Salesforce’s Connections 2 U – Friday 27th September

Salesforce’s Connections 2 U returns to the ICC in Sydney this Friday (27th September). With it comes a vast range of talks, workshops and (hopefully) comprehensively sick loot. Amicus will be in attendance at the Dentsu stand, and we’re going to be right in the middle of The Gallery conference area, so be sure to come along and say hello. There’s a lot to see, so I’ve asked our team to pick out their particular standouts. This should help you to plan your journey to get the very most out of the day. Check us out as we’ll be allowing you to create art using only the power of your brain waves. The most accomplished Professor X of the day will win a prize, which we may or may not have decided upon yet. If you are going to win, you’d know that already.

There’s a Salesforce Events app that is available on both Apple and Android that allows you to plan events and sessions from your phone at the event. It does not require a login. It’s worth curating your plan for the day ahead of time, mainly based on the educated and insightful experience of the Amicans below. Also, they do rejig timings and locations of events at the last minute sometimes.

 

Paul Hart – Marketing Consultant:

I believe that these are two of the must-see events of the day. They both involve Dentsu’s CEO Henry Tajer (under whose umbrella Amicus falls. Hi Henry!), he is consistently excellent value and brutally honest about the state of the industry. Take time to see these. Lunch is for wimps/later.

12:15 – 12:45 – Is Customer Experience a Hopeless Ideal? – C4.1 – Henry Tajer (Dentsu) + Roger Slater (Citibank)

We have Henry from Dentsu and Roger from Citibank talking about one of the most frequent issues that have to be dealt with by senior marketers today: The marketing stack is a large and convoluted system of multiple platforms that solve problems in different ways. How do you manage this barrage of information, that can often be extraordinarily opaque, in a way that ensures that you are delivering the best outcomes for your customers?

1:15 – 1:45 The Journey Back to Trust (panel) – C4.4 – Henry Tajer (Dentsu) + Jo Gaines (Salesforce) + Paul McIntyre (Mi3) 

This panel promises to address some of the most contentious issues in modern marketing. In recent times the openness and honesty of reporting in digital advertising have been questioned extensively. As the use of targeting and AI becomes more and more prevalent, the opacity as to how these campaigns perform are areas of vigorous discussion. Aside from the topic being very interesting, we have some of the most engaging public speakers that I’ve had the pleasure of hearing recently. We have Dentsu’s own Henry Tajer, who delivers some brutally honest truth-bombs on a regular basis, Jo Gaines from Salesforce who is a phenomenal speaker, as well as Mi3’s Paul McIntyre. Paul is the Executive Editor of Mi3 and is not known to shrink away from confronting controversial topics in the marketing space. Mi3 is one of the more insightful and refreshing marketing resources in APAC right now. I suggest you check them out. This event offers both insight and (potential) entertainment in a single package. I heartily recommend you attend.

Rachael Bryce – Senior Implementation Consultant

9:00 – 9:30 – C4.8 – Create Seamless Omnichannel Experiences with Mulesoft

Having experienced the build of a single System API, the product offering of Mulesoft across system APIs, process APIs and Experience APIs has me intrigued to see what the product positioning will be across the many Salesforce products which don’t always talk directly to each other. Many external parties may need to know a specific language in order to access the data. The ability to use a standard language across the many connections is a promising way to develop a true single customer response in a functioning one-to-one strategy approach.

Connections Tip:

If you aren’t sure about which talks to attend, or they aren’t resonating with you, I recommend finding the Developers Corner. It may be called a corner, a fireside chat or a circle of success, but there are valuable small talks for the nerd in you to take some technical knowledge away.

Nicholas Humphries – Account Manager

11:30 – 12:00 – C4.8 – Salesforce Solutions for the 360 Degree View of the Customer

I am interested in this to get a better understanding of customer touch-points throughout the customer journey and how they interact through both Marketing Cloud activities and website/web form engagement. 

Attribution modelling, social media strategy and customer lifecycles mean nothing until a properly planned and maintained view of the customer is available. The gaps in knowledge, access and speed of reply cause damage to a relationship with a customer. “I just bought my tickets, why are you re-targeting me two weeks later to buy them still?”

This session should demonstrate how we can now provide all-encompassing reporting and analytics for marketing activities using the 360-view.

Alex Wong – Solutions Consultant 

3:00 – 3:40 – C4.4 – All the B2C and B2B Marketing Trends You Need to Know

With all the emerging marketing technologies available, such as AI, Voice and increasingly personalised content, consumers are becoming more aware of how their data is used. I am very interested to hear the challenges faced by organisations in the way they communicate with their customers and how the industry will address consumers concerns to achieve a sweet spot between useful and creepy communications.

3:30 – 4:10 – C4.2 – Break Down Silos to Create Seamless Journeys with Your Customers

This one should be a gem! Being an advocate of alignment and collaboration between organisational teams in planning and delivery-marketing strategies, I’m looking forward to insights on how teams and departments can optimize their Marketing and Sales initiatives.

 

So that’s all folks. Have a great time and let us know if you find something of particular value. Do come and visit us. The hashtag for this event is #CNX19. We’ll be doing some post-event research on this, so get active – we can make you famous(ish).

Thanks,

The Amicans

Getting Your KPI Ducks in a Row

You’ll often hear that Marketing and Sales teams need to work more closely together to reach a common business goal. But what if the Marketing teams themselves aren’t aligned within each division or segment?

A common cause of this misalignment stems from marketing teams’ structure and how business objectives are communicated down the chain of command. The make-up of a marketing team irrespective of centricity, typically consists of three layers delivering to a common business goal.

Sitting at the helm, spearheading the marketing team’s direction is the CMO. Managers, Heads of… or Leads provide the strategic direction to ensure customers’ needs and desires are catered for at each stage of their marketing funnel and his/her direct reports are tasked with delivering activities or campaigns to this strategic vision.

Each layer, in most cases, has their own marketing KPIs and, more often than not, the further removed the team is from the executive level, the less aligned their KPIs become to delivering towards the business goal.

Here are some tips to reduce the fragmentation in business goal alignment in your marketing team that you could apply today:

  • Understand or set the business objective
    Have a clear view of your businesses objective and the timeframe to achieve this. Whether it’s increased sales, lifting acquisition or generating more leads, this KPI should be the guiding light to every marketing program, activity or tactic throughout the strategic planning phases.

Action: Map the goals and KPIs on each organisational level and identify how they relate towards driving the overarching business objective.

  • Benchmark the business objective

New businesses will require time to establish a benchmark based on their new marketing activities. For existing businesses, the previous year’s performance is a good starting point to review whether the business objective is still relevant and then forecast to determine the target and stretch targets for the upcoming year. Lastly, this exercise will surface insights into what worked, what didn’t and why, as inputs to set the marketing strategy and KPIs.

Action: Baseline and measure, measure, measure. This will eventually provide you with tangible results and potential business cases for future opportunities.

  • Set Marketing KPIs

Setting measurable marketing KPIs with direct relation to the business objective ‘first’ will inadvertently link the marketing strategy plan to the overall business objective.

Action: Setting a KPI that doesn’t lead towards a type of conversion could be a waste of effort. Not having a KPI at all also means you’re executing campaigns for the sake of execution. Ensure KPIs are meaningful and have an impact on your business.

  • Establish a Marketing Strategy delivering to Marketing KPIs

Having established delivery team KPIs that are aligned with the overall business objective, each initiative or campaign should be geared towards the business objective with forecasted return on investment to help prioritisation. Any activity or campaign that doesn’t contribute towards the business objective should be a lower priority to the team. A mentor of mine always asked, “How does this contribute to the business?” and this line of questioning we should always be pursuing.

Action: When building out a marketing strategy, always ask yourself “How does this contribute to the business?”. If it doesn’t, then “is it worth doing at all?”

  • Measure and Optimise

Now with a marketing strategy in market, it’s time to keep tabs on the teams agreed KPIs. Constantly monitoring, testing, learning and tweaking will incrementally improve KPIs and allow for the creation of a library/playbook of learnings for future application.

Action: Test and learn spans across every aspect of setting up a marketing campaign. The campaign, creative and external touch points all deserve their own structured testing framework. Start simple, create the habit of testing and ramp up the complexity over time.

 

Keep in mind, these are the first steps towards establishing business objectives and marketing teams operate with a united front. Determining the right measures and KPIs is unique to your business but ultimately, it’s important to know what a win looks like for your team and organisation.

Radian6 to be Discontinued from March 2018

Following on from the announcement a couple of weeks ago about some Radian6 features being discontinued, we’ve seen the announcement that the Radian6 platform is set to be discontinued.

Following on from the announcement a couple of weeks ago about some Radian6 features being discontinued, we’ve seen the announcement that the Radian6 platform is set to be discontinued.

You can read the announcement from Salesforce here.

This means that as of March 2018, you wan’t be able to login to Radian6 to create Topic Profiles or to monitor social conversations.

The good news is that you’ll be able to use Social Studio to continue to Publish, Engage and Analyse social conversations.

We’ve also developed some resources to help you migrate across to Social Studio, or contact us and we’ll be able to work out a solution for you.

CMO Disrupt Melbourne Live Tweet

If you can’t make it to CMO Disrupt today, we’ve got you covered.

Our brilliant Social Analyst, Leigh Price, is at CMO Disrupt in Melbourne today.

If you can’t make it to CMO Disrupt, Leigh’s got you covered. He’s going to be live tweeting the conference from the Introduction at 8:30 AM until the Gin-Tasting at 1PM.

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