Posted by Jeff Ernst on February 9, 2011
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.
Search Forrester's Blogs
Free Mobile Mind Shift Webinar Series
Learn how to win your customers' mobile moments in this three-part series »