Values-Based Consumers, Part 1: The Right Approach To Winning The Values-Based Consumer

Martech is the engine that makes modern marketing possible. The marketing strategy is DOA without the tech to back it up, and that means CMOs can’t afford to take a passive approach to technology. CMOs must maintain direct involvement in their marketing technology strategy to ensure that investments live up to their full potential.This session helps to better familiarize marketing leaders with martech, including its components and how it’s organized, what it should accomplish, and the relationship between tech and data.Key takeaways:Learn about current martech trends.Understand the CMO’s role in martech strategy.Understand the objectives and composition of an optimized martech stack.Discover opportunities to develop differentiated martech capabilities that support the business.Target audience level: beginner and intermediate

Joe Stanhope

 

In this interactive session, you can submit and upvote questions about marketing resource management (MRM) and learn more about top vendors evaluated in The Forrester Wave™: Marketing Resource Management, Q3 2022.To adeptly support brand strategy, marketers must make marketing operations more efficient, streamlined, and cost effective. Proactivity is paramount for modern marketers; they need to position themselves as forward-thinking business drivers who can quickly adjust to fast-changing market conditions (like a recession), corporate strategic shifts (such as a rebrand), or competitive pressures.Marketing resource management and MRM tools underpin brand strategy and can save marketers from being seen as an expense rather than an investment. Currently, the MRM tech category is peppered with vendors that offer a wide swath of capabilities spanning budgeting tools, project management software, and repositories for content and assets. To help marketers navigate these sprawling offerings, join Forrester analysts Jessica Liu and Katie Linford on this "Ask The Analysts" webinar.Key takeaways:Understand how MRM helps you manage planning and budgeting, project and program management, collaboration and calendaring, content production, asset management, and performance analytics.Learn which MRM vendors and technologies can support your marketing operations.Distinguish between money management vs. people management vs. content management capabilities.Target audience level: all levelsVendors mentioned: Adobe, Aprimo, BrandMaker (Uptempo), HCL Software, IntelligenceBank, Lytho, Marmind, Optimizely (Welcome), and SAS

Jessica Liu

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Katie Linford

 

So, your enterprise wants to become data-driven. You can implement the best data platforms, hire great people, and use the most sophisticated analysis techniques, but it’s all for naught if faulty analysis and human cognitive biases get in the way. The result? Poor business insights and data-driven decisions. Join this webinar to learn about seven data analysis failures to avoid. How many of these seven do you and/or your organization succumb to?Key takeaways: How human cognitive biases can lead to poor data analysis Seven data analysis failures to avoid (or exploit) Target level audience: beginner and intermediate

Mike Gualtieri