The Growth At the End of Your Funnel

In this episode, Gartner analyst Kate Muhl leverages Gartner’s proprietary quantitative and qualitative consumer research to resolve the seeming disconnect between indicators and attitudes in 2024. The discussion hones in on the consumer trends and cultural themes that will matter to CMOs in 2024, potential impacts of the 2024 presidential campaign and how all of that is shaping consumer expectations for brands.Kate Muhl is a Gartner Analyst specializing in cultural and consumer Insights.She has been researching and advising on the consumer and U.S. culture for more than a decade.

24 Jan 202452min

In this episode, Gartner researchers Jessica Dervyn and Wilson Zhao join to discuss the impact of generative AI on search marketing. The discussion includes how the changes in the search landscape are driving a decrease in brand visibility on Google SERP, challenging brand website traffic from organic search. Consumer search behavior is constantly changing, and Google SGE (Search Generative Experience) further transform how consumers search and receive information. Digital marketing leaders must experiment with Google SGE, monitor top-performing content, and strategically refine onsite content for optimal engagement and differentiation in this evolving GenAI area.Jessica Dervyn is a researcher in the Digital Performance Benchmarking team. She leverages her digital expertise and experience along with Gartner data to write valuable research for CMOs and digital marketing leaders.Wilson Zhao is a digital advisor at Gartner for Marketer with coverage in consumer retail (i.e. beauty, luxury, activewear, CPG) in the APAC and U.S. market. He provides data-driven market insight, performance benchmarking, competitive analysis, and growth strategy to C-suite clients at major global consumer brands.

10 Jan 202430min

In this episode, Gartner analyst Rick LaFond discusses how B2B CMOs should align their customer acquisition and account growth strategies to the preferences and behaviors of the modern B2B buyer. This discussion includes the latest trends in B2B buying, as well as strategic and tactical tips for how CMOs should respond accordingly.Rick LaFond works with marketing leaders to optimize customer acquisition and account growth strategies, specializing in B2B marketing and the manufacturing and natural resources industry.

13 Des 202341min

In this episode, Gartner analyst Ant Duffin discusses how CMOs can decide if D2C is the right strategy for brands based on the strength of the Three Ps — Purpose (why), Potential (how) and Priority (what). The discussion will provide CMOs with strategic D2C guidance as to whether they should start, shift or stop D2C depending on that assessment.Ant Duffin is a Senior Director Analyst in the Gartner for Marketing Leaders practice covering digital commerce.Ant advises on digital commerce business transformation across the end-to-end value chain, including digital marketing, multichannel ecommerce, business capabilities (talent, partners and martech), and cross-functional enablement (i.e., IT, HR, supply chain).Ant has over 15 years global digital consumer/brand experience across a range of industries including CPG, retail, UK government and automotive.

28 Nov 202336min

In this episode, Gartner analyst Michael McCune discusses the evolution of marketing operations and its role in changing the way marketing works. How can CMOs effectively leverage investment in the MarOps function? What capabilities do they need in a MarOps leader? What metrics should they track as leading indicators of commercial impact? Many ask if rapid transformation is even possible. Is it?Michael McCune is a Gartner advisor who works with marketing leaders on organization strategy and operations. His current research focuses on driving transformation through the advancement of journey orchestration capabilities, martech optimization, and the pursuit of operational excellence in marketing.

15 Nov 202336min

In this episode, Gartner analyst Leah Leachman discusses how to ensure that your organization has the customer experience capabilities that support your brand promise. The discussion includes how CMOs can improve their approach to designing and measuring experiences that drive customer loyalty and growth.Leah Leachman is a director analyst with Gartner for Marketing Leaders. She advises customer experience, customer loyalty, and marketing leaders develop strategies that drive customer loyalty, retention, and advocacy. Her coverage topics include how brands can develop a customer-first experience design strategy for omnichannel experiences; customer journey mapping; enhancing customer listening effectiveness (VoC); developing customer-centric culture; competitive differentiation through CX; and the prioritization of projects to enhance the customer experience.

18 Okt 202331min

In this episode, Gartner analyst Chris Ross discusses how CMOs and CCOs can improve how they communicate about value and impact, transcending the limitations of dashboards and KPIs. The discussion includes how CMOs can better assess and understand the value they create, how to distill a core value narrative, and how to deliver marketing value stories with more resonance and fidelity.Chris Ross is a Gartner analyst working with CMOs at the world's leading organizations on marketing strategy, brand, leadership and innovation. As the author of over 100 Gartner research documents, his insights have been featured in the Wall Street Journal, Forbes, AdAge and other leading industry publications.

4 Okt 202342min