MARKETO SUMMIT 2013: The Social Business Professional Keynote

Just received this update on an exciting keynote, thanks to Jodi Heilman, our Executive Vice President of Sundog’s marketing department!

Thoughts on the Summit so far?The Summit has allowed us great access to Marketo leaders. Sundog’s COO Eric Dukart and I participated in an Executive Roundtable with the key leaders of the company, where they shared their vision and roadmap for innovation around marketing automation. It’s been an exciting glimpse into the future.

What was your favorite session? The Social Business Professional Keynote

What did you learn? This keynote focused on the importance of leading change. We have to challenge organizational memories, biases, blame and resistance to embrace collaboration, influence processes, focus on building authentic culture, create attraction for social business, and become ambassadors of social media as more than one person, one community or one campaign. In doing so, we create a fundamental, organizational change will allow companies to ask better questions and make better decisions.
Marketing is no longer just at the top of the funnel—it’s the whole journey from driving interaction, content strategy and content marketing to delivery, data and insights. As consumers, we have different expectations from brands in our lives. People see 3,000 brand messages a day, and it’s getting harder and harder to break through the clutter. We want the brands we trust to know us, understand us and meet us where we are on our timeline.

To be successful, businesses need to change their organizational structure to serve the customer, first and always. With this approach of putting the customer at the center of everything they do, they are able to capitalize on business opportunities, faster, more effectively and more authentically with customers.

We also need to become social business leaders, not just social media or marketing leaders. Enterprise businesses have an average of 178 social media accounts open. Yet, 52% of companies don’t have the right structure to be social and engaged and 43% say they can’t find the right talent. They may have jumped into the pool, but are swimming in a crowded space where governance and processes are crucial to not sinking or being overtaken by competitors. A social business is a transparent organization that is open to being authentic with customers at all interactions – paid, owned or earned. In doing so, we develop an organization change that fosters and supports the authentic brand experiences customers are demanding. Only then can we provide prescriptive ideas on how to drive this change, educating customers that social media isn’t a marketing channel or silo, it’s the way people connect and communicate with brands.

Just as Sundog did years ago, other organizations need to more closely align marketing with technology and empower social business to drive business results, such as, revenue growth, cost reduction, added value and attracting and retaining talent. We need to shift our focus onto company processes and culture, because they are critical pivot points that allow us to remove silos, create more collaboration and align paid, owned and earned media opportunities to provide a holistic customer experience. Companies who have already done this are seeing a decrease in marketing costs and a four-times higher return on marketing investment than their peers.

What’s the key takeaway for our clients and other marketers? Companies who embrace social simply as how we connect with customers, will reap the rewards of deep insights that can exponentially drive business results. We need to embrace the changes in marketing, building our alignment around one vision, providing informed opinions for clients and partners, and above all, serving the customer. Schools don’t teach this stuff. No one is the definitive expert.  So we must be change agents—lifelong learners who can apply strategic thinking, business experience and gut instinct with constant collaboration and movement for change and growth.

When we do so, we empower people at all levels of a company, even at the edge of the organization, because they understand the vision and act consistently. It’s our job as marketers to educate, share what’s coming next and teach our clients what we know, so they can be successful.

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