Before looking ahead to 2019, let’s briefly look at where have we come from. That will help us figure out what to focus on in the days and months ahead.Continue reading...
Life is effort. Life is energy. But we’re always looking for the shortcut, the low-hanging fruit. As Steve Krug famously said: “Don’t make me think.” The more complex the world becomes, the more we crave simplicity, while at the same time wanting to benefit from the positives that complexity brings.Continue reading...
Philosophy of art has been an interest of mine for quite some time. But philosophy of professional art is a...
The post The Root of Impostor Syndrome in Creative Business (and Two Steps to Temper It) appeared first on Copyblogger.
Makers of Modern Marketing: Kelvin Gee
This installment of the Makers of Modern Marketing series finds us across from Senior Director of Modern Marketing Business Transformation, Kelvin Gee. This role takes Gee around the world as an evangelist, strategist, in-house consultant, marketing trainer, and enabler for modern marketing. He enables Oracle marketers to adapt to new marketing strategies, like account-based and content-driven marketing, by setting up a framework for success.
Transformation centers around three things for Gee: people, process, and technology. “The technology is what we gravitate towards,” says Gee, “but the people part is typically the hardest.” While technologies are capable of improving efficiency and pulling a company into the future, it also creates skill gaps. So, Gee helps marketers align technology with their business strategy and devise a plan to use the technology correctly.
“You need to think about the necessary change to the people and process in order to use that technology correctly.”
Gee says that often companies that purchase marketing automation platforms, like Oracle Eloqua, may not deploy their first nurture campaign in the first year because they made a purchase without preparing for a process change. “Most organizations don’t have the right strategy in place to actually apply their technology. You need to think about the necessary change to the people and process in order to use that technology correctly.” Here Gee brings up the idea of an infinity loop that represents the customer lifecycle, with one side representing the “buy side” and the other the “own side”—you need to nurture both sides.
With any technology purchase, it is important to ensure the company is able to employ the necessary process and people changes to ensure swift and effective deployment. When a customer can derive immediate value from their purchase not only will this boost retention and upsell, but the customer will become a brand advocate.
As an internal consultant, Gee travels to Oracle offices around the world and helps teams design the right framework and strategy that will best suit their needs. He learns what the team is trying to achieve, what tools, systems, and the process they have in place—and from there he can identify gaps and design a program to fit their needs. He conducts unique workshops tailored to the team’s needs to equip them with the right tools to manage their shift in methodology or technology.
Gee has recently been focused on helping Oracle adopt an account-based strategy in the coming years. He advises that a company seeking to make the shift to account-based have a strong and clear framework in place before they start. “You don’t need 23 and a half different strategies for your organization—you want one go-to-market strategy.” He cites Oracle’s strategy that hinges on four pillars for success: targeting, personalization, orchestration, and measurement. This ensures that everyone from the C-suite on down has a crystal clear understanding of what the goals are for your account-based strategy.
And he adds, “you’ll need the people who understand account-based strategy.” People who understand how to align with sales, use the technology, and measure themselves. “Because if you measure account-based programs using traditional demand gen metrics, your numbers might actually look worse,” but that is because those metrics don’t translate well in account-based.
“We won’t even call it ‘account-based’ anymore— it will just be marketing.”
“To be account-based, you must be customer centric,” Gee notes that with traditional demand gen, you start with the campaign, but with account-based, you start with the customer. It also requires marketing and sales to align at the top of the funnel to determine which accounts are the most important for Sales.
An account-based strategy is a great way to get both marketing and sales on the same page, by focusing on the same accounts instead of just thousands of MQLs. In a few years, Gee predicts that “we won’t even call it ‘account-based’ anymore—it will just be marketing.” Until then, there is much work to be done setting organizations up for success.
In his 7 years with Oracle, Gee says the biggest shift he has witnessed is the new focus on customer centricity, “which really starts with employee centricity,” he says. There has been a greater focus on why we do what we do—what gets us out of bed in the morning. It’s about storytelling and being a part of that story. This translates well with sales and marketing organizations that want to create more compelling content that engages customers. But in order to tell better stories, people need a framework for how to tell those stories. “There’s an easy-to-remember framework for telling better stories: defining the setting, character, conflict, and resolution.”
Storytelling is just one piece of what Gee thinks every great marketer needs to have. Data-driven is, of course, the second piece. However, the final attribute that Gee offers is not one I often hear: empathy. “You need empathy to be customer-centric—being able to see the world from the customer’s eyes.” In a world where everyone is constantly pummeled with mountains of content, marketers need to be able to understand what keeps their customers up at night.
Gee is excited to be working in marketing right now and views the transition to cloud as a once in a lifetime opportunity. “Once a company transitions to the cloud, they don’t go back to on-premise,” he explains. For this reason, Gee has positioned himself as a facilitator for change and works to make that possible across the globe.
Makers of Modern Marketing is a blog series dedicated to the drivers, architects, and risk-takers behind marketing at Oracle to give readers a peek into how we are applying our own products to drive innovation and build the future of digital marketing. Don't miss our previous episode on Building the Foundation of Digital Marketing Success featuring Patrick McGavock, Senior Director- Marketing Systems of Global Marketing Operations.
