Demand Generation and the New Marketing Order with Carlos Hidalgo

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IMG_4215Despite numerous attempts to live stream a discussion on demand generation with author Carlos Hidalgo, I was forced to revert to Plan B. And Plan B involved a cup of coffee, a quiet room and a Skype video call with CEO of the B2B demand strategy firm, Annuitas, and upcoming keynote speaker at the B2B Marketing Leadership Forum in Sydney, Australia. Having read his book – and been heavily involved in B2B marketing most of my career – I was keen to learn some of the insights and approaches that have transformed B2B marketing in the last decade.

Gavin Heaton: In your book, you call out the challenge of B2B marketing training. In my experience we are seeing students graduate from marketing degrees with no clear understanding of B2B. Do you see this too?

Carlos Hidalgo: We are not seeing B2B taught at university. At a recent speech at a local university, a junior asked “what does B2B stand for?”. We are starting to see alternatives. eLearning has become a very useful way of educating people about B2B marketing – with places like eCornell doing a great job.

Gavin Heaton: You also talk about “marketing enablement”. What does that look like? What does it mean?

Carlos Hidalgo: What do we have to invest to make our marketing people succeed? Sales have had enablement and skills training for years. Companies have become very good at sales enablement. But on average, most marketers are self taught. There’s no true marketing enablement within firms. We need to fix that, and there are a few key areas:

  • Truly uncover and diagnose who our buyers are and how they buy
  • Qualitative research – we need to understand this and do it better
  • How to speak to customers about their buying behaviours to uncover insights
  • What are the conditions that push or lead people into a buying path
  • What does and should reporting look like
  • Doing qualitative analysis on reports – after all, the rest of the business runs according to financials, KPIs and metrics
  • Putting together training curriculum – let’s support our marketers
  • We need to document and understand marketing KPIs

We also need a better understanding of our buyers, their behaviour and the way that this impacts our marketing programs.

Remember, marketing is being asked to do things that it’s never done before.

Gavin Heaton: When I speak with CMOs and CIOs, they think the answer is already in place. Technology. Has technology solved the sales-marketing alignment challenge?

Carlos Hidalgo: Technology has made the marketing-sales alignment worse. Often a CMO will say, “We just need to get our martech stack in order.”. But technology is an enabler to a strategy.

We need to retrain sales as they’re not as front and centre as they were 101-5 years ago when information was hard to come by. They don’t need to sell in the same way, but be educators to help their customers think through their problems. The buyer probably already knows more about your products.

Sales need to “unteach the buyer” – so that we can open the conversation and position ourselves as the expert on the challenges that the business is facing.

When it comes to marketing and sales alignment, the problem isn’t alignment at all. They’re not aligned around a “common sense of the customer”. As marketers, we have been taught to think that “sales is your customer”. This is only true when marketing is producing content. Marketing needs to lead sales and help develop a “continuity of conversation” – and that conversation these days is largely digital. The two need to work together to provide that continuity.

Gavin Heaton: You write about demand process transformation. What does that look like?

Carlos Hidalgo: This is about aligning people, process, technology and strategy around the customer. Aligning content by the buyers journey. For those organisations that do this well, we are seeing benchmarks being blown away.

Gavin Heaton: So who decides this kind of transformation is important?

Carlos Hidalgo: Who thinks this is important? Say a VP or CMO. I am seeing more people with the title of VP of Demand Generation. Typically they have marketing automation and up to 15 technologies in place. But no one is closer to the customer. We are not seeing the breakthroughs.

Typically we need someone open to the idea that what is happening now is not good enough. And then they start to look for marketing automation strategy or demand generation strategy. New ways are required to deliver the breakthroughs. It’s about true change management.

Gavin Heaton: What is the role of an external change agent? How useful and when should they be used?

Carlos Hidalgo: When I went out on my own, I consulted back to my old firm. My client presented back the same presentation that I created. What they needed was what I was advocating. External change agents can be the people you can invest in beyond the reach of your firm. They bring important experience across many organisations.

