Category: Marketing & Brand Building

Insight, Innovation and Inclusive Leadership: The New Business Success Formula

Posted on by Denyse Drummond-dunn

Organisations are facing unprecedented challenges in remaining competitive and maintaining business success in 2025.

The three fundamental pillars of sustained success are deep customer insights, meaningful innovation, and inclusive leadership.

Let’s explore why this powerful trinity is more relevant than ever in 2025 and how you can leverage it to grow your business.

Prefer to listen to the podcast? Click below.

Why These Three Pillars Matter Now More Than Ever

The numbers tell a compelling story.

McKinsey’s latest research reveals that companies effectively combining these three elements outperform their peers by an astounding 85% in sales growth and more than 25% in gross margin. But what makes this combination so powerful?

 

Deep Customer Insights Power Business Success

Insight is the cornerstone of every successful strategy.

The key difference between successful and struggling companies? Top performers turn data into actionable intelligence that drives decision-making at all levels.

McKinsey reports that companies using customer insights for decision-making are 60% more likely to achieve above-market growth rates!

The true value of insights comes when they bridge the gap between raw data and real-world application, allowing businesses to anticipate consumer needs, optimize operations, and refine strategies.

Gone are the days when gut feelings drove business decisions. Modern market leaders demonstrate the transformative power of customer insights:

– One standout example is Spotify’s “Wrapped” campaign. In 2023, Spotify used not just user listening data but an understanding of the emotional drivers behind their customers’ listening habits—self-reflection and social sharing. By tapping into this human desire, Spotify’s campaign led to over 30 billion streams, showcasing the power of customer insights in driving engagement and brand loyalty.

– Nike’s adaptive clothing line, developed through extensive consultation with disabled athletes, opened entirely new market segments

– P&G’s open innovation platform has revolutionized their product development process by incorporating external perspectives

But it’s not just consumer-facing data that drives success.

Internal business insights—such as employee feedback, operational inefficiencies, and market trends—are equally crucial.

Companies that develop a culture of continuous insight-gathering and sharing can make smarter, more informed decisions at all levels.

Does your Insight Development Process need an upgrade? Click below and check out our two-hour online masterclass for marketers and market researchers.

Learn more about your Business Makeover

Innovation: The Competitive Edge Amplifier of Business Success

Recent PwC research shows that 61% of CEOs view innovation as their top priority for achieving long-term growth.

But here’s what’s fascinating: successful innovation in 2025 looks vastly different from what we’ve seen before.

Innovation is not just about creating groundbreaking products or services; it’s about creating solutions that drive long-term value.

BCG’s latest report revealed that top innovators share three core practices:

  • Maintaining investment in innovation even during downturns
  • Leveraging advanced technologies like AI to drive innovation
  • Aligning innovation with sustainability goals alongside profitability

Microsoft offers a powerful example of how innovation can drive meaningful change. Instead of treating AI as a standalone technology, Microsoft integrated AI tools into their product suite to enhance real user productivity.

The result? A 40% increase in … Click to continue reading

Why Your AI Marketing Strategy Is Failing (And How to Fix It)

Posted on by Denyse Drummond-Dunn

The promise of AI in marketing has never been greater!

But if you’re like most CPG CMOs, your AI investment isn’t delivering the promised returns.

IDC’s latest Worldwide Artificial Intelligence Spending Guide shows that the global AI software market is expected to reach $251.4B by 2027, far exceeding earlier projections. However, most organisations are seeing disappointing returns on their AI investments. (Source)

This is confirmed by McKinsey’s 2023 State of AI report, 50% of organizations are using AI in at least one business function, but only 27% report seeing tangible cost savings! (Source) 

The disconnect? It’s not the technology that’s failing – it’s how we’re using it.

As Laurie Buczek, Group Vice President, Executives Insights and Leadership Services at IDC said when launching their latest FutureScape report:

Marketing’s future is represented by AI-fueled transformation. We only see the tip of the iceberg today, and lying underneath is a world where AI becomes the new operational fabric of marketing and sales, redefining the role of marketing, the people who work within marketing, and the way brands deliver a compelling, engaging customer experience.”

As a CMO, you’ve likely already invested in AI tools. Perhaps you’re using them for content creation, basic analytics, or campaign optimisation.

