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September 1, 2021

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.

On Day 2 from the conference, we are highlighting sessions on utilizing marketing technology stacks, brand connection and trust, finding value in marketing analytics, Gartner’s Value Enhancement Score, and demystifying personalization. Be sure to check this page throughout the day for updates.

Key Announcements

Building Brand Connection Through Social Impact

Presented by Dorian Cundick, VP, Advisory, Gartner

Rising demands for organizations to be transparent about their social impact and drive social change, is putting pressure on communications leaders to develop strategic, actionable social impact agendas. In this session, Dorian Cundick, Vice President Advisor at Gartner, shared the hallmarks of an effective social impact strategy and how CMOs can best mobilize employees and other important audiences to amplify the social impact strategy.

Key Takeaways

  • “65% of audiences say they are more willing to boycott companies that don’t do social good, versus five years ago.”

  • “When organizations’ actions and words demonstrate authentic commitment, audiences should feel connected to them.”

  • “While authentic commitment does build connection, layering in personal fulfillment has a stronger impact.”

  • “Authentic commitment to social impact is necessary but insufficient for driving organizational connection. What matters far more is the degree to which the organization’s social impact activities benefit audiences on a personal level.”

  • “Illuminating personal values, empowering action, and fostering connection are three different approaches to creating personal fulfillment for key audiences.”

Value Enhancement Score: Leverage the Metric of the Future to Drive Growth

Presented by Cassandra Nordlund, Director, Advisory, Gartner

Value Enhancement Score (VES) is a customer service metric that is more predictive of customer loyalty outcomes than other traditional customer service metrics. In this session, Cassandra Nordlund, Director at Gartner, shared how to implement VES in surveys to improve customer interactions that are more conducive to increasing customer loyalty.

Key Takeaways

  • “86% of customers increase their wallet share if they’ve experienced good value enhancement during an interaction with a brand.”

  • “Customers don’t really care about how they feel about your company or your brand, they care about how they feel about themselves when they are with your brands.”

  • “VES is predictive of loyalty. If you measure value enhancement, you’ll be ahead of the game in understanding future customer loyalty.”

  • “VES is significantly more accurate at predicting all dimensions of customer loyalty than metrics such as customer satisfaction and net promoter score.”

  • “If customers receive value enhancement during their interaction, they have a 97% probability of spreading positive word of mouth.”

Martech Champions: Identify the Heroes Who Will Advance Your Martech Stack

Presented by Ben Bloom, Vice President Analyst, Gartner

The imperative to increase utilization of the martech stack relies on people and processes to guide implementation, alongside new technology acquisitions. In this session, Ben Bloom, Vice President Analyst at Gartner, outlines how creating a new role for these essential team members can unlock the potential of their martech stack.

Key Takeaways

  • “On average, organizations are not using 42% of their martech stack capabilities”

  • “25% of martech leaders feel that a lack of cross-functional collaboration is the top impediment to martech stack utilization.”

  • “A capability-first mindset and being mindful of the ‘measurement gap’ prevents wasteful spending on tools you’re unprepared to use.”

  • “From onboarding to the management of the product life cycle, product champions play a key role in managing products, capabilities and activities within the stack.”

  • “Capability-aligned communities of practice are forums that are safe spaces for sharing best practices, successes and failures, roadmaps and new emerging trends.”

How Marketing Analytics Drives Value in Your Organization

Presented by Joseph Enever, Senior Director Analyst, Gartner, and Matthew Wakeman, Senior Director Analyst, Gartner

In this session, Joseph Enever, Senior Director Analyst, Gartner, and Matthew Wakeman, Senior Director Analyst, Gartner, discussed how marketers can move beyond performance metrics to influence decision making, create deeper insights, and increase impact during times of transformation.

Key Takeaways

  • “54% of senior marketing leaders agree that marketing analytics has not had the level of influence on the marketing organization that leadership expected.” 

  • “35% of marketing leaders rank ‘inability to connect data and analytics to business value’ as being one of the top three impediments to analytics teams’ success.”

  • “There are three important value drivers for marketing analytics teams: developing influence with senior leadership, discovering new insights and determining the impact of the marketing analytics team as a function.”

  • “Analytics teams must identify next-level decisions and plan for the data, skills methodologies and tools to build their insight bridges.” 

  • “Marketers should account for both primary and secondary impacts of marketing analytics. Use the scale of the initiative to guide impact measurement planning.”

Demystifying Personalization

Presented by Alex De Fursac Gash, Senior Director Analyst, Gartner

In this session, Alex De Fursac Gash, Senior Director at Gartner, demystified what makes for a successful and effective scalable personalization and shared how marketers can design and implement effective personalization strategies that deliver growth.

Key Takeaways

  • “Personalization is the practice of gathering and analyzing customer data to deliver a tailored interaction between the brand and the customer.”

  • “There are really only two sets of activities to consider when it comes to personalization: content production - using consumer data to personalize the actual content of the message itself, and message delivery - using that same consumer data to determine who sees that content in the first place and whether it's customized or not.”

  • “As personalization becomes more ‘personal,’ it simultaneously becomes riskier.”

  • “Effective personalization is a game of balance. Too much is often worse than too little.”

  • “Messages that consumers simultaneously perceive as both helpful and proof that a brand knows them actually create an additive benefit.”

  • “Tailored help is the best way forward, and if you are not delivering this to your audience already then we strongly recommend that you do this.”

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