How a Market Leading Brand Can Create Emotional Connections Whilst Providing a Rational Reason To Believe

Alex D’Amico, Marketing Director, Forty Winks

Alex D’Amico, the Marketing Director at Forty Winks, shared during his session at the CXO Leaders Summit the importance of creating emotional connections with current and potential customers by providing insight into how leading brands have used a combination of emotional and rational communication strategies to drive market share and remain leading brands within their categories. Alex also provided proven case study results from Radiant Laundry Detergent (from 2006) & the current Serious About Sleep Forty Winks campaigns. “The most effective and memorable form of communication is one which effects people emotionally”

ABOUT ALEX D’ AMICO

Alex D’Amico has proudly been given the custodianship of managing and marketing some of Australia’s most well-known brands over the past 25 years. With both Global and Local market experience, he has worked across varied FMCG and Retail categories. Alex is a senior commercial marketeer with a strong belief in brands being single minded and sustainably profitable.

The Future of Media Ecosystems

Nick Grinberg, Founder & Co-Partner, GMG Digital

Nick Grinberg, the Founder & Co-partner of GMG Digital, shared during his session at the CXO Leaders Summit his opinions and some key insights on what he believes the future has in store for us and our Media Ecosystems.

ABOUT NICK GRINBERG

Nick Grinberg is the Founder and Co-Partner of GMG Search Engine, Australia’s leading local search engine optimisation experts. GMG provides truly performance based local search engine optimisation and internet marketing services to help you grow your business online by leveraging their team of experts search engine technicians, internet marketing consultants, designers and coders..

Through responsible and completely white hat SEO methods, GMG Search Engine Optimisation prides itself on providing completely risk-free services. When it comes to Local SEO they put their money where their mouth is and refuse to ask for a single cent until your website is ranking on the first page of Google.

Bridging The Gap Between Sales And Marketing

Chantelle Lane, Head of B2B Marketing, Australia Post

 

Chantelle Lane, the Head of B2B Marketing from Australia Post, shared at the CXO Leaders Summit insight into the growth ambitions of Australia Post and how they’re working to bridge the gap between Sales and Marketing teams to dramatically improve marketing ROI, sales productivity and most importantly top-line growth.

ABOUT CHANTELLE LANE

Chantelle is an accomplished, senior marketing professional with experience in both the client and agency side across B2C and B2B Marketing. She has worked on some of Australia’s biggest brands including AAMI (incl. Just Car Insurance), ANZ, TRUenergy, Mitre 10, Origin Energy and Australia’s largest digital media company, Sensis.

Chantelle has a proven track record of helping organisations deliver results by leveraging customer and business insight to build successful marketing strategies, communication strategies and campaigns. Chantelle has a solid reputation in the Australian marketing community built through applying customer-centric approach, influence, embedding structure and process, delivering outcomes and working collaboratively within organizations.

The Increasing Importance of Trust in Marketing

Melody Townsend, GM of Network & Product Marketing, ME Bank

Melody Townsend, the GM of Network & Product Marketing from ME Bank has spoken during her session at the CXO Leaders Summit about the increasing importance of trust in marketing and how as marketers, we should be utilising the method of trust and how to ensure we are playing a leading role in building trust and purpose in our product to manage the long-term interests of customers.

ABOUT MELODY TOWNSEND

Melody is the General Manager of Product and Network Marketing at ME Bank and has a wide range of experience in Marketing from working with local and global brands in automotive, freight and logistics, e-commerce and banking.

At ME Bank Melody is responsible for communications across all banking products and works with industry super funds on initiatives to help Australians get ahead.

ME Bank, also known as ME, is an Australian direct bank based in Melbourne, Victoria with offices in Sydney, Brisbane, Adelaide, Perth, Hobart, Canberra and Darwin. ME is 100% owned by 26 of Australia’s leading industry super funds.

Interview with James Usback, General Manager – Touchpoint Dashboard

James Usback is the General Manager of Touchpoint Dashboard, the world’s leading journey mapping and management platform. He works with organisations to help sustain and scale journey mapping efforts through best practice frameworks and the Touchpoint Dashboard platform. This drives accountable action and continued improvement through native customer validation and action planning capabilities.

 1) What do you feel are the biggest challenges marketing & CX leaders are currently faced with within their business? 
Understanding the detail of what’s happening at a touchpoint level and how to manage at scale, the ongoing initiatives and actions, in order to drive continued improvement across the end to end customer journey.

Proving ROI on their customer experience initiatives and growing the internal support from internal stakeholders and executive teams.

Building a truly customer centric culture and improving business practices in order to place the customer at the centre everything they do. This is essential to understand the customer’s emotions and behaviours through the journey and how they can then impact advocacy.

2) What do you feel businesses continue to get wrong when it comes to their Customer Experience strategy?
Many organisations continue to put profit and business practice first with the needs of the customer being met subject to the limitations that this creates. Organisations need to redesign the customer experience and move from the current state to the desired future state experience as validated by their customers. In order to build support, it is essential to focus on quick wins and high value improvements through a disciplined method of prioritisation and accountability.

