Are your Marketing Efforts Truly Addressing the Trends in Your Industries?

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Are Your Marketing Efforts Truly Addressing the Trends in Your Industry?

Panel Discussion Hosted by OMC Industry Solutions Team


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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