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Brands that get personalization right in customer relationships are rewarded with growth. In fact, almost 80 percent of consumers will make repeat purchases from brands that customize their experience – and refer those companies to friends and family.

A McKinsey study found that 78% of consumers are more likely to make repeat purchases from brands that personalize the brand experience; while 80% are more likely to refer their family and friends to these companies. There are opportunities for brands to get up close and personal with customers at every stage of the customer journey, as bespoke brand research and exclusive content from the CMO Council, reports.

There’s a lot of opportunity to leverage AI in marketing for competitive advantage. A recent CMO Council survey of marketing leaders found that 30 percent of top performers use AI pervasively in multiple systems, while only 4 percent of bottom performers say the same thing. CMO Council, in partnership with HCLSoftware, will undertake new research in a thought leadership initiative to explore how AI is super-charging marketing through audience targeting, hyper-personalization, and marketing optimization. “Advantage AI: Target, Personalize, Optimize” will audit, identify and showcase best practices for using AI in marketing. Specifically, the program will cover AI capabilities needed to deliver personalized experiences. READ MORE

A recent CMO Council report “Boosting Yield in the Account Marketing Field” highlighted how to bring precision, personalization and performance to customer revenue growth. Here’s a handy primer from the CMO Council and WM America on how to Boost Yield in the Account Marketing Field. No more “spray and pray.” Apply new ABM methodologies using precision prospecting, timely and relevant engagement, and AI-driven data enrichment for intention-based buyer targeting. Learn how brands are applying Augmented Actionable Intelligence (AAI) in finding new routes to revenue in strategic business accounts with complex purchasing ecosystems. Gain best practice insights from performance marketing and demand generation leaders at Autodesk, NTT, T-Mobile, IBM, TechTarget, Netline, and the ABM Consortium. DOWNLOAD

Insights on the value of personalized CX, is the subject of the CMO Council report, “Embrace Meaningful Personalization to Maximize Growth”. Consumers want to be heard, understood and respected. They don’t care about your customer experience — they want meaningful, personalized, human experiences. In this report, from our partners at Deloitte Digital, learn how savvy CMOs and CXOs are building durable business advantages and increased customer loyalty through experience personalization. This research reveals the ways that next-generation experience personalization is driving transformative growth for businesses- and uncovers the gaps you need to close in order to take advantage of the opportunity. DOWNLOAD

In these top CMO Council blogs, we explore how Artificial Intelligence will power personalization:

AI Unleashes Hyper-Personalization, Hyper-Relevance

On the frontlines of AI personalization, smart chatbots equipped with natural language processing and sentiment analysis tailor conversations to individual customers, not merely spout generic, scripted responses. If this makes you wonder about the marketing potential for ChatGPT, you’re not alone. “The leading edge of customer strategy to grow customer value today is AI-enabled personalization,” says Tom O’Toole, associate dean for executive education at Northwestern University, Kellogg School of Management, and senior advisor for McKinsey, on the Proof of Concept podcast. “Demonstrably, personalization works because of relevance ... and AI allows us to be extremely hyper-relevant to the individual.” READ MORE

Are You Mastering AI? Or Will AI Master You?

AI has the potential to greatly impact campaign planning, media buying, targeting, personalization and other critical marketing functions. It might soon be able to create content, including advertisements, without the involvement of human marketers. READ MORE

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE