping brands uncover the many layers of the why and shaping their strategies for solving for one why versus another why.

Want to uncover your brand’s why? Reach out to Resonate for a demo.

Resonate Releases Consumer Banking Insights Report

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New Competitors, New Technology Among Challenges Facing Financial Services Marketers

RESTON, Va., Aug. 23, 2018 (GLOBE NEWSWIRE) — Resonate, the leading provider of consumer intelligence and insights for marketers, today announced the release of its new report, The Bank Marketers’ Playbook: Consumer Insights to Score Lasting Connections. The report outlines the challenges facing traditional consumer banks and provides an in-depth profile of consumers who are looking to switch financial services providers.

Because technology has so fundamentally transformed the banking business, consumers now want a different banking experience than they did in the past, Resonate found. As a consequence, more than 5.6 million Americans are thinking about switching banks. Powerful tech companies like Amazon, Google and Facebook are all looking at ways to offer financial services and incorporate consumer banking options into their business models.

“The consumer banking landscape is changing dramatically, and financial companies that want to thrive must focus squarely on their customers and what drives them,” said Ericka McCoy, Senior Vice President of Marketing for Resonate. “The unique consumer insights provided through the Resonate Platform paint a picture of a banking customer who wants more personalized services and technology, which is why some big tech companies are looking toward the consumer banking market.”

Resonate’s report found that the largest demographic of Americans looking to switch banks are women ages 25-34 with a household income range of $25,000 to $50,000. Forty-five percent of this audience have children, and 38 percent have a college degree or higher. These consumers say they want more convenient branch locations, better customer service, and better online and mobile banking services.

Resonate’s Artificial Intelligence (AI)-driven platform is a consumer intelligence industry first, applying science and technology toward the art of understanding the complexity of human motivations—the true why behind consumers’ decisions to buy, endorse or abandon. These deep consumer insights help drive growth and customer lifetime value through improved acquisition, expansion and retention programs. Resonate is the only insights platform that provides a continuously updated view of the consumer, as well as cross-channel engagement and ongoing analysis that helps marketers make better decisions and create unique customer experiences that drive growth.

To learn more and read the full report, click here.

About Resonate

Resonate is a pioneer in Consumer Intelligence Marketing, delivering deep understanding, dynamic insights, cross-channel engagement and analysis in a single, simple-to-use SaaS platform. The Resonate Consumer Graph encompasses 9,000 attributes, including values, motivations and other psychographics, describing more than 175 million U.S. consumers. Hundreds of companies have used Resonate to reveal and engage “The Human Element,” a deeper understanding of their target audience that extends beyond traditional demographics, psychographics and behavioral data to uncover the why—the values and motivations that drive consumer decisions to buy or support certain brands, products or causes. Empowered by this unparalleled understanding, leading brands, agencies and organizations identify, engage and continuously analyze these audiences, achieving unbreakable relationships that drive growth and increase customer lifetime value.

Headquartered in Reston, Virginia, Resonate is privately held and backed by Argentum Capital Partners, Revolution Growth, Greycroft Partners and iNovia Capital. For more information, please visit www.resonate.com.

###

As reported on GLOBE NEWSWIRE on 8.23.18: Resonate Releases Consumer Banking Insights Report

Infographic: Who’s Switching Banks and Why

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Banks have traditionally led innovation in their industry, offering consumers a lot of new ways to manage their money. But with 5.6 million consumers planning to switch banks in the next year, it’s clear banks need even more innovation and better ways to connect with current and future customers.

View the infographic below to learn the reasons why consumers are switching and what exactly they’re looking for.

Print your copy of the above infographic here and continue reading with The Bank Marketer’s Playbook to gain deeper insights into your consumers and your competitors’ consumers. 

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Life After Facebook Partner Categories: How to Achieve Efficient, Effective Targeting

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There’s no doubt that the current privacy-sensitive environment is creating enormous challenges for marketers universally. Threatening, bad players, have caused increased scrutiny of all third-party data providers and marketers are reeling from round after round of changes from Google, YouTube and Facebook. The recently announced removal of Facebook’s Partner Categories, the social platform’s third-party data exchange, is yet another blow to marketers as we struggle to ensure we’re engaging with the right audiences in the right way.

