So I just finished up with the first day of the What’s Next conference. WOW. I cannot remember the last time I felt so inspired/refreshed/motivated. As someone who is dedicated to such a particular market of architecture/engineering/construction, I tend to get bogged down in what everyone else (meaning my competitors) is doing that I forget to look to outside sources for inspiration. Well this conference is just that – a close look into other marketers minds.
After countless tweets and about 10 pages of notes from today’s session, here are my top takeaways:
Form strategic partnerships with organizations that will naturally attract the minds of your audience.
Jennifer Kim Field, Executive Director of Global Partnerships and Marketing: United Nations Foundation
A new approach to ROI of promotional videos – rather than the number of views, consider the video a success if it is shared by five of your influencers.
Tim Washer, Senior Marketing Manager: Cisco Systems
The user digital experience should look this and be a smooth transition from one to the next: User’s Pain –> Solution –> Product/Service
Jordon DeVries: LookThink
Responsive design is becoming inevitable. Content is viewed via mobile, but customers engage through an app.
Sami Hassanyeh, Chief Digital Officer: AARP
Own your own story, or others will. You must engage in online conversations even if that person may never be a customer.
Lisa Shalett, Global Head of Brand Marketing & Digital Strategy: Goldman Sachs
Stop chasing meaningless data! What is the point of chasing data that has no point?
Katie Watts, Managing Director: HUGE
People don’t engage a sales team until 70% of the sales process is complete. They are doing the research on their own, and validating with word of mouth.
Katrina Klier, Managing Director of Global Digital Marketing and Communications: Accenture
In marketing, be revolutionary (because you want to surprise) and incremental (because you don’t want to get fired.)
Jason Seiken, General Manager of Digital: PBS
Brands are the new media. They create the content to entertain and educate.
Heidi Browning, Senior VP of Strategic Solutions: Pandora
Even in B2B, there is still a C.
Ira Gleser, Former VP of Industry Communications: CocaCola