Good morning, we’re curious, who leads marketing at your company?  

It was Shakespeare who first noted, “That which we call a CMO by any other name would smell as sweet,” but brands are starting to push back against the traditional CMO role. Some are cutting out the position completely and hiring chief digital officers and chief customer officers. Others are keeping the title, but adding new responsibilities — everything from managing marketing technology to taking on primary CX initiatives. 

These shifts within our industry point to a bigger question: Is it time to say goodbye to the CMO role, or simply come up with a new acronym? “The CMO title is really semantics,” says Keith Johnston, VP and research director for Forrester. Johnston believes the move to rename — or replace — the CMO is the final signal that whatever the title is, those who hold the position need to rise to the skills and leadership requirements that now include a much more diverse set of responsibilities. As someone who has been following the CMO role for some time now, I’d like to know who leads marketing at your company (not the person, but their title) — you can email me at agesenhues@thirddoormedia.com

Lytics announced last week a new integration with Google Marketing Platform, making it possible for users to target ads via customer data housed within the Lytics platform. The company’s CEO James McDermott said the goal was to give customers “more precise targeting and increase ROI” for their Google ad spend. The integration applies to Google Marketing Platform’s full suite of tools, including Google Ads, Google Analytics, Google Optimize 360 and Display and Video 360. 

Good news on the email marketing front: email is far from dead, it’s essential. Twilio SendGrid found that a whopping 95% of Gen Z and Millennials claim their personal email is essential to their daily lives. In other words, they’re checking their inboxes daily — with a majority looking at their inbox multiple times a day — and your brand should be there. I mean, you’re reading an email now, right? 😉

We have more for you, including a quick brief on the newest member to join HubSpot’s C-level team and a quick list of headlines we’ve been discussing on our internal Slack channels. 

Amy Gesenhues,
Senior Editor

 
 
 
Pro Tip
 

3 major technology plays ahead for local commerce in 2020

“As the year winds down, it’s time to look at what’s in store for the local business landscape in the coming year. The good news is the benefits of enterprise-grade technology are becoming more accessible to this business segment to meet comprehensive SMB needs,” explains Local Search Association’s president Bill Dinan. “The three top local commerce trends that our analysts predict will take center stage in 2020 are: 1) A shift into buy-it-yourself technology; 2) Amazon’s rollout of Retail-as-a-Service; and 3) Uber’s Local Ads play.”

Read more »

 

Get inside the buyer’s brain to increase conversion rates

As with any online experience, you need to keep your customers at the forefront of your mind as you architect your e-commerce site and landing pages. Concordia University St. Paul Online shows how you can apply scientific psychological principles to influence consumer behavior on your site to be in tune with the way people make their purchase decisions.

Then, take your learning a step further and get additional tips to create highly personalized segment-of-one experiences when you join Resulticks tomorrow for a webinar. There you will learn about the five new pillars of customer engagement that will help your brand create more compelling omnichannel experiences, drive conversions and accelerate revenue growth.

 
On the Move
 

HubSpot expands its C-suite, Hogarth gets a CMO and TapClicks adds new sales leadership

HubSpot has named Yamini Rangan as its first-ever chief customer officer. She will start in January and is tasked with uniting the company’s marketing, sales and services teams. HubSpot says Rangan will be a key member of its executive leadership team,overseeing teams charged with accelerating the company’s business goals. “Today’s most disruptive companies are finding ways to innovate on how they market, sell, and provide service to their buyers, and Yamini has a proven track record of doing just that,” said CEO Brain Halligan. Prior to joining HubSpot, Rangan was chief customer officer for Dropbox and spent time at Workday as its VP of sales strategy and operations. 

Mauro Baz has been promoted to CMO for the Americas at Hogarth Worldwide, a marketing implementation agency owned by WPP. Baz has been part of Hogarth for nearly a decade, previously working in the firm’s Miami offices serving its North American and Latin American markets. He will be one of the youngest C-suite members within the organization, a firm WPP credits with being the “fastest-growing” company inside the WPP Group. “Hogarth made a strategic decision to work with global companies and help them reshape the traditional production model,” said Baz, “What we are seeing today in the industry is nothing short of a new era and we have to be agile in order to offer real value at scale.” 

TapClicks, a marketing cloud solution for intelligence, analytics, reporting and orders management, has hired Michael Rosner as its SVP of global sales. He will be responsible for the company’s international sales performance and be charged with aligning TapClicks’ sales objectives with its mission and strategy. “We’re thrilled to bring Michael’s leadership to our team as we scale rapidly given the growing demands of omnichannel enterprise marketers,” said CEO Babak Hedayati, who noted the company now serves more than 5,000 B2B and consumer media companies, agencies, franchises and brands. During his career, Rosner has held sales leadership roles with a number of adtech companies, including DoubleClick,Sizmek and Forensiq. 

 

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader

How to Build a Case for CMS Replatforming – CMS Wire

What is context marketing? – Marketing Dive

Marketers Navigate A Daunting Cross Device World – Forbes

Apps Dominate Mobile Holiday Shopping – Street Fight

Why CRO and UX Are a Match Made in Heaven – VWO Blog

7 strategies for collecting product feedback – User Testing Blog

Resemble AI launches voice synthesis platform and deepfake detection tool – VentureBeat