Mad Men, Don Draper & Customer Journeys

From architecture to home furnishings to furniture design, Mid-Century Modern seems to be everywhere. Whether it is the clean lines or the associated perceived simplicity of the 1950s, Mid-Century Modern is making a comeback.

While this a popular trend in our personal lives, it clearly is not applicable to our corporate lives, especially for those responsible for marketing and driving demand for their products. Don Draper and his team from the hit series Mad Men had only a very few options available to them: TV, radio, newspaper and magazines. In addition to the limited venues to tell the story, the balance of power was tipped towards the advertiser.  As Don Draper says in the show “People want to be told what to do so badly they’ll listen to anyone.”

Fast forward to 2018 and marketers are faced with two major shifts:

  1. Digital native (and those non-digital native that have adapted) consumers do not wait to be told what to do, feel or think. They drive the story through the myriad social media tools at their disposal.
  2. Digital technologies has totally transformed the customer journey to be cross-channel and omni-channel.

And while we may wish for the simpler days of 1950s advertising, it is never coming back. The marketers today need to be adept at more than the story and the creative process. They need to both understand and make quick decisions based on the data available to them. Cost-per-lead (CPL), cost-per-acquisition (CPA) and customer-acquisition-costs (CAC) are driving marketers to be intensely focused on attribution of marketing budgets to bottom line results.

On March 25th – 28th a group of CMOs and digital marketing leaders will come together at the CMO Digital Transformation Summit to further discuss how digital transformation is impacting today’s customer journey.

Some of the presentations will include:

Join us at our CMO Digital Transformation Summit in Miami on March 25th – 28th to network and collaborate with these industry experts.

Balancing the Four Pillars of Cybersecurity: Remediation, Vulnerability, Threat Intelligence & Deception

Unless you have totally unhooked from all media sources, not a day goes by that you are not exposed to a new cybersecurity existential threat or a successful nefarious hacking of a company’s data and records. It is a constant fight and a fight that has very serious ramifications if a company is on the losing end.

Adding to the complexity is the ongoing digital transformation of companies to meet the demands of both customers and employees. The need for instantaneous access to myriad pieces of data is seeing the rise of connected homes, offices and factories brought about by the Internet of Things (IoT). More data means more devices exposed to the threats of unwanted intruders.

CISOs and CIOs have many tools at their disposal, but typically not enough resources or time to deal with all of them. Technologies such as artificial intelligence and machine learning promise to provide Information security leaders with faster access to threats, but even with these tools the task of securing your employee and customer data can be daunting.

Generally, there are four pillars that security professionals are grappling with to solve this problem:

  • Remediation: Quickly respond to active threats and intrusions
  • Vulnerability: Using tools to identify the most glaring holes in systems and processes
  • Threat Intelligence: What are the most current threats happening at the current moment
  • Deception: Using camouflage to distract and confuse intruders

In Miami, March 25th-28th a group of CISOs and CIOs will come together at our Digital Transformation Summit to learn from each other as well as leading security technology providers and the best practices to balance these four pillars of cybersecurity architectures.

The presentations will include:

Join us at our Digital Transformation Summit in Miami on March 25th – 28th to network and collaborate with these industry experts.

Digital Transformation: Impacts of a Digital Native Customer & Employee Base

We live. We work. We play. We help. We consume. These are relative constant actions of the human race. Humans have been doing these things for thousands of years. However, through the ages there has always been an evolution, or sometimes a revolution, on how we did these things.

In 2018, what does this look like? Clearly we have moved into a mobile-first world. We expect the people we interact with to be ready to respond instantly with a text, a photo or a video. Then, we wonder if something is wrong if we do not get instantaneous responses. This is just one impact of an increasingly “digital native” society.

Now. Here. Whenever I want. The way I want it. Consumers are making brand choices partly on the ability to provide the required customer journey of mobile-first. If a company makes it hard for someone to buy a product via their smart device, they will have a hard time competing for the digital native consumer.

