Last week I was invited at the B2B CMO Forum in Shanghai. It was a great opportunity to connect with CMO from all around the world and young, talented professional bringing a wealth of energy and competencies.
Topic assigned to me (one of the 10 keynote of day 1) was: What Makes Good Marketing? My presentation (consistently with my last few speeches) focused on 4 key elements:
– Know your customer as individuals
– Design and deliver outstanding customer experiences
– Build an authentic brand and culture
– Measure the ROI of your activities and deliver the bottom line
It was encouraging that the same messages were positively reinforced by other great speakers: Arthur Simonetti (CMO at DMS) covered persona and the intentional design of customer journeys; Jon Geldart of Grant Thornton elaborated on people as the key element to consistently build the brand; Albert Thong of CISCO discussed about Revenue Marketing and how CMO are taking on the responsibility to own and measure part of the company sales.
