Setting the Scene
Loud music and applause thundered round the QEII Centre in London as Marketo UK MD, Gavin Dimmock, Chief of Staff, Kathy Leeman and President of EMEA, Jamie Anderson energetically took to the stage to kick off the Marketo Marketing Nation Roadshow in London. The event was billed to be a day of thought-leadership sessions revolving around how marketers are adapting, transforming and innovating to succeed in the new ‘engagement economy’. After such an enthusiastic start, I knew I was in for an interesting day! Here are some snippets of what I learnt.
Data is VERY Important!
As a Winners ‘data-lover’, it was great to see that the importance of using data in marketing and sales was emphasised several times throughout the day, in what was a recurring theme. Colin Day, VP Global Demand Generation at FIS, even described data as being ‘sexy’ (interesting take, I suppose!) and ‘critical to everything we do’. Jamie Anderson agreed and saw data as ‘the fuel that drives modern business’ which should be used in a way that benefits both the consumer and the firm. These data-driven values are similar to the ones we follow here at Winners, we believe data is one of the most powerful and effective tools you can implement to inform decision-making, improve marketing efforts, and build long lasting relationships with stakeholders, especially in the sports industry.
Buyer Expectations Have Shifted
Moving on, Marketo COO, Greg Wolfe, discussed how buyer expectations have radically shifted over recent years, digging out powerful statistics like ‘79% of buyers only consider brands that show they care and understand me’ and ‘66% expect interaction to be personalised’. To me, this emphasises the importance of implementing CRM into your business in order to get to know your customers better. In today’s world, consumers are increasingly exposed to (or bombarded by) content and to capture their attention we need to ensure we’re sending them information that they want to see, that they’re interested in. At Winners, we utilise CRM to send the right message, to the right person at the right time and through the right channel. Mike Telem, Marketo’s VP of Product Marketing, reiterated the importance of this later in the day by stating ‘we’re at war for people’s attention’ and that to catch consumers’ attention, we need marketing messages that are relevant and personal to consumers. Which leads me nicely onto my next point.
You Need to Make a Mixtape
Yes, you read that right! One of the standout concepts came from Richard Dunn, Chief Strategy Officer at Wunderman, who compared marketing to making your customers their very own personal mixtape.
1. Step one, it’s crucial to understand what our customers like. Are they a fan of Snoop Dogg or ACDC? Or both? We need to use data to get to know them, discover what they like, what they don’t like and what really interests them.
2. Next, we need to show them that we understand them. We know what they’re interested in and can suggest songs (offers/products/services) that they might like and are relevant to their interests.
3. Finally, we want to entice them with our content and make them think of us (the brand) whenever they hear that song (or see similar offers/products/services).
Richard’s concept of the ‘mixtape’ was all about showing consumers that you want them, you value them and you will prove your loyalty to them. Jason Sibley, CEO of Creation Agency, delivered a similar message stating ‘personalisation means genuinely caring, understanding and addressing consumers problems’. I think this point is even more relevant for us in the sports industry, as we have fans, not customers. Fans are the lifeblood of sport and without them, many of our organisations simply wouldn’t exist. We need to get to know them, look after them, be loyal to them and in return they will be loyal to us. To be concise – marketing is not just about showing people how great your business is, it’s about building a relationship with your customers, genuinely caring about them and showing them how you can make their lives easier and better.
And there you have it, that was my Marketing Nation Roadshow experience in a nutshell. Overall, the day was really enjoyable and insightful. To anyone with an interest in marketing (I’m guessing you must have if you’ve made it this far into my post!), I would definitely recommend getting a ticket for next year’s ‘bigger and better’ event. Hopefully I’ll see you there!
In the meantime, if you have any questions or would like to know more about how Winners can help you utilise data to help you send the right message, to the right person at the right time, please do get in touch.