By: Heidi Bullock
Posted: June 6, 2016 | Modern Marketing
A little over two weeks after marketers gathered at the Marketing Nation Summit in Las Vegas, a new group of savvy marketers converged in Nashville, Tennessee for three days of informative sessions, networking, and, let’s be honest, great music.
As you might expect, SiriusDecisions did not disappoint. The event was packed full with new frameworks—this year, there were 30+ new models—that covered product marketing, sales, content measurement, and just about everything else you can think of. Yet, what I found to be most interesting were the key themes discussed among the great marketers that attended.
If you weren’t able to make it out to Tennessee, it’s OK. Here’s a recap of some of the most talked about topics and key takeaways:
No surprise here, there were quite a few takeaways about marketing automation as it continues to evolve over time:
There was a lot of discussion around account-based marketing (ABM) as a powerful marketing strategy that companies should evaluate. While ABM is definitely not a new approach, the key takeaway and discussion revolved around how the technology to support an ABM strategy is really progressing and how that makes target account marketing more scalable and measurable. Technology that helps marketing and sales align, simply and in an integrated way, is ideal.
Predictive was definitely popular at SiriusDecisions this year, and yet all the conversation about it highlighted to me that it still means different things to different people. Predictive analytics is being applied to lead scoring, account targeting, personas, tactics, and content matching. What predictive is and how it is being used to help marketers be more effective and efficient is very exciting and definitely an area to watch.It’s important to understand what the different companies in the space have to offer. For marketers who are already using a complete marketing automation platform that sits at the center of their marketing technology stack, like Marketo, these capabilities—whether through an partner integration or a native feature—will change how marketers listen and respond personally, in real-time. Companies to check out include Everstring, SixSense, Lattice Engines, Infer, and Mintigo. Additionally, Marketo currently offers a web personalization app that delivers personalized content to your visitors across your website, and we introduced predictive content for email as part of our product roadmap at the Marketing Nation Summit in May.
There still seems to be plenty of opportunity within MarTech for improvement. Right now, companies are approaching it piece by piece. But, it is becoming increasingly important to have connected stacks not separated by marketing, sales, and support and ‘insert hot new tech term here’ silos. I think marketers need more advice and guidance on how to think about this growing challenge. Here is one model we’ve developed to provide a simplified and practical way to think about it:
The thinking about the buyer’s journey has evolved, but the big theme at this year’s conference was about understanding your buyer throughout the organization—not just in marketing.Buyers have more information and access than ever before and marketers that can be personal, relevant, and leverage multiple channels will win. More specifically:
Lastly, the critical piece to connecting the strategy (and internal processes) with the technology and data is the most important: the people and the MINDSET of the people. Having the right organizational structure and skills, and agrowth mindset are essential for marketing teams to be successful in an environment where the only given constant is change.
Did you have any other key takeaways from SiriusDecisions? If you couldn’t make it, which takeaway resonated with you and how you see the future of marketing? I’d love to hear your thoughts in the comments below.