The 2021 Sales & Marketing Summit, held virtually Dec. 13-15, 2021, was a highly curated event gathering today’s top talent across the consumer goods industry. Centered around the theme of “The Power of Relevance,” attendees spent three days learning, networking, and sharing their experiences about engaging with today’s consumers and workforce to maintain a competitive edge and prepare their business for the future.
The following are some highlights of the content from the event. The following are some highlights to the content presented. If you weren’t able to attend — or you just want to re-watch some of the great content — click here to register to watch.
Wednesday, December 15, 2021
CMO + CDO = A Power Couple: Teaming up for the Best Consumer Experience
When your corporate culture includes language like superheroes, rocket ships, and elf-bombs, is it any surprise to find yourself in the middle of a pop culture moment?
While e.l.f. Beauty certainly did not manufacture the viral moment that landed it as the answer to a Jeopardy Daily Double, it was the company’s cultural and digital foundation that enabled it to seize the marketing opportunity. Providing a look behind the scenes during CGSM — including insight into how tech plays a role within its renegade culture — were Kory Marchisotto, e.l.f. chief marketing officer, and Ekta Chopra, e.l.f. chief digital officer.
The dynamic duo kicked off the high-energy presentation with a preview of the viral Jeopardy moment last fall in which contestant Matt Amodio was asked to identify what the e.l.f. acronym stands for. While he got it wrong, citing “ears, lip, face” instead of “eyes, lip, face,” it nonetheless made people sit up and take notice.
Sales and Marketing Trends Panel
Based on CGT’s annual Sales & Marketing Special Report, this panel of industry experts not only dissected the report’s trends with CGT senior editor Lisa Johnston, but they also provided first-hand perspectives about what they’re seeing in the industry — and what’s coming down the pipeline that consumer goods marketers should keep on their radars.
On the note of new challenges, Dominic Dinardo, CEO and co-founder of Aforza, detailed why it’s so important for brands to achieve increased granularity into their operations during today’s supply chain uncertainty. He also provided perspective on how the brands he works with are adjusting their strategies in order to meet the new obstacles.
Cory Munchbach, COO of BlueConic dug into direct-to-consumer, sharing why CGs should be thinking about developing first-party data strategies if they’re not already, as well as some of the common roadblocks to leveraging its benefits. As part of this, she shared insight into why Heineken developed a first-party data strategy despite the complications surrounding the alcohol beverage market.
On the note, Dan Maxwell, president, Americas of Visualfabriq, discussed how brands are leveraging personalization to meet today’s new consumer demands. And while the report explores how data and analytics can help consumer goods brands adapt for the needs of today’s new consumer, he dusted off his crystal ball for some insight on how they also help companies prepare for the future consumer as well.
Finally, Rahul Kumar Singh, co-founder and chief analytics officer of Sigmoid, built off the power of personalization by sharing some of the ways that consumer goods companies can leverage artificial intelligence and machine learning to drive it. He also detailed how today’s marketers are using data and analytics to accurately measure which marketing campaigns are converting customers and doing so efficiently.