But here’s the uncomfortable truth: if you’re like 62% of organizations, you’re barely scratching the surface of AI’s potential.

So to help, here are a number of common failures and their solutions. You can thank me later!

If you prefer to listen rather than read:

Failure #1: The Single-Tool Trap
Most CPG brands fall into what McKinsey terms “point-solution paralysis.”

You’ve invested in an AI content tool or basic analytics platform, but it operates in isolation.

According to Adobe’s 2024 Digital Trends Report, this approach captures only 25% of potential ROI. (Source)

The Fix: Consider how P&G transformed their approach. By implementing what their Global CMO calls an “AI ecosystem,” they integrated multiple AI models across their brand portfolio.

The result? A 30% reduction in marketing waste across their brand portfolio. (Source)

Their system connects predictive analytics, consumer sentiment analysis, and dynamic segmentation in real-time.

 

Failure #2: Outdated Mental Availability Measurement
Byron Sharp’s research at the Ehrenberg-Bass Institute shows that 83% of brands either measure mental availability incorrectly or not at all. In today’s rapid-fire digital environment, annual brand tracking studies are like using a sundial to time a sprint.

The Fix: Nike’s revolutionary approach leverages continuous AI monitoring across 50 million weekly customer interactions. Their “Consumer Intelligence Network” automatically tracks and adjusts brand signals, leading to a 40% increase in digital engagement, a 28% increase in consideration rates and identification of $2 billion in new category opportunities. (Source)

 

Failure #3: Static Segmentation Paralysis
In the fast-moving CPG space, traditional annual segmentation is dangerously outdated. McKinsey’s 2024 Consumer Insights report reveals that 71% of brands still rely on annual studies, missing crucial … Click to continue reading

The Most Popular CPG BLOG Posts of 2024 on Consumer Centricity

Posted on by Denyse Drummond-Dunn

Here at C3Centricity, we publish books (Winning Customer Centricity, The Winning Secrets Series), articles, online courses and one of the most popular CPG blogs on customer centricity.

That’s because we’re passionate about helping companies successfully adopt a customer-first strategy.

Since we founded C3Centricity in early 2011, one of our traditions has been to share the most popular posts on customer experience at the beginning of each new year. 

This past year has been particularly successful for C3Centricity, with many of our newest books and posts getting the top scores globally! This is quite tough for a blog that has been running for over 13 years and highlights the quality of the content we share each month.

If you’re not yet subscribed, click the link below so you don’t continue to miss the great content we share.

Learn more about your Business Makeover

Of course, a few perennials have also appeared in our top 10 list for years, such as the ones on insight development and customer observation.

Since no brand is successful without a foundational insight, and customer understanding is its essential basis, these two will always be popular. They have also remained on Google’s first page for years, which certainly confirms their never-ending need for marketers to fully master.

Take a look at the Top 10 articles of 2024, and see if your own favourites are there.

If not, then please let us know in the comments. Thanks.

Remember to click the title of any posts you missed to read the full content.

If you prefer to listen rather than read:

 

1. The Power of Atomic Change to Unlock Quantum Growth in Any Business

atomic change

In this article, C3Centricity explores the concept of “atomic change”—the idea that small, carefully chosen shifts or improvements can combine to produce “quantum growth” for a business. The powerful new process QC2™ … Beyond CX was launched at the beginning of the year, so it is understandable that the introduction was the most popular post of the year.

In the article, we emphasize that while many organizations chase big, flashy transformations, it is often a series of minor, incremental adjustments that truly move the needle over the long run.

A key takeaway is that by focusing on one small area of improvement at a time—such as fine-tuning a customer insight process or adjusting team workflows—companies can gain significant benefits that accumulate and accelerate. The post draws parallels to the principle of marginal gains used in elite sports: tiny enhancements in diverse areas can lead to an outsized overall impact.

To implement atomic change successfully, it is suggested to:

  • Define a clear vision and metrics so that each small improvement is purposeful.
  • Ensure alignment and buy-in across the organization to sustain momentum.
  • Encourage a culture of ongoing learning, open feedback, and continuous iteration.

