This week is perhaps the most exciting of the year for professionals in the marketing technology industry. It’s the Marketo Marketing Nation Summit (#MKTGNation), a place where automation is the goal and integration is essential, where lead generation, analytics, and conversion rates replace the weather for small talk.
With so much valuable info to take in from the conference, one takeaway stands out loud and clear: marketing should be invested at every step in the customer experience. Whether it’s the website design, social media interaction, or reengagement with the product, marketing has a stake throughout the customer journey because perceptions of the brand can change quickly and travel far in the fast-paced economy of social media and content overload.
As Jeff Pundyk, VP of Global Content Solutions for The Economist, said in his presentation, “In the age of engagement, every encounter with a customer, pre- or post-sale, should be a marketing moment.” 80% of marketing executives worldwide say they need to restructure marketing, and 29% say the need for change is urgent. You can check out his article based on the presentation at CMO.com.
- Marketing must transform from a cost center to a revenue source.
- Marketing must lead the customer experience.
- Marketing must adopt a customer engagement mindset.
- Digital and data must dominate investment.
Tools and Technology
In order for this to work, marketing teams must have the tools necessary to manage this wide range of functions, track the success of their efforts, and measure overall ROI for the organization—and these tools have to work together. We’re passionate about Socedo’s integration with Marketo because it allows marketers to scale their engagement with a high volume of leads, as well as fit social media into the rest of their automated marketing strategy. We also know that Socedo works best when you have tools to manage your one-to-one interactions with new leads and to build landing pages that capture valuable info.
Fortunately, in the social media space, there’s another conference coming up that you have to attend. Socedo is excited to be a sponsor of Social Tools Summit in May, and even more excited that our CEO Aseem will be speaking at the session “Marketing Automation That’s… Well, Automated.” See you there!