Facebook will still allow you to target your campaign’s first-party audiences via a CRM upload, but let’s face it, using third-party data is arguably the bread and butter for advertising, especially for new customer acquisition.

But getting third-party data into Facebook has become cumbersome. Generally, a marketer can request an audience segment to be built and activated by their data provider into Facebook via an onboarding partner. This process can take up to two weeks, stalling the launch of your campaign while also diminishing the match rates of your audience. After being spoiled with the ease of creating audiences using Partner Categories in seconds, this new process is far from ideal.

Here’s how Resonate can help

Resonateʻs platform is different. Using this consumer intelligence platform with home grown data allows Resonate clients to create segments, export the segment into a list of mobile IDs and upload them to Facebook as a custom audience in just one hour or less!

Resonate helps you comply with Facebook’s new Custom Audience Permissioning Policy by combining our massive double opt-in survey with digital and physical footprints. This generates a deep understanding of the consumer with a high-quality dataset of over 9,000 consumer attributes in an anonymous, centrally sourced and consumer-friendly manner. Resonate data is developed with the highest standards of quality and in adherence to the DAA’s self-regulatory principles. Our clients can execute with confidence with Resonate’s farm-to-table approach to data.

The most unique feature of our platform that doesn’t exist anywhere else is our proprietary deep consumer understanding, The Human Element, which begins with a person’s values and motivations.  Partner Categories offered limited data – demographic and behavioral data such as lifestyle traits, interests, purchase behaviors. The Resonate Platform goes beyond that to uncover the why behind consumers’ purchase behaviors.  It helps you understand the values and motivations that drive an audience to make a decision, resulting in higher conversions and stronger engagement.

With personalization and customer experience being so vital in today’s market, understanding the values and motivations of consumers in a deeper, more meaningful way will increase engagement and ultimately increase revenue.

Learn how marketers can tap into first-party and third-party data for behavioral and action-based insights and more effectively measure marketing efforts that drive conversions in Forrester’s Future of Marketing Insights.

Interested in learning more about Resonate’s data solution? Contact us today.

 

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Values Targeting is the New Right Swipe

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If you wouldn’t go on a date with every male or female in the world, why would you target your marketing that way? Digital Marketing Guru Lisa Villano dives into the world of online dating to see who’s looking for love and how marketers can take a cue from their values targeting approach.

February 14th is a date that’s synonymous with love.  But for many, it’s also a day spent thinking about who his or her ideal partner would be as they comb through various dating sites.

When people build profiles and search for matches online, they are looking at much more than just demographics when considering whether or not someone would be the ideal mate for them. Factors such as values, beliefs, and hobbies are crucial pieces of the puzzle when deciding whether or not to date someone. The more detail a person includes in their dating profile, the more likely they are to connect with that perfect someone.

So in the spirit of Valentine’s Day, we thought it would be fun to take a deep dive into the world of online dating and look at some key characteristics, beyond demographics, of the men and women (ages 18-54) currently looking for love online.

Here are a few highlights of what we found:

Men                                                                                                              Women

Values Values
  • Men looking for love online are 35% more likely to value personal enjoyment in relationships.
  • They are also 24% more likely to value a sense of accomplishment.
  • Closeness to family and friends and a sense of belonging are least important to these men when it comes to settling down and building a life with someone.
  • Women looking for love are 48% more likely to value shared experiences in a relationship.
  • They are also 42% more likely to value a sense of belonging.
  • And they are more likely to value having high self-esteem and are looking for partners who make them feel good about themselves.

 

Motivations Motivations
  • Men are 66% more likely to be motivated by the desire to live an exciting life and 59% more likely to seek recognition from peers. Finding a mate who understands these desires is important to them.
  • They are 195% more likely to be motivated by a desire to find love and 380% more likely to desire sexual relationships.
  • Women are 37% more likely to seek social and professional status and 25% more likely to be motivated by a sense of individuality. Their respective partner would need to understand and support these desires in a relationship.
  • They are 235% more likely to be motivated by a desire to find love and only 4% more likely to desire sexual relationships.

 

Media Consumption Habits Media Consumption Habits
  • Top three magazines of choice are ESPN The Magazine, Men’s Health, and Rolling Stone.
  • They prefer Cable and Subscription Networks such as HBO and FX and watch shows such as Ballers, It’s Always Sunny, Vice Principals, and Westworld.
  • Top three magazines of choice are Glamour, Cosmopolitan, and The Oprah Magazine.
  • They prefer network television shows such as This Is Us, The Mindy Project, The Bachelor/Bachelorette, and So You Think You Can Dance.

 

Product & Retail Preferences Product & Retail Preferences
  • When it comes to product selection, men looking for love go for products that are considered fun/exciting, innovative, and enjoyable.
  • Practical, safe, and family-friendly products are at the bottom of the priority list.
  • They are 111% more likely to shop at stores with fast and responsive staff.
  • Women looking for love prefer products that are considered rewarding, the best looking, and healthy.
  • Energy efficient, durable, and innovative products are at the bottom of the priority list.
  • They are 67% more likely to shop at stores with strong loyalty programs.

Source: Resonate 02/2018

Based on the differences listed above, it’s easy to see why online dating is appealing to so many people. You create a profile off of your own proprietary data, build a brief on the type of person you are looking for, and then sit back and let technology bring the best matches directly to you!

At Resonate we know that searching for love online is really no different from marketers searching for their ideal customers.  You need to understand their values, motivations, and beliefs in order to effectively reach them and establish a personal, individual connection. But in lieu of a dating app, here’s how we’d suggest brands make sure they’re connecting with their perfect match…

  • Build a robust proprietary profile – When creating a dating profile, it’s important to share the most relevant information about yourself. It’s pertinent to share gender and age, but is that enough to strike a match? It’s important to also share the things that make you tick. What do you value? What do you like to do in your free time? What motivates you to get out of bed each day? These are the types of data points you need to collect in order to reach the right people for your brand.
  • Hone in on your target audience – Similar to selecting attributes for a dating profile, it’s important to specifically define the type of person you are looking for as a customer. “Men ages 25-34” is too broad a set of criteria and you’ll be swiping indefinitely to no avail (aka wasting budget dollars on the wrong people). Instead, choose characteristics that are important to you, like what they like to do for fun or if they value time with friends and family. Then layer these attributes on top of demographics to effectively target and reach people who will take action.
  • Select a platform with quality and scale – Once a target audience is defined, you need a comprehensive technology solution at your fingertips to make sure you’re finding the best match. And just like in the world of online dating, the platform does matter! Yes, you want a big pool of potential suitors to choose from. But you also don’t want to jeopardize the quality of those suitors in the process. When seeking out your ideal customers, you should have high standards, so don’t settle for a technology that fails to deliver on both fronts.
  • Fine tune your target based on insights and experiences – Sometimes in love and marketing, what you think you’re looking for isn’t always the case. And after you’ve gone on a few “dates”, you learn and refine your definition of the perfect match. For example, maybe you are targeting people who make decisions based on environmental factors, but it turns out that the people who are actually converting on your website are more concerned with price. Finding the perfect match is a learning process. And for marketers, it requires continuously optimizing and refining your targeting approach based on what you and your customers both value and care about the most.

This Valentine’s Day keep all of this in mind as you develop your next marketing campaign. At the end of the day, it’s all about establishing personal connections with people. Make sure that your messaging is reaching your targets on an individual level so that you find that perfect match and build a lifelong relationship together.

Lisa Villano is Sr. Manager, Digital Marketing & Activation Solutions at Resonate

Resonate Introduction Video

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Resonate helps you build customers who love your brand by combining a deep consumer understanding with the ability to engage and analyze audience engagement. We deliver in-depth and continuously updated insights and addressable targeting on the attitudes, purchase influences and personal values driving consumer decisions.  Watch this short video to find out how.

Watch the video directly on our Vimeo Channel:
Resonate Introduction Video from Resonate

To learn more about how Resonate can help your organization better understand your target audiences and activate them, contact success@resonate.com.

 

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Patriots vs. Eagles: A Tale of Two Fan Bases

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Ahead of Sunday’s big game, we wanted to take a look at the real driving forces behind this years AFC and NFC winners… the Patriots and Eagles fans… to see what really makes them tick (and if all the stereotypes hold true).