It concludes by saying that when organizations consistently apply a mindset of small, strategic shifts, they unlock powerful—sometimes exponential—growth and

… Click to continue reading

Why Hyper-Personalisation Matters in Delighting Your Consumers

Posted on by Denyse Drummond-Dunn

Modern consumers are no longer satisfied with generic experiences.

They expect brands to know their preferences, anticipate their needs, and deliver tailored solutions that feel relevant and meaningful.

Hyper-personalisation—a strategy that uses advanced analytics, real-time data, and artificial intelligence (AI)—enables companies to meet these expectations.

In a competitive landscape where consumers are increasingly selective about the brands they support, hyper-personalisation has emerged as a crucial differentiator.

This
strategy enhances consumer loyalty, drives engagement, boosts sales, and establishes long-term market leadership.

If you prefer to listen rather than read: 

What Is Hyper-Personalisation?
Hyper-personalization integrates real-time data, advanced analytics, and AI technologies to deliver highly individualised consumer experiences. Unlike traditional personalisation, which typically involves broad segmentation or limited customisation, hyper-personalization uses a more granular approach to tailor every aspect of the consumer journey.

Definition in Context:
While traditional personalisation might include addressing consumers by their first name in an email, hyper-personalization extends to creating dynamic, one-to-one interactions based on purchase history, browsing behavior, and real-time context. This enables brands to provide deeply relevant and meaningful experiences that resonate with consumers.

Example:
Diageo’s “What’s Your Whisky” tool is a standout example of hyper-personalisation in action.

By analysing consumer flavour preferences through a simple digital quiz, the company offers tailored whisky recommendations. This initiative, rolled out across Europe and North America, increased online engagement by over 20% in 2022, underscoring the effectiveness of such targeted strategies (source).


The Strategic Importance of Hyper-Personalization

1. Driving Consumer Loyalty

Hyper-personalization builds emotional connections with consumers by making them feel valued and understood. Emotional bonds are critical in driving loyalty, as consumers are more likely to return to brands that demonstrate a deep understanding of their needs.

Example (Europe):
Nespresso’s use of purchase history and preference data to create personalized product recommendations has significantly enhanced customer loyalty. In 2023, tailored email campaigns in Germany and France achieved a 25% higher open rate than generic emails, driving repeat purchases and long-term customer engagement (source).

According to Epsilon, 80% of consumers are more likely to make a purchase when brands offer personalised experiences (source).


2. Increasing Conversion Rates

Hyper-personalization is not just about building relationships; it’s also about driving immediate results. By offering tailored recommendations, brands can significantly boost conversion rates and average order value.

Example (Asia):
Alibaba’s Tmall Genie smart speaker integrates with consumer appliances to provide hyper-personalized shopping lists and reminders. During the 2023 Chinese New Year, the platform’s recommendations for festive groceries and decorations drove a 30% increase in repeat purchases (source).

Statistic:
McKinsey reports that personalization can reduce acquisition costs by as much as 50% and lift revenues by 5–15% (source).


3. Strengthening Brand Differentiation

In saturated markets, hyper-personalization helps brands stand out by creating unique and memorable experiences.

Example (Global):
Coca-Cola’s Freestyle vending machines allow consumers to create custom beverage blends. The data collected from these machines has informed the launch of new products tailored to emerging … Click to continue reading

Unlocking Customer Loyalty and Trust with Supply Chain and Brand Transparency

Posted on by Denyse Drummond-Dunn

As consumers become more informed and discerning, the demand for brand transparency is intensifying, especially in the Consumer Packaged Goods (CPG) industry.

People want to understand where their products come from, how they are made, and whether the practices behind them align with their personal values.

This shift is pushing CPG companies to rethink how they manage and communicate their supply chains, transforming brand transparency into a strategic imperative.

However, this transformation isn’t just a matter of compliance or ethical responsibility—it’s also about enhancing the customer experience.

In a world where trust is increasingly hard to earn, brands that offer clear, detailed insights into their supply chains stand to build deeper loyalty and gain a competitive edge.

Transparency can no longer be viewed as a back-end operational detail; it’s becoming a vital part of how customers engage with and perceive a brand.

If you prefer to listen rather than read, click below.

The Rise of Consumer Demand for Supply Chain and Brand Transparency

Today’s consumers are more educated, connected, and value-driven than ever before.

