Top CMOs come together for a one-hour candid look at the best way to nail the key components of the customer journey — from which KPIs to watch to how best to budget across every stage of the journey.
All great stories have humble beginnings and the same holds true for a customer’s journey. From their initial contact on, a customer’s journey tracks all the essential moments that transform them from a tentative onlooker to an avid brand loyalist. Nailing how you do this should be the bedrock of your marketing strategy. But where do you put what resources? How do you spread them out from brand awareness and acquisition through all the stages of a customer’s lifetime?
These are key questions that every marketing professional wrestles with in building a customer journey map. Of course, it starts with pinpointing the who, what, when, where, and why of all touchpoints in order to duplicate success. From there, you have to consider how all your business components — advertising, social media, in store, online, customer support, etc. — played a role, and measure it all. That means establishing the most important KPIs to track success to know where and how to allocate resources and budget.
Plus, it’s important to emphasize that a customer’s journey is not a one-and-done deal. After all, it is a “journey,” meaning you’re in it for the long haul. Not recognizing opportunities to further engage with your customers may push them away from your company and into the arms of the competition. Treating them as individuals with their own preferences is the only way you’ll get them coming back to your brand.
With all that said, it’s not always easy plotting out an effective customer journey. It’s why we’ve brought together a star lineup of CMOs who will leave you with insights that may change your own journey.
Learn how to think like a top-performing CMO and create a customer’s journey map to success.
Don’t miss out.
After this webinar, you’ll:
- Gain CMO perspectives on KPIs, team structure, and resource allocation
- Learn how CMO’s are measuring marketing results
- Get tips and advice on setting your organization up for success
Speakers:
Jeffrey Rohrs, Chief Marketing Officer, Yext
Chip House, Chief Marketing Officer, Four51
Ramon Chen, Chief Marketing Officer, Marketing & Product Management, Reltio
Kevin Bobowski, Chief Marketing Officer, Act-On Software
Moderator:
Wendy Schuchart, Analyst, VentureBeat
This webinar is sponsored by Act-On Software.