The Problematic Promise of Digital B2B Buying

In this episode of #Hashtags, Gartner analyst Jason Daigler discusses how digital commerce practitioners often cross the line in the way they sell products. The discussion includes how marketers and digital commerce practitioners can avoid unscrupulous behavior and build customer trust — and what will happen if they don’t. Jason Daigler is a Gartner VP analyst focused on digital commerce technologies, including topics such as launching a commerce site, multichannel strategy, B2B commerce, channel integration, digital shelf analytics and marketplaces. Jason has 20+ years of business experience in digital commerce, software development and product management.

17 Mai 202333min

Join us from 22 to 24 May in Denver for the Gartner Marketing Symposium/Xpo — the world’s most important gathering of CMOs and Marketing Executives™. In this episode of #Hashtags, conference Co-Chairs Kristina LaRocca-Cerrone and Brianna Lux discuss how attendees can use their time at the conference to gain insight, define and validate their marketing strategies, build their networks, and get ahead of the curve.To register for the conference, visit the Gartner Marketing Symposium/Xpo homepage

3 Mai 202328min

In this #Hashtags episode, Gartner Analyst Chad Storlie discusses what true customer centricity looks like. Many companies remain product-focused rather than moving to a customer-centric model where they emphasize meeting customers’ needs and metrics such as loyalty, satisfaction and advocacy. CMOs must adopt processes to unite their organizations on customer centricity. Customer centricity places the customer at the center of decisions, activates employees to act in the customers’ best interest and drives multilevel process changes that result in customer experience (CX) improvements in loyalty and advocacy.

19 Apr 202339min

In this #Hashtags episode, Gartner Research Director LK Klein discusses the cost of unmanaged information overload on key business metrics like strategic alignment and intent to stay, as well as solutions marketing and communications leaders can use to reduce the burden of information on employees across the organization.LK Klein is the research director for Gartner for Marketers Corporate Communications and Executive Communications research agendas, leading large-scale research studies on topics such as change management, executive communications, organizational culture, employee engagement and DEI branding.

6 Apr 202348min

In this episode of #Hashtags, Gartner’s Halle Stern speaks about how to incorporate new tactics into loyalty program strategies, such as offering experiential benefits and experiential earning. Consumers are looking for more than just discounts, and Halle talks about the importance of understanding customer values, motivations and needs in order to deliver a unique loyalty program experience.

22 Mar 202328min

In this episode, Gartner analysts Alex de Fursac Gash and Suzanne Schwartz share key insights from the newly released 2023 Gartner Multichannel Marketing Survey. The survey shows that a customer-centric “holistic channel strategy” is an effective approach to managing channel complexity. Yet if it was so easy, everyone would be doing it. We also talk about how CMOs can take these insights and apply them to their organizations, cutting through this channel complexity.Gartner Senior Director Alex de Fursac Gash serves as a thought partner to clients and facilitates a wide range of executive-level discussions for heads of marketing and their teams globally. His responsibilities include advising marketing leaders on their functional objectives; sharing best practices and providing strategic guidance; and supporting senior leaders and their teams to plan and implement a number of initiatives.Senior Director Suzanne Schwarts advises marketers on multichannel marketing strategy and execution, orchestrating campaign execution across channels, scaling marketing content across channels, analyzing cross-channel campaign performance, and mobile marketing strategy. Suzanne has more than 12 years of global marketing experience across a range of industries, such as retail, e-commerce, IT, advertising, apparel, personal care, and luxury.

7 Mar 202342min

In this episode, Gartner analyst Ant Duffin discusses the state of social commerce, outlining what it is, what it’s not and its future potential as it rapidly evolves. The discussion also provides digital marketing leaders with insights and guidance on how to evaluate social commerce opportunities, navigate the risk of constant change, and where to place short- and long-term bets.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 e-commerce and business capability (talent, partners and martech), enabling functions such as IT, HR and supply chain.Ant has over 15 years of global digital consumer/brand experience across a range of industries, including consumer packaged goods, retail, U.K. government and automotive.

22 Feb 202335min

In this episode of #Hashtags, Gartner analyst Nicole Greene discusses the proven impact of generative artificial intelligence (AI) on content and the customer experience. We’ll cover the promise and the risks of bringing AI to your organization across data, creativity, culture, and ethics. The discussion outlines how CMOs should approach harnessing the power of generative AI.Nicole Greene analyzes marketing strategy, trends, and practices with an emphasis on content marketing and management, digital experience and artificial intelligence. Nicole helps clients achieve business results by focusing on storytelling to make relevant connections with consumers. She has held content, digital experience and social marketing roles for more than 15 years with industry leaders including The United States Tennis Association (U.S. Open), Viacom and ESPN.

8 Feb 202352min