With the click of a button, they can access vast amounts of information about products and companies, making them more aware of ethical issues such as environmental sustainability, labour practices, and product sourcing.

Millennials and Gen Z consumers, in particular, place a high value on buying from companies that are aligned with their beliefs.

A survey conducted by IBM found that nearly 80% of consumers say sustainability is important to them, and 57% are willing to change their purchasing habits to reduce environmental impact​(BCG Global).

This trend has been amplified by the COVID-19 pandemic, which highlighted vulnerabilities in global supply chains and made consumers even more conscious of the origins and safety of their products.

For CPG companies, this means that transparency is no longer optional—it’s essential.

Brands that are unable or unwilling to provide clear, detailed information about their supply chains risk losing customers to more transparent competitors.

 

Supply Chain and Brand Transparency as a Customer Experience Driver

While supply chains were once viewed solely as operational concerns, they have now become integral to customer experience.

When a brand is transparent about its supply chain, it sends a message of trust, integrity, and accountability. This, in turn, enhances the overall brand perception and drives customer loyalty.

For example, consider the food and beverage sector, where consumers increasingly want to know whether the ingredients in their products are locally sourced, organic, or produced with ethical labor practices.

Brands like Patagonia and Ben & Jerry’s have built a loyal customer base by openly sharing their supply chain practices and commitments to sustainability.

Transparency creates a compelling narrative that customers can connect with, turning a purchase into a partnership.

 

The Role of Technology in Enhancing Supply Chain and Brand Transparency

Delivering on the promise of transparency requires more than just good intentions—it demands innovative technology solutions that allow CPG companies to … Click to continue reading

How to Measure Customer Delight and Prove Its Impact on Brand Loyalty

Posted on by Denyse Drummond-Dunn

As we all know, customer satisfaction is no longer enough to secure brand loyalty – if it ever was!

Companies must strive to go beyond mere satisfaction and aim to delight their customers.

Customer delight refers to exceeding customer expectations to create a positive emotional reaction, leading to stronger loyalty and advocacy.

This post explores the importance of measuring customer delight, its impact on brand loyalty, and practical methods to achieve and assess it.

If you prefer to listen rather than read:

The Evolution from Satisfaction to Delight

Customer satisfaction has traditionally been the benchmark for evaluating customer experiences. However, research shows that satisfied customers are not necessarily loyal customers. According to a study by the Harvard Business Review, 20% of satisfied customers reported they would consider switching to another brand. This indicates that satisfaction alone does not guarantee loyalty.

Customer delight, on the other hand, involves creating an exceptional experience that surprises and excites customers. This emotional engagement fosters a deeper connection with the brand, leading to higher levels of loyalty. A delighted customer is more likely to become a brand advocate, spreading positive word-of-mouth and contributing to long-term business success.

 

Measuring Customer Delight

Measuring customer delight requires a different approach than traditional satisfaction surveys. Here are some effective methods to assess customer delight:

1. Net Promoter Score (NPS)

NPS is a widely used metric that gauges customer loyalty by asking how likely customers are to recommend a brand to others, on a score of 1-10.

It categorizes respondents into Promoters, Passives, and Detractors. While NPS primarily measures loyalty, it can also indicate delight when customers express a strong willingness to advocate for the brand.

According to Bain & Company, companies with high NPS scores grow at more than twice the rate of their competitors. For instance, Apple, known for its high NPS, has consistently seen strong brand loyalty and customer advocacy.

Trader Joe’s also uses NPS to understand customer loyalty. Their high scores reflect the company’s emphasis on friendly service and unique product offerings, creating delighted customers who frequently recommend the store to friends and family.

2. Customer Effort Score (CES)

CES measures the ease with which customers can interact with a company, including problem resolution and purchasing processes. A low effort score often correlates with higher delight, as customers appreciate frictionless experiences. Gartner found that 96% of customers with a high-effort service experience become more disloyal, highlighting the importance of minimizing customer effort.

Glossier, a beauty brand, simplifies the shopping experience through a user-friendly website and seamless checkout process. Their low customer effort scores contribute to high levels of customer delight, evidenced by their strong customer retention rates.

