Marigold

The customer value exchange should be at the core of creating compelling campaigns; marketers can deliver online experiences that build relationships with customers by directly asking for their preferences in exchange for continuous, personalized interactions with the brand. Marketers need to develop different value propositions based on the maturity of the relationship with their customers, offering relevant rewards for their participation throughout the customer lifetime.

The customer value exchange should be at the core of creating compelling campaigns; marketers can deliver online experiences that build relationships with customers by directly asking for their preferences in exchange for continuous, personalized interactions with the brand. Marketers need to develop different value propositions based on the maturity of the relationship with their customers, offering relevant rewards for their participation throughout the customer  lifetime.


Value Exchange: Relationship Marketing Use Case

Listening to consumers is more important than marketing to them. And with a looming global recession after several years of economic disruption, this has never been more pertinent.&nbsp;That’s why we surveyed over 10,000 global consumers on everything from what channels they like to purchase from, why they’ve left a favored brand and how their spending habits will change due to the rising cost of living.&nbsp;Here’s a taste of what you can expect:<ul><li>When it comes to driving sales, email is the most effective channel, beating banner ads and SMS by 108%</li><li>Brand loyalty is on the rise, with 59% of consumers prepared to pay more to purchase from a preferred brand</li><li>Consumers are incredibly concerned about the current global economic uncertainty, with 60% very pessimistic about the looming recession and economic outlook</li></ul> This webinar will not merely furnish you with the statistics that matter, but also the insight and analysis to build more meaningful relationships between brand and buyer at every stage of the customer lifecycle.

Leading Xeim's sponsored research business, I'm focused on positioning brands as thought leaders with unique research. With 20 years of experience, I enjoy working across reports, infographics, interactive dashboards, webinars and live presentations.

Jim Clark

Research Director Econsultancy / Xeim Labs

Tim is a 20+ year brand marketer living at the intersection of content, technology and psychographic data. His experience as a change agent and dynamic team leader has proven to deliver cutting edge, differentiating strategies for the likes of Mark Cuban Companies, several global brands and most recently as VP Global Content at the CM Group, now known as Marigold. In an age where data drives action, yet the consumer landscape lives on ever-shifting sands, Tim’s ability to utilize innovation while focusing on business outcomes sets him apart from your cookie-cutter marketing execs. Tim is also a prominent voice in the movement to adopt zero-party data within a relationship marketing strategy.

Tim Glomb 

VP Global Content

Understanding customers and meeting them where they’re at is everything. For years, we’ve invested in the Consumer Trends Index (CTI) to bring the voice of the customer to life. It is our goal at Marigold to help our customers understand their audience on a deeper level to build those important long-lasting relationships. This annual project, and the webinar and multiple reports created for regions and industries, will help you better align your marketing efforts to what your customers actually want and need.


The 2023 Global Consumer Trends Index Webinar

Zero-party data (ZPD) is the rocket fuel for your relationship marketing efforts. With third-party data rapidly losing value, and potentially useless by the end of 2023, you need to shift to collecting data and insights directly from your addressable audience. This means understanding as many consumers as possible, as well as your existing customers, to deliver personalized experiences that put your products and services in the right light, with the right person at the right moment.&nbsp; In this webinar we’ll explain what relationship marketing means and give an in depth explanation of ZPD. We’ll also share examples of how to develop a meaningful value exchange to collect ZPD, how to store and filter that data while using it in real-time to deliver hyper-personalized experiences that drive real revenue. You’ll see examples from brands large and small, with marketing teams that range from 3 people to 300. No matter your industry or size, we’ll arm you with actionable insights that you could start to implement immediately within your own relationship marketing strategy to drive real results. See exactly how global brands like HGTV and PepsiCo. engage mass audiences as well as how multi-national retailer Smartbox uses ZPD experiences to lift engagement and revenue by 60%. We’ll also showcase how a three-person marketing team at a global sporting goods brand built a database of nearly 1 million consumers using value exchange experiences. <ul><li>How the Marigold Experiences platform provides value</li><li>How to acquire consumers that aren’t yet customers</li><li>How to get as close to your customer as possible using ZPD</li><li>5 examples of ZPD Experiences in action</li><li>Simple personalization tactics that drive real revenue</li><li>How Smartbox increased sales 60% using a zero-party data strategy</li></ul>

As Global VP of Content at Marigold, Tim is a driving voice for the adoption of zero-party data within a relationship marketing strategy. His 20+ years as a brand marketer brings empathy to his presentations as he shares his own experiences in building databases, personalizing consumer journeys and delivering impact to revenue for multiple global brands.

