This week I talk marketing automation and marketing technology with Aden Forrest, MD of Marketo ANZ. In this episode we discuss:
- The history of Marketo and the marketing automation sector
- The importance of automation in the digitised world of today
- The parallels with the small town rules of years ago when businesses knew their customers and the personalised digital marketing of today
- What is engagement marketing, and the 5 key aspects which drive it
- How marketers are adapting to a world of relationships and engagement vs the broadcast mentality of previous years
- The critical role the buyer now plays in driving the buyers journey of today
- Marketo’s study with the Economist on what the marketer of the future looks like
- The balance between art and science in the marketing function today
- The line in the sand re privacy and personalisation and when marketing crosses the line to “creepy”
- How appropriate and useful marketing can lead consumers to embrace personalised communications
- The differences in approach to B2B and B2C marketing and where the commonality lies
- How selling IT services and SAAS products into enterprises varies compared to selling to SMEs
- Typical business case metrics used when enterprises assess a marketing automation platform investment
- The continuing importance of email in business communications, even as social and messaging grow
- Why integration with a CRM system can be very important in certain environments
- Why an open API and building an eco-system is so important for marketing software providers today
- Whether marketers truly now have a seat at the table with CEOs & Boards in driving enterprise wide strategy
- The ways sales and marketing teams work together in B2C and 2B businesses of today
- Plus lots more!
- (including Aden’s favourite social network)
We cover a lot of ground in this really interesting and wide ranging discussion on the marketing technology landscape. I hope you enjoy!
The most impactful book Aden has read is the Pause Principal by Kevin Cashman.