Insights from the Marketing Nation Summit

May 24, 2016 Brian Beattie

From May 9-12th, marketers from Volaris and its companies headed to Las Vegas for Marketo’s Marketing Nation Summit. Since lead nurturing and digital marketing is so vital to today’s business, we want to stay on top of new technologies and trends in marketing today.

The theme of the conference was tomorrow’s marketer – what does the marketer of today need to do in order to succeed for tomorrow? What technologies and processes should we implement to be tomorrow’s marketer?

Over the course of four days, we sought to answer those questions as well as gain new perspectives on different marketing techniques, approaches, and software available. There were two key learnings that our group came away with: account based marketing and authenticity.

Key Learning: The Rise of Account Based Marketing

Though the official theme of the conference was tomorrow’s marketer, you could have easily said that account based marketing (ABM) was the true theme. To give a quick overview, ABM involves naming your company’s top accounts or opportunities in the pipeline then creating personalized campaigns to close those accounts. It doesn’t replace any inbound marketing that a company currently uses but instead is an important add-on for strategic accounts.

As Rick, one of our marketers from AssetWorks, put it, “instead of communicating blanket messages, tomorrow’s marketer should be thinking about specific accounts and the messages and highlighted content that create the most valuable experience for each customer.”

ABM reinforces the need to build meaningful relationships with customers and focus in on their specific needs. Concentrate on your customer’s pain points and aim to solve those with your solutions.

Key Learning: The Need for Authenticity

One of the keynote speakers was actor Will Smith. Though an entertainer, Smith admitted that he sees himself more as a marketer. He has several messages for the crowd of over 5,000 marketers, but one of his key points was the need to be authentic. Technology has made it impossible to be inauthentic these days.

To elaborate, Will Smith explained that back in the 90’s, he could make a bad movie but with a great trailer full of explosions so that it would draw people to the theater opening weekend. Before people had the chance to spread the word that it was a bad movie, it would have made money from the masses who saw it that first weekend. Nowadays, 10 minutes into a bad movie, people spread the word on social media that it’s terrible and no one goes to see it.

There’s no room for deception in today’s marketplace and technology has driven the need to be authentic in all aspects of life and business. Be honest and transparent with your customers and they will trust you and your product.

What Our People Had to Say

There were a lot of good lessons and takeaways from the different sessions and speakers. Below are just a few of learnings our people took from the conference.

"Everyone is struggling to just manage and understand the data they have, let alone the concept of “big data.”" –Kim, Volaris Group

"There were two key takeaways for me. The first is that when you tell stories others can’t resist, others tell stories about you. The other takeaway is that with your marketing efforts, you want to attract the like-minded and repel the timid. Too often we think that the more traffic we get, the better. But in reality we want the right people reading our content and coming to our website, instead of attracting anyone and everyone." –Anna, Volaris Group

"Authenticity – in our digital age, we cannot be smoke and mirrors with our clients. We have to have a campaign that connects with our market and follow through with our promises." –Debra, Travisoft

"I was interested in the notion that 60% of the average sales pipeline is filled with people who expressed interest in the product, yet never bought or changed from their status quo. So instead of focusing on telling prospects why your product is better than your competitors, you need to reinforce why the customer needs to make any change to get them to act." –Kathy, Wynne

"On the topic of ABM, Jon Miller says, it’s not account based sales or account based marketing, it’s account based EVERYTHING. The entire team needs to agree on targeted accounts and a coordinated strategic approach." –Lauren, AssetWorks

Concluding Thoughts

The world of business is constantly changing and we will do our best to stay ahead of these changes. But for now, we need to create specific messaging for our customers and always be authentic with them. 

About the Author

Brian Beattie

Brian Beattie is the Chief Financial Officer at Volaris Group. Besides overseeing the financial health of the company, he works closely with Volaris’ legal and M&A team on all new acquisitions. Brian is an expert on every stage of the M&A process – from sending out the non-disclosure agreement to executing the sales purchase agreement.

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