Tim Glomb

Global VP Content at Marigold

Nick Watson is VP, Client Success EMEA at Marigold and has supported brands like PepsiCo, Arsenal, Unilever, Bauer Media and The White Company collect over 1.3 billion preference insights, purchase intentions and opt-ins from consumers to power truly personalised marketing. After many years at BBC Magazines and Tag: Worldwide, Nick joined Cheetah Digital to help create technology that made it easier for marketers to collect ‘zero party-data’ across all owned, earned and paid channels and build long-lasting relationships that drive loyalty.

Nick Watson

VP, Client Success EMEA at Marigold

Zero-party data (ZPD) is the rocket fuel for your relationship marketing efforts. With third-party data rapidly losing value, and potentially useless by the end of 2023, you need to shift to collecting data and insights directly from your addressable audience. This means understanding as many consumers as possible, as well as your existing customers, to deliver personalized experiences that put your products and services in the right light, with the right person at the right moment. 

In this webinar we’ll explain what relationship marketing means and give an in depth explanation of ZPD. We’ll also share examples of how to develop a meaningful value exchange to collect ZPD, how to store and filter that data while using it in real-time to deliver hyper-personalized experiences that drive real revenue. You’ll see examples from brands large and small, with marketing teams that range from 3 people to 300. No matter your industry or size, we’ll arm you with actionable insights that you could start to implement immediately within your own relationship marketing strategy to drive real results.

See exactly how global brands like HGTV and PepsiCo. engage mass audiences as well as how multi-national retailer Smartbox uses ZPD experiences to lift engagement and revenue by 60%. We’ll also showcase how a three-person marketing team at a global sporting goods brand built a database of nearly 1 million consumers using value exchange experiences.

How the Marigold Experiences platform provides value
How to acquire consumers that aren’t yet customers
How to get as close to your customer as possible using ZPD
5 examples of ZPD Experiences in action
Simple personalization tactics that drive real revenue



The Value of Zero-Party Data and How Brands Large and Small Are Activating It

The Value of Zero-Party Data and How Brands Large and Small are Activating It

Listening to consumers is more important than marketing to them. And with a looming global recession after several years of economic disruption, this has never been more pertinent.&nbsp;That’s why we surveyed over 10,000 global consumers on everything from what channels they like to purchase from, why they’ve left a favored brand and how their spending habits will change due to the rising cost of living.&nbsp;Here’s a taste of what you can expect:<ul><li>When it comes to driving sales, email is the most effective channel, beating banner ads and SMS by 108%</li><li>Brand loyalty is on the rise, with 59% of consumers prepared to pay more to purchase from a preferred brand</li><li>Consumers are incredibly concerned about the current global economic uncertainty, with 60% very pessimistic about the looming recession and economic outlook</li></ul> This webinar will not merely furnish you with the statistics that matter, but also the insight and analysis to build more meaningful relationships between brand and buyer at every stage of the customer lifecycle.

The 2023 Consumer Trends You Must Know

Description: Consumers trust ads less and less, but will pay more to purchase from a trusted brand. What can marketers do to keep up with this seismic shift in consumer expectations where hyper-personalised relationships with brands are the only way forward?

Gianfranco Cuzziol

Former Group CRM and Personalisation Lead Natura & Co

Tom Peace

Managing Director at The Loyalty People

Simon Jeffs

Principal Marketing Strategist at Cheetah Digital

How is Relationship Marketing the key to converting consumers into advocates?

When it comes to creating a compelling brand voice and inspiring customer advocacy, marketers face numerous challenges. At the top of that list? How to effectively use data to create genuine, engaging content for consumers from increasingly diverse backgrounds. In this session, you’ll learn strategies and techniques to create and measure the impact of these initiatives from PR, brand and marketing experts with experience at industry giants including Starz, Toyota, the City of Los Angeles and Netflix.Key Takeaways:<ol><li>There is tangible ROI for organizations who create and nurture brands that value the diversity of their audiences.</li><li> </li><li>There are multiple ways to gather and use data - including zero party data and surveys - to inform the content creation process, and measure the impact of your initiatives.</li><li> </li><li>The best brands create an environment where creativity and authenticity have a measurable impact on communication. They also ensure all partners - internal and external - believe in the importance of the efforts, and operate accordingly.</li></ol>

Juntae Delane

Founder & Chief Strategist, Digital Delane

Ramona Wright

Founder & CEO, WrightOne Media Group

Keana McGee

Global Creative Marketing, Netflix

Liz Mclemore

Services Offering Director, CM Group

When it comes to creating a compelling brand voice and inspiring customer advocacy, marketers face numerous challenges. At the top of that list? How to effectively use data to create genuine, engaging content for consumers from increasingly diverse backgrounds. In this session, you’ll learn strategies and techniques to create and measure the impact of these initiatives from PR, brand and marketing experts with experience at industry giants including Starz, Toyota, the City of Los Angeles and Netflix.
Key Takeaways:
There is tangible ROI for organizations who create and nurture brands that value the diversity of their audiences.

