Marketers are feeling the hurt of modern customer engagement. Pepsi’s president Brad Jakeman put it sharply: “It was once sufficient for us to produce four pieces of content a year — mainly TV — and we could spend about six to eight months developing that one piece of content and spend $1 million on each piece of film. Now, that four pieces has turned into 4,000; eight months has changed to eight days and eight hours; and budgets have not gone up.”1 Failure to address the pain results in dysfunctional and frustrated marketing teams, and – worse – bad customer experiences. What’s needed is an organizational pivot from a channel and campaign focus, to a customer and content focus. That shift demands a new strategy and new technology. Join this webinar to hear guest speaker Forrester’s Ryan Skinner describe:
A London-based senior analyst at Forrester, Ryan Skinner focuses his research on helping B2C and B2B marketing leaders to create well-inspired customer engagement strategies, and the content, processes, and systems that underpin it.