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         “We have plans for online, offline, and pretty much everywhere we have a mode of selling. So every week our partner works with us to go through our active and new customers.” Customer data is the fuel that drives retailing. Unlike consumer brands that sell...

         “You want to create intelligence where all your data resides. Where you keep all your customer data and where you create the intelligence are super important, and you need a true CDP to do that.”   Many large enterprises today are challenged to deliver the...

         “The data that will bring value to you depends on what consumer signals are relevant to answering your business questions.” How is the customer data you collect going to be used to meet a business objective? That is the first question you must ask, says...

        “If an average guest comes to the restaurant four times a year, just improving that to five times a year gives you a 20% lift. That’s a massive growth trajectory." For Sherif Mityas, chief experience officer at TGI Fridays, making sense of tremendous amounts...

        “Even when in-person events return, we should carry forward what we have learned from recent experiences in going digital."First, we need to get the understanding right. Field marketing is not just about executing events. To me, field marketing owns the...

        “In the future, field marketers need to more fully understand what digital technologies are capable of and what can be done with them."Typically, the approach focused on building long-term relationships and developing business-to-business opportunities, with...

    “To generate brand awareness and leads, we have started to domore webinars, which have helped position us more as a thoughtleader."SpyCloud develops enterprise-level security software to prevent account takeovers and investigate fraud. Our primary customers are...

    “Specific, customized content drives the sales cycle. Highlydetailed, relevant, and personalized content that addresses thecustomer’s specific business problems is the key that opens the door to future virtual meetings and business opportunities. "As the field...

    “[People live in their own world and perceive realitydifferently. Being aware of this individuality andtrying to understand what the other person's world looks like are the first steps in a common direction." I differentiate between central marketing and field...