Marketo Hosts LinkedIn, Google & Facebook At Future-Proofing Marketing Event

Marketo Hosts LinkedIn, Google & Facebook At Future-Proofing Marketing Event
SHARE
THIS


What best describes you?

Marketo, Inc., the leading provider of marketing software and solutions, recently hosted an executive breakfast event to discuss how Australia’s marketing leaders are future-proofing organisations.

The event took place in Sydney this month and included speakers from LinkedIn, Facebook, Google, Cronulla Sharks and Wunderman-Bienalto. Marketo ANZ Managing Director Bill Binch hosted the event, highlighting the evolving role of the marketer in a digitally competitive environment throughout.

“The seat at the revenue table comes with great responsibility and a need to become great technologists … We are engaging in conversations, not one-way monologues. We are building touchpoints across the entire lifecycle and not just focusing on acquisition marketing.”

A panel discussion involving LinkedIn, Google and Facebook explored collaboration in digital marketing and how technology is facilitating stronger relationships with customers as well as internal stakeholders.

Digital technology has provoked a great change in the way we communicate, said head of marketing ANZ at LinkedIn Sales Solutions Ben Eatwell, and has thus effected the buy-sell dynamic.

“It’s dramatically changed the expectations of buyers. You are now competing with every experience, not just your competition. Buyers are constantly demanding more excitement, and a better way to engage”, said Eatwell.

Marketers must harness the knowledge contained within their own organisations to deliver a better customer experience, “Imagine if you knew what you know (across the business)” speaking about crucial data held by different functions.

“It’s (the focus on the customer) been the biggest change I’ve seen at Google over the past few years”, said Maureen Morris, head of industry sales strategy and insights. “It’s a work in progress as we all try to be more customer centric – and understanding them and how we can do that through data and technology.

“It’s a work in progress as we all try to be more customer centric. But it still comes back to the customer, and understanding them and how we can do that through data and technology.” 

Jason Juma-Ross, head of technology at Facebook, said improving the communication channel between customers and businesses is critical to improving satisfaction. “As human beings, we’re all hungry for this. We want to engage with organisations in a way that suits us. The traditional silos in marketing have prevented this from happening”.

Scott Maxworthy, Head of Digital Commercialisation at Cronulla Sharks, spoke about the club’s ‘Digital Road to the Grand Final’, and how working with Marketo helped boost fan engagement.

“We had to choose one area of the business where we could pilot the tech and we chose our membership. We were getting about 1.2 million website visitors, but our fan member data base was only 42,000. So there was an obvious disconnect”, said Maxworthy.

“We picked Marketo as the marketing automation tool to help us personalise the customer experience. We have a lot of stakeholders and having that underlying architecture allows us to build a single view of the customer and incorporate this into everything we do.”

Wunderman-Bienalto’s CEO Hurol Inan rounded out the event by bringing the talent, tech and tools together, giving his Five Lessons in Change urging organisational leaders to be bold in approaching transformation.

“Organisations are ripe for disruption – whether its internal or external. Becoming customer-centric to provide better value for customers is a critical part of creating value for the organisation, said Inan.

“You don’t just play around the edges, change buttons on the website, you want to find things that are big enough to make a significant impact on your business outcomes.”

Full list of speakers

Bill Binch: Marketo Managing Director APAC

Jason Juma-Ross: Head of Technology at Facebook

Maureen Morris: Head of Industry Sales Strategy and Insights at Google

Ben Eatwell: Head of Marketing ANZ at LinkedIn

Scott Maxworthy: Head of Digital Commercialisation, Cronulla Sharks

Hurol Inan: CEO, Wunderman-Bienalto

Please login with linkedin to comment

Latest News

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

It's the most wonderful time of the year for the worst kind of marketing. Is your brand guilty of producing crappy Christmas conte

Opinion

by Peter Harris

Peter Harris
Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas
  • Marketing

Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas

According to IBISWorld, Christmas retail spending in Australia is expected to stagnate this December, falling by 0.2 per cent compared to the same time last year. While not all categories are impacted, IBISWorld is attributing the overall decline to lower discretionary incomes, negative consumer sentiment, and price discounting across the retail sector. “Overall, IBISWorld has observed early […]

Industry Diversity: It’s More Than Skin Deep
  • Opinion

Industry Diversity: It’s More Than Skin Deep

In his final column for the year, B&T’s favourite industry maverick and troublemaker, Robert Strohfeldt, turns his opinion pen to adland’s topic du jour – diversity. And, he says, it’s as much about the thinking as it is who you employ at your agency… There is an old (and wise) statement most people would have heard […]

Opinion

by B&T Magazine

B&T Magazine
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]