3. Emotional Response Surveys

Traditional surveys can be enhanced with questions designed to capture emotional responses. For example, asking customers how they felt during their interaction with the brand can provide insights into their level of delight. Emotions such as joy, surprise, and excitement are strong indicators … Click to continue reading

5 Key Trends to Business Success in 2024 using a Customer-First Strategy

Posted on by Denyse Drummond-Dunn

As we debut the second half of the year, the ever-evolving landscape of customer experience (CX) is making business success even more challenging than usual.

Are you finding this too? If so, then I have some ideas to help.

We already know that businesses that embrace a customer-first strategy successfully lead their markets by driving growth from increased loyalty. To continue benefiting from this customer-centric approach, it is important to understand what has changed in 2024 and how companies should react to their customers’ ever-changing demands.

If you prefer to listen rather than read:

 

Business Success in 2024: The Key Trends

Here are the key trends of 2024 and some questions you may already be asking yourself about them. If not, then perhaps you should.

As always, I share my ideas and examples to help you make any changes you decide are needed.

 

AI-Driven Personalization:

What is it? AI-driven personalization leverages artificial intelligence and machine learning to analyze vast customer data and deliver highly customized experiences.

It is important because it enables businesses to anticipate customer needs and offer tailored recommendations, enhancing the customer experience and driving business success.

Example: eBay’s new magical listing tool uses artificial intelligence to extrapolate details about listings from images. As a result, sellers can list items easily, and buyers can access more information about potential purchases. (Source)

 

Data Privacy and Trust:

What is it? Ensuring customer data is handled with transparency and robust security measures.

With increasing regulatory scrutiny and customer awareness, businesses must build and maintain trust by protecting their customers’ information, which is vital for ongoing business success.

Example: To sustain their customers’ trust, companies should communicate clearly about data usage and adopt stringent security protocols to prevent data breaches.

 

Omnichannel Experiences:

What is it? Providing a seamless and integrated customer experience across multiple online and offline channels.

Customers expect consistent interactions and a unified experience, regardless of the channel they are using. This can enhance both their satisfaction and loyalty.

Example: Airbnb offers 24/7 support through various channels, ensuring customers receive timely assistance regardless of the platform they use. (Source)

 

Ethical AI:

What is it? Using AI responsibly and transparently avoids perpetuating biases and helps to maintain customer trust.

Ethical AI practices are essential for building long-term, trust-based customer relationships and ongoing loyalty.

Example: Businesses must be open about how they use AI in customer interactions and take steps to mitigate any negative impacts.

 

Empathy at Scale:

What is it? Combining AI-driven automation with human empathy enables your customer service team to handle complex customer issues more effectively.

This approach ensures that customers feel valued and understood, even when interacting with automated systems, contributing to continued customer satisfaction.

Example: Using AI to address simpler queries frees human agents to provide empathetic support for more complicated issues. It is also usually speedier,

… Click to continue reading

Successful Brand Building for SMEs: Overcoming Your 10 Biggest Frustrations

Posted on by Denyse Drummond-Dunn

Brand building for SMEs is a complex journey. As an SME owner, CEO, or CMO, you may often be overwhelmed by the challenges of establishing and maintaining a strong brand presence.

In this article, we’ll explore ten common frustrations of brand building for SME leaders and provide solutions and inspiring real-world examples of overcoming them.
If you prefer to listen rather than read:

 

1. Inconsistent Brand Messaging

Consistency is key to building a strong brand for every company, but achieving it can be a significant hurdle. Inconsistent messaging across various channels can dilute your brand’s identity and confuse your audience. This inconsistency often stems from a lack of clear guidelines and miscommunication among team members. Unfortunately, these are common problems for brand building in SMEs.

Solution: Develop comprehensive brand guidelines that detail your brand’s voice, tone, visual style, and key messages. Ensure that all team members, from marketing to customer service, are trained and aligned with these guidelines. Regularly audit your content across different platforms to help maintain consistency and make necessary adjustments when needed.

Example: Beardbrand, an SME focused on beard grooming products, maintains consistent brand messaging through detailed brand guidelines and a strong, unified voice across all platforms. Their commitment to consistency has helped them build a loyal customer base and grow their brand significantly.

2. Limited Marketing Budget

Many SMEs operate with tight budgets, making allocating sufficient funds for branding activities a real challenge. This financial constraint can hinder your ability to invest in high-quality content, advertising, and innovative marketing strategies.

