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Persona - CMO
Challenges
CMOs are expected to spend more on technology than CIOs in 2017 (Gartner)
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1 2 3Over a decade, of all the changes we’ve observed in the B2B world, perhaps the most interesting has been the evolution of the marketing function and the chief marketing officer (CMO) role.
Numerous factors (largely technology-enabled) are making the CMO’s life increasingly complex. The shift from mass marketing to highly targeted client outreach and interaction, the rise of online aggrega-tors and the mounting importance of direct distribution channels have all upped the demands on marketing leaders.
Additionally, with the growing ability to dig deep and scrutinize data to drive costs and ROI management, the marketing function now has a much stronger impact on operational performance.
Outlook for 2017 - Data & Insights
From the Harvard Business Review:
Insights are only as good as the data from which they’re gleaned, so one of the most important roles the CMO steps into is that of a data miner.
30% Companies
70% CMOs
By leveraging data with a CMO’s natural understanding of human behavior, he or she plays a vital rolein enhancing customer service, driving sales, and ultimately, the overall suc-cess of the organization and ensuring streamlined business ROI flow.
believe they understand their customers’ needs well enough to identify what initiatives will drive growth.” That Leaves
with the data, but not the actual insights to create a clearer picture of buyer activity.
Armed with data and analytics, CMO’s must now transition from miner to refiner. It’s true that CEO’s can help create an Ideal Customer Profile, but it’s the CMO who knows the most about clients and their experiences.
How SMARTe's DaaS Offerings can helpBespoke Contacts
Global Technology Install-Base & Contact Discovery; 100% phone verified & SLA guaranteed; Double Opt-In - Ideal for ABM and highly targeted campaigns
Relevant ContactsReal time Global Prospect discovery/enrich and Tech Install; Web verified
(No Direct Numbers)-Ideal for Mass campaigns – Mass Data Append
Data AuditPioneering data hygiene philosophy – Data Health Check,
TAM/White Space/GAP analysis, Mass Data Append
Data SanitizationWeb forms, Events, Tradeshows, Conferences and CRM Data Cleansing / Validation / Enrichment
Data StrategiesHelp identify look-alike customers, buyers - low hanging fruit prospects
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CMO’s can’t only be concerned with the breadth of data but also data quality. Superior data makes for superior decision-making.
The CMO has to strategize how to gather & mine data to produce useable insights.
If you are interested in seeing what data insight you can glean from your target market, feel free to reach us at call +1 (408) 834 8842, or email [email protected]
www.smarteinc.com
We have aided top-level CMOs from large enterprise companies such as :