From an internal perspective, you need someone who can be objective and not worry about politics and sacred cows. External change agents are not in the “day to day” so they have a perspective that we can easily miss from the inside. As an employee we are too close.

External change agents are also vital in getting things done. Most clients who say “we’ll do it ourselves” find that 12 months later nothing has happened. .

See Carlos Hidalgo live in Sydney

Remember, you can see Carlos live in Sydney at the B2B Marketing Leadership Forum, and he is running a limited capacity workshop on demand generation on Day 3. Be sure to book in early.

Join Me and Carlos Hidalgo and Meet the Modern Buyer

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Marketers are doing more, spending more and creating more – yet only seeing marginal results. These days, B2B marketers need to transform the way they do the work of marketing. It’s about changing culture, thinking about demand generation in a new way and thinking from the outside-in to focus not on what and when we want to sell to customers but to understand how they want to buy.

One of the keynotes at the B2B Marketing Leaders Forum APAC, Carlos Hidalgo and I will be discussing that it takes to be a successful B2B marketer now and in the future. Carlos will also be running a demand generation workshop to help you understand how to integrate strategy and tactics into your ways of working. He shares some of this thinking in this clip below.

https://www.youtube.com/watch?v=sShulJ4oZoc

In preparation for the forum next month, Carlos will join me for a discussion on demand generation and the modern buyer. You can watch – and maybe even join our discussion live – this Wednesday morning, Sydney time at 7am. Watch the stream live on Blab – or here on my website.

And remember, book-in to the B2B Marketing Leaders Forum. It’s Asia Pacific’s only dedicated B2B marketing conference.

For Many B2B Marketers, It’s Time to Set the Foundations

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For all the how-to guides, blog posts on best practices, tips and tricks, there is a simple reality to modern marketing that we often overlook. In our rush to use the technology, spend our budget and brief our agencies, we forget that good marketing is established on firm foundations.

A recent study by B2B International found that the top business challenges relate to growth:

  • 62% of marketers are focusing on growth
  • 59% of marketers are driving / needing innovation.

But in the area of out performing the competition, there are two significant weaknesses:

  • Sophisticated segmentation
  • Unique selling proposition.

In the research, on 43% of respondents indicated that they were using a sophisticated approach to segmentation. This means that almost 60% are leaving the door open to their competitors who double down on segmentation, audience analysis and journey mapping.

Furthermore, B2B marketers are rating their USP as a weak 6.3 out of 10.

Yet on the surface, all these things are under the immediate control of the B2B marketer.  Growth and innovation have tactical and strategic elements and can be tackled through short and medium term activities (yes, this is where those blog posts and tips and tricks can come in handy). Segmentation and analytics is a burgeoning field, and while skilled practitioners may be hard to find, they do exist. And there are great sources of training, conferences and even courses available in convenient online formats.

Messaging and the strengthening of your value proposition can be hard work – but again – there are agencies who can help, freelancers and brilliant techniques that can help you land on a compelling and differentiated messaging architecture.

But the data in this report makes me wonder whether we are looking at the right things. Are we valuing the right things. And are we looking for answers everywhere that we should not? I am convinced that the best marketing investment we can make is in our own skills. And that we should seek out a deep appreciation and understanding of the foundations of modern marketing, get back to basics and make our customers delightfully happy.

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Bringing the Glitz to B2B Marketing #b2bmktg16

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B2B marketing is often seen as the nerdy, slightly less glamorous cousin of B2C marketing. And sure, there are fewer celebrity endorsements and precious little in the way of mainstream news and media coverage. We often struggle to even get a write up in Mumbrella, unless something goes wrong.

But a quick search on LinkedIn reveals that there are at least 65,000 B2B marketers working in Australia. They cover a wide range of functions, from social selling to demand and lead generation through to content strategy and marketing, marketing automation, customer experience and analytics. Those working in B2B marketing know it is a constantly changing field – with exacting business and stakeholder demands, expectations of strict ROI, exploding content and channel opportunities and and ever shifting technology opportunities, risks and costs.