Solution: Focus on cost-effective branding strategies that provide high returns. Leverage social media platforms, which offer affordable advertising options and can help you reach a broader audience. Collaborate with influencers and use content marketing to share valuable information that establishes your brand authority. Remember, creativity often trumps budget when it comes to effective branding.

Example: Hiut Denim Co., a small UK-based jeans manufacturer, used storytelling and social media to build its brand without a large marketing budget. By focusing on the quality of its product and the story behind its brand, it attracted a dedicated following and increased its sales.

3. Difficulty Measuring ROI on Branding Initiatives

 

Conclusion

Brand building for SMEs and larger companies is an ongoing process that involves overcoming various challenges. Addressing these frustrations head-on can significantly enhance your brand’s presence and impact as an SME owner, CEO, or CMO. By implementing the solutions outlined above, you can navigate the complexities of brand building more effectively and set your business on a path to sustained success.

If you are looking for expert guidance to overcome these challenges and elevate your brand, consider partnering with a consultancy specialising in SME branding strategies. With the right support, you can confidently transform your frustrations into opportunities and achieve your branding goals.

For more insights and personalized assistance, visit C3Centricity and discover how we can help you build a strong, cohesive,

… Click to continue reading

Twenty Ways to Delight Your Customers: Transforming Satisfaction into Loyalty

Posted on by Denyse Drummond-Dunn

Today, most markets are saturated, and companies are fighting for the same customers. This is why organisations should no longer aim for customer satisfaction but rather delight. But how can you delight your customers so they remain loyal advocates?

With fewer and fewer differences between the products and services offered, many companies have realised that they can – and should – differentiate by improving their customer experience. Here are twenty ways to get started, together with best-in-class examples, but I’d love to hear how you delight your own customers and turn satisfaction into loyalty.

 

1. Deliver Exceptional Customer Service

Exceptional customer service is the first essential step to plan. It’s about creating an unforgettable positive experience that fosters loyalty and word-of-mouth promotion.

A study by American Express found that 70% of consumers are willing to spend more with companies they believe provide excellent customer service.

Nordstrom sets a high standard in this regard, famously accepting the return of car tyres they never sold to satisfy customer expectations and demonstrate their commitment to service.

This example underscores the importance of empowering employees to make decisions that prioritize customer satisfaction, fostering a strong customer-centric culture.

Another company renowned for its customer service is Zappos, an online retailer. The company has a 365-day return policy and is known for going above and beyond for customers, such as when a customer service representative sent flowers to a customer who had lost her mother.

 

2. Personalise the Experience

Personalization makes customers feel uniquely valued and understood. It is the second most important way to delight your customers.

According to a report by Epsilon, 80% of consumers are more likely to purchase from a brand that provides personalized experiences.

Spotify exemplifies personalization by using sophisticated algorithms to tailor playlists to individual tastes, improving user engagement and increasing subscription retention rates.

This approach demonstrates how leveraging data and technology to understand and anticipate customer preferences can significantly enhance the user experience.

Netflix offers another excellent example of personalization. It analyzes viewing patterns to recommend shows and movies, enhancing user satisfaction and retention. I bet you’ve clicked on many of their suggested titles. I know I have!

 

3. Offer a Loyalty Program

Loyalty programs reward and encourage repeat business, creating a tangible incentive for ongoing patronage.

This strategy boosts sales and delights customers by enhancing their emotional connection with the brand and making members feel valued and special.

Sephora’s Beauty Insider program offers a compelling example with tiered rewards, including birthday gifts, exclusive discounts, and early product access.

Any way that makes your customers feel special will also increase their loyalty and advocacy.

 

4. Maintain High Quality and Reliability

A company’s commitment to quality reassures customers and confirms their purchase decision, fostering trust and satisfaction.

Especially where larger and exceptional purchases are made, your customers need ongoing reassurance that they made the right decision.

Toyota is renowned for the durability and reliability of its vehicles, which has cultivated a loyal customer base

… Click to continue reading

How to Triumph Over Budget Cuts and Prove Your Marketing ROI

Posted on by Denyse Drummond-Dunn

As we all know and, unfortunately, have probably also experienced, every dollar in our marketing expenditure must be justified, and we have to prove our marketing ROI or risk budget cuts!

