Conference Updates

August 31, 2021

Gartner Marketing Symposium/Xpo: Day 1 Summary

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.

On Day 1 from the conference, we are highlighting the opening keynote and sessions on personalization, AI in marketing and marketing data and analytics. Be sure to check this page throughout the day for updates.

Key Announcements

Opening Keynote: The Ecology of Vital Connections - New Pathways for Resilience and Growth

Presented by Dorian Cundick, Vice President, Advisory, Gartner, Mike McGuire, Vice President Analyst, Gartner, and Carlos Guerrero, Senior Director, Advisory, Gartner.

Smaller budgets, new restrictions on data, and a general climate of distrust in communication threaten to permanently erode marketing’s role in the enterprise. In the opening keynote of the Gartner Marketing Symposium/Xpo, Dorian Cundick, Vice President, Advisory at Gartner, Mike McGuire, Vice President Analyst at Gartner, and Carlos Guerrero, Senior Director, Advisory  at Gartner, discussed how in order to reverse this trend, marketers play a vital role in establishing new, vital connections with internal and external stakeholders, as well as customers.

Key Takeaways

  • “At this moment of heightened uncertainty and pressure, marketing’s ability to form and nurture vital connections will make or break their success. "

  • “Marketers need to re-establish and fortify connections across the stakeholder landscape: employees, business partners, and—of course—customers.”

  • “Now is the moment for marketing leaders to recognize and assert their role as the chief stewards of these vital connections—–as Chief Connection Officers.”

  • “If marketing leaders can help employees feel a bit more grounded, with a little more control, and part of something bigger—they have a real chance to invigorate performance, loyalty, and brand advocacy.”

  • “Most marketing organizations are solely focused on demonstrating their value and showcasing their contributions to the bottom line, but that’s inherently a one-sided relationship. Instead, marketing must shift focus from “us”—as a single node in an ecosystem—to “us and our partners.”

  • “Customers expect you to know and anticipate their actions, needs and requirements. Not being able to do so actively harms connection. However, simply getting it right is not enough to create a real organic connection. To do that, marketers need to focus on motivators.”

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Watch this space for more updates throughout the day.

About Gartner

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