There are multiple ways to gather and use data - including zero party data and surveys - to inform the content creation process, and measure the impact of your initiatives.

The best brands create an environment where creativity and authenticity have a measurable impact on communication. They also ensure all partners - internal and external - believe in the importance of the efforts, and operate accordingly.



Experts Tell All: How Industry Giants Use Data to Speak Authentically to Diverse Audiences

When Magnolia Bakery selected Sailthru as its email service provider, they were crystal clear on what they wanted. After 20 years in business, ten brick and mortar shops and a thriving ecommerce business, Magnolia Bakery needed a consolidated database to understand more about their customers. Were local shoppers placing online orders? If shoppers were buying banana pudding and cookies, should Magnolia offer a combo offer? Were paid media campaigns really attracting new customers? Join us for an informative session about how Magnolia Bakery created segmented audiences and leveraged the immediacy of A/B testing to learn more about their audiences and how they increased their conversion rate by nearly 40%. <h5>Takeaways:</h5><ol><li>Magnolia Bakery’s knowledge about shopper preferences combined with personalization has yielded a returning customer rate of 30% in the last year.</li><li>A/B testing is considered one of the brand’s most important tools for creating a continuous feedback loop with their customers.&nbsp;</li><li>The shopper data they’ve accrued in the last year is informing how Magnolia will plan their holiday campaign. Returning shoppers are more likely to buy via their owned channels. New customers are more responsive to paid media campaigns.</li></ol>

Simone Edmonds

SVP, Global Production Services, CM Group

Adam Davis

Media and Marketing Manager, Magnolia Bakery

When Magnolia Bakery selected Sailthru as its email service provider, they were crystal clear on what they wanted. After 20 years in business, ten brick and mortar shops and a thriving ecommerce business, Magnolia Bakery needed a consolidated database to understand more about their customers. Were local shoppers placing online orders? If shoppers were buying banana pudding and cookies, should Magnolia offer a combo offer? Were paid media campaigns really attracting new customers?

Join us for an informative session about how Magnolia Bakery created segmented audiences and leveraged the immediacy of A/B testing to learn more about their audiences and how they increased their conversion rate by nearly 40%.

Takeaways:
Magnolia Bakery’s knowledge about shopper preferences combined with personalization has yielded a returning customer rate of 30% in the last year.
A/B testing is considered one of the brand’s most important tools for creating a continuous feedback loop with their customers. 
The shopper data they’ve accrued in the last year is informing how Magnolia will plan their holiday campaign. Returning shoppers are more likely to buy via their owned channels. New customers are more responsive to paid media campaigns.



The Sweet Personalization Strategy That Gives Magnolia Bakery a Greater Customer Return Rate

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Signals is CM Group's virtual video hub loaded with client case studies, conversation as well as product and solution overviews. No matter your industry or marketing needs, Signals has a video session below that will inspire you to challenge the status quo. CM Group is a leader in relationship marketing solutions that support marketers' needs across the entire customer lifecycle. From acquiring new contacts, through engagement and ultimately customer retention and brand loyalty, our portfolio includes Cheetah Digital, Sailthru, Selligent, Emma, Campaign Monitor, Liveclicker and Vuture. With over 40,000 brand clients ranging in size from Morning Brew to Starbucks, CM Group has a solution to help brands of all sizes and from all parts of the world grow their business, no matter the industry.

Finserv industries have seen some of the biggest digital transformations in recent years and consumer demands have changed the way they operate.&nbsp;Stats show that you need to adopt a customer obsessed relationship marketing strategy to survive.&nbsp;And you most likely need to change your entire customer experience. In this session we’ll explain the 4 stages of relationship marketing from acquiring new customers, understanding them as individuals, engaging them across all channels and ultimately retaining their business and fostering loyalty.

Value Exchange: Relationship Marketing Use Case

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