#PeopleLie, Making Great Music, and the Fresh Prince: a Recap of #MKTGNation16

 

Posted By Qvidian | May 18, 2016

 

Marketo summitYou know that moment when you realize your job is pretty damn cool?  If you’re a marketer, attending Marketo’s Summit is one of those moments. While the event is somewhat a traditional user conference for Marketo customers, just being around 5000+ other professionals in your industry makes for great networking, ideation, and energy – regardless of which platform you use for marketing automation.

Here are a few highlights from the Tuesday morning keynote to give you a taste of what was happening.

#PeopleLie

The morning keynote on Tuesday brought a lot of great motivation for the days ahead.  One of the statements that stood out from it was “people lie.” The context was regarding what marketers so dearly rely on – information captured by forms presented to people who are looking to download content or view demos or learn more. Traditional marketing has been reliant on this information for automation and segmentation purposes, but the point that “people lie” is key. And while they may not intentionally lie (although who hasn’t seen Mickey Mouse or example@example.com fill out a form?) it’s more important to collect and understand what they do than who they are. Today’s marketer needs to be armed with behavioral data to understand patters and trends versus profiling users to project buying potential. Pair with that the idea that we don’t necessarily need more data today. We need to truly understand the data to make decisions that win. So by understanding what people do and tailoring campaigns based on that, is a much more accurate way to target an audience.

Read Sheet Music

Jeriad Zoghby from Accenture made an analogy that resonated with me (having been a musician in a past life). He made the analogy that marketers are like conductors of an orchestra.  If each musician is playing their own sheet music, no matter how good they are, it’s going to sound like noise to the audience if the conductor doesn’t coordinate everyone. Similar to marketing, you may have rock-star players on your team – lead generation, social, SEO, website, content, analytics, etc. – but if they aren’t working in coordination with one another, and align their messages and timing with each other, it’s just going to sound like noise to your customer.

The Universally Relatable Emotion

Will Smith then closed the morning keynote session by Getting’ Jiggy With It and getting the crowd on their feet. (Much needed after two hours of keynotes!) I was pleasantly surprised at his contribution to the session. I mean, I love me some Fresh Prince, but what does he have to say to #MKTGNation? His interview pivoted around his brand and relatability to his audiences. He’s been able to evolve and shift as trends change.  And when asked how, he replied that he focused on finding the “universally relatable emotion” for all his projects that will resonate with people. So basically, don’t overcomplicate it. We are marketing to people after all, not companies. Finding the relatable emotion will ensure your message or campaign will be received by your audience, then getting them to take action is much more probable.

So with those few highlights of the Tuesday keynote, you probably get that there was a lot to absorb and so many great thoughts and ideas to bring home. Look forward to next year!

Sales is no different, if you don’t rely on behavioral data of your customers and adapt accordingly, you’ll lose the prospect. And if your messages are conflicting, or worse not accurate, it’s going to sound like noise to your customers. Lastly if you’re not finding the relatable emotion to connect with in your sales conversations, you’re just another vendor. So contact us to learn how we help companies create adaptable, on-message, value-selling partners for their customers.