As marketers, our Outlook team is always seeking new insights and fresh ideas to share with our clients. And one way we recharge our strategy and tune in to what’s driving success is by regularly attending industry events and workshops.
A few weeks ago, Stephanie and I had the opportunity to attend the Marketo Road Show in Chicago. There, we learned about incorporating AI into marketing strategy, best practices for marketing and sales partnership, the latest on account-based marketing (ABM) and more. We also heard from speakers such as Seth Godin, as well as industry experts from IDC, GE Healthcare, Marketo and Paycor. Below, you’ll find our favorite quotes, tweets and insights from the day – we’re sure they’ll lend some marketing perspective and a good dose of inspiration for your own work!
Winning in the Engagement Economy:
Marketo CEO Steve Lucas spoke about how the world is changing and how marketers must respond in turn. Lucas pointed out there is no end to the buyer journey — and that marketing and sales should be ready to engage buyers at many points of the journey, even after the purchase. Most buyers have their minds made up about a product or service by the time they talk with sales, and when it comes to marketing, value is more important than volume.
Steve’s most important tip? Listen when the customer is speaking to you, even when they are choosing to opt out. Here are some of the social highlights we saw during his address:
- “Buyer – do you wake up saying ‘I want to receive this email I don’t want!’?” @marketo #MKTGnation #CustomerExperience
- There’s infinite ability to demand attention. And increasingly limited attention span. @marketo #MKTGnation
- Marketers are armed with the capability to deliver #personalization. But we’re not yet owning the responsibility. @marketo #MKTGnation
- “Remember: you have control of very little.” –@nstevenlucas @marketo #BuyersJourney #MKTGnation
- “Impressions are very misleading.” –@nstevenlucas @marketo #marketinganalytics #analytics #marketingrealtalk
- Re-engaging customers: not once, but forever. On a carefully and curated basis. @nstevenlucas @marketo #mktgnation
It’s Your Turn to Engage: Embracing the Work That Matters
Anyone who has heard Seth Godin speak knows he has countless fascinating insights to share when it comes to marketing, business and the world around us. During his talk, he emphasized that mass marketing is broken; the rules are changing, and marketers need to be seeing the world differently. He encouraged us to work to make customers into friends and to harness our power to bring people together and make them a part of the “tribe.”
Ultimately, we must remember that success only happens after many failures, and that we should always seek out ways to show our customers that we are remarkable. Don’t forget to follow Seth on Twitter for regular doses of marketing greatness! Below is some of the social chatter from his presentation:
- Woes from your #marketing boss/client? “Doing what used to work over and over isn’t going to work today.” -@ThisIsSethsBlog #MKTGnation
- “Your customers aren’t goldfish. And they’re not going to respond to more and more noise.” –@ThisIsSethsBlog #mktgattentionspan #MKTGnation
- “The problem w/ #bigdata is it tells you what happened yes..we must address smallest addressable market & become irresistible.” #MKTGnation
- “In #permission marketing, are you a spammer or valued? The answer: would they miss you if you were gone?” @ThisIsSethsBlog #MKTGnation
- “It’s not up to you if you’re remarkable. It’s up to the customer. We have a shortage of grit.” –@ThisIsSethsBlog @marketo #mktgnation
- “Ppl like to be in sync. If you’re a marketer with guts you can connect the people, create the tribe…help people belong.” @ThisIsSethsBlog
- “You can go back to work tomorrow and do more management. What we need is more #marketing leadership.” @ThisIsSethsBlog #MKTGnation
- Competence is overrated. If you’re doing paint by numbers mktg you will be replaced by a machine. Change=tolerance of tension #mktgnation
- “What’s the point of starting a co. if the people you work w/ you’re trying to take advantage of?” @ThisIsSethsBlog #employee experience #brand
- Emotional labor is at the heart of #leadership. It’s hard and scary but shining a light on possibility. @ThisIsSethsBlog #MKTGnation
Upgrading the Marketing Engine
Glenn Thomas, CMO of GE Healthcare, shared his unique perspective on the evolution of marketing for B2B companies. He emphasized that in-person events are still a big way to connect with customers, but that it’s also important to continue to look for new ways to be relevant and put a focus on the customer experience. Glenn also stressed that a majority of customers are making decisions well before they interact with sales.
Since measurement continues to be a big challenge for marketers, his recommendation is that instead of focusing on ROI and “filling the funnel,” marketers should be looking at ways to move customers further through the journey.
Alignment in the Engagement Economy: How Sales and Marketing Partner on Customer Experience
Hally Pinaud, segment marketing lead at Marketo and Brian Vass, VP of sales and marketing technology at Paycor, each brought their unique company perspectives to the topic of sales and marketing alignment. They advised marketers to be sure you truly know your ideal customer, and also gave tips on how to work closely with sales to identify the best accounts to target and determine what kind of account footprint is needed. What marketing programs will have the most impact? For marketers, it’s important to keep this in mind and strive to adopt an “always be learning” attitude.
The presenters also discussed the importance of agreeing on how you will measure success and creating joint marketing/sales goals.Here are some social highlights:
- No one wants to feel like an #MQL – @hallypino @marketo #MKTGnation
- According to @brianvass, bringing together your sales and marketing allows your business to be ‘faster’ and ‘nimble’. #MKTGnation
The Rise of AI in Marketing: IDC Shares What Every Marketer Should Know
AI is a big discussion point in our world today. Presenter Gerry Murray, research director of marketing and sales technology at IDC, argued that now is the time for AI: and that it’s going to make marketers smarter and faster. And although many of us may not even realize it, AI is being incorporated into apps we’re already using. Externally, some of today’s most recognizable marketing initiatives are powered by AI, like chatbots, personalized web content and within eCommerce experiences.
Murray believes that AI is about to change marketing forever, particularly with B2Bot Marketing. The #1 key to success? A well defined use case. Here are some social highlights:
- By 2020, 40% of e-commerce transactions will be #ArtificialIntelligence #ai enabled – @IDC @marketo #mktgnation
- #Chatbot best practice: use bot for early Qs, bump to real rep for misc Qs or when note user running out of tolerance #ai @idc #MKTGnation
- The #cognitive consumer is just as smart as you are – @idc @marketo #MKTGnation #ArtificialIntelligence #marketing
- Will the future be “ad streamer” – permission marketing where you tune your ad content like you do your @spotify acct? @idc #mktgnation
- Consent power will radically change how brands market: is data the new oil? Or currency consumers will trade for value? @idc #mktgnation
How to Accelerate Your Sales Growth Using an Account-Based Strategy
Craig Rosenberg, co-founder and chief analyst, TOPO, led a discussion with a panel of marketers (Paul Drago, digital marketing manager, Panduit; Erin Lee, managing director, marketing and event technology, Biotechnology Innovation Organization) who are executing ABM programs and shared their results. Panel members mentioned that their ABM programs focus on targeting high-value customers – and they agreed that as a marketer, you must know your ideal customer profile before starting a program. They also recommended looking at a small deal that closed and leveraging it to secure further growth in the account. Here’s a quick social highlight:
At the Marketo Roadshow, we loved hearing from some of the top marketers and talking more about the importance of a solid partnership between sales and marketing teams. There is no “easy” button for marketers today, but the future is paved with a lot of interesting opportunities. One thing is clear: be sure you are listening to your customers and start thinking outside the box!
Author: Heidi Murphy, Senior Account Manager, Outlook Marketing Services
Author: Stephanie Manola, Account Director, Outlook Marketing Services