This is true as well for employees. A digital native employee expects to be able to work where and whenever. They are demanding tools to match how they think, how they live, how they process information. Again, a company that makes it hard for their employees to work this way will see either sub-optimum performance or high employee churn.

In Miami, March 25th – 28th, a group of IT leaders (CIOs, CISOs and more) will come together to discuss the implications of the digitally native customer and employee.

One specific topic we will be discussing will be how to travel the road of Digital Transformation while avoiding the inevitable potholes. We are pleased that Keith Fuentes from Samsung will be sharing his insights on:

  • How does mobile enablement directly affect my business?
  • What are digital native consumers demanding from the companies they consume from?
  • Which workers are most likely to demand and/or require new systems and why?
  • Is the cloud really the panacea that it’s cracked up to be?
  • How to avoid the pitfalls and costs of inadequate security.

Click here to join us at our Digital Transformation Summit in Miami on March 25th – 28th to network and collaborate with these industry experts.

 

CIO & CISO D.C. & Public Sector Summit Recap

Thank you for attending CDM Media’s CIO & CISO D.C. and CIO & CISO Public Sector Summits last week in Washington, D.C. It was a rare experience that brought together technology leaders from corporate, federal government, state and county government, as well as education. Sticking to the theme – digital transformation is a journey, not a destination – it is suffice to say, our attendees made excellent progress last week. We are confident that each attendee was able to walk away from the summits with 2-3 helpful ideas on how to better embrace digital technologies to improve your company or organization. In addition, we are also confident that the attendees left with 2-3 new connections within their peer-to-peer community in efforts to collaborate until we all meet again.

It is difficult to summarize the myriad discussions, presentations and meetings, but if there is a summary it would be this :

  • Digital technologies are driving changes in both the expectations and habits of employees and customers.
  • Companies and organizations are needing to transform how they operate to meet these new expectations and habits.
  • Data is truly the fuel for the journeys we are on.
  • However, this data is under an increasing attack and we need to secure it through remediation, vulnerability assessments, threat intelligence and deception techniques.
  • We need to increase our speed and agility as organizations.
  • We also need to hone our communication skills to be the best story tellers within our companies or organizations such that we are driving digital transformation instead of sitting in the back seat.

If you are interested in attending upcoming summits, please check out our summit calendar. In the meantime, we encourage you to keep our community together by joining our CIO/CISO D.C./Public Sector LinkedIn Group. Please contact Bryce Sack to learn more.

Highlights from the summits:

CIO/CISO Montreal Summit Recap

Thank you to all who attended CDM Media’s CIO and CISO Montreal Summits last week in Montreal, QC. Sticking to the theme – digital transformation is a journey, not a destination – it is suffice to say, our attendees made excellent progress last week. We are confident that each attendee was able to walk away from the summits with 2-3 helpful ideas on how to better embrace digital technologies to improve your company or organization. In addition, we are also confident that the attendees left with 2-3 new connections within their peer-to-peer community in efforts to collaborate until we all meet again.

It is difficult to summarize the myriad discussions, presentations and meetings, but if there is a summary it would be this :

  • Digital technologies are driving changes in both the expectations and habits of employees and customers.
  • Companies and organizations are needing to transform how they operate to meet these new expectations and habits.
  • Data is truly the fuel for the journeys we are on.
  • However, this data is under an increasing attack and we need to secure it through remediation, vulnerability assessments, threat intelligence and deception techniques.
  • We need to increase our speed and agility as organizations.
  • We also need to hone our communication skills to be the best story tellers within our companies or organizations such that we are driving digital transformation instead of sitting in the back seat.

If you are interested in attending upcoming summits, please check out our summit calendar. In the meantime, we encourage you to keep our community together by joining our CIO/CISO Montreal LinkedIn Group. Please contact Bryce Sack to learn more.

Highlights from the summits:

A Good Samaritan at CDM Media

During the middle of December, Marvin Smith, Senior Relationship Manager at CDM Media, was riding the Chicago subway into work when he noticed an argument between a teenage boy and an adult woman. Once the argument escalated to violence, the 23-year old woman pepper sprayed the 16-year old.

As confusion ensued with passengers covering their faces from the spray, the boy fled from the scene and Smith jumped into action. As he made for the exit at the North and Clybourn Red Line stop, the boy retaliated by shoving Marvin, causing him to hit his head on a nearby wall and nearly black out. Marvin later reported that the collision lead to a brain bleed as well as facial and teeth fractures.

The teen was apprehended and charged with two counts of aggravated battery.

Marvin is more than just a hard-working member of the sales team. Through his courage, Smith mitigated a dangerous situation that could have become much worse. Though the road to recovery has been painful and arduous, he says that he doesn’t regret getting involved.

Marvin has had an expensive and onerous road to recovery and, to combat the bills, a Go Fund Me Page has been created to help with the payment. Thanks in advance to all for their thoughtful and charitable donations.

CBS Chicago covered the full story. Watch full video and story at http://chicago.cbslocal.com/2018/02/01/good-samaritan-injured-in-red-line-battery/

CIO/CISO Atlanta Summit Recap

February 8, 2018 — Hyatt Atlanta Perimeter at Villa Christina

First off, we want to extend another “thank you” to those who attended CDM Media’s CIO and CISO Summits on February 8th in Atlanta.

The theme for the summit was Digital Transformation: A Journey Not a Destination, and was very fitting for our day together. We journeyed through many important topics regarding how to move from the WHAT of digital transformation to the HOW.

From the opening keynote presentations, to the engaging lunchtime panel, to the ending Governing Board discussion as well as all the great presentations in between, we discussed important topics facing IT leaders today. These topics concluded that digital transformation is about more than technology. It is about how companies can reinvent themselves to be more competitive, more nimble and more secure. And there is no one better positioned to tell the story of what is possible than from the CIOs and CISOs at the CIO and CISO Atlanta Summit.

We hope that those who attended the summit left with solid ideas on how to move your companies forward. We also hope that you built even stronger bonds with your peers in your community. If you were unable to attend and would like to learn more about future Atlanta events, email marketing@cdmmedia.com to stay connected.

Photos from the summits:

 

CIO/CISO New York Summit Recap

February 6, 2018 — Grand Hyatt New York, New York City, NY.

First off, we want to extend another “thank you” to those who attended CDM Media’s CIO and CISO Summits on February 6th in New York City.

The theme for the summit was Digital Transformation: A Journey Not a Destination, and was very fitting for our day together. We journeyed through many important topics regarding how to move from the WHAT of digital transformation to the HOW.

From the opening keynote presentations, to the engaging lunchtime panel, to the ending Governing Board discussion as well as all the great presentations in between, we discussed important topics facing IT leaders today. These topics concluded that digital transformation is about more than technology. It is about how companies can reinvent themselves to be more competitive, more nimble and more secure. And there is no one better positioned to tell the story of what is possible than from the CIOs and CISOs at the CIO and CISO New York Summit.

We hope that those who attended the summit left with solid ideas on how to move your companies forward. We also hope that you built even stronger bonds with your peers in your community. If you were unable to attend and would like to learn more about future New York events, email marketing@cdmmedia.com to stay connected.

Photos from the summits:

 

Cloud Is Not a Digital Transformation Strategy (Unless You Are Amazon)

How did an online bookstore eat the cloud?

In 2002, Jeff Bezos did an odd, remarkable thing. He applied an IT architecture (SOA) to the culture, processes, and organizational structure at Amazon. Bezos sent an internal mandate demanding that Amazon teams communicate with each other by exposing “their data and functionality through services interfaces.” Anyone who disobeyed the mandate would be fired. Unbeknownst to the rest of the world, Bezos had quietly refactored Amazon into a platform company.

And it worked. A few years later, Amazon’s transformation gave rise to S3, the first of Amazon’s web services, which we now know collectively as the cloud.

A year after the Bezos mandate, Nicholas Carr published an article in the Harvard Business Review titled, “IT Doesn’t Matter.” Carr argued that IT had already transformed nearly every industry, and the lack of opportunity for differentiation meant companies should be focused on playing defense: risk management and cost containment.

IT organizations became incredibly cost conscious, creating layers of decision making and architectural review for every new technology considered — all in a battle to increase standardization and minimize costs. However, information technology cannot be compared to the transition from steam engines to railroads or from telegraphs to telephones — technologies that became commoditized utilities that drive little differentiation to businesses today.

Information technology builds upon itself, each layer of innovation opening up new avenues to transform the world. Smartphones proliferated, GPS and mapping technologies matured, and startups began building on the infinite capacity of the cloud. These layered innovations enabled Netflix, Airbnb, Spotify, and even Amazon itself to break across legacy industries like tidal waves.

The Bezos mandate changed the world. He turned a tactical technology stack into one of the most strategic products of all time—AWS.

It was time to play offense, not defense.

Today, you’ll be hard pressed to find a company that does not have a cloud strategy. “Cloud First” and “Cloud Shift” are the popular mantras espoused by Gartner analysts and IT executives, all fueling the trillion dollars forecasted in cloud spending over the next four years. In fact, if you ask many companies about their most innovative programs for the year, cloud migration is likely to be near the top of the list.

On the surface, the narrative is clear and compelling. If you’re not in the cloud business, managing data centers and IT systems isn’t a core competency. Instead, pay for what you use from a superior service at lower costs due to shared economies of scale. In addition, you can take advantage of an ecosystem of tools and services designed to accelerate development.

But enterprises can’t compete with leaner, faster startups by migrating to the cloud. Following the herd is not a survival strategy for the digital era.

  • First, migrating to the cloud (private, public, or hybrid) is a big IT undertaking. If IT is under delivering for application development and the goal is to improve time to market, then adding yet another big IT program only pushes the goal farther away.
  • Second, even if companies do get to the cloud, they often find themselves releasing software at legacy speeds. Releasing software faster requires changes in architecture (e.g. micro services), processes (e.g. Agile, CI/CD), tools (e.g. DevOps), and new skillsets. In addition, if you want high quality releases, you need fast, representative environments (e.g. Docker) and datasets (e.g. Delphix).
  • Third, most enterprises invest in incremental, marginal innovation, building more features for their largest existing customers.

But there’s a fundamental equation at work in the world today:

Legacy Industry + Digital Era = Digitally Refactored Industry

You can’t increment your way into the future. You can’t survive by playing defense from a legacy position. You have to play offense to win the future.

Offense looks like Amazon and Jeff Bezos buying Whole Foods to instantly acquire a critical mass of customers and physical stores as local distribution hubs to disrupt the grocery business. Defense looks like yet another bank adding mobile check deposit to their iPhone or Android app.

More than ever, enterprises need to focus on what really drives revolutionary innovation: the few great ideas inside or outside a company that will refactor an industry for the digital era.

Take the biggest, best idea from all of your programs, and ask yourself a simple, honest question:

Will this program define the future of your industry?

If the answer is no, then it’s time to revisit your strategy for the future.

Cloud doesn’t matter. It wasn’t even the goal for Amazon — just a byproduct of cost-effectively scaling retail operations. If you ask your teams about innovation, and their best idea is migrating to the cloud, then you know you’re on the path to obsolescence.

Instead, focus and execute on the great ideas that will win the future. Or you’ll end up just another legacy company, lost in the clouds.