When we think of who takes the risk with cybersecurity, it can help to think of a military mission. Who is taking the risk of its failure? Is it the general back at headquarters? The overall responsibility, he (or she) would say, lies with him as commander.Continue reading...
Healthcare providers are exploring different ways to improve customer — in this case, patient — experience, to make different aspects of planning and receiving treatment more convenient. These efforts are providing unexpected internal benefits as well, said Greg Poffenroth, director of customer experience at West Monroe Partners. Voice Assistants Help Parkinson’s Patients UCB,Continue reading...
I have a special Gmail folder to keep track of bad marketing pitches. My folder overflows with mediocre messages and irrelevant buzzword salad that miss the mark — they miss my mark, and they’re not getting any better.Continue reading...
The past couple of years have upended traditional notions of the workplace and the nature of work. We’ve witnessed the birth of the “gig economy,” the evolution of “work anywhere” arrangements, and a re-evaluation of how mobile technologies really fit into a modern enterprise.Continue reading...
It would be difficult to point to one innovation or change that could be applied across all business sectors in the digital workplace over the past year. There is, however, one change that has been constant, the speed at which change takes place, said Stephen Troy, CEO and founder ofContinue reading...
By Abbas Makhdum, Director of Product Marketing, Oracle Marketing Cloud
Today’s empowered customer interacts with a brand on their own terms. As a result, the traditional (i.e. linear) customer journey is dead. The brand is no longer in control and in today’s competitive environment, creating a better customer experience is what distinguishes winning companies from the rest. If 81% of consumers are willing to pay for a better experience, what is your organization doing to please them?
Solutions providers that claim to solve this problem through consolidated data have been overpromising and under-delivering for 30 years. Does this sound familiar? “Don’t worry. We’ll bring all your data together in an enterprise warehouse and that will fix your customer experience problem.”
In the old days, getting a customer view meant merging your CRM list with your direct mail list. And now? The volume and variety of customer data has proliferated and made consolidation almost impossible. Today’s solutions do a decent job in optimizing customer touch points within a domain - marketing, sales, commerce, service, loyalty, etc. But, when every touch point creates even more siloed data, it has become increasingly challenging to get a single view of your customer and provide that precious, connected brand experience, no matter how or where your customer engages. The optimization of marketing or sales or service is no longer good enough in providing a connected customer experience.
The Value of a Connected Experience
CX professionals that want to increase customer satisfaction and grow customer lifetime value can’t do it with siloed customer data. Optimal customer experiences require a comprehensive view of your customer that connects data across every customer interaction. What if you could?
· Open new revenue streams by enabling service reps at each service interaction?
· Suppress marketing and sales communications to customers having service issues and avoid repeating yourself at every interaction?
· Show new and high-potential customers the benefits of loyalty programs instead of random offers?
· Move from issue resolution toward issue avoidance by using integrated, behavioral data to predict churn and proactively intervene?
· Seamlessly leverage historical loyalty information to optimize marketing offers to win customers back?
These are just a few of the opportunities that Oracle CX Unity will make possible.
Embedded in Oracle Customer Experience Cloud
Oracle CX Unity is a customer intelligence platform that enables a connected customer experience across marketing, sales and service. And you don’t need data scientists to help you with that. With built-in AI-powered predictive intelligence, Oracle CX Unity will enable contextually rich personalized engagement by connecting customer intelligence across the entire customer journey, applying data-driven intelligence to determine the next best experience and activating those actions directly into Oracle CX Cloud and partner applications.
What would a connected experience look like with CX Unity?
Oracle has been actively investing for a while in solving the problems where today’s solutions fall short, i.e. helping CX Professionals deliver a customer experience that is timely, relevant and consistent across each and every brand interaction. CX Unity will do this in 3 core areas:
1. Connected Customer Profile: It all starts with your data at the core. Integrating online, offline and 3rd party data sources into a single view of your customer
2. Comprehensive Customer Intelligence: An AI and machine learning intelligence layer acts on the massive amounts of data to model, predict and prescribe the optimal audience for your business objectives.
3. Compelling Customer Experiences: The ability to activate the intelligence by connecting with marketing, sales and service applications to orchestrate the next best experience at the moment that is needed
More than anyone else, Oracle has a history in helping companies to get more value from their data assets. Oracle CX Unity will take that to the next level, enabling CX Professionals to leverage data and intelligence to retain and grow their most profitable customers.
CX Unity In Action
This video demonstrates the value of a connected experience across marketing, sales and service at a fictitious company, TG Insurance. TG Insurance has a new liability insurance product that they would like to promote to their customers who have business insurance policies with them already. Because CX Unity will enable TG Insurance to create a comprehensive customer profile based upon all relevant interactions of their customers, they are able to leverage the built-in intelligence to ensure their customers receive an experience that is consistent, connected and timely.
Oracle CX Unity is a Customer Intelligence Platform embedded within Oracle CX Cloud. Built for CX Professionals, CX Unity will redefine Customer Intelligence resulting in greater sales, improved customer satisfaction and greater customer lifetime value.
*This post originally appeared on Oracle CX Blog