Customer Journey Officer – The New CMO | Michael Lazerow – Chief Strategy Officer, Salesforce Marketing Cloud

Is your pay-per-click strategy in dire need of updating? If you’re using the same old strategies to win at pay-per-click, there’s a huge chance that a ton of other PPC experts are using them too. So, if you want to get ahead and crush the competition, you’re going to need better, more tactical strategies and ways for creating and optimizing your PPC campaigns. If you’re ready to retire (or at least upgrade) your old PPC playbook and replace it with winning plays, view these slides along with the accompanying webinar found at http://email-marketing.pinpointe.com/webinar-ppc-playbook-loveday Learn how to use the latest online advertising technologies (think AI-powered) to optimize your digital campaigns. Lance will also outline a framework that shows you the key steps to beat the competition and succeed with your PPC ads.

The document outlines elements of a business model canvas, including key parts of a business such as value propositions, distribution channels, customer relationships, revenue streams, and more. It provides discussion questions to help define each part of the model for a particular business. Examples are given to illustrate different business model patterns and strategies.

Digital Customer Experience Strategy Speaker: Erin Smith, Senior Manager Information Experience, DocuSign

For the full Customer-Centric Transformation report, head here: http://bit.ly/2cRpfSP Adopting a customer-centric business strategy requires a carefully planned and executed organizational transformation. That kind of change alone is difficult enough without the added pressure of unfounded fears and flawed assumptions. A 2016 Merkle study, in partnership with Adobe, revealed several truths that run counter to commonly held beliefs about what is required to successfully implement people-based marketing across the enterprise. Our research findings, combined with more than 25 years of experience helping clients place their customers at the center of their business strategy, will help you build the case for change by providing you with key data points to support your initiative. Our new report dispels some of the common myths about transformation – misconceptions that can lead marketers down the wrong path by instilling either excess confidence or unnecessary fear.

Presentations of the Salesforce Latin America Summit at Dreamforce 2016. Innovation and Design Thinking. Oct, 2016. #DF16

In this session with Dirk Schart, you'll learn how to use your Brand as a Demand Accelerator for future Industries and emerging tech. Our future technologies often suffer from slow adoption and reluctance to change on the user side. Who understands the special features of the shift in the audiences will jump over it faster and conquer the markets. - How to "cross the chasm" in new technology markets by building a strong startup brand - Simplify Market Engineering with frameworks as the foundation for your brand - Help your sales teams to sell easier, faster and at lower cost by using the brand as demand accelerator

A day wise presentation of my bootcamp on AEP taken in September 2021. For more information, and to read day wise materials, please head over to my website: https://thelearningproject.in. You can also reach out to me on ritesh@thelearningproject.in

The document discusses DemandGen, a company that specializes in marketing and demand generation services to help companies improve revenue. It outlines DemandGen's approach of integrating marketing, sales, and strategy. It then provides examples of DemandGen helping technology companies grow significantly through implementing marketing programs that generated more leads and increased awareness.

Today’s marketing leadership is being tasked with creating lasting relationships and loyalty among their customer base. Yet so much of how we engage with customers and prospects is campaign driven, activating specific actions in a single moment in time. As the development of a robust and connected customer experience strategy becomes the linchpin to CMO success, the question is now more important than ever: Can loyalty and advocacy be built…and how? This presentation walks through some of the challenges and considerations CMO need to explore in order to reframe how their brands engages their customers like never before.

Four megatrends are shaping business today: increasing power of technology, shifts in demographics, low costs of experimentation, and the importance of user-centricity. For sales organizations to be successful, they now have to use Big Data more effectively, share their pitch early, use technology better, focus on platforms (not just services), and rethink their sales capabilities.

This document discusses Nexsales' RightLeads Data Management Platform which addresses key challenges in lead generation and pipeline acceleration. It provides campaign ready data through data management services including data unification across silos, data cleansing, enrichment, and analytics. A case study showed the platform created a 40% increase in ready-to-deploy campaign data for a Nasdaq customer. The platform offers various subscription tiers from lite to super-size to meet different needs.

The document provides tips for product marketing at Salesforce, including using common assets like demo videos, datasheets, and customer stories. It suggests starting by positioning your company and promoting the future benefits of cloud computing. The document also provides examples of frameworks for telling stories and examples of companies that have grown through using Salesforce products.

Naoki Takahashi of Nissan Motor Co. discusses the need for client-side market research and insights functions to redefine their scope and expertise in light of new emerging data sources. He presents several hypotheses for how client-side market research should adapt, including how to structure customer context using diverse data sources, how the market research organization should be structured, how to develop and train market research professionals on new data and tools, and how to source new data and tools—including opportunities for market research companies to provide integrated data and consumer insights.

It can be an exciting thing, starting your own business. But like many others who have begun their own startup companies, it soon becomes apparent how daunting it can be to make the company a success, or even just to keep it going. For those that do have startup companies, it can be a tricky thing to market the business and make it grow. That can be said of any new business, but particularly of small startup businesses. To help, here are a few top tips in digital marketing to help you to grow your startup.

Product-Market Fit — it’s the yearning of every founder and the mission of every product team. Why? Well, first in terms of securing funding, most investors and enterprise leaders demand that a team knows how to achieve it before they ever invest a dime into a new company or product idea. https://www.rocketsource.co/blog/product-market-fit/

The document outlines a strategic roadmap for a product launch that includes: 1. Establishing an aspiration and segment prioritization focused on outcomes for operators, doctors, and patients. 2. Developing a value proposition, pricing and branding strategy, and sales/organizational model. 3. Creating an implementation roadmap with pilots and a program management office to execute in phases and mitigate risks.

The document discusses how the traditional sales funnel model no longer works for modern customers. Today's customers conduct extensive online research before making purchases and are less influenced by sales pushes. The customer journey is now complex with many digital interactions. The goal for companies is to build brand loyalty and advocacy through a modern marketing funnel approach. This involves planning content strategies to attract and engage customers at each stage from exploration to advocacy. It also requires preparing organizations to have a customer-first mindset and comprehensively analyzing the customer journey funnel.

A must read for all CMO's - What is Content Strategy and how do I build content that drives leads and revenue? How do I make it social and why does it matter? The 10 Step Framework for Social Content

Actifio implemented a customer community strategy called Actifio Now to improve customer experience and engagement. The key components included a self-serve portal providing access to documentation, training, and a moderated community. The initial focus was on addressing common customer issues to reduce support cases. Future phases involved modernizing the design and including additional social features. The goals were to enhance training, leverage the community, align products with customer needs, and build advocacy for an upcoming IPO.

Brittany Berger provides tips on finding influencers who casually mention your competitors. These "casual influencers" are not necessarily loyal to or customers of your competitors but share their content occasionally. They are well-suited for building relationships with as they are familiar with your industry and likely open to conversations. The tips include using social listening tools to find casual influencers of competitors, looking for infrequent or one-time mentions, potentially negative comments, and then reaching out to invite comparisons, address problems, or suggest collaborative content.

"Health Cloud: Turning Healthcare Around with Big Data", Jeremy Waite, Head of Digital Strategy EMEA at Salesforce YouTube Link: https://www.youtube.com/watch?v=WuOBkHdgCWo Watch more from Data Natives 2015 here: http://bit.ly/1OVkK2J Visit the conference website to learn more: www.datanatives.io Follow Data Natives: https://www.facebook.com/DataNatives https://twitter.com/DataNativesConf Stay Connected to Data Natives by Email: Subscribe to our newsletter to get the news first about Data Natives 2016: http://bit.ly/1WMJAqS About the author: Jeremy Waite is a strategist and evangelist for Salesforce, the world's fastest growing software company, voted the most innovative company in the world for the last 4 years (Forbes).

I prepared and delivered this presentation to describe our strategy to the client and get buy-in from other stakeholders. It includes our vision for the client and the value it would bring to their organization.

Desire to standout on social media? Bored of the same old copy? Erica McGillivray, marketing consultant, will show you how to build out a strategy behind your brand voice and get real on social media.

Since 1997, Starbucks offers their beloved drinks in a special red cup that celebrates the spirit of the season. On December 2016 the company invited illustration influencers to join the company's #RedCupArt campaign and share their drawing on a red holiday cup. This Slideshare shows a selection of 15 influencers who participated in the campaign, and how their art performed on Instagram and Twitter.

A whirlwind tour of the marketing technology landscape, with a discussion of its rapid growth over the past 5 years -- and how it may evolve in the years ahead. A look at why marketing technology is so important to marketing today and how marketing teams can develop marketing technology management capabilities within their organizations.

During 2017 L’Oréal Paris launched a campaign the celebrates diversity. The #TrueMatch influencer marketing campaign featured 16 people from different colors and genders. The chosen team of influencers included a trans influencer, a plus size model, bloggers and models from The States, Nepal, Hawaii and more. During the campaign, each person from the group shared her/his own skin story. The campaign theme was inspired by the 33 shades of True Match, L’Oréal’s range of foundation shades. Here are the campaign results, with insights on each influencer and their most popular posts.

Describes the steps required to build a Sales and Marketing Machine that is predictable, scalable, automated, well instrumented, and cost efficient. This was a presentation that I gave at the Lean Startup Circle in Boston on March 24th, 2011.

This document provides guidance on how to answer case studies for a Product Management degree program. It explains that case studies place students in simulated business environments to develop decision-making, critical thinking, and presentation skills. It also outlines a common framework for answering marketing case studies, which involves forming an understanding of the case background, identifying problems and opportunities, generating alternative solutions, evaluating alternatives, and making a decision. The document advises that case studies at the University of Sri Jayewardenepura involve advance preparation, group discussion, presentations, and individual written answers.

The document discusses optimizing sales and marketing funnels. It outlines a 9-step process for building a "sales and marketing machine" that is predictable, instrumented with metrics, cost-optimized, scalable and automated. The key steps include identifying all parties involved in purchasing decisions, understanding their buying process and concerns, designing actions to entice them through the process while addressing concerns, and aligning all funnel activities to directly lead to sales.

Zara is a large international fashion company known for its rapid response to new fashion trends. It focuses on understanding customer demand and delivering desired items quickly through efficient production and distribution. Zara releases about 11,000 new designs each year, holding only 6 days of inventory compared to weeks for competitors. This allows it to provide on-trend fashion at affordable prices through a unique and vertically integrated business model.

The document outlines six steps to creating an effective inbound marketing campaign: 1) Develop an offer, 2) Create a killer landing page, 3) Nurture leads with marketing automation, 4) Tell your tribe, 5) Promote your offer, and 6) Measure everything and troubleshoot. It provides tips for each step, such as focusing offers on the awareness, consideration or decision stage; keeping landing page forms short; segmenting leads in marketing automation; and benchmarking metrics like a 20% landing page submission rate. The document aims to teach how to attract and engage customers through quality content and conversion optimization.

HubSpot partnered with innovative executives from Forrester Research, Mindjet, Rue La La, Zendesk, Atlassian, and GitHub to bring you this look into modern-day marketing org structure. As inbound and digital change the way we market, we need to stay ahead in the way we organize our teams. In this report, each executive details their org chart and looks ahead to the future. You can also download each job description found in the report for your company to use!

This document provides guidance on how to analyze a case study. It explains that a case study describes an actual administrative situation involving a decision or problem. It then outlines four types of case studies. The document proceeds to describe a two-step process for analyzing a case study: the short cycle process involves quickly reading the case study to understand the key details, while the long cycle process involves an in-depth analysis. Key steps in the analysis include defining the problem, analyzing data, generating alternatives, evaluating alternatives using decision criteria, and making a recommendation. Instructions are also provided for engaging with case studies before, during and after class discussions.

The presentation proposes a new idea for a Zara line extension: Zara for women, a line designed for real women that embraces various body shapes. The project was done by combining marketing and buying behavior information. Keep in mind that this is a fictitious line. However, actual data about the company and the industry were used to design the marketing plan.

1) Michael Lazerow discusses the evolving role of the CMO to become a "Customer Journey Officer" who is responsible for defining and optimizing the customer experience across all touchpoints. 2) Customers now expect a seamless, personalized experience across every channel as they move through different stages of their journey. 3) Marketing must shift its focus from managing customers to understanding where customers are in their journey and helping to guide them to the next step.

The document discusses how brands can use data and technology to deliver personalized customer experiences across channels. It emphasizes that customers now research purchases online and expect consistent, relevant interactions from brands. The Salesforce Marketing Cloud allows companies to gather customer data from various sources, understand individual customers, and personalize communications at every stage of the customer journey to improve engagement and sales. Case studies show how Trunk Club and Volvo Construction Equipment use the platform to drive higher conversion rates and revenue through personalized digital marketing.

Marketing to the Power of ONE! discusses how smart brands use customer data and personalized experiences across channels to increase sales and customer loyalty. It highlights how the customer journey has changed, with consumers doing extensive online research before purchases. To stay relevant, brands must understand individual customers and guide them through their shopping, buying and usage experiences. Data-driven companies that observe customer behavior across channels and use that data to deliver personalized content have seen conversion rates increase up to 6-9% higher.

1) Cities, states, and government agencies are using digital tools like the Salesforce Marketing Cloud to better communicate with and serve citizens across multiple channels. 2) Automated digital communications allow for more personalized and proactive experiences based on first-party citizen data. This improves citizen satisfaction and reduces costs. 3) Automation helps optimize the entire citizen experience across common touchpoints like onboarding, support, and renewals. This leads to increased revenue, lower costs, and better satisfaction.

The document discusses how marketing in the era of the connected consumer requires using a digital technology platform to attract, engage, and serve customers seamlessly across channels. It notes that today's consumers are mobile-first, connected 24/7, and do extensive online research. It recommends that marketers 1) engage consumers when they show interest or intent, 2) use data to deliver personalized and relevant content, and 3) automate customer journeys to improve the customer experience. The document provides examples of how companies are successfully implementing these strategies using the Salesforce Marketing Cloud platform.

Joel Book presented on new rules for engaging connected consumers. He discussed how consumers are more connected, informed, and demanding than ever before. Brands must develop an omni-channel strategy to acquire customer data across multiple touchpoints and use that data to deliver personalized, relevant messages through every channel of the customer lifecycle. An effective customer engagement strategy relies on understanding individual customers and using data-driven insights to predict their needs and provide a seamless customer experience.

Rand Schulman discusses how mobile marketing today is like web marketing in 1997 and more analytics are now needed. He talks about new opportunities from technology advances in big data, cloud, and real-time data. Brands need customer insights to build valuable lifetime experiences on mobile. Games companies have shown how to increase user engagement and monetization through analytics. Mobile should be part of omni-channel metrics to measure ROI. Marketers now need to be content engineers who test and optimize using behavioral data and analytics.

Featured topic - Social Studio Product Update Learn more about our other partner office hours at p.force.com/officehours.

It’s been said many times: mobile is eating the world. As a result the digital customer journey as we know it is not only outdated, perhaps it has become irrelevant. In an era where consumers check their smartphones 150 times a day, and where 87% of millennials admit that they have their smartphone at their side all the time, perhaps it’s time for marketers to rethink the customer journey and invest in a customer engagement model that is centered around the customers’ first screen, the mobile phone.

This document discusses how successful brands are doubling down on digital marketing to fuel customer engagement and retention in the era of the connected consumer. It notes that digital marketing spending is increasing rapidly and will account for the majority of marketing budgets by 2019. It also outlines how consumers are more informed, empowered, and demanding due to digital technologies and highlights the importance of data-driven personalized marketing across channels to optimize the customer experience at every stage of the customer lifecycle.

The document summarizes key findings from a survey of over 2,100 B2B marketers on trends in B2B marketing in 2015. Some of the top findings include: - The biggest challenges for marketers in 2015 were new business development, quality of leads, and demand/lead generation. - 84% of marketers planned to increase their budgets for 2015. - Content marketing trends finding success included video, podcasting, and paid social media advertising, while native advertising decreased. - Marketing automation was seen as an effective tactic by 81% of marketers, with lead scoring/nurturing and mobile/social media integration being top features used.

The document discusses how smart brands are using customer data and personalized digital marketing strategies across channels to improve customer acquisition, onboarding, engagement, and retention. It provides examples of how companies like Pei Wei, Mint.com, Dreamfields, Royal Bank of Canada, Beyond the Rack, and The Honest Company use email marketing, mobile push notifications, and lifecycle campaigns to better serve customers at each stage of the customer journey. The key takeaway is that understanding individual customer needs and behaviors enables brands to predict relevant content that drives the customer relationship at every touchpoint.

Mobile devices are becoming portals to our digital selves, with consumers eagerly awaiting personalized services that help discover content around them. The future of mobile lies in transforming apps into services that deliver personalized content in a non-intrusive way through APIs and by focusing on outcomes rather than products. This will involve new forms of native programmatic advertising, measuring acquisition, engagement, and outcomes to optimize apps, as well as leveraging trends in wearable technology, notifications, and apps that proactively deliver relevant content and services to users.

