Marketing plays a critical role in creating a positive customer experience. To build brand loyalty you need to understand and adapt to customer’s changing needs which often requires innovation. In this discussion Larisa Summers, the Chief Marketing Officer for Convene, and Adweek's Matt Steinmetz will discuss how marketing impacts customer retention. They will discuss how Convene created a product to adapt to clients' new way of working; the impact of brand equity; and the importance customer experience plays in strengthening brand loyalty.