Top CMOs Convene at The Harvard Club - Boston to Discuss How Marketers Use the Power of Emotional Intelligence to Drive Customer Spend

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Top leaders from Forrester, New Balance Athletics, Inc., L.L. Bean and Mattersight reveal the relationship between emotion and revenue performance.

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Humans are emotional beings – and emotion is a primary driver of customer decisions about brand affinity and spend.

On Tuesday, November 15, 2016, The Harvard Business School Association of Boston will host top CMOs and marketing leaders to discuss quantifying the business impact of emotion and why emotional intelligence is the real deal for future marketers. The event titled "Emotional Connections: The Bottom Line" is slated to bring together over 150 CMOs and CEOs at The Harvard Club, downtown Boston location.

Humans are emotional beings and emotion is a primary driver of customer decisions about brand affinity and spend. Although the relationship between emotion and spend is intuitive, data from Forrester’s Customer Experience Index reveals that most firms have not figured out how to design experiences that evoke emotions to drive spend. The ability to understand and design to emotion is difficult. In a world of distractions and multi-tasking, companies are challenged to design moments that get above the noise to not only make an impression, but drive behavior. CMOs discuss this as the next big step in marketing around humans.

Moderated by Forrester’s Chief Marketing Officer, Victor Milligan, this panel of industry experts will cover the following:

  • Discuss where we are in the science of emotion
  • Reveal the relationship between emotion and revenue performance
  • Describe the current state of the market and the growing revenue risk companies face 
  • Identify the tools and practices to understand and operationalize emotion in a market commanded by fickle and restless customers.  

Panelists Include:

Bradford Matson: SVP Brand Communications, L.L. Bean

Chris Ladd: EVP Global Consumer Experience, New Balance Athletics, Inc.

Marcel Korst: Vice President of Product Marketing & CX Strategy, Mattersight

James L. McQuivey: Vice President and Principal Analyst, Forrester Research

Event details:

November 15, 2016, 5:30 – 8:00pm
Registration opens at 5:30pm | Program begins at 6:30pm

Downtown Harvard Club
1 Federal St, 38th Floor,
Boston, MA 02113

For more details on the event and information on registration, please visit: Emotional Connections: The Bottom Line or contact Alyssa Walter at awalter@hbsab.org.

About Harvard Business School Association of Boston
The Harvard Business School Association of Boston (HBSAB) is a membership, non-profit organization that promotes learning, professional networking, business growth, and fosters goodwill and community service. HBSAB strives to create an inclusive environment based on integrity and excellence that advances Harvard Business School’s goal to develop leaders who make a difference in the world. For more information visit: http://www.hbsab.org.

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Christina E. Thirkell
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