3) What is the best piece of advice you have received within your job over the years? 
No one cares how much you know until they know how much you care!

4) What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?
That attendees understand the importance of shifting from Journey Mapping to Journey Management. This includes the need for an ongoing disciplined approach to prioritisation, collaboration and task management as well as the tools that can be used to support and scale their journey management activities.

Interview with Belinda Elliott, Head of Marketing ANZ at Newell Brands

I have been working in the consumer products industry for over 10 years across FMCG, Hardware and B2B. In my current role I lead the Newell Brands Trade Marketing and Brand Activation teams in ANZ across 6 diverse business units including, Writing, Fine Writing, Baby, Consumer & Commercial Cleaning, Home Fragrance and Beverage. Operating across a wide assortment of market leading brands and customers, provides me with great variety and depending on the day I can go from talking about Back to School programs, latest trends in pram fabrics or efficacy requirements of hospitals surgical departments.

1) What do you feel are the biggest challenges marketing leaders are currently faced with within their business?
Highly fragmented consumer bases and competitive environments where consumers are aligning themselves with brands that have a strong connection to their values.

2) As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?
Being too slow to react. Large corporations are not as nimble to react to the constant change in consumer behaviour and whilst we have all the insights to back the decisions, being able to react quickly and change tact to suit your target audience will ultimately drive the best results.

3) What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?
Higher penetration of ecommerce within Australian market. Consumers will continue to migrate to online purchasing and should expect to see our big retailers start to step up their level of sophistication of their platforms to attract and capture share of this.

4) What is the best piece of advice you have received within your job over the years?
Learn how to operate in the grey. Business isn’t all black and white and often we have to make judgement calls or work in an environment that might not be all together clear. Learning how to manage these situations, use the resources you have, to make the best decision and own your mistakes if it doesn’t work out is important development for anyone in a complex and changing environment.

Interview with Louise Cummins, Marketing and Digital Director at H&R Block Australia

I am currently the Marketing and Digital Director at H&R Block Australia, and have over two decades of experience working across a range of industries including finance, technology, entertainment, healthcare and telecommunications.

My managerial versatility, combined with my commitment to pioneering strategy and passion for innovation, have made me an award-winning industry leader who thinks outside the box – consistently delivering clear and measurable results.

I am passionate about digital innovation and ongoing evolution to serve client needs better.


What do you feel are the biggest challenges marketing leaders are currently faced with within their business?

Data continues to be the biggest opportunity and challenge. We live in a world where now can access lots of data sources but to collate and manage these insights cleverly and effectively without getting lost in the data remains a challenge.

 

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Not willing to take chances. A lot of organisations talk about testing and piloting ideas (you hear the phrase ‘fail fast’ often) but it takes courage to allow your teams to fail. I’m not sure many businesses really embrace this testing spirit well.


What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months?

The big buzz is AI. How will AI meaningfully integrate into the world of marketing and service delivery?


What is the best piece of advice you have received within your job over the years?

One of mentors really drilled into me the importance of being solutions focused and seeing problems as opportunities. Not so much advice per say but a great way of working that has shaped how I operate today.

 

What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?

My session is a round table so I’m keen for the attendees to walk away with 1 or 2 ideas from me or the people around the table about what they can do differently to help with their own digital transformation journey.

Interview with Melody Townsend, General Manager, Product and Network Marketing

Melody is the General Manager of Product and Network Marketing at ME Bank; a bank that is 100% owned by 26 of Australia’s leading industry super funds. As a senior marketer, Melody has worked with local and global brands in automotive, freight and logistics, e-commerce and banking.

At ME Bank, Melody is responsible for marketing communications across all banking products and works with industry super funds on initiatives to help Australians get ahead.

At the CXO Leaders Summit, Melody is going to explore the topic of ‘the increasing importance of trust in marketing’ and how as marketers, we can take a leading role in building trust and purpose, to manage the long-term interests of customers.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?

Improving customer experience continues to be a key challenge facing marketers. For many of us, we’re part of internal teams delivering digital transformation, often over a 2-5 year timeframe. At the same time, customers’ expectations are developing at speed, meaning we need to reinforce value now, and at the same time, deliver future capability. Getting the resource mix right to deliver both objectives is a delicate balance.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Every organisation sits on a wealth of data. Often though, the focus on translating data into insights is sub-par. Think about how many reports you receive in any given month, how many actually provide valuable insights that enrich decision making? As marketing leaders, we need to continually challenge our teams to extract relevant insights from analytics and customer research to enhance marketing strategy and improve ROI.

What are the latest trends and behaviours you predict will be surfacing on the market over the coming 12 months? 

It’s easy to become bamboozled by the amount of change on the horizon. Voice will be a huge area of growth and opportunity, which brands in Australia are only at early stages of exploiting. And marketers will continue to refine their approach to digital, with a growing emphasis on content marketing strategy (as distinct from social media strategy).

But tech and digital aside, we’re all human and we’re all consumers, so that means we want to believe in the corporate values and behaviours of the brands we interact with. I think organisations will spend a lot more time reviewing and improving internal practices to align with their corporate values in the year ahead.

 What is the best piece of advice or lesson you’ve learned in your career?

 Very early in my marketing career I was sitting in a meeting for a new product launch with several managers and agency folks. Being the most junior in the room, I was listening intently to the conversation amongst experienced marketers, when all of a sudden the advertising manager stopped the meeting to ask me if I understood what they were talking about (some discussion about an acronym I’d never heard of).

The lesson that day was, Ask Questions Always.

Whether I want to clarify my understanding, be curious or challenge a point of view, to this day I ask questions and take the view that doing so will encourage greater discussion and debate, to ultimately enhance the quality of decision making.

Interview with Shalabh Atray, CMO at Kraft Heinz

I am the CMO for Kraft Heinz, Australia leading commercial marketing for all the 25+ categories and 8+ brands for the Australian business. I am privileged to lead icnonic global brands like Kraft and Heinz and local jewels like Golden Circle, Gravox, Saxa, Foster Clark’s amongst others. Recognised as being an industry leader in crafting iconic brands, growing categories and driving disruptive innovation.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?

Marketing is all about human science. We as humans are living in an era of rapid change, not just in terms of technology breakthrough, but societal and cultural changes, climate changes amongst others. A CMOs role today is not just to market brands, but to be at an intersection of these changes and create meaningful brands that stand for something bigger than themselves.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

I am an optimist and believe that many companies are taking the lead in revolutionising the way they do marketing and build brands. Its important for brands to stay true to their roots, so its not always about changing the basic truth that a brand stands for. That said, brands and marketing needs to be in the culture, and that is the evolution that brands and marketers need to make. Kraft Heinz is a good example of a business that recognises the roots of its iconic brands, but is also very focused on building responsible food brands for the future.

What are the latest trends and behaviors you predict will be surfacing on the market over the coming 12 months?

I think the theme that will continue to emerge is an expectation from consumers that brands are responsible, that they stand for something bigger than themselves. Social media, in particular, will ensure that this conversation gathers momentum.

What is the best piece of advice you have received within your job over the years?

When people see your brand (packaging, advertising, any stimulus) they’ve got to ‘feel something in the gut’.

Interview with Santiago Vela, Digital Marketing Lead at PACCAR Australia

I’m 42 years old as I speak and I genuinely believe we are living through the greatest intellectual moment in history. I’ve been doing Business Intelligence and Marketing for well over a decade and at this point, my work is about creativity and invention and growth and service. At its best, it is about anticipating business outcomes that will make customers’ lifeless burdensome than it was before. About getting brands beyond, far beyond.

I am in the midst of redefining my basic ideas about what enterprise and organisation and even human being is…and about how value is created and careers are pursued. Why? Because AI changes it all. Narrow AI and Augmented Analytics technologies will provide matchless opportunity…those bold enough and determined enough to take advantage of it, will certainly drive their brands to the next level. Therefore, those in charge of strategy will need something dramatically different from ‘getting better’, from even getting “a whole lot better”. Now we need to train ourselves to play an Entirely New Game, a game called Artificial Intelligence plus Augmented Analytics plus Automation, in which the rules that define “better” no longer apply.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business? 

Marketers still have work to do to effectively measure performance and anticipate market opportunities. We see the dial being turned up on how we integrate our people, technology and processes to streamline CX and innovation. As CX and Advanced Predictive Analytics grows in strategic relevance, marketers should ask themselves: Are we going to take the lead on best-practice data management in our organisation?
A timely question, with far-reaching ramifications for marketing practice.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

Great question. Only top-performer marketers get Strategy right. Why? Because they truly understand what strategy actually means and how it should be formulated and communicated to the board. Average marketers keep using the word strategy in the wrong context making execution counter-productive. You see? Social media, content creation, CRM and lead management are not strategies but marketing activities; Real marketing strategy should be distilled from the current business vision and communicated to the board by leveraging the formulation on two variables: product development and market development.
I will further explain this on my presentation.

What are the latest trends and behaviors you predict will be surfacing on the market over the coming 12 months?

Advanced Predictive Analytics being integrated by default on leading marketing, visualization and intelligence systems like Power Bi, SalesForce, Tableau and Hubspot. There will be a tremendous need for Data Science Citizens and new roles like Ethical Data Managers and Data Storytellers will suddenly emerge. Agile companies will merge Marketing, Sales, IT and Analytics departments and the CX, Communications and Strategy department will rise.  Marketers will be divided again… yet this time will not be about Digital vs Traditional but in terms of those who predict behaviors and trends using unstructured data analysis and those who will not. The latter will see their careers stacked on basic marketing operations.

What is the best piece of advice you have received within your job over the years?

Small wins make the difference. I believe in Macro-patience and Micro-execution.

What is one key takeaway you hope our CXO audience leaves with after hearing your presentation on site?

Attendees will leave the room with a clear understanding of how to transform their organisation’s digital journey by adopting Advanced Analytics into their day to day business practice. Understanding critical touch-points and how data will better flow if those touch-points are optimized.

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