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Conference Updates

December 2, 2020

Gartner Marketing Symposium/Xpo Americas: Day 2 Highlights

We are bringing you news and highlights from Gartner Marketing Symposium/Xpo, taking place this week virtually in the Americas. Below is a collection of the key announcements and insights coming out of the conference. You can read the highlights from Day 1 here.

On Day 2 from the conference, we are highlighting the latest results on top post-COVID consumer trends and buying behaviors in a recession, drivers of genius martech brands and how ABM can help focus B2B personalization efforts. Be sure to check this page throughout the day for updates.

Key Announcements

Press Releases and stories covering news from Gartner Marketing Symposium/Xpo Americas:

Cultural Zeitgeist 2021: Top Post-COVID-19 Consumer Trends

Presented by Kate Muhl, VP Analyst, Gartner

Heading into 2021, consumers are adjusting to pandemic life and a time of rapid social change and unrest. In this session, Kate Muhl, VP Analyst at Gartner, shared the key shifts in consumer values over the last year as well as the last decade, and what those shifts mean for marketing leaders’ decision making in 2021.

Key Takeaways

  • “The three major themes in American life that should be guiding marketer’s planning in the months ahead are: life realigned, the wealth gap and seismic civic engagement.”

  • “Values are the key drivers — motivations, priorities, fears and aspirations — behind consumer behaviors and attitudes. They provide marketers with a thematic understanding of what matters to their consumers.”

  • “So much of lower income spending is for the essentials of life, not optional. Whereas more affluent spending is discretionary.”

  • “People who see themselves as having fared better than their friends financially are much more likely to have curtailed their social media posting in the last 6 months because they were worried their posts would be tone deaf.”

  • “Brands have an opportunity to support on mainstreet economic issues because ultimately consumers look to companies as citizens with rights but also responsibilities.”

  • Read more in the press release “Gartner Identifies Three Themes for Marketing Leaders That Will Shape Consumer Values and Buying Behaviors in 2021.”

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Marketing Technology Drivers of Genius Brand Performance

Presented by Ben Bloom, Senior Director Analyst, Gartner

Marketing leaders struggle to align marketing spend to performance and business value. This is driving increased scrutiny and pressure on martech. In this session, Ben Bloom, Senior Director Analyst at Gartner, shared how leading brands orchestrate their martech stacks, and how these stacks contribute to business success.

Key Takeaways

  • “Genius brands, compared to their average peers, produce greater revenue growth and profit growth.”

  • “Utilization of marketing technologies is what is critical to driving business outcomes.”

  • “Genius brands take a more complementary approach to technology adoption. They are more likely to select a combination of tools to achieve their business outcomes.”

  • “Genius brands realize that utilization is absolutely essential to marketing technology effectiveness. Brands that say that their marketing technology stack is effective use 59% of their stack’s capabilities.”

  • “When you think of what’s standing in the way, it’s not finding the right technology, it’s much more likely to be a people or collaboration problem.”

  • Read more in the press release “Gartner Reveals Only 18% of Brands Have Mastered Their Extensive Martech Stack.”

Here We Go Again: U.S. Consumer Behavior in a Recession and What to Do About It

Presented by Derek Stubbs, Senior Director Analyst, Gartner

With the U.S. in a recession, consumer buying behavior is shifting drastically.  In this presentation, Derek Stubbs, Senior Director Analyst at Gartner, discussed consumer anxieties, expectations and outcomes during a recession, and how marketers can build a roadmap for navigating these turbulent times. 

Key Takeaways

  • “40% of consumers are more willing to do business with stores or other commercial premises that offer contactless payment options.”

  • “36% of consumers bought from a site or app they had never used before the pandemic, and 85% of those consumers said they will continue to shop there.”

  • “In a recession, consumers recalibrate what a necessity is versus what a luxury is. Marketing leaders need to ensure their brand is categorized as an essential - and that is determined by value and the marketer’s ability to communicate the full extent of their brand’s utility.” 

  • “Consumers are looking at more than just price in a recession. All too often brands run to discounts, which are important, but not all-important. Consumers in a recession are much more focused on the what, when and how they buy.”

ABM: When B2B Personalization Pays Big

Presented by Rick LaFond, Senior Principal, Gartner

Most B2B marketers have been deploying elements of personalization for a while, but the promise of breakthrough personalization has never been higher.  In this presentation, Rick LaFond, Senior Principal at Gartner, discussed how B2B marketers can approach account-based marketing (ABM) at scale and what personalization content is statistically proven to drive high-quality deals. 

Key Takeaways

  • “With the concept of personalization comes tremendous promise. The promise to reach the right customers, with the right message, at the right time.”

  • “79% of marketers believe the best way to engage B2B buyers is to deliver personally relevant communications. However, this level of personalization requires more from marketers today - more customer insights, more content and more resources.”

  • “ABM can bring focus to personalization efforts by ensuring that those efforts are targeted toward the right customers using the right kind of engagement.”

  • “One of the first steps of ABM is to select accounts to include in the program, using an Ideal Customer Profile.”

  • “We’re starting to see more and more B2B brands using customer engagement or behavioral data to anticipate a customer’s journey needs. This is often referred to as intent data.”

  • “Personalization that demonstrates to the customer that you not only know them, but can also help them increases the likelihood the customer will make a high-quality purchase by 9%.”

  • Learn more in the Gartner press release “Gartner Identifies Four Ways Account-Based Marketing Can Improve B2B Personalization Execution at Scale.”

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