Ah, Pats and Eagles fans… their reputations definitely proceed them. Love or hate ’em (because there really isn’t any in-between), we thought it would be fun to take a deep dive into our consumer data and see if the stereotypes hold true. Is there more to these fans beyond their love for Tom Brady and propensity to get rowdy? And can we unlock some reasoning behind their apparent madness (no offense)? Let’s take a look…

At first glance, it turns out these two fan bases are more alike than they’d probably like to admit. Strictly looking at some basic demographics, they’re nearly identical.

Pats vs. Eagles demos

And even taking it one step further and looking at their media traits and online activity… again… Pats and Eagles fans… you’re pretty spot on with your habits.

pats vs eagles media traits

But here is where it starts to get interesting:

                                Patriots Fans                                                                        Eagles Fans
Values & Motivations  Values & Motivations 
  • Patriots fans value family, financial stability, and living a long and healthy life. Taking care of their families and maintaining traditions are top motivating factors.
  • This may explain their unwavering support and love for Tom Brady… one big ol’ New England family! 
  • Whereas Eagles fans value happiness, love, and creating memories. Living a happy and exciting life is their top motivating factor.
  • We’ll see if this weekend can provide some happiness and memorable experiences for them in the form of a Super Bowl ring… 

 

Media Consumption  Media Consumption
  • When they’re not watching football, Patriots fans are more likely than Eagles fans to watch Educational TV (History Channel, Travel Channel & Nat Geo) and Public Programming.
  • Go ahead New England, brag away…
  • Eagles fans are more likely to watch Entertainment TV (Bravo, E! & Comedy Central) as well as popular prime time shows.
  • They’re yelling at the screen on Sunday and laughing/crying to ‘This Is Us’ on Tuesday.

 

Retailer & Product Preferences Retailer & Product Preferences
  • Patriots fans overwhelming prefer companies that are viewed as honest & trustworthy.
  • Don’t be trying to sneak any fake ads or claims past these folks!
  • They are 34% more likely than Eagles fans to shop at stores with knowledgeable staff. And 27% more likely to choose a retailer with friendly/helpful employees.
  • Retailers take note, when you see those Pats jerseys offer to lend a helping hand!
  • They prefer products that are practical, high-quality, and dependable. And are 16% more likely to shop in bulk.
  • This crowd isn’t easily swayed by shiny new things. Give them tried and true all day long… just like their QB! 
  • Eagles fans are 44% more likely than Pats fans to shop at a store with a clean and enjoyable atmosphere. And 20% more likely to choose a retailer based on their loyalty programs.
  • Contrary to popular belief, looks like they do value loyalty! 😉
  • These fans are 40% more likely than Pats fans to follow a brand or product on social media.
  • And no real surprise here, they aren’t afraid to share their opinions about said brand or product either.
  • They prefer products that are the best looking, enjoyable, and unique. And are 31% more likely to make impulse purchases.
  • Minnesota stores, we’d suggest putting your latest and greatest products out front for these guys!

 

 Drink Preferences Drink Preferences
  • Patriots fans are more likely to have consumed bourbon, gin, scotch, and beer in the last 30 days. And are more likely than Eagles fans to drink coffee.
  • Looks like Pats fans might be drinking Minnesota dry this weekend! 
  • Eagles fans are more likely to have consumed vodka in the last 30 days. And are more likely than Pats fans to drink energy drinks.
  • Win or lose, it’s going to be a long night for Eagles fans on Sunday! 

Source: Resonate 02/2018

So besides the obvious amusement factor of analyzing Patriots and Eagles fans, why does all of this matter?

Well all jokes aside, these two massive fan bases are prime targets for advertisers this weekend. When looking solely at their basic demographics and media traits, these two groups are nearly identical. Any targeting efforts based on these factors alone won’t cut it. Brands and products that might appeal to Patriots fans could completely miss the mark when being pitched the same way to Eagles fans.

For advertisers who are running ads during the Super Bowl and retailers trying to attract the swarm of fans, knowing and understanding the differentiating traits between these two groups is imperative. Catering creative and messaging to these fans based on their individual values, motivations, preferences and purchase drivers will result in a huge touchdown for brands, not just this weekend but in the coming months. So I hope they did their homework because there is definitely more than meets the eye to these Pats and Eagles fans!

Unlocking the Elusive Consumer WHY

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A look at how marketers can move beyond basic demographics and behavioral data to explore the human elements of their customers & prospects and create superior brand experiences. 

Do you know your customers and prospects?

You’re probably nodding your head yes. And to a certain extent, you’re right.

We as marketers have come pretty far in our understanding of consumers. Nowadays we can tell you who they are (name, email, demographics), what they did (visited a webpage, bought a product, clicked an ad), when they did it (time and day), how they did it (desktop, iPhone, tablet), and yes sometimes even where (geolocation). However, the one thing that continues to elude us is perhaps the most important. The missing piece of the puzzle. The WHY.

Why do they do the things they do? Why do they buy certain products or support certain causes versus others? What are their preferences, what motivates them, what do they value, and not just as consumers but as actual people?

The Data Dilemma

We are awash in data, yet still struggling to understand customers and prospects on a human level. And this is where marketing technologies have failed us. Demographic data, transactional data, behavioral data. While all valuable, it doesn’t provide the insights necessary to unlock the human elements of our customers. The elements that allow us to effectively engage with them. The intelligence that describes their why.

For example, take a look at these two ecommerce client personas:

Peter_Persona

Paige_Persona

Peter and Paige. Two pretty standard customer profiles, complete with a variety of demographics to give you a good sense of who these Peter and Paige personas are. (And it’s worth noting, that getting this level of detail usually takes marketers an extensive amount of time and resources.)

Is it interesting? Yes. Is it insightful? Not really.

At this level of customer understanding we’re really just scratching the surface. Besides gender, these Peter and Paige characters are pretty much the same. And we still have no idea say why ‘Paige’, a married, 30-54-year-old, college-educated female, did not complete her last two online purchases.

Uncovering the People Behind the Page

But when you take these basic profiles and start to layer on more human attributes (like personal values, psychological drivers, hobbies, daily routines and product preferences) the personas really start to come alive. And we can begin to see Peter and Paige as not just demographics, or devices, or actions… but as people.

peter_paige_additonal

peter_paige_additional

I think we can all agree that there’s a big difference between marketing to ‘Paige’, a married, 30-54-year-old, college-educated female versus ‘Paige’, a married, 30-54-year-old, college-educated female who values carving out dedicated family time, buying high quality items, organic whenever possible, enjoys the arts and is a known impulse buyer.

Now we can start to extract the types of valuable insights needed to inform messaging, creative and even product strategies. We can fine tune our campaigns based upon a much richer understanding of the people we’re trying to persuade to act. The people behind the device, behind the click, behind the purchase. We can actually achieve Martech’s promise of human, 1:1 engagement.

Because when we understand the why for each and every one of our customers and prospects we can unlock more effective communications, more profitable customer relationships and stronger brand experiences.

Download Forrester’s newest report on the “Future of Marketing Insights” to learn how marketing leaders are using data and analytics to improve customer interactions.

 

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On-Demand Webinar: Marketing Leaders’ Customer Strategies are Failing

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Better customer experiences equal higher revenue growth.

As this reality has set in, companies are looking to their marketing and customer insights leaders to step-up and guide their teams in driving customer-obsessed strategies. And while the majority of marketing leaders may think they already are, the reality is most still prioritize internal rubrics over solving actual customer problems.

In our latest on-demand webinar, Marketing Leaders’ Customer Strategies are Failing guest speakers Shar VanBoskirk, VP Principal Analyst at Forrester Research and Andy Hunn, Co-Founder and COO at Resonate, tackle how to transform your marketing team into creators of post-digital brand experiences and leaders of enterprise-wide customer obsession.

You will learn:

  1. Why customer strategies today are failing
  2. How to rethink the purpose of marketing in 2018 and beyond to create a more human representation of your organization
  3. How to move beyond basic demographics and put rich consumer insights at the center of ALL your business strategies
  4. Examples of companies who have successfully made the switch to become “insights driven” organizations
  5. Five steps you can take to lead the transformation throughout your organization

Fill out the form below to view the on-demand webinar: