3 Examples of Brands Doing Real Cross-Channel Marketing

Whether you call it cross-channel or omnichannel marketing, as a consumer, I love it. I love that I can connect with brands how and when I want. I love when my mobile search results show me nearby store inventory. I love opening an email with a discount code for the items I left in my online shopping cart. It makes my life easier, and I feel like a VIP who’s getting the red carpet treatment. 

As a marketer, I hate cross-channel marketing, or rather, I hate how hard it is. Using cross-channel marketing to delight customers and show your competition who’s boss is a thing of beauty, but it comes at a price. 

Cross-Channel Isn’t for the Faint of Heart

Every consumer has their own preferences and takes a unique path to purchase that involves a variety of devices and channels, both online and offline. In fact, Google reports that 90% of people switch between devices to complete a single task, using at least three devices per day. This behavior makes tracking and attribution incredibly complex, which makes creating cohesive and personalized journey for every prospect and customer a challenge.

But it’s not all doom and gloom. Many leading brands are creating awesome cross-channel journeys that give customers the one-to-one experiences they’ve come to expect. So what are they doing right, and what can we apply to our own strategies?

Here are three cross-channel tactics from brands we can all learn from:

3 Cross-Channel Tactics from Real Brands

1. Factor Offline Engagement into Personalization

Marketers have to create a personal experience that reflects the consumer’s needs, preferences, and previous behavior. It’s all about creating consistency—something that tells the buyer that we know who they are.

Many brands are doing this though email, re-targeting ads, and web personalization. Leading brands, however, are taking it a step further and creating cohesion between online and offline channels. One of the easiest ways to do this is to customize the caller experience based on online activity. If a prospect has shown interest in a specific product, they shouldn’t have to repeat this information over the phone. Make sure your call center or sales agents have real-time access to the caller’s complete engagement history (what they clicked on and when, preferences indicated, items purchased, etc.) so they can pick up the conversation without missing a beat.

Cross-channel marketers aren’t only customizing the caller experience, they’re harnessing data from phone conversations to personalize the next step in the prospect’s journey. For example, Vivint, a home security and automation provider, re-targets callers who didn’t make a purchase with a targeted offer. They also send follow-up emails based on what happened and what was said during a phone conversation. This tactic can not only be used to capture unconverted callers, it can be used to cross-sell and upsell current customers.

2. Offer Easy Ways to Connect and Engage

Good marketers put their customers first, regardless of the challenges it may pose to their tracking and attribution efforts. Being cross-channel means being where your customers are and making it easy for them to take the next step, whether that’s finding inventory information, getting a personalized price quote, or reading customer reviews.

Tuft and Needle, a direct to consumer mattress company, does this really well. They do social advertising, and re-targeting, and their website offers a variety of ways to connect: you can visit a store location, call them, chat with a live representative, sign up for email, and they even encourage you to leave their site to read real, unsolicited customer reviews. There are no single, generic paths to purchase here.

3. Blend the Online and Offline Experience

Brands that nail this will have an enormous competitive advantage, especially retailers. Today’s mobile consumers are shopping on mobile and in store, even frequently doing both at once. Use mobile to enhance the in-store experience and don’t be afraid to encourage mobile users to visit your location or in-store visitors to shop on your mobile app—it shouldn’t be a competition between your store and website or app.

Nordstrom does a great job of blending mobile and offline experiences. When shoppers search for a product, Nordstrom will display search results with the closest store location and inventory information. Shoppers can buy online or simply go to the nearest store.

Not only is Nordstrom a great example of an online-offline experience, but it’s also an example of a brand giving their consumers options to connect in a way that is most convenient.

I know cross-channel marketing sounds like an obnoxious buzzword, but in truth, it’s the reality of today’s customer journey. If we want to win the hearts of our customers, marketing has to be just as cross-channel as they are. I know it’s hard, but it’s also pretty exciting and the Modern Marketing Essentials Guide to Cross-Channel Marketing is here to help!

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Unique Selling Proposition (USP) Defined in 60 Seconds [Animated Video]

Like David Ogilvy, mid-20th-century ad man Rosser Reeves promoted a hard-sell approach and thought advertising should do one thing: sell.

And sell he did.

Campaigns for Viceroy cigarettes, Carter’s Little Liver Pills, Listerine mouthwash, and Colgate toothpaste boosted sales and put these brands on the map.

His goal was to get customers to recognize a specific brand proposition — what has become known as a unique selling proposition (USP).

But what exactly is a unique selling proposition? And why is it so important?

Watch our 60-second video about unique selling propositions

With help from our friends at The Draw Shop, we whipped up 12 definitions from our new Content Marketing Glossary into short, fun whiteboard animated videos.

Check out our video for the definition of USP:

Animation by The Draw Shop

And for those of you who would prefer to read, here’s the transcript:

In essence, a unique selling proposition (USP) is something that you offer customers or clients that your competitors do not offer.

It’s also known as a “remarkable benefit.”

In the late 1970s, FedEx effectively branded itself as the fastest, most reliable shipping service with its tagline: “When it absolutely, positively has to be there overnight.”

That was the remarkable benefit no other company could claim.

And once you identify that unique element for your business, you’ll know exactly what the theme of your content marketing should be, which will eventually become the big story of your business.

Share this video

Click here to check out this definition on YouTube and share it with your audience. You’ll also find 11 additional Content Marketing Glossary videos.

Additional USP resources

For more information about unique selling propositions, visit these three resources:

• Your Unique Story Proposition
• How to Discover Your Hidden Remarkable Benefit
• Take 15 Minutes to Find Your Winning Difference

Learn more from the Content Marketing Glossary

Ready to master content marketing essentials? Watch all of our animated whiteboard videos right now by going directly to the Content Marketing Glossary.

By the way, let us know if there are any definitions you’d like us to add to the glossary! Just drop your responses in the comments below.

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Which Channels Do Customers Trust for Branded Content?

You know that when it comes to getting an unbiased, credible, and trustworthy review of a product or service, you’re most likely to turn to family and friends.  But what about branded content? Are blogs a reliable source of information? Can social media be trusted? Where are people getting their brand information and how much of an influence do different media channels have?  Let’s take a closer look.

What Is Branded Content?

Previously, the idea of “branded content” was so new and innovative that it didn’t really fit into any single category. It’s not the same thing as advertising, but it is anything that makes people think about or associate with a brand. Confused yet?  Here’s a better way to simplify it.

Avi Savar, creative head and founder of Big Fuel, a social media and brand growth firm defines branded content as the difference between “people stories” and “product stories”.  He explains, “Traditional advertising is about delivering features, benefits, and a USP through a product story, and then finding creative ways to connect that to people.”

He continues by saying that, “Branded Content is sort of the reverse of this. It’s about starting with people stories first, so what are the things that can help brands connect with the hearts and minds of their audience, and then thinking about how you can creatively link that to your product.”

One example of branded content in action is the following video ad from Chipotle. This ad actually won an award for its creativity and was designed to align Chipotle with responsible agricultural practices in the consumer’s mind, rather than cheap burritos.

Chipotle wants people to envision them as more than just “cheap burritos”

Other well-known examples of branded content include the famous Volvo epic split campaign, which in addition to getting the “Wow!” factor from a wide audience, gets its core audience (truckers) to ask “How can those trucks go in reverse so smoothly like that?” Another is the Dove Real Beauty campaign, where a sketch artist drew images of women based on how they described themselves versus how others saw them.

Although, in the example of Dove, the campaign originally aired in 2013, it’s still being viewed today and with nearly 67 million views and over 75,000 users subscribed to Dove’s YouTube channel, anyone can easily look at this branded campaign and see how it touched people’s emotions.

Branded Content and Media Outlets

Acquity Group looked at which media outlets customers were more inclined to trust when it comes to branded content. As it turns out, some sources have a surprising amount of credibility:

Facebook comes out on top, followed by print newspapers, email and television. Rounding out the bottom are Snapchat and blogs.  It’s worth noting that according to the study, younger respondents aged from 18-30 were more than twice as likely as baby boomers (aged 52-68) to give Facebook the top rank among branded content.

In case you were wondering, older consumers gave the newspaper their most trusted vote. As for advertising influence, TV and social media alike were near the top, while older Americans found print and direct mail of greater influence.

Who’s Doing the Sharing?

Now, before you rush off to create a cavalcade of Facebook ads featuring your company’s branded content, you should know that people are far less likely to share a post directly from the company itself. Instead, they’re most likely to share a product link when it’s recommended by family or friends:

Family, friends and acquaintances hold high sway over consumers’ purchasing decisions

What kind of “brand content” Facebook posts are we most willing to share. The all-encompassing “funny video” still gets the most shares, but it’s closely followed these days by content that is designed to support a cause or organization.

With branded content, you’re essentially borrowing the customer’s time and thanking them by making them feel something – laughter, insight, amazement.  Although the ads referenced above are designed to make you think, the company behind them is secondary to the story they’re sharing.

And if more people become invested in that story, they’ll want to tell others, and the cycle continues.

Now you’re probably wondering, “branded content sounds great – but how do I make the most of it?”

Content marketers are already struggling to squeeze ROI out of their campaigns in a way that’s meaningful to managers and executives alike, so here’s how to start making branded content work for you:

Getting Started with Branded Content

First off, Facebook only allows branded content from verified pages – meaning you’ll need to have that coveted “blue checkmark” next to your name (or a grey checkmark if you’re a business) in order to take advantage of this type of promotion.

The link above describes how to go about verifying your business account on Facebook, or if you’re an individual, how to see if you’re eligible to be verified.

Once you’re verified, you can get started with branded content by going here.  Nearly any type of content can be tagged as branded content, including photos, videos, text (with and without links), live videos and more.

How do you know it works? Because you’ll see not only the company name being mentioned, but also the key “with” – and then those tagged in the post:

Now, any time the post is shared, those tagged in it will also benefit from the exposure. It’s a win-win.

What’s The Difference Between Branded Content and @Mentions?

Excellent question! The difference between branded content and your typical @Mention is that the brand which posted the page gets analytical insights that wouldn’t ordinarily be available in an @Mention.

It’s important to mention here that if you’re tagged, you’ll still get to see the post’s organic and paid engagement, sort by organic versus paid or fans versus non-fans – and otherwise see much of the same data as the owners of the branded content themselves. So although it’s not specifically coming from your page, you’ll still get to see a lot of the details that a simple mention wouldn’t have.

Now, tie this kind of content leverage in with your own UTM parameters and conversion goals and you’ll be able to see precisely how well your branded content is performing and converting.

Squeezing Every Drop of Trust and Credibility Out of Branded Content

Let’s face it, you’re already creating content. Why not take to the channel consumers trust the most and make your content work even harder for you?  You’ll be getting vastly more exposure when coupled with influencers in your industry and getting people to take action on your content in ways that a typical ad just can’t match.

What are your thoughts on using branded content? Has your company used this method effectively to increase trust, brand recognition and awareness among your target audience? Share your thoughts and impressions in the comments below

About the Author: Sherice Jacob helps business owners improve website design and increase conversion rates through compelling copywriting, user-friendly design and smart analytics analysis. Learn more at iElectrify.com and download your free web copy tune-up and conversion checklist today! Follow @sherice on Twitter, LinkedIn or Google+ for more articles like this!

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6 Social Media Publishing Best Practices

It is a challenge to define the audience for a guide to social media marketing today. Some of us have been using social media personally and professionally for more than 10 years. Or as my colleague Jeff Cohen put it a few months ago. 

"It is 2016 and we are still talking about social media marketing. Believe it or not, there are still companies that have not embraced social media as a means to improve marketing, customer service, lead generation and product development. They may come around in time."

Regardless of where you fall in the social media marketing chain, there are best practices and things to remember when it comes to social media publishing.

1. One Size Does Not Fit All

You know those studies out there that proclaim to tell you what is the best day and time to post to Facebook or Twitter to achieve maximum engagement? Forget them. You and you alone will know what works best for your audience, especially if you are properly reviewing your social listening data. Your audience may engage the most on weekends. And global companies need to take multiple time zones into account.

2. Cadence Consistency

One of the biggest mistakes brands make is not establishing a consistent cadence of publishing. It is vitally important to have a consistent message going out via
the social media platforms that work best for you and your brand. See the next section.

3. Platforms Aplenty

There is a veritable plethora of social media platforms to use, including the big boys: Facebook, Twitter, and LinkedIn. The key is to know what platforms work best for your audience—what platforms help you achieve your goals. Don’t dive right into Snapchat for example. Test it out. But if it’s not the right fit, it’s not the right fit. Period.

4. Be In Sync With Marketing

A huge part of social media publishing is to share content that your company created. And the best way to do that is ensure your social media publishing calendar is aligned with all content and demand generation marketing objectives.

5. Data

Metrics and social media can be complicated. But they don’t need to be. Just determine what key performance indicators (KPIs) matter to you most in terms of aligning with your overall goals and go from there. If over time, your KPIs change, fine. Then change them and measure and track accordingly.

6. Mobile, Mobile, and More Mobile

According to comScore, 76% of all time spent on social media channels in the US is logged with a mobile device. Canada and the UK are close behind with 70%. This should come as no surprise. Your website and blog should be optimized for mobile, but make sure your share buttons are too.

Social Drives the Relationship

Modern social media marketing is still marketing. So if you understand your audience by listening, publish content that resonates, engage them, and measure your success, you will make great social strides in this digital world.

Download The Guide to Social Media Marketing and learn how to raise your game on social media.

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Does Your Copy Pass the ‘Forehead Slap’ Test?

One of the most repeated rules of writing compelling copy is to stress benefits, not features.

In other words, identify the underlying benefit that each feature of a product or service provides to the prospect, because that’s what will prompt the purchase.

This is one rule that always applies, except when it doesn’t.

We’ll look at the exceptions in a bit.

Fake benefits

The idea of highlighting benefits over features seems simple. But it’s often tough to do in practice.

Writers often end up with fake benefits instead.

Direct response copywriter Clayton Makepeace asserts that fake benefits will kill sales copy, so you have to be on the lookout for them in your writing. He uses this headline as an example:

Balance Blood Sugar Levels Naturally!

That sounds pretty beneficial, doesn’t it? In reality, there’s not a single real benefit in the headline.

True benefits

Makepeace advises to apply his patented “forehead slap” test to see if your copy truly contains a benefit for the reader. In other words, have you ever woken up from a deep sleep, slapped yourself in the forehead, and exclaimed “Man … I need to balance my blood sugar levels naturally!”

I think not. So getting someone to pull out their wallet to buy that so-called “benefit” will be difficult at best.

Here’s how Makepeace identifies the real benefit hidden in that headline:

“Nobody really wants to balance their blood sugar levels. But anyone in his or her right mind DOES want to avoid the misery of blindness … cold, numb, painful limbs … amputation … and premature death that go along with diabetes.”

A high-risk person will want to avoid the terrible effects of diabetes. That is the true benefit that the example product offers.

How to extract true benefits

So, how do you successfully extract true benefits from features? Here’s a four-step process that works:

1. Make a list of every feature of your product or service.
2. Ask yourself why each feature is included in the first place.
3. Take the “why” and ask “how” does this connect with the prospect’s desires?
4. Get to the absolute root of what’s in it for the prospect at an emotional level.

Let’s look at a product feature for a fictional “read later” app.

Feature:

“Contains an artificial intelligence algorithm.”

Why it’s there:

“Adds greater utility by adapting and customizing the user’s information experience.”

What’s in it for them:

“Keeps the data you need the most at the forefront when you’re in a hurry.”

Emotional root:

“Stay up-to-date on the things that add value to your life and career, without getting stressed out from information overload.”

Getting to the emotional root is crucial for effective consumer sales. But what about B2B prospects?

When features work

When selling to businesses or highly technical people, features alone can sometimes do the trick. Overtly pandering to emotions will only annoy them.

Besides, unlike consumers (who mostly “want” things rather than “need” them), business and tech buyers often truly need a solution to a problem or a tool to complete a task. When a feature is fairly well-known and expected from your audience, you don’t need to sell it.

However, with innovative features, you still need to move the prospect down the four-step path. While the phrase “contains an artificial intelligence algorithm” may be enough to get the tech-savvy reader salivating, he’ll still want to know how it works and what it does for him.

The “What’s in it for me?” aspect remains crucial.

For business buyers, you’re stressing “bottom line” benefits from innovative features. If you can demonstrate that the prospect will be a hero because your CRM product will save her company $120,000 a year compared to the current choice, you’ve got an excellent shot.

While that may seem like a no-brainer purchase to you, you’ll still need to strongly support the promised benefit with a detailed explanation of how the features actually deliver.

Remember, change can be scary to the business buyer, because it’s their job or small business on the line if the product disappoints.

Sell with benefits, support with features

We’re not as logical as we’d like to think we are.

Most of our decisions are based on deep-rooted emotional motivations, which we then justify after the fact with logic. So, first help create the emotional desire, then aid the rationalization process with features and hard data so that the wallet actually emerges.

Are you a writer who wants to become a Certified Content Marketer?

Inside our Content Marketer Certification program, we’ve got a lot more for writers.

We designed this program to help writers make the most of their careers — to help them position themselves and their offerings, so that they can build profitable freelance writing businesses.

And we’re opening the program soon. Drop your email address below and you’ll be the first to hear about it.

Find out when our Certified Content Marketer training program reopens:

Editor’s note: This post was originally published on February 19, 2014.

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Attitude of Gratitude

It’s a solid rule of thumb in the retail world: Keeping existing clientele is easier, more profitable, and less expensive than trying to hunt down new clients.

That’s why it’s so important to let those in your current customer base know how much you value their business.

“We’re living in what I like to call the ‘Thank You Economy,’ because only the companies that can figure out how to mind their manners in a very old-fashioned way — and do it authentically — are going to have a prayer of competing,” writes social media expert Gary Vaynerchuk on Entrepreneur.com.

Research backs up the impact on your bottom line when you show appreciation to your clientele. The likelihood of selling to an existing happy customer is up to 14 times higher than that of selling to a new customer, reports a Marketing Metrics study. And businesses that grow their customer-retention rates by as little as 5 percent can see profit increases ranging from 25 percent up to a staggering 95 percent, according to studies by Bain & Co.

Fortunately, email offers an excellent vehicle for fast and efficient (but heartfelt) thank yous that help make customers feel appreciated while offering them a break from more promotional messages. If they’re genuine, such expressions can also put you head and shoulders above the rest in a marketplace that sometimes sees people as dollar figures instead of human beings.

Here are some tips for crafting thank you emails.

Massaging the messages

Need specific reasons to show customers appreciation? There are several kinds of emails to help express your gratitude while further cementing the positive relationships that can build your business. Consider these five options:

1. Thank you after a purchase – Ideally, these emails address the recipient by name and offer specific thanks for the item(s) purchased. If possible, the message should be positioned as coming from a real, genuine person within your organization instead of a faceless business; it might even include a small photo of the sender. But it need not be wordy; in fact, sometimes succinct messages pack a bigger wallop.
2. Holiday celebration – While recognizing the major holidays is a no-brainer, you’ll stand out even further if you recognize minor or tongue-in-cheek holidays that might have significance to your business and/or customer base. Consider the growing economic impact of Star Wars Day and the increasing awareness (Argh!) of Talk Like a Pirate Day. Copious online sources list similar commemorative days of all kinds. Note that recipients are apt to be even more responsive if you throw in a discount or freebie that keeps with the theme.
3. Birthday wishes – These are an excellent way to connect with customers — and make them feel recognized — in a non-promotional way. You can have fun with this via online tools that can customize your good wishes with animated GIFs, music, cool designs, and other bells and whistles. For even more impact, consider a birthday present such as a virtual gift card or special offer. Consumers who get a product for free provide valuable word-of-mouth by talking about the product 20 percent more, according to the Journal of Marketing. Examples of effective birthday emails are here.
4. Feedback requests – Asking customers their opinions about your business, products, and services can also make them feel valued and important. One of the easiest methods is a survey that can be automatically tallied; the results can help identify customers’ needs and wants, as well as monitor your brand’s identity in the marketplace. Make sure your survey is brief and easy to answer, though, as your audience could be turned off if they perceive it as inconvenient, time consuming, or overly personal.
5. Celebration of company milestone – Did you just make your 10,000th sale? Fifth anniversary? Unveil a new website? Whatever the milestone, let your customers feel as though they have helped you reach that goal. Tell your story in an engaging way, then explain how instrumental your customers have been in that journey.

Open sesame

It’s important to note, however, that even the most riveting message can’t serve its purpose if the recipient isn’t motivated to open it. Follow these suggestions for maximizing your chances of being noticed among the 90 business emails sent and received by the average human being each day, worldwide.

• Marketing firms or do-it-yourself tools can help you segment your email list so you’re not sending the same email to everyone. Your messages can then be tailored by any number of factors, including how recently or frequently the recipient has bought from you and the monetary value of their purchases. The same tools can automatically send messages on your behalf in response to what the customer does on your website, strategically timing the message to maximize the chance it will be opened.
• Keep your message focused and to the point, limiting each email to one call to action, if any. Ask yourself if you’d want to read the message, whether the tone is appropriate for your audience, and if you can edit out repetitive or meaningless copy. For these kinds of emails less is more, and three or four paragraphs should be your maximum length.
• Summarize the content in the subject line so recipients know your message isn’t self-promotional, (i.e. “Many thanks for your recent purchase, Rufus” or “The happiest of birthday wishes, Esmeralda”).
• Consider a freebie or special offer in the way of thanks. “On the surface, freebies look like obvious money losers,” notes Martha C. White on the Time website. “But when handled wisely, giveaways are all but guaranteed to boost sales. When consumers get something for nothing, they respond in a host of surprising, mostly unconscious ways — and the net result is often that the companies handing out freebies are rewarded well for their ‘generosity.’”
• Avoid sending from email addresses (i.e. noreply@domain.com) that don’t allow responses. Such addresses make you appear impervious to feedback and deny you further chances to connect with customers.
• In order to customize future messages, consider AB testing to determine which versions perform most effectively.

Email provides an affordable and relatively easy way to connect with your customers in ways that come across as less self-serving. Foster goodwill among your clientele by letting them know you value their support and business.

Ready to get started? Get a free VerticalResponse account Sign up and send up to 1,200 emails per month for free. Start for Free

© 2016, Tori Tsu. All rights reserved.

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Are Three Quarters of CMOs Wrong About Customer Experience?

Customer experience (CX), to absolutely no one's surprise, is at or near the top of the list of priorities among CMOs across the globe. There is no denying the importance of delivering the optimal CX to every customer, every time. 

However, inherent in CX itself is a list of priorities as to what makes for a great CX; what qualities if you will, compromise the best CX. Well, according to a recent article on Marketing Charts, when asked to name their top 5 attributes and elements of the customer experience over 170 senior marketing leaders chose these: 

The top five identified in order were: (in descending order)

5. A person to speak with regardless of time or location.

4. Clear, consistent messaging and information across channels. 

3. Knowledgeable staff ready to assist whenever and wherever the customer needs.

2. Consistency of experience across channel.

1. Fast response time to issues, needs or complaints. 

So Why Is This Wrong?

Before I get to that, it's important to put the word "wrong" in the right context, as it were. 

The word has many meanings, many of which such as "not in accordance with what is morally right or good" have nothing to do with the context here. However, one of the meanings of the word does: "not correct in action, judgment, opinion."

The reason I say this is not because I think providing fast response times is not important. Far from it. It is incredibly important. The reason I use the word "wrong" is these surveyed leaders are not placing enough importance on cross-channel and the need - the vital need to provide a seamless, cross-channel customer experience. 

It’s no secret that the best customers are the ones who engage with brands across multiple channels. It’s not surprising, therefore, that the brands who deliver value to customers across channels see strong growth.

How much growth?

• Companies with strong cross channel customer engagement see a http://ift.tt/1RMLdk8http://ift.tt/1RMLdk8 in annual revenue.
• Cross channel customers who shop on more than one channel have a 30% higher lifetime value score than those who shop on only one.
• Then add in the fact that, according to Forrester, cross channel retail sales in the US alone will be nearly $2 trillion by 2018—and you can see why delivering a strong cross channel experience is paramount for success.

Today’s consumers are demanding: they have become more unforgiving of a poor customer experience and expect interactions on their desktop and mobile devices to be responsive, intuitive, and easy to use. Marketers understand that delivering the most relevant experience is the key to gaining continued satisfaction and loyalty from their digital consumers.

Oftentimes, however, when it comes to marketing to consumers there are two dynamics. On one hand you have what consumers say they want out of a customer experience. On the other hand, there is what they actually receive.

What they want are experiences that are personalized, contextually relevant, and consistent—regardless of online or offline channel or lifecycle stage. What they too often get, however, are experiences that are disconnected, not contextually relevant, and inconsistent across channels and lifecycle stages.

So by all means continue to place a high value on the need to provide fast response times and human interaction as a whole.

But there is no denying the fact that ours is a cross-channel world and to deliver the maximum customer experience across all these channels you need the right technology. 

Download The CMO Solution Guide to Leveraging New Technology and Marketing Platforms and hear directly from your fellow CMOs as to what they look for in a martech solution. 

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