No wonder B2B marketing is a challenge.

But for many of us, it is a challenge that drives us.

Come to the B2B Marketing Leaders Forum

Despite the fact that we work in teams, B2B marketing can be a lonely profession. It doesn’t get the focus and attention that other marketing disciplines receive, marketers are time poor and under pressure, and there are competitive issues that we struggle to be able to talk about openly.

Wouldn’t it be great to be able to meet other B2B marketers? Share stories? Learn from the experiences and case studies of others?

Well, here is your chance.

I am chairing the first B2B Marketing Leaders Forum APAC this May. We have put together a brilliant agenda, sourced world class speakers locally and internationally and are crafting a conference experience that will both inspire you and your teams and provide you with practical insight you can bring back to the office.

Book in now. And let’s bring shine some light onto the brilliance of B2B marketing.

I look forward to seeing you there!

Beyond Innovation Bingo: Doing Business with Government in the Digital Age

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We have been living in the 21st Century for almost 15 years, and at last it seems, that governments at all levels in Australia have finally got the carrier pigeon. With Primer Minister, Malcolm Turnbull’s very public recalibration of the business conversation towards “innovation”, there has been a remarkable level of energy and dynamism pumped into the the business world. From Wyatt Roy’s PolicyHack to the Telstra Digital Summit, and from the SydStart startup conference to the opening of the Australian Digital Transformation Office, it feels like we are constantly playing innovation bingo.

Will all this talk result in action? And will that action result in anything like lasting change? More importantly, will the benefits of this innovation – the digital transformation programs – actually deliver value and opportunity for anyone other than the big end of town?

On Thursday, 5 November 2015, InnovationAus.com is hosting an Open Opportunity Forum to address these questions. This breakfast event at the offices of Swaab Attorneys, aims to “provide the highest level briefing of digital engagement – to give [mid-tier technology companies] a practical guide to meeting public sector demand.”

Speakers* confirmed include:

  • The Hon Karen Andrews MP, Assistant Minister for Science, Australian Government
  • Professor Roy Green, Dean Business School, University of Technology Sydney (UTS)
  • Martin Hoffman, Secretary, NSW Department of Finance, Services and Innovation
  • Adrian Turner, CEO, Data61
  • Patricia Kelly, Director General, IP Australia
  • Audrey Lobo-Pulo, Data Scientist, Australian Taxation Office (ATO)
  • Latika Bourke, Press Gallery Political Reporter, Sydney Morning Herald (Event MC)

In addition, Wyatt Roy MP, Assistant Minister for Innovation will kick off the breakfast with a live cross from Israel. Rounding out the event, I will share some practical tips on what businesses can do today to make a difference tomorrow. It promises to be informative and perfectly timed to help us all make sense of the newly emerging innovation landscape.

Hope to see you there!

Taking Digital Leadership to a New Level

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When I started this blog ten years ago, it began with a rant. A call to action. It was a poetic exploration of what it might mean to focus on your customer above all else. It was also a warning about what would happen if businesses refused to do so.

There are more to the words of consumers than the corporations expect.
We huddle in groups, in chat rooms.
We explode on the keyboards of a million call centres.
Our imagination is unheard of. Our thoughts cancel out the process.
We are your hearts and your minds.
We are everywhere, all places, all over the shop.

Fast forward ten years and over 2200 articles later, and it feels like we might be making a little progress on this transformation in business that we call “digital”.

When I spoke at Telstra’s Vantage conference just a couple of months ago, there was a palpable sense that a shift was underway in the way that Australia’s largest telecommunications company was presenting itself. It was more assertive. Less about cables and wires. More about services and transformation. About helping customers solve business problems.

And with the Telstra Digital Summit, we are seeing a stronger Telstra yet again. Also see Joanne Jacobs’ live blog.

