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It is no surprise that marketing is not a one-size fits all concept. However, we see time and again the same strategies being played out across companies of all sizes and industries, without stopping to peel back what drives action among consumers. We aren’t just talking about white papers vs. banner ads. This happens at an even higher level. What trends are happening within your industry that are challenging market conditions? Have your consumers’ behaviors changed in last 6/12/18 months? Even if you have this information, how do you update your marketing strategy to address these changes? In this sessions, members from the Oracle Marketing Cloud Industry Solutions Center of Excellence will moderate a discussion with clients across various industries to share their expertise on researching industry trends and developing new marketing best practices to help clients adapt more quickly to an ever-changing modern marketing landscape
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Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
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Are Your Marketing Efforts Truly Addressing the Trends in Your Industry?
Panel Discussion Hosted by OMC Industry Solutions Team
Copyright © 2014, Oracle and/or its affiliates. All rights reserved.
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Our Illustrious Panel
Melissa LavdasGlobal Demand Generation
Deployment LeaderMarketing @ Dow
Alycia Kaufmann Marketing Planning & Analytics,
Jackson Healthcare Program Manager, Hospital Charitable Service Awards
@alyciakaufmann
Marketing Planning & Analytics, Jackson Healthcare / Program Manager, Hospital Charitable Service AwardsMarketing Planning & Analytics, Jackson Healthcare / Program Manager, Hospital Charitable Service Awards
Helena Lewis Global Marketing Operations
and Technology National Instruments
@AustinHelena
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Initial Onboarding Experience
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@AlyciaKaufmann Understand what the customer wants through exercises like social listening and surveys.
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@AustinHelen Filling skills and infrastructure gaps required IT assistance, manual batch load processes, big sales projects, and Accenture
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@Dow recognized a trend in engagement and shifted from faxes & mailings to digital in order to be more cost efficient
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@AustinHelen It took us seven years, but now everyone wants our knowledge
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@AustinHelen Process evaluation is key early in the journey. Be out of the box, be aware of dependencies, communicate!
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@Dow Don’t Give Up – it’s a journey. But don’t slow down
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@Dow Use the technology to highlight success and get buy-in for events and programs
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Unexpected Roadblocks
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@AustinHelen Change Management is difficult in any industry, but especially in ours – need to show success tangibly
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@AlyciaKaufmann We recognized the evolution of determining more appropriate target and how to get their names
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@AustinHelen We learned how to think about campaigns in a more integrated fashion and how to drive people to assets, not just create assets
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@Dow We now know how to manage expectations and use success stories to build business cases to initiate projects to fix data
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Industry Specific Considerations
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@Dow We sell at the beginning of the value chain. We have to market to purchasers who Google products
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@Dow But MA uncovered the fact that APAC was much more responsive to digital methods.
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@AustinHelen We sell to engineers who don’t use social as much. Very different strategy of targeting students and professor in engineering schools so they choose NI software when in jobs
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@AustinHelen But MA allowed us to track certifications to advocate software
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@AlyciaKaufmann Very old guard – not social, content more important, not specific to trends or issues
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@AlyciaKaufmann But MA helped us build that unique and valuable content that was desired
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One Thing to Remember!
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@AlyciaKaufmann Institute Monthly Management Meetings to build excitement
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@Dow Become the source for knowledge
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@AustinHelen Develop the process with sales. A jointly developed model ensures success
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