Recognize When Technology Can Raise The Bar Of Customer Engagement

CMOs need to be orchestrating the brand experience across channels, departments, and the customer life cycle, but it can be hard to keep up with emerging technologies that can enable significant improvements in how your firm engages customers. To help you do this, I've started a series of reports for B2B CMOs and marketing leaders to highlight technologies that they should have on their radar over the next 12 to 18 months.

We select technologies that meet the following criteria: 1) The technology can improve how companies engage prospects and customers at one or more points in the customer life cycle; 2) it is easy for the business to implement; 3) enterprise-scale companies have started to use it; and 4) it does not have enough hype to be on everyone’s radar.

The first installment focuses on four emerging technologies:

  • Online content curation to build thought leadership and authority relationships.
  • Listening platforms to monitor brand sentiment and gain customer insight.
  • Brand advocate platforms to energize word of mouth (WOM).
  • Appointment scheduling applications to engage people ready to buy.

Learn more about what these are and why they are important by reading the new report, "Emerging Technologies B2B CMOs Should Watch In 2011." And let me know about other emerging technologies you'd like to see profiled in the future or about experiences with these platforms.

Introducing Forrester's CMO And Marketing Leadership Online Community

Hot on the heels of our new blog platform, Forrester has launched The Forrester Community For CMO & Marketing Leadership Professionals focused on the key business challenges that senior marketer professionals face every day. The community is a place for marketing executives to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will also be part of the community, helping facilitate the discussions and sharing their views.

The community is open to all interactive marketers, whether you’re a Forrester client or not.

Here’s what you’ll find:

  • A simple platform on which you can pose your questions and get advice from peers who face the same business challenges.
  • Insight from our analysts, who weigh in frequently on the issues. 
  • Fresh perspective from peers, who share their real-world success stories and best practices.
  • Content on the latest technologies and trends affecting your business — from Forrester and other thought leaders.
     

I encourage you to become part of the community:

  • Ask a question about a complex business problem.
  • Start a discussion on an emerging trend that’s having an impact on your work.
  • Contribute to an existing discussion thread from a community member.
  • Suggest topics for upcoming Forrester research reports.
  • Create a community profile.
  • Share your perspective with others.
     

Click here to go to The Forrester Community For CMO & Marketing Leadership Professionals, and bookmark it for easy reference. See you in the community!