The Gartner Marketing Sympsoium/Xpo™ 2024 agenda is designed to address CMOs’ and marketing leaders’ top priorities and the hot topics shaping the future of marketing. Here’s a preview of what was covered at the 2023 conference in North America, and what you can expect at the 2024 conference in London.
Agenda
Explore the latest insights from marketing research conversations with CMOs at the Gartner Marketing Symposium/Xpo™ 2024 in London, U.K.
Topic highlights
Navigate emerging digital best practices
The digital marketing and technology landscape continues to change. Navigate the evolving martech landscape and improve the performance of your marketing strategy by following leading examples, and getting a first look at new, exciting opportunities.
Unlock the value of data
Marketers’ use of data has come into sharper focus in recent years, with rising interest in topics like data ethics and privacy protection among consumers and regulators. In this dynamic, marketers will have to change the value exchange they offer to capture first party data, but often already possess more data than they use effectively.
Navigate shifts to optimize for brand value
As unpredictable events disrupt business operations and fragment audiences, marketing and communications leaders must redefine and quickly demonstrate the value of brand investments. This involves finding new ways to analyze key audience signals and a focus on best practices in activating the brand to different audiences.
Orchestrate touchpoints in support of growth across channels
Effective customer journey orchestration can be difficult to deliver given continual changes in customer buying and engagement behaviors. Explore the latest best practices in processes, strategy and execution to improve performance while working across an ever-changing and ever-growing number of channels.
Build a high-functioning marketing team
With digital talent shortages, unpredictable buying behaviors and inflation affecting marketing budgets, CMOs are being tasked with finding even greater efficiency in their operations. This will drive a combination of changes to martech stacks, cross-functional processes and team structures.
Deliver impact via customer experience
In unpredictable times, it’s critical for organizations to retain and grow relationships with their most-valued customers across the end-to-end journey. Marketers that leverage CX best practices are better positioned than their peers to meet and exceed both company and customer objectives.