David Edelman, partner at McKinsey & Company and leader of their Digital Marketing Strategy Practice, will present on how online channels are transforming the way marketers are addressing new opportunities. David will walk through the keys to successful digital transformation, both in the B2B and B2C world, including several case studies across industries. He will also share the most successful tactics that marketers should use to engage customers, and the capabilities that CMOs and senior marketers must develop to scale their efforts in a cost effective manner. For example, online channels open up more ways for customers to connect with your brand, but they require content, tools, and people to enable richer interactions, and they depend on significant analytic support. In addition, David will elaborate on how marketers should adapt their marketing strategies in response to consumers’ new ways of researching and buying products. According to McKinsey, consumers are rapidly moving outside the traditional purchasing funnel, and if your marketing hasn’t changed in response, it should.