22 Tweetable Takeaways From Modern Marketing Experience 2014

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The document outlines 22 takeaways from the Modern Marketing Experience 2014 conference. The takeaways discuss lessons that can be learned from Formula 1 racing around consistency and using data to constantly test and improve. Additional takeaways recommend focusing on building customer relationships rather than transactions, translating marketing jargon into actionable industry language, and using data and technology to simplify marketing approaches.

Marketing

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
Marilyn Cox
2
@MarilynECox
Marilyn.e.cox@oracle.com
If I couldn’t be a Modern
Marketer, I would be a
professional wrestler with
the WWE

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 1:
Every industry is fighting
to be customer centric,
but not every industry
travels the same journey
to get there.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 2:
Companies must evolve
from an “engagement”
approach to a customer
relationship mindset.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 3:
Move away from
transaction marketing.
Don’t pass your internal
dysfunction onto the
customer.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 4:
Companies fight over
what sales wants vs
marketing vs IT. But can
these companies define
what the customer
wants?

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 5:
segmentation and first
names does not equal
personalization.
Personalization must
rely on the behavior of
individuals.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 6:
50% of your audience’s
time is spent on social
and mobile. Have your
marketing allocations
been adjusted for that
shift?

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 7:
lesson from Formula1.
Clearly define what
you’re providing. They
don’t sell auto racing, the
provide an experience.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 8:
Extend data across your
business and industry.
@F1 utilized crash data
to improve safety across
the entire auto industry.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 9:
@F1 is constantly
testing, adjusting, and
improving based on
data. Implement the
same practices into your
business.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 10:
Design tools with the
customer and industry in
mind. @F1 drives can’t
hit ctrl+alt+dlt while
driving, they need a
switch

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 11:
In @F1 racing,
consistency is what
matters. true in
marketing. Strategy and
consistency trumps
“dunking in dark”
moments

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 12:
Technology capabilities
are endless. Your only
limitations are internal
silos and what you
believe is possible.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 13:
Digital trickery, algorithm
gaming, volume traffic
focus are so 2006. Via
@MarkPlant

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 14:
interruption marketing
does not build
relationships. Strong
content marketing does.
Via @MarkPlant

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 15:
with all the channels
used, don’t neglect your
website. Website
performance matters.
ow.ly/i/7ecvR
@MarkPlant

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 16:
Companies must take
marketing jargon and
translate it into the
actionable language of
your industry.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 17:
Use data to guide
strategy. Data drove
@Dow to increase
investment in sampling
programs and decrease
trade shows.

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 18:
Use technology and
process to simplify the
marketing approach via
@forrester

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 19:
invest in a
comprehensive data
strategy via @forrester

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 20:
Sharpen your attribution
acumen. Via @forrester

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 21:
combine content
strategy with automation
to scale delivery via
@forrester

@_____________ #MME14
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
#MME14 Takeaway 22:
own the customer’s
digital experience. Via
@forrester

To achieve buy-in, budget approval, or a project green light you must first engage. As marketers we study the art of engagement. We develop programs, content, and analytics to maximize engagement with our prospects, customers, and channel partners. We recognize that we must deliver content that educates, nurtures, and motivates. As marketers we recognize that we must deliver the right content, to the right people, at the right time, and through the right channel. And as marketers we understand that the most effective form of engagement results from storytelling. So why do we fail so miserably at engaging our internal audience? More than any business unit, marketing should have perfected the business presentation. And yet, we often fall back into the bad habit of bullet-point heavy PowerPoint presentations, charts and graphs, and messaging that focuses on what’s missing versus what is possible. In order to succeed you must create an internal environment for success. To do this you must guide the company to the realization that the initiative is a change for the better and that they are a part of that positive change. And much like engaging with your external audience, engaging with your internal audience requires preparation, analysis, relevant content with context, and storytelling.

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Marilyn Cox, Director of Marketing Communications at Cincom Systems Inc., presented on how sales enablement and content marketing can drive business results. She discussed transitioning from reactive to proactive sales enablement by listening to customer needs, auditing existing content, identifying gaps, and aligning content to the sales process. Cox also covered crowdsourcing for new content, providing sales with relevant tools and information, and getting feedback to continually improve content marketing efforts. The goal is to empower sales teams with useful content that establishes them as thought leaders and speaks the same language as customers.

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22 Tweetable Takeaways From Modern Marketing Experience 2014

2. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. Marilyn Cox 2 @MarilynECox Marilyn.e.cox@oracle.com If I couldn’t be a Modern Marketer, I would be a professional wrestler with the WWE

3. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 1: Every industry is fighting to be customer centric, but not every industry travels the same journey to get there.

5. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 3: Move away from transaction marketing. Don’t pass your internal dysfunction onto the customer.

6. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 4: Companies fight over what sales wants vs marketing vs IT. But can these companies define what the customer wants?

7. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 5: segmentation and first names does not equal personalization. Personalization must rely on the behavior of individuals.

8. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 6: 50% of your audience’s time is spent on social and mobile. Have your marketing allocations been adjusted for that shift?

9. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 7: lesson from Formula1. Clearly define what you’re providing. They don’t sell auto racing, the provide an experience.

10. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 8: Extend data across your business and industry. @F1 utilized crash data to improve safety across the entire auto industry.

11. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 9: @F1 is constantly testing, adjusting, and improving based on data. Implement the same practices into your business.

12. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 10: Design tools with the customer and industry in mind. @F1 drives can’t hit ctrl+alt+dlt while driving, they need a switch

13. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 11: In @F1 racing, consistency is what matters. true in marketing. Strategy and consistency trumps “dunking in dark” moments

14. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 12: Technology capabilities are endless. Your only limitations are internal silos and what you believe is possible.

16. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 14: interruption marketing does not build relationships. Strong content marketing does. Via @MarkPlant

17. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 15: with all the channels used, don’t neglect your website. Website performance matters. ow.ly/i/7ecvR @MarkPlant

18. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 16: Companies must take marketing jargon and translate it into the actionable language of your industry.

19. @_____________ #MME14 Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Takeaway 17: Use data to guide strategy. Data drove @Dow to increase investment in sampling programs and decrease trade shows.

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