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    Editor's Pick (1 - 4 of 8)
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    Rethinking Agility with Hybrid Ways of Working

    Jenny Shiers, VP, Employee Success at Salesforce

    Evolution of our MarTech Economy Part One - Our Markets Leading Us

    Jethro Grainger-Marsh, Head of Digital, Marketing, and National Sales - APAC, Alsco Australia

    How the World's Top Employers Use Digital Storytelling to Build Their Employer Brand

    Rachele Focardi, Chief Strategy Officer - APAC, Universum, Intergenerational Strategist

    Alex Meyer, Chief Marketing Officer, The Iconic

    The Evolution of MarTech

    Christophe Eymery, Head of Digital Marketing, SEEK

    How AI-driven Consumer Insights can Support Faster and Better Business Growth in the Food & Beverage Industry

    Parth Patel, VP Marketing and Strategic Planning, Kerry [LON: KYGA]

    AI is a Critical Step in Quest to Humanize Customer Service

    Haymans Fung, CMO, Sun Life Hong Kong

    Sales Tech And The Digital Marketing Landscape

    Jason Wong, Managing Director, MWI Asia

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    Ensuring High Quality Communications and Marketing Consistency

    Amy Scissons, Head of Global Marketing, Moody’s Analytics

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    Amy Scissons, Head of Global Marketing, Moody’s Analytics

    Strategic Direction for Business Goals

    We start with the business objectives and sales goals for the year. Once we have an idea of our strategic direction, we build our marketing initiatives and dive into channel assessment. Depending upon our past successes in generating leads and impacting sales, we will adjust our investment in channels.

    Tracking Customers for Effective Marketing Analytics

    The key to planning and organizing our digital marketing efforts is in using marketing automation platforms or customer engagement engines. By ensuring all programs are tracked in the system, we can better evaluate how effectively we can engage with our clients and prospects, and support the sales cycle. My philosophy is, “If we can’t track it, don’t do it.” Without measurement, there is no real benchmark for ensuring that marketing is a key contributor to the growth of the company.

    Measuring Success for Smooth Marketing

    We implemented a marketing automation system in 2012 and with more than 12 months of data, my team truly appreciates the value of measuring success. The conversation has changed and we’re talking about marketing attribution to sales and engagement levels.

    My three main questions regarding marketing programs are:

    a. What business objective are you

    trying to achieve?
    b. How do you plan to measure success?
    c. Is the sales team on board with accepting the leads and providing feedback within the system?

    "Social listening is a powerful tool, yet there is no integration to help in the development of content"

    Biggest challenge in the technology of Marketing

    The challenge lies in workflow tools, processes, and governance. As a global marketing organization, we need to ensure high quality communications and consistency in our execution. With the increased focus on data protection and respecting consumer privacy, organizations like ours need to ensure all our marketers execute in the same way. Software vendors need to think more about how they can help organizations scale their activities and support measurement.

    I would like to see more advanced permissioning for managing the system.  The administrative functionality could use some development to help govern the system and its use.  I would also like to see better social media tracking.  Social listening is a powerful tool, yet there is no integration to help in the development of content.  I would like to get to a point where we are crafting our marketing messages around conversations that our influencers are having.

    Social Media to Impact Customers

    We still experience difficulty tracking most social channels, especially as they evolve so quickly. We are observing many emerging trends, from social media to video content marketing to online communities. Using software to track interactions with us is the key to piecing together the impact we have on our customers. We are finding new ways to build relationships and communicate with our audience in a way that they want to be approached.

    Diverse Approaches to Marketing

    I have to flex new muscles and think more about technology versus just marketing effectiveness.  Marketing leaders now need to understand system integrations, design, and data quality.  In addition to becoming more involved in designing and managing systems, marketers have to spend more time on reporting the value created through marketing.

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