Marketing to the Power of ONE! How Smart Brands Use the Salesforce Marketing Cloud to Deliver a Personalized Customer Experience discusses how the Salesforce Marketing Cloud enables brands to deliver personalized experiences across channels. It highlights how customer data and progressive profiling allow brands to optimize customer journeys. Examples are provided of how Trunk Club and Volvo Construction Equipment leverage data and multi-channel strategies to increase engagement and sales.

"Disruption is no longer disruptive. It's normal". Slides from my keynote in Gothenberg, Sweden, where I discuss the future of customer relationships, marketing technology and domestic robots!

Paul Berney (@paulbmobile), Managing Partner and Co-Founder of mCordis (www.mcordis.com) and Rob Hammond (@tech2dollars), Senior Director of Mobile Engagement at Syniverse (www.syniverse.com) present how the rising influence of the mobile channel is altering the traditional customer journey and what brands can do to enhance engagement with their customers in the mobile moment.

Hilarie Koplow-McAdams, President Commercial SMB Unit for Salesforce, and Michael Lazerow, CMO of Marketing Cloud for Salesforce, made this presentation at the McKinsey Chief Marketing & Sales Officer Forum event in 2012.

Serving has become the new selling and the key to selling more and creating genuine brand advocates is delivering a great customer experience at each stage of the customer lifecycle. See best-in-class examples of how innovative digital marketers are using data, content, and technology to deliver offers, information, and services that are personal, relevant, and timely. Join Joel Book from the ExactTarget Marketing Cloud as he shows you what the winners are doing to aid the customer’s product evaluation and purchase decision and provide great new user on-boarding and service after a purchase has been made.

This was our final draft on the Social Revolution webinar deck prior to HubSpot making some final changes. Preserving it here for future reference.

Understand customers wants, needs, and desires is a tricky business but it can be made much easier if you understand three key ideas: stage based marketing, system of relevance, and the fundamentals of modern consumer desires. This presentation was created for the Data Marketing conference in Toronto 2015, and outlines new research into modern buyers, and how to understand their needs, derive intelligence from their actions, and provide the best experience possible in the modern era.

The document appears to be from a marketing conference or presentation. It includes an agenda with keynote speakers and panels on topics like organic performance, customer voice, and measuring what matters for business goals. There are also case studies and testimonials about traffic and revenue increases from clients. Graphics promote the speaker's company and its leadership in the SEO industry according to independent analysts.

Jon Chang, IBM Paid and organic: can this marriage be saved? You may find it’s easier (and more important) than you think. Learn more at c3.conductor.com

Dawn Anderson, Move It Marketing As the amount of digital content search engines must make sense of increases, so too does the importance of clarity in the written and spoken word. In this session, you’ll learn about challenges and developments in NLP (natural language processing) and how to disambiguate vagueness to focus intent and content in your SEO tactics and strategy. Learn more at c3.conductor.com

Collin Colburn, Forrester ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.

Matt Bailey & Aaron Watkins, Johns Hopkins Medicine Good medicine (and business) starts with good data. But how do we help our teams make data-driven decisions as a rule? Learn how leading light Johns Hopkins Medicine built a culture around SEO, what was a huge success, and what fell flat on its face as they transformed decision-making within the institution and web team.

Claudia Higgins, Argos | Simon Dale, Organic Want to save time spent “fixing” issues and optimizing SEO after the fact? Learn how one of the largest online retailers in the UK ensures specialists and non-specialists alike integrate SEO and user insights in their day-to-day work. Hint: free exchange of knowledge and data allows them to prioritize effectively and keep the customer at the center of web production workflow.

Duane Forrester, Yext Buckle up—these are the fast-moving consumer behavior trends and shake ups you can’t afford to ignore.

Ali Harris, Bitdefender Proving the value of early-stage content and SEO was never an exact science—but this session comes close. Bonus: Learn how to get all the “fun money” for early-stage content with solid ROI modeling.

Murilo de Favari, Omega Engineering No matter what you sell, customer experience is the product. We’ll show you how to align resources, budgets, and processes to focus marketing goals more on the people. At Omega, we set goals valuable to both our organization and our customers, measuring results with granularity that actually excites our Analytics teams. It’s not easy, but it is extremely rewarding.