Susan Casserly Griffin is founder and principal of Griffin + Skeggs Collaborative, a marketing strategy, branding and communication design consultancy. She specializes in helping B2B services companies master the “dark arts” of marketing in a rapidly evolving business environments. Prior to founding Griffin + Skeggs, Ms Griffin served for nine years as CMO for market research agency BrainJuicer (now System1 Group). Her earlier experience included sales and marketing roles at Global Market Insite (GMI), now Lightspeed, Material ConneXion, Aberdeen Group, Voyager and administrative roles at the American Stock Exchange. A passionate supporter of the arts, particularly development of new talent and the business end of theatre, Ms Griffin is also a founder/principal in Wayward Creatives Entertainment, a marketing consultancy and producing company incubating new works in the theatre arts. She is the co-producer of StoryConversations.blog, a podcast about putting stories to work, and she proudly serves on the board of GreenBook, and several arts organizations.
Sessions
Apr 29
1:35 PM - 1:55 PM EDT
Blue Stage
AI & Research Workflows
Research Technology (ResTech)
Art of the Possible—Science of the Now
The Insights world is undergoing rapid, radical change—first from automation and SaaS tools, now from AI disrupting everything. Susan Griffin chats with researcher Sarah Snudden, who has tested emerging tools on both client and supplier sides and interviewed 50+ Insights leaders, to explore how practitioners are adapting, delivering impact, and pragmatically adopting new AI tools.
Also speaking
Sarah Snudden
Founder & Principal, Beeline Collaborations
Speaker
Apr 30
12:05 PM - 12:25 PM EDT
Qualtrics Market Research Stage
Brand & Growth Strategy
Consumer Behavior
Media, Marketing & Advertising
How Buyers Find You in the Age of Zero-click Search
AI changes everything when prospects search for things to buy. SEO’s impact is waning, as we have entered the age of "zero-click search". Your customers may never come to your website before making a buying choice. Where your brand story gets told in this new world makes all the difference. You must appear in the trusted sources AI systems rely on, to be discovered, evaluated, verified and chosen. Key Takeaways: 1. Learn how “zero-click search” and the new rules of LLMs should inform your marketing strategies 2. Discover the metrics that no longer matter in the quest to add, influence and convert customers 3. Uncover your hidden assets that “zero-click search” will leverage, IF delivered by a trusted source
Also speaking
Jason Revzon
Audience Development Consultant, Jason Revzon Consulting
