CMOs 👋 If you want your digital brand to set the standard for excellence, learn what 3️⃣ factors qualify a digital brand to be a Gartner Genius Brand 💭 GartnerMKTG
performance to quantify aptitude and maturity relative to peers. Out of 1,402 brands indexed, only 3% ranked as “Genius.” This year’s Genius Brands provide a roadmap for other brands aiming to win.Instead of purely following a nimble, ad-led approach to gain visibility — or a slow-changing, long-term content strategy — Genius Brands understand when to do both. Note two critical strategies:
Top brands divide their content strategies, building teams and processes that support slow and fast content generation. This helps them gain visibility on trending topics while also building longer-term credibility.Organizations that strongly prioritize first-party data capture retain more customers than those that don't. Press ahead of peers by developing smart value exchanges with customers to capture first-party data in return for a better overall experience.
Sixty-seven percent of marketing leaders agree that managing customer journeys is harder than it was a few years ago. To be successful, focus your efforts on the most important touchpoints along the purchase journey. Provide next steps with a variety of links across a range of different pages and channels to streamline the customer journey. For example, the best B2B brands provide self-serve information to prospects to support the increasing number of buyers who prefer a rep-free experience.
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