Chief Marketing Officers (CMOs) face the dual challenges of managing budget constraints while also demonstrating the return on investment (ROI) of their marketing initiatives.

The rapid evolution of today’s digital landscape only compounds these challenges, demanding strategic agility and an analytical mindset from today’s marketing leaders.

If you prefer to listen rather than read:

 

Marketing Budget Allocation

Gartner’s most recent  (2023) CMO Spend Survey reported that marketing budgets fell from 9.5% of company revenue to 9.1% in 2023. This confirms the constant pressure on marketing to do more with less.

As a result, most have readjusted their commitments to marketing channels, resources, and programs, and a similar proportion say they are facing significant pressure to cut martech spending.

Gartners' CMO spend report 2023

ROI on Marketing and Digital Specifically

The rule of thumb for marketing ROI is typically a 5:1 ratio, with exceptional ROI being considered at around a 10:1 ratio. Anything below a 2:1 ratio is considered not profitable, as the costs to produce and distribute goods/services often mean organizations will break even with their spend and returns.

However, according to a recent Data & Marketing Association (DMA) study, the average ROI for digital (email) marketing in 2022 was $36 for every $1 spent.

Of course, this figure varies by industry, with retail, e-commerce, and consumer goods companies often seeing higher returns thanks to direct purchase links in their emails.

While B2B companies have a slightly lower ROI, they benefit from the long-term value of relationship building and lead nurturing through email.

These numbers are a testament to the effectiveness of well-executed marketing strategies and the ROI of email. It’s clear that email marketing is thriving in the digital era.

 

A Strategic Approach to Navigating Budget Constraints

Reassess and Reprioritize Marketing Channels

In times of budgetary pressure, the first step for CMOs is to conduct a thorough reassessment of existing marketing channels. This involves analyzing each channel’s performance against key metrics to identify areas where spending can be optimized.

The goal is to allocate resources more effectively, focusing on high-performing channels that promise better engagement and conversion rates.

Embrace Cost-Effective Digital Marketing Strategies

Digital marketing offers a plethora of cost-effective strategies that CMOs can leverage.

Content marketing, email marketing, and social media platforms provide avenues for reaching large audiences at a fraction of the cost of traditional advertising.

By creating valuable content that resonates with their target audience, brands can foster engagement, build community, and drive conversions without hefty ad spending.

Foster Creativity and Innovation

It’s not all bad news! Budget constraints can actually serve as a catalyst for creativity and innovation within the marketing team.

Encouraging team members to think outside the box and develop unconventional ideas can lead to cost-effective marketing solutions that drive significant impact.

Whether it’s … Click to continue reading

How to Power up Your B2C Marketing Strategies with Surprising B2B Secrets

Posted on by Denyse Drummond-Dunn

As has been claimed for decades, there are differences between B2C marketing strategies and business-to-business (B2B) strategies.

However, as companies continue to evolve in an increasingly digital landscape, these disparities, while significant, share the underlying goal of establishing meaningful connections with the people who buy their products and services. 

As companies strive to navigate the complexities of their respective markets, the lessons learned from examining the nuances of B2B and B2C marketing become self-evident.

This is why I decided this week to examine not only the unique challenges and opportunities inherent to each industry but also to reveal the transformative insights one sector can adopt from the other.

If you prefer to listen rather than read:

 

Understanding the Landscape of B2B vs. B2C Marketing

At the heart of all effective marketing strategies lies the principle of satisfaction and connection. It involves understanding the needs, desires, and behaviours of your customers/consumers/clients (C³ – now you know where our company name comes from!)  and then composing messages that resonate with them. However, the path to achieving this relationship differs significantly between B2B and B2C marketing.

B2B Marketing: The Complex Web of Decision-Making

B2B marketing focuses on addressing the needs, interests, and challenges of the decision-makers who purchase on their organisations’ behalf. This realm is characterized by:

Longer Sales Cycles: B2B transactions often involve substantial investments, necessitating a more extended period of deliberation, approval, and procurement processes.

