It has been our great privilege to be your marketing partner for many years and again in 2021. Thank you for being a valued member of our B2B financial marketing community. You, your ideas, your personalities, and your expertise are what make CFG the most trusted source for B2B financial marketing intelligence. I wish you a very happy welcome to the new year and look forward to sharing 2022 with you.
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As we look forward to 2022, our focus will be on
MARKETING PERFORMANCE MEASUREMENT
Together we'll be exploring the complex web of measurement.
Meanwhile, here's a few questions to ponder as we get ready for a year of proving our real value!
- Are you scaling content customization and managing the combination of intent data, customer insights, and delivery channels?
- Are you measuring your impact on business incorporating metrics that describe value created during the customer lifecycle (e.g., retention rates, customer lifetime value, customer satisfaction, customer advocacy)?
- Does your dashboard account for customer acquisition costs and cost of efficiency of your demand generation initiatives?
Why?
Because organizations that tune their metrics to marketing’s impact against the buyer’s (or buying group’s) journey and customer outcomes are the ones that position their organizations to succeed.
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Please take a moment to review the critical marketing intelligence and personal advice we all shared during the transformative year of 2021. Hybrid marketing was our mantra. Your creativity and innovation in balancing a part digital and part personal marketing experience put you and your teams at the forefront of business once again.
It is with great pride and appreciation that I share this 2021 'N Review with you.
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In 2021, we put our leadership in focus. Interviews took us behind the person leading our wholesale marketing teams. We looked back at 2020 to learn their sources of pride and challenge; at 2021 as the year of hybrid marketing; and at these individuals personally. These interviews provide insights you can't get and lessons on how leaders evolve and thrive.
Click on face to read Patty, Ryan, Kerry and Michael's views on marketing and leadership!
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CMO 2021: Growth in the Age of Authentic Marketing featuring Liz Miller, Constellation Research
The Big Pivot: Implications for Talent and Marketing Demand featuring Jonathan Copulsky, Northwestern University (and former Deloitte CMO) plus Kerry English, HSBC; Stephanie Meyer, HSA Bank/Webster Bank; and, Michael Guralnick, CITI.
F#CK Content Marketing: Focus on Content Experience to Drive Demand, Revenue and Relationships featuring Randy Frisch, Uberflip and author of book of same title
Content Marketing: Creating Order out of Chaos...Content Marketing featuring Mitch Rose, J.P. Morgan; Ellie Sullivan, Truist; and, Erica Wiczer, J.P. Morgan Chase
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Small groups of CFG members with like interests met quarterly to talk about the current challenges and ideas on how to enhance their roles. If you're not yet a member of one (or more) of our groups, be sure to connect with your peers in 2022. Each group also has its own private Linkedin group to further sharing of articles and intelligence.
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