#Hashtags, The Gartner Marketing & Communications Podcast

Playing the Long Game on Reputation

In this episode, Gartner Director Analyst Amber Boyes discusses the reputation management challenges CCOs face and why it's more important than ever to shift away from a reactive approach to long-term, proactive strategy. The discussion includes typical misconceptions, guidance around reputation measurement and advice on adjusting for the impacts of AI. Amber Gallihar Boyes is a director analyst helping equip CCOs with reputation and brand management, crisis communications, PR and social media best practices. As a former practitioner, Amber is highly skilled at navigating complex external organizations to drive communication effectiveness across various audiences and channels. Amber's experience spans social media, influencer and content marketing, media relations and integrated creative brand campaigns as a former lead counselor at an integrated marketing communications agency. Disclaimer: Gartner is an impartial, independent analyst of the Information Technology industry. All content provided by other speakers is expressly the views of those speakers and their enterprises. The information should not be construed as a Gartner endorsement of said enterprise’s products or services.

Inside Consumers' Fraught GenAI Mindset

In this episode of #Hashtags, Gartner analyst Kate Muhl and Gartner researcher Emily Weiss discuss evolving consumer perceptions of GenAI, breaking down the demographics and drivers behind four key groups: enthusiasts, pragmatists, passives, and rejectors. They also cover what GenAI use cases consumers are most receptive to and which ones they are most wary of — and how that translates into risk to your brand. Kate Muhl is a Gartner analyst specializing in cultural and consumer insights. She has been researching and advising on the consumer and U.S. culture for nearly two decades. Emily Weiss is a Gartner senior principal researcher supporting the consumers and culture team; she covers marketing channels, content and campaigns. Emily works collaboratively with analysts and other researchers to identify and track consumer trends, produce syndicated content about generational cohorts, and translate the implications of those trends for marketers.

2025 Comms Budget & Structure Benchmarks

In this episode, Gartner Analyst Iliyana Hadjistoyanova discusses key findings from the 2025 Gartner CCO Spend Survey. Communications leaders will get access to a unique dataset that will enable them to pressure-test their investment decision, defend their current budgets and give them the confidence to ask for more resourcing, if needed. Iliyana Hadjistoyanova supports communications leaders in managing their functions and teams. Her research and advisory work covers areas such as strategy building, operating models, governance, measurement, agency management and talent development. She is passionate about helping clients prioritize high-value work and connect it to business goals in clear, measurable ways.

Cultivating Change-Ready B2B Buyers

In this episode, Gartner experts Sharon Cantor Ceurvorst and Alexandra Bellis discuss how successful B2B CMOs expand their focus from helping buyers buy to helping buyers manage change. This approach breaks through customers’ uncertainty and builds their confidence to buy and change with you. The discussion includes how to segment your buyers using Gartner’s change readiness profiles. Sharon Cantor Ceurvorst is a VP of research in the Gartner Marketing practice, finding new ways of solving B2B and B2C strategic marketing challenges. Her role involves setting annual research agendas and harnessing the collective expertise of marketing analysts and research methodologists to generate actionable insights. Alexandra Bellis, Ph.D. is a director of quantitative analytics and data science on the Gartner for Marketing Leaders' Quantitative Innovation Advanced Analytics team. In this role, she primarily focuses on survey data collection and analysis for the Marketing and Communications Peer and Practitioner Research teams. Disclaimer: Gartner is an impartial, independent analyst of the Information Technology industry. All content provided by other speakers is expressly the views of those speakers and their enterprises. The information should not be construed as a Gartner endorsement of said enterprise’s products or services.

Equipping Comms With Skills for the Future

In this episode, Gartner advisor Brianna Lux and Gartner researcher Michelyne Chavez discuss Gartner’s updated Toolkit: Communications Core Competency Framework and Assessment [https://www.gartner.com/document/code/821590].This Toolkit enables chief communications officers (CCOs) to assess their team on competencies critical to delivering value to the organization. The discussion includes an overview of the structure and function of the Toolkit, as well as a conversation around six new competencies that are increasingly important for communicators to thrive in today’s evolving business environment. Brianna Lux is a director of advisory for Gartner. In this role, Brianna partners with CCOs and communications leaders to identify, understand and advise on their challenges related to leadership and functional management. This includes strategy, org structure, budget, measurement and team development, as well as internal communications, including leader and manager comms, change comms and strategy comms. Michelyne Chavez is a principal on Gartner’s Communications research team. She has experience researching corporate branding, employer branding, corporate reputation management and executive communications.