A study by Gartner highlighted that 77% of B2B buyers stated their latest purchase was very complex or difficult. B2B transactions, such as IBM’s enterprise software solutions or Caterpillar’s heavy machinery, involve substantial investments and can extend for months or even years. This complexity necessitates marketers to engage in continuous nurturing strategies, educational content provision, and stakeholder management to guide decision-making.

Rational Decision-Making: Decisions are driven by logic, return on investment (ROI), and efficiency gains, requiring marketers to focus on the value proposition and detailed product information.

B2B decisions are driven by logic and ROI. For instance, Salesforce markets its CRM solutions by highlighting efficiency gains, scalability, and improved sales metrics, appealing directly to organizational goals and the bottom line.

Relationship Building: Given the smaller target market and higher stakes, forging strong, long-term client relationships is paramount.

The emphasis on cultivating long-term relationships is exemplified by the account-based marketing (ABM) approach, where companies like Adobe focus on individual client accounts as markets in their own right, customizing their marketing efforts to each account’s specific needs and history with the brand.

B2C Marketing: The Emotional Journey

In contrast, B2C marketing targets individual consumers, tailoring strategies to meet their preferences and behaviours. This sector is typified by:

Shorter Sales Cycles: Purchases are often impulsive or based on immediate needs, leading to quicker decision-making.

B2C purchases, from impulse buys like a new pair of Nike sneakers to more considered purchases like a Peloton bike, often involve shorter decision times. Nike excels in creating an emotional appeal

… Click to continue reading

The CMO’s 5-Step Guide to Boosting High-Quality Traffic and Customer Engagement

Posted on by Denyse Drummond-Dunn

What is the cornerstone of sustainable growth and competitive advantage today?

The answer is that a business can benefit from technology in this digital age to attract high-quality traffic and engage customers effectively.

This guide is for all executives who recognize the critical role that strategic, data-driven customer engagement plays in their company’s success.

If you prefer to listen rather than read:

 

Understanding the Challenge of Getting High-Quality Traffic

The explosion of systems and platforms means that the digital landscape is crowded and noisy. With millions of websites vying for our customers’ attention, driving high-quality traffic that converts into loyal customers requires more than a scattergun approach to marketing.

It’s about delivering the right message, to the right people, at the right time. Well, at least that means that nothing has changed for marketing, doesn’t it?!

According to HubSpot, 61% of marketers consider generating traffic and leads to be their biggest challenge.

So why has this become even more challenging? Because consumer behaviour has evolved.

Today’s consumers are inundated with choices and information, making them more selective about where they direct their attention and loyalty.

They seek personalized experiences, and value authenticity and engagement over generic sales pitches. This shift demands a strategic overhaul of how companies approach customer engagement and traffic generation.

Join our Ultimate 60-mins CX Makeover to discover a new way to decrease information investments while simultaneously deepening the knowledge of your market and customers.

Leveraging Data for Personalisation 

The key to unlocking high-quality traffic lies in data-driven personalization.

A study by Epsilon found that 80% of consumers are more likely to purchase a brand that provides personalized experiences.

By leveraging data analytics, marketers can gain insights into customer preferences, behaviour, and purchase history, enabling them to tailor their messaging and offerings.

Consider Netflix, which uses viewing data to personalize recommendations for its users. This data-driven strategy not only enhances user engagement but also keeps customers coming back for more.

By analyzing the vast amounts of data available to them, Netflix can predict what its users will enjoy watching next, leading to increased customer satisfaction and retention rates.

The Power of Content Marketing to Attract High-Quality Traffic

In Conclusion

Driving high-quality traffic and engaging customers in today’s digital landscape requires a strategic, data-driven approach. By leveraging personalization, content marketing, SEO, and social media, and by measuring the success of these strategies, CEOs and CMOs can not only meet the challenge head-on but turn it into a significant opportunity for growth and differentiation.

Embracing these strategies requires a commitment to understanding your audience deeply, experimenting with different approaches, and continuously optimizing based on data insights. The rewards, however, are in terms of customer loyalty, brand strength, and business growth.

 

Would you like to make a quantum leap in your business by making small, atomic changes, such as reducing your information investments yet still knowing more about your customers; increasing your innovation success

… Click to continue reading

Latest Post

divider

[pt_view id=”999bb999ha”]

Join Global Customer First Strategists!

Get our latest posts before everyone else, and exclusive content just for you.

* indicates required