Kicking off with Andy Penn, CEO of Telstra

It was the most comprehensive display of digital leadership that we have seen from Telstra. In fact, I would be hard pressed to think of another company that is making such a concerted shift. There was context setting from Telstra CEO, Andy Penn and newly minted Minister for Communications, Mitch Fifield, sprinkled with humour, references to 80s music and examples of how Telstra is shifting from its telco base to become more of a “technology business”. There was still a reliance on numbers over storytelling and “core” messaging than vision, but it’s a new dance that Telstra is learning and like anything at this scale, it takes time.

A vision of the future with Robert Scoble

Peering into the near future, Robert Scoble and Kathryn Parsons talked about the way technology is empowering people, students and businesses to transform their own futures. Robert, in particular took us into a world whose future is inextricably linked to technology. Part geek fanboy and part techno-utopian, Robert’s exciting new world is populated by ever more deeply connected, yet strangely disembodied, individuals shuttling between meetings in driverless cars and adventures in virtual reality. Robert is an expert at connecting out-of-this-world market valuations for new technology with a vision for the future that is yet to be created, but in a country that is struggling to spread 20th Century broadband copper across its vast distances, it feels like it may take Australia longer than most to reach this new future.

Decoding the future with Kathryn Parsons

The energy of Kathryn Parsons, CEO of Decoded is palpable. A great storyteller, she effortlessly weaves her own story with that of Decoded – the accelerated learning program designed to get you up and going with coding, data and technology in a day. Soon to be launching in Australia, Decoded’s launch reinforces the fact that education is one of the great opportunities of the early 21st Century. And just as Australia exports a substantial amount of education to overseas markets, we are now seeing more overseas businesses eyeing the Australian markets keenly. Joining the US-based General Assembly, along with almost all the universities, Decoded brings a rapid sense of flair to adult learning. It will be interesting to see the ripples as they roll out here.

Enterprises learning to dance – Telstra’s Muru-D accelerator

Annie Parker, founder of Telstra’s startup accelerator, Muru-D, showcased two of the current businesses working through the program. When I first saw Holly Cardew talk about her Pixc business, it was all images, and online products. Today, just months later, it’s storefronts, investments and ecommerce – a dramatic and welcome move up the value chain. And Cate Hull’s vision for FreightExchange – an uber for excess freight capacity – remains clear and eminently viable as it did on day one.

Dazzled by data – Lithium’s Rob Tarkoff

Rob Tarkoff, CEO of Lithium dazzled the audience with insight, data and a world of big data experience. He toyed with the audience – testing our understanding of Daniel’s Market Theory (ie there is no theory, Daniel is his son) – going on to explain how the “born digital” generation are already exhibiting different behaviours and expectations from businesses and communities.

The rear view from out in front – Uber in Australia with David Rohrsheim

Uber’s David Rohrsheim was a crowd favourite, riding the wave of popularity that Uber is experiencing in Australia. When he asked how many in the audience had taken an Uber in the last week, almost the whole audience raised their hand. Here, David was preaching to his choir. This is where I hoped for a little more than the “why Uber is so uber”, but the audience certainly loved the storytelling.

X marks the spot with Brian Solis

After lunch is one of the most challenging speaking slots. Stepping into the void, Brian Solis took us the challenging landscapes of customer experience. As ever, Brian delivered insight in a smooth, easy to understand way. He is certainly one of the most accomplished speakers I have seen – polished, word perfect and authoritative. This time he was all these things, but with another quality. A depth or humility that I had not noticed previously. And this made his talk on X – customer experience, the crossroads for business – so good.

A brain on legs – Larry Marshall moving CSIRO to a new tune

We often say that “if you are the smartest person in the room, you need to get out”. And if this is the case, Larry Marshall, CEO of the CSIRO, is likely to find himself meeting-free for years to come. A great combination of entrepreneurialism and scientific chops, he has a clear vision for his 90 year old startup. Echoing Prime Minister, Malcolm Turnbull’s push for innovation and “agile government”, Larry challenged not only the audience but his own teams – “we have to be beta all the time”.

