Start with prompt-based chatbot. Focus on top needs, searches, and scenarios, and build scripts for chatbot (or work with agency/vendor). A final prompt for the chat would be to email or call customer service because, at ...read more

4.6k views1 Comment

How do you create a culture of open and honest communication within your marketing team to prevent or address manipulative behavior?

People & Leadership Relationship Management

Laura HugginsSVP of Marketing for financial insitution in Banking3 months ago

This question in and of itself indicates cultural issues. First, assume positive intent. Is the behavior meant to be manipulative, are there unconscious biases you need to confront, etc.? If, after an honest assessment, there ...read more

2.4k views1 Comment

In your opinion, what is the main value your organization's marketing department delivers?

Peer Insights

Laura HugginsSVP of Marketing for financial insitution in Banking4 months ago

Do you can add some examples of what you are thinking about?

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48.8k views6 Upvotes33 Comments

Which services or tools do you find effective for measuring brand awareness (aided and unaided) in a B2C business?

Peer Insights Data & Analytics

Laura HugginsSVP of Marketing for financial insitution in Banking5 months ago

Surveys?

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3.1k views2 Upvotes3 Comments

How do you balance the use of data and personal intuition when understanding your customer's needs?

Process Management Strategy & Architecture

Laura HugginsSVP of Marketing for financial insitution in Banking5 months ago

Data and externally-driven facts should always inform internal opinion but there is indeed a balance particularly when your internal expertise is ahead of trends and trying to influence formative perceptions. Aggregating ...read more

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766 views3 Comments

How have folks aligned their B2B marketing strategy and B2B sales funnels for maximum impact?

Portfolio, Program & Project Management

Laura HugginsSVP of Marketing for financial insitution in Banking8 months ago

YES! We developed journey maps and analyzed the sales funnel so as to focus our activities on lead generation. Everything Marketing does should ladder up to corporate objectives. If you're in a sales organization (like ...read more

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1.4k views4 Comments

How are folks measuring the ROI of B2B content marketing efforts? What metric(s) is most critical?

KPIs, Metrics & Reporting

Laura HugginsSVP of Marketing for financial insitution in Banking8 months ago

We look at many metrics to optimize real-time. Impressions, CTR, engagement (social) and more. Our blog articles are intended to keep readers clicking, eventually piquing their interest in our products. That's the real ...read more

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1.4k views2 Comments

Has anyone implemented Pega CDH? Interested not only in the technology aspects but how the organization made the shift from traditional marketing to individualized just-in-time marketing and how that impacted the implementation roadmap.

Laura HugginsSVP of Marketing for financial insitution in Bankinga year ago

We have and it has been difficult to use the tool to its full capabilities. If your organization has impeccable data hygiene with the right system integrations and an effective information management strategy and execution, ...read more

1 2 Replies

1k views3 Comments

Are you all driving or seeing shifts in working vs. non-working marketing spend in 2023, going into 2024? Where does your organization fall?

Laura HugginsSVP of Marketing for financial insitution in Bankinga year ago

Yes. We're right sizing the balance of paying for services vs. ad placement. We looked at our 2022 spend and analyzed the breakout. We were intentional about placing more towards ad buys in 2023 and will optimize even ...read more

735 views1 Comment

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