Sure, Tech’s Important, But Don’t Forget The People, Too!

Sure, Tech’s Important, But Don’t Forget The People, Too!
SHARE
THIS



In this guest post, Mailee Creacy (pictured below), country manager at Rocket Fuel ANZ, says too many Aussie marketers are being bogged down by the latest tech, and, in doing so, we’ve forgotten the poor old customer…

When I think about the adtech industry – one whose very existence depends on influencing customer behaviour – it’s ironic that so much of our marketing to brands and agencies is driven by our technology, and not our customers.

Mailee Creacy

While cutting-edge technology and innovative new features are exciting to talk about, it’s too often through these features and technologies that we frame our conversations about how we can improve business, solve problems or drive solutions for our customers. In the process, the very people we’re trying to reach get buried under all these technology “stacks,” and have a harder time understanding what is being offered.

If we want our industry to succeed, we need to get back to focusing on the customers. There isn’t an app for that – it’s about effectively changing the relationships between key function areas, and in order to do this, it’s time to start listening differently.

It all starts in the responsible hands of sales. When a seller works toward making a sale, they actively listen to what the customer is saying so that they can turn that feedback into action for their own company – action that informs not just how you sell, but also what you build. 

For example, many marketing teams are heavily focused on an inordinate number of events that typically treat the customer as a secondary concern. Instead, the time and money spent on these could be put back into focusing on customer accounts and learning from them. In marketing there are a lot of constant iterations. We have all worked on customer case studies and references before, but how do we use these when we’re thinking in terms of an account-based approach or looking at feedback from the perspective of a vertical, a particular product offering or solution? Marketers need to learn from our case studies and ask the necessary questions. How does the seller provide value to the customer? How does marketing help the customer understand the value? How does marketing help the seller understand the customer? This is where the marketing team needs to work closely with the sales team to put the customer first.

Today, engineers are seen as the brains behind the projects. They build the products and they know them best. Then they share their creations with the product teams, who know the technology slightly less. The product teams share their knowledge with the marketing team, who know it slightly less than the product team, and so on, all the way down to the customer. Marketing and sales then, should filter all the information they gather up to the product and engineering teams. If the customer feedback dies with the sales and marketing teams, was there really an action or effort taken to improve a product or service? 

Today’s businesses are often so technology-driven that some have created labs or think tanks to fuel the creation of new products and ideas. As marketers, it is our job to begin thinking about how to package and position the innovations stemming from these labs and develop a plan for how to take these new products to market.

This is the difficult part and often the moment of translation when much of the larger, customer-oriented message is lost. You end up instead with a message laden with acronyms and rich with detail, and not a coherent, comprehensive, easily understandable picture. Ultimately, all of the hard work and dedication of every team involved — engineering, products, marketing — trying to promote all the new technology being created goes to waste.

To ensure that a circle of communication is happening, one that links and aligns every group in the organisation to listen to and act for the customer, give each team one point of contact in charge of making sure the rest of the team is aware of what is going on with other divisions. Their focus is on guaranteeing transparency and communication internally so that no one department is dropping the ball.

If we can all come together to make this cycle a reality, it won’t be long before we evolve from an industry narrowly focused on technology, to a more customer-centric industry. In the end, this will lead to more effective products, happier customers, and a more successful adtech industry.

Please login with linkedin to comment

Latest News

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group
  • Marketing

Comexposium Takes Over NZ Partner MTS To Become Largest Trans-Tasman Events Group

Marketing events group Comexposium has absorbed its New Zealand joint venture partner MTS to deliver an expanded event solutions business across the Trans-Tasman. The deal will see Ryf Quail (pictured above) return to Sydney to lead Comexposium Australian and Kiwi team, while his current MTS team remains in place as Comexposium employees. While the business […]

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding
  • Marketing

Eyeota Kick-Starts 2018 With $15.6 Million In Additional Funding

Audience data provider Eyeota has announced a $15.6 million Series B capital raise to spearhead additional growth in 2018. The company was founded simultaneously in Singapore, Australia and Europe in 2010, and has remained independent and enjoyed strong growth locally, as well as launching into the US. Peter Hunter (pictured above), Eyeota’s general manager for […]

Poem Wins Four New Clients
  • Marketing

Poem Wins Four New Clients

Sydney-based PR and social agency Poem has announced it has won four new clients following another strong year of growth. The four clients are Property NSW (The Rocks and Darling Harbour), Fantastic Furniture, Ovolo Hotels and Purpose (a conference on purpose-driven business). Poem co-founder Matt Holmes said: “We’ve hit a nerve with clients who are […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]