Sydney, November 29 – Global marketing software provider Marketo has hosted an executive breakfast event to discuss how Australasia’s marketing leaders are future-proofing organisations. The event included speakers from LinkedIn, Facebook, Google, Cronulla Sharks and Wunderman-Bienalto.
Marketo ANZ managing director Bill Binch hosted the event, highlighting the evolving role of the marketer in a digitally competitive environment throughout.
“The seat at the revenue table comes with great responsibility and a need to become great technologists,” he said. “We are engaging in conversations, not one-way monologues. We are building touchpoints across the entire lifecycle and not just focusing on acquisition marketing.”
A panel discussion involving LinkedIn, Google and Facebook explored collaboration in digital marketing and how technology is facilitating stronger relationships with customers as well as internal stakeholders.
LinkedIn
Digital technology has provoked a great change in the way we communicate, said ANZ head of marketing ANZ at LinkedIn Sales Solutions Ben Eatwell, and has thus effected the buy-sell dynamic.
“It’s dramatically changed the expectations of buyers,” he said. “You are now competing with every experience, not just your competition. Buyers are constantly demanding more excitement, and a better way to engage.”
Google
Google head of industry sales, strategy & insights Maureen Morris said: “It’s (the focus on the customer) been the biggest change I’ve seen at Google over the past few years. It’s a work in progress as we all try to be more customer-centric – and understanding them and how we can do that through data and technology.”
Facebook
Facebook head of technology Jason Juma-Ross said improving the communication channel between customers and businesses is critical to improving satisfaction. “As human beings, we’re all hungry for this,” he said. “We want to engage with organisations in a way that suits us. The traditional silos in marketing have prevented this from happening.”
Cronulla Sharks head of digital commercialisation Scott Maxworthy spoke about the club’s ‘Digital Road to the Grand Final’, and how working with Marketo helped boost fan engagement.
“We had to choose one area of the business where we could pilot the tech and we chose our membership,” he said. “We were getting about 1.2 million website visitors, but our fan member data base was only 42,000. So there was an obvious disconnect.
“We picked Marketo as the marketing automation tool to help us personalise the customer experience. We have a lot of stakeholders and having that underlying architecture allows us to build a single view of the customer and incorporate this into everything we do.”
Wunderman-Bienalto ceo Hurol Inan rounded out the event by bringing the talent, tech and tools together, giving his Five Lessons in Change urging organisational leaders to be bold in approaching transformation.
“Organisations are ripe for disruption – whether it’s internal or external,” he said. “Becoming customer-centric to provide better value for customers is a critical part of creating value for the organisation.
“You don’t just play around the edges, change buttons on the website, you want to find things that are big enough to make a significant impact on your business outcomes.”
About Marketo
Marketo provides the leading engagement marketing software and solutions designed to help marketers develop long-term relationships with their customers – from acquisition to advocacy. Marketo is built for marketers, by marketers and is setting the innovation agenda for marketing technology. Marketo puts Marketing First. Headquartered in San Mateo, CA, with offices around the world, Marketo serves as a strategic partner to large enterprise and fast-growing small companies across a wide variety of industries. To learn more about Marketo’s Engagement Marketing Platform, LaunchPoint partner ecosystem, and the vast community that is the Marketo Marketing Nation, visit www.marketo.com.
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