{"id":759852,"date":"2023-05-22T12:18:06","date_gmt":"2023-05-22T16:18:06","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/gartner-says-catalytic-marketing-allows-cmos-to-drive-profitable-growth-amid-macroeconomic-pressures\/"},"modified":"2023-05-22T12:18:06","modified_gmt":"2023-05-22T16:18:06","slug":"gartner-says-catalytic-marketing-allows-cmos-to-drive-profitable-growth-amid-macroeconomic-pressures","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/gartner-says-catalytic-marketing-allows-cmos-to-drive-profitable-growth-amid-macroeconomic-pressures\/","title":{"rendered":"Gartner Says Catalytic Marketing Allows CMOs to Drive Profitable Growth Amid Macroeconomic Pressures"},"content":{"rendered":"

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Gartner Says Catalytic Marketing Allows CMOs to Drive Profitable Growth Amid Macroeconomic Pressures<\/b><\/p>\n

Experts Explore How to Drive Customers\u2019 Commercially Productive Behaviors During Gartner Marketing Symposium\/Xpo 2023, May 22-24 in Denver<\/i><\/b><\/p>\n

DENVER–(BUSINESS WIRE<\/a>)–
\nCatalytic marketing experiences provide the greatest boost to commercially productive behaviors such as paying a premium or referring other customers to the brand, according to Gartner, Inc.<\/p>\n

\nCatalytic marketing experiences are defined as those that change customers\u2019 understanding of their own needs and make them feel more confident moving in a new direction.<\/p>\n

\nDuring the opening keynote of the Gartner Marketing Symposium\/Xpo<\/a>, which is taking place here through Wednesday, Gartner experts explored how catalytic marketing can help alleviate the pressures CMOs are under to deliver profitable, digital growth amid disruption<\/a>.<\/p>\n

\n\u201cIn a pressurized environment, CMOs are eager to optimize their investments and justify their existence,\u201d said Carlos Guerrero<\/a>, VP, Advisory in the Gartner Marketing Practice<\/a>. \u201cYet they overcompensate in their customer-focused activities, continuously investing in more channels, technology, customer data and personalization.<\/p>\n

\n\u201cThe singular focus on customers results in a series of escalating and unprofitable investments in experiences that customers find invasive and tune out. To spark productive, lasting changes in organizations and audiences requires catalytic marketing.\u201d<\/p>\n

Catalytic Marketing is Not About More<\/b><\/p>\n

\nCatalytic experiences help marketers do less to get more: They don\u2019t require additional integrated data, engagement across channels, nor more technology or a fully optimized engine for journey orchestration \u2013 all of which caters to CMOs\u2019 budget and resource constraints.<\/p>\n

\nInstead, they require one meaningful opportunity that prompts customers to stop and think, change their perspective on something they knew well, or teach them something entirely new about the brand.<\/p>\n

\nGartner research shows that a single catalytic digital experience doubles the likelihood of commercially productive behaviors. It matters even more than having a large number of memorable brand interactions and rating all of them as high-value.<\/p>\n

\nFor example, one cosmetics company provided customers with an AI-powered assessment of their unique skincare needs, simulating an in-person beauty advisor. Customers could reflect on and explore skin improvement goals based on an honest appraisal of their skin\u2019s features compared to other people their age.<\/p>\n

\n\u201cThe cosmetic brand went beyond being just another product recommender by supporting customers\u2019 own self-assessment of their skin prior to being routed to any product recommendation,\u201d said Lizzy Foo Kune<\/a>, VP Analyst in the Gartner Marketing Practice. \u201cUltimately, the catalytic experience it provided deliberately elicited a moment of self-reflection that gave customers the confidence to commit to a new skin care regimen, providing lasting change in their target audience.\u201d<\/p>\n

The Three C\u2019s of Catalytic CMOs: Clarity, Connections and Courage<\/b><\/p>\n

\nCatalytic marketing must be supported by a distinct management orientation that allows CMOs to create and deploy these experiences at scale.<\/p>\n

\nCatalytic marketing leaders demonstrate and cultivate unusual levels of:<\/p>\n