Telstra’s digital journey with Kartsen Wildberger

Rounding out the day was Telstra Group Executive, Karsten Wildberger sharing part of the Telstra digital journey. He touched on the challenges as well as some of the wins. It was refreshing to hear Karsten taking on the challenge of disruption, reframing it as opportunity rather than a threat – and encouraged the audience to think the same way. “Keep the customer at the centre of everything”, he urged.

Lethal Generosity with Shel Israel

The nicest man on the internet, and in many ways, it’s chronicler, Shel Israel, stepped us through what it takes to be “lethally generous”. And he is that in person. In fact, this is the title of his new book, generated to the millennial generation which he sees as the “greatest hope for the planet”. Listening to Shel, you hear not just a connection to technology but also a sense of the great underlying humanity which the technology was created to serve. As he says, “great customer service, even if it costs you a sale, gets you a customer for life”.

What the tweet – Twitter in Australia with Karen Stocks

Rounding out the day – in the last presentation before drinks – was local Twitter CEO, Karen Stocks. Given that the whole room could be categorised as “early adopters”, it was a shame that the presentation didn’t take us more into the future of Twitter. Clearly there was a lot of love in the room for Twitter and for Karen as CEO – and the segments on #likeagirl and Periscope reinforced the power and relevance that Twitter has created in the community. But it would have been great to hear more about their story with data and the tools that are available for businesses, their partnerships with companies like IBM or new features and capabilities coming down the track.

What’s next for the digital summit?

It was a broad brush conference and tied together many of the digital challenges in easy to consume, shorter, 20 minute snacks. There was fabulous diversity in the speaking line-up – it certainly wasn’t yet another conference dominated by MAMS (middle aged men in suits). The tweet stream provided some great, light hearted moments and worked to engage the audience across the day.

The faster pace also kept the audience focused and the energy levels high. And Telstra’s new-found confidence was surprisingly refreshing. Where once, their positioning was tinged with the air of superiority and arrogance, this conference felt like a more hands-on, let’s get things done attitude was pervading proceedings.  Some ideas for the Telstra Digital Summit 2016 (hey ideas are free):

  • More Australian speakers actually speaking about Australian businesses and conditions. It would be great to hear from Telstra business customers and the successes they are having. Some of the Telstra Business Awards winners had compelling stories and amazing digital outcomes. More of that please
  • Breakout sessions for case studies and deep dives. There’s plenty of room in the exhibition area to have mini-talks on digital topics. This would be a great way for Telstra to showcase their depth of expertise and “lethal generosity”
  • Connecting the audience. With around 1000 people attending the conference is now at the scale where connecting and networking with others is a challenge. With plenty of conference apps now available, it might be worth investigating something that helps connect people, ideas and opportunities.

Interestingly, while reading back over my blog, I found this article from 2008 urging Telstra to embrace an “almost unmatched opportunity” on the digital frontier. It has taken six years to hear these words from the lips of a Telstra CEO. Let’s hope that this forward momentum will continue.

DiG Festival – Australia’s Best Conference You’ve Never Heard Of

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There is a low murmur sweeping in to the auditorium from outside. There are people moving in and out – greeting each other, chattering, delivering coffee (yes, true, and more on that below). On stage, author and digital transformation leader, Jesper Lowgren, is stepping through the “new thinking and new doing” required by businesses to deal with the challenges of digital disruption. All around me, I can see people taking notes, nodding, whispering to each other.

“This is great,” I think to myself, “Jesper is going to make my job easier”. I’m speaking next, sharing the “Seven Unbelievable Rules for Survival” in the age of disruption – and I’ve been focusing on the positive aspects of disruption in my recent talks. It makes opportunity more tangible. Realistic. And “disruption” can often feel too loaded and combative for an audience.

2015-10-13 10.05.38-1 This year’s DiG Festival focuses exclusively on “digital disruption”. It’s a theme that almost every business is facing but few have plans for. In almost every client interaction I have had in the last 24 months, we touch on disruption and innovation, but always find a lack of preparation or willingness to tackle the challenge beyond the technology. But the challenge is profound.

Macquarie Bank research evaluated the potential impact of disruption to the Australian payments system at $27 billion a year. And while this has spurred an interest in “fintech” startups and innovation labs within parts of the financial sector, there remains plenty of wheel spinning. Not only is there more to do in financial services – many other sectors are still just covering the bare basics of digital strategy and execution. The retail, healthcare, pharmaceutical and mining/energy sectors – Australia’s engines for economic growth – are notorious digital laggards.

But digital disruption is not all about technology. It’s also about culture. Opportunity. Diversity. It’s about shared value and a vision for the future. And it’s about education.

And this is where the DiG Festival outstrips the performance of almost every other conference.

Over the next two days, we are treated to a feast of international and Australian speakers, workshops, announcements and networking opportunities.

Is DiG Australia’s SXSW?

Originally envisioned as Australia’s answer to SXSW, DiG is punching above its weight, attracting world-class speakers on business essential topics:

  • Women in Tech advocate, Ruthe Farmer, head of strategy development and partnerships at the National Center for Women and Information Technology in the US, is blazing a trail that we are just embarking upon. She has spoken at the White House, advised the United Nations and has a formidable list of achievements
  • Rebecca Caroe lays bare the hard truths of working with millennials and what it takes to challenge and grow the next generation of leaders. Her talk was jaw droppingly insightful as well as entertaining – and saw her swamped by questions in the breaks
  • The University of Newcastle used the festival to announce its new Entrepreneurship and Innovation program scheduled to start in 2016
  • The dynamic Eve Mayer flew solo off-the-cuff to step through the gory details of social media in a serious business context. Inspired by the University of Newcastle’s new program, she offered one lucky student an internship in her business in Texas. Now it was just a matter of sponsoring travel and accommodation. Within minutes, business leaders were jockeying for position.
  • Trent Bagnall from Newcastle’s Slingshot startup accelerator launched into my favourite topic – corporate innovation, sharing the hard won stories of innovation mis-matches, middle management anti-bodies and the successes of their partnership with the NRMA JumpStart program
  • Scott Yates from content crowd sourcing machine, Blogmutt, showed just how powerful crowd generated content can be when focused around your business goals and strategies
  • Alison Michalk shared the process of “birthing a business and launching a baby” while building a global business without an office, but with a strong sense of culture and purpose.

And like any good conference, there was more. More great speakers. Fantastic ideas. Workshops were jam packed. And the open areas were abuzz with conversation. The whole vibe was one of collegiality and good will. Speakers and audience members easily mingled, drank coffee and exchanged cards. Speakers vowed to return. Business leaders left inspired.

But this conference should have been 10 times the size. The topics and insights delivered are hot for Australian business leaders right now. Luckily, the DiG Festival team are packaging up the conference content and will make it available online. Register your interest online. And next year, show up in person. You’ll be glad you did.

Thrive in an Age of Disruption

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Disruption is the new normal. Everywhere we look we find traditional business models under threat from emerging players, technology creating new opportunities for fast-moving businesses and the creaking bones of industrial age enterprises labouring to stay current, fresh or even just relevant. The darlings of our blue chip stock markets have given way to tighter, more technologically aggressive firms who wield tech not for COMPETITIVE advantage but to create UNFAIR advantages. Facebook and Google are the obvious examples, but there are more. Many more.

Many of these massively scaled companies have locked their valuations away from the markets – creating a vibrant behind-closed-doors market where Venture Capital firms tease out $1 billion valuations. Just take a look at the Wall Street Journal’s Billion Dollar Startup Club to get a sense of the scale in operation. Uber, with a current valuation of over $50 billion, leads the pack and now boasts a valuation way in excess of General Motors.

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But while Uber, is on the surface, a business about transportation – and cars in particular – it is far from being a car company as we have known them. It is, in fact, a technology company. A software company. And a data company. It is disruption paradigms at every turn.

Even on a more micro level, disruption is taking place in our suburbs and in our streets. The NBN – when it arrives at it eventually will – will sweep non-digital businesses away in a tide of data. And those local institutions like post offices and newsagencies that are the hubs of our suburban malls, will be the first to go (if they have not disappeared already).

BUT

Disruption is not destruction.

It is possible to not only thrive in an age of disruption but to also prosper. And this is what I will be discussing at Newcastle’s DiG Festival on 12-13 October. In fact, the whole two days of the conference are devoted to the theme.

So if you’re wondering what disruption has in store for your career, business or enterprise, you might find this is the best investment you have made in years. See you there!

Digital and the Future of Marketing

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When we think of the future of marketing, we often think of our customers. What trends are they adopting? Which devices? Where are they and how can I reach them? But there’s a double-sided impact to the future of marketing – and that is to do with the future of marketers.

There have been some massive improvements in the world of technology – with automated content and engagement platforms seeming to do amazing work. Just look at the journalism robots created by Associated Press that now publish around 3000 stories every quarter. This is journalism content “without a human byline”. It is a cocktail of 1 part excitement, 1 part absolute dread. After all, what happens when those “journo bots” turn their attention to marketing?

It’s time for us to grapple with the future of marketing

I recently spoke at the Marketo MarketingNation roadshow – and discussed our marketing-technology future. I will leave you to watch the video in your own good time, but I will also raise a couple of points:

  • Data is not your only answer – you need to work with the PANDA principles to deliver broad and deep value as a marketer
  • You need to create not inherit the future – what is the future you’d like to see? If you have a vision for a creative and vibrant marketing career, it’s time for you to step forward and voice those ideas
  • Time to skill up – if you don’t have any tech skills, it’s time to work on that. As we rush towards an increasingly connected customer experience model, technology will feature more and more. It’s essential you at least have the foundations (this is covered in the presentation)
  • Get some digital muscle on your Board – the same principles apply to Boards. Without the digital expertise available at a strategic level, you’re business longevity will decline. It’s time to bring diversity and divergent thinking onto your Board.

Autobots, Decepticons, Technology and the New World Order #MarketingNation

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marketoWe all say that the world has changed. That the customer is at the centre of our business and marketing strategies. We say that our marketing teams are going to spend more on technology than our tech teams. And we say that customer experience is at the heart of what we do as businesses.

But is this all talk? Or is it smoke and mirrors?

On Friday, August 28, 2015, the Marketo Marketing Nation roadshow rolls into town – and the agenda promises to answer these questions and more.

With keynotes from Marketo CEO, Phil Fernandez and firebrand CMO of Xero, Andy Lark, it promises to be a great day of market and marketing insight. And also a day of action.

  • Charles Ross, Senior Editor Asia-Pacific, The Economist Intelligence Unit is speaking on the rise of the marketer: driving engagement, experience and revenue
  • Andrew Lark, CMO, Xero will be discussing the connected customer: Why and how enterprises must transform to achieve greatness
  • Jennifer Arnold, Head of Marketing, SAP Australia and NZ looks at digital engagement: Australia’s performance through the eye of the customer
  • Rose Herceg, Chief Strategy Officer, STW Group and Author of The Power Book will examine the agency of the future
  • Cheryl Chavez, VP Product, Marketo will share what’s new in the world of personalised engagement marketing
  • Lara Brownlow from LinkedIn will share five key trends for marketers
  • Chris Savage, Growth Accelerator, PR Leader, Inspiring Business Advisor will explain how you can keep yourself relevant in a changing world.

There will also be customer panels and plenty of opportunities for networking.

After the lunch break, I am speaking on the way that technology is not just changing marketing but also IT – establishing a new world order. And it is in this new world order where marketers need IT skills and IT teams need marketing skills. It’s like the world of The Transformers. Who is the Autobot? Who is the Decepticon? And what do we need to do to explore our shared future?

If you are coming along to the conference, be sure to say hello. And if not, check out my live tweeting at #MarketingNation or live streams on Periscope or Meerkat.