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About the Author
Jedidiah Yueh is the bestselling author of Disrupt or Die. He has spent two decades decoding innovation, collecting the hidden frameworks that drive many of the most successful entrepreneurs in technology today. He has personally implemented these frameworks, inventing software products that have driven more than $4 billion in sales. As founder and executive chairman of Delphix, he works with industry giants from Apple to Walmart to drive faster internal innovation through radical improvements in datamanagement. Previously, he was the founding CEO of Avamar, which pioneered the data deduplication market. In 2013, he was named CEO of the Year by the San Francisco Business Times.

Augmenting your ABM efforts with Tradeshows: Possible or Fool’s Gold?

Written by Dawn Mentzer, Contributing Writer for Straight North

For those B2B companies needing to reach the “hard-to-reach” in the enterprise space, Account-Based Marketing (ABM) has become the norm.

Marketers needs to use different approaches and different tools to reach a few thousand people versus reaching hundreds of thousands. Digital marketing strategies including personalized content, narrowly focused SEM and social media are just a few examples. I was asked recently though what role, if any, can tradeshows play in a company’s ABM efforts. Can tradeshows reach the “hard-to-reach”?

Let’s explore this question. I am imagining the hustle and bustle of the tradeshow floor. For exhibitors, there is the rush of hope and promise that they will boost awareness of their brands, connect with key decision-makers and facilitate sales.

In an ideal world, all of that can happen, but it does not always work out that way. Some trade shows end up being a bust. And after all the time, money and effort involved, shouldn’t you expect more than disappointment?

Exhibiting at a tradeshow may deliver a respectable ROI for some companies, but there are good reasons to realistically evaluate the potential before you go all in.

Exhibiting in tradeshows is:

  1. A significant marketing investment
    In addition to paying for the booth space, you’ll also face the costs of your display. Even modest tabletop solutions can burden a business’s budget. Depending on the show, you may need something much larger in scale and more elaborate to stand out from your competition. Also, if the tradeshow is out of town, you will have travel, meals and accommodation expenses as well. ABM marketing efforts are often measured in terms of Customer Acquisition Costs (CAC) and tradeshows that may only drive leads and not sales can drive your CAC beyond acceptable levels.
  2. A freebie free-for-all
    Most of the people who stop by your booth will do so to pick up the free pen or coffee mug you have up for grabs and to register for the free Amazon gift card that you are giving away as a door prize. Sure, you might collect hundreds of business cards with names, phone numbers and email addresses in your fish bowl for the drawing, but you have no control over who visits you. It is almost the antithesis of ABM. You will reach whomever you reach, not necessarily who you want to reach.
  3. Not conducive to quality face-to-face time with prospects
    Even if someone from a company on your ABM list drops by your booth, staffing a tradeshow booth requires divvying up your time among the many visitors to your booth. If you focus your attention too intently on one person, you will fail at welcoming others who may or may not be viable leads. And so, rather than engaging in meaningful conversations and opportunity exploration, you will find yourself superficially making small talk.

However, if ABM is central to your marketing strategy, there are CAC friendly “conferences” that can be an extension of your ABM efforts. CDM Media, for example, hosts a series of CIO and CISO summits where marketers:

  • Help influence who is invited to the summits by providing an ideal customer profile or target accounts. This better ensures that you will meet with the people with whom you want to meet.
  • Provide their sales teams with face-to-face, one-on-one meetings with C-level executives instead of business cards.

Bottom line: Effective ABM marketing efforts should include a range of marketing strategies including targeted digital marketing (from a company like Straight North) and those C-Level conferences that also provide targeted audiences for face-to-face meetings (like CDM Media).

Author bio: Dawn Mentzer is a contributing writer for Straight North, one of the leading Internet marketing agencies in Chicago that provides SEO, PPC and web design services. Straight North can help you develop a comprehensive ABM Digital Marketing Strategy.  As a solopreneur and freelance writer, Dawn specializes in marketing content — and collaborates with clients nationally and globally.