{"id":2466,"date":"2018-10-05T19:56:00","date_gmt":"2018-10-05T19:56:00","guid":{"rendered":"https:\/\/www.clockwork.com\/?p=2466"},"modified":"2023-08-07T19:50:46","modified_gmt":"2023-08-07T19:50:46","slug":"minnesota-marketing-summit-3-things-i-learned","status":"publish","type":"post","link":"https:\/\/www.clockwork.com\/insights\/minnesota-marketing-summit-3-things-i-learned\/","title":{"rendered":"Minnesota Marketing Summit: 3 things I learned"},"content":{"rendered":"\n

The Minnesota Marketing Summit is a day long, panel-focused event that happened last week in downtown Minneapolis. It was a great opportunity to meet other marketing professionals, both from the client and brand side, as well as local agencies and vendors. It was a day full of great discussions about the marketing industry, with participants sharing stories about how they\u2019re adapting to a changing landscape. Here are the three things I took away from the day:<\/p>\n\n\n\n

Agile thinking is helping marketing teams double down on what\u2019s working, and ditch what\u2019s not<\/h2>\n\n\n\n

Agile marketing was a consistent thread in most of the discussions throughout the day. Most participants described, at one point or another, how they\u2019re using agile ways of thinking to launch marketing experiments. This allows them to test ideas in the wild with real customers, before deciding to double down on big campaign spends. Real feedback, received quickly,helped them make better business decisions.<\/p>\n\n\n\n

For Kate Vann, Director of Digital Marketing & Ecommerce at Lifetouch, the agile approach keeps her and her team focused. Agile thinking and data providers her with the information she needs to say no when things aren\u2019t working. This keeps her from \u201cboiling the ocean\u201d with too many marketing initiatives. (Lifetouch is a client, and you can read the case study about how we helped them rebuild their new drag-and-drop yearbook building web app<\/a>.)<\/p>\n\n\n\n

Julie Scheife, the Digital Marketing Director at Land O\u2019 Lakes, shared how digital and agile thinking are helping to grow their brand past their core audience \u2014, the Baby Boomer generation. By working on smaller, iterative approaches, they are \u201clearning into\u201d emerging customer segments where they can\u2019t rely as much on intuition or past experience. In a nutshell, her approach is, \u201cLet\u2019s try that, and quickly measure, pivot and move forward.\u201d<\/p>\n\n\n\n

Why agile?<\/h3>\n\n\n\n

There are many ways to \u201cdo digital.\u201d Each has their pros and cons. Agile is a nimble, iterative way of working that speeds up delivery \u2014 and results. Founded in the software and technology space decades ago, the approach breaks up big tasks (like, a seasonal, cross-channel digital marketing campaign) into smaller iterations that are frequently reassessed (like a 5-day, single-channel A\/B campaign).<\/p>\n\n\n\n

Learning what works and what doesn\u2019t is built into the approach, which is what makes it so valuable for business: As business moves faster and faster, an agile approach keeps up.<\/p>\n\n\n\n

We\u2019ve found it helps both clients and internal teams work faster, better, and smarter. As the panelists above learned, staying focused and growing into new audiences can happen more easily if you\u2019re constantly validating what you\u2019re doing. It\u2019s no surprise that the synergy between agile thinking and digital culture is so strong. Digital culture ushered in the ability to test and learn via data, and has increasingly influenced how businesses understand and validate ideas and products.<\/p>\n\n\n\n

New tools are unlocking potential with marketing automation and data and analytics<\/h2>\n\n\n\n

Another prevalent theme throughout the day was how data is transforming marketing. Many panelists described how they used data to make decisions or better understand their customers. They also talked about new capabilities within marketing automation and predictive analytics that are creating fresh approaches to engaging with their audiences.<\/p>\n\n\n\n

Audra Carson, Head of Content Marketing & Media Platforms at General Mills, told us how she uses data and automation to personalize their communications and get the most out of their marketing spend. It helps her assess and adjust how frequently they reach out to their audience: \u201cThe more you engage, the more we send to you.\u201d They focus their outreach efforts on customers who engage the most with their campaigns. The automation allows them to identify and reward loyal fans and brand enthusiasts, and for General Mills to get the most value from their most valuable customers.<\/p>\n\n\n\n

For Mike Grahl, Chief Marketing Officer for the Minnesota Timberwolves and Lynx, marketing automation is a cornerstone of their marketing strategy. Rather than using it to validate, they use this new technology to define the business rules that he and his team use to outline content needs. What are customers doing and what will they need throughout that journey to support, explain, and reward their behavior? Thinking \u201cautomation first\u201d is clearly a winning strategy for them.<\/p>\n\n\n\n

Why is Marketing Automation and Predictive Analytics helping?<\/h2>\n\n\n\n

To really take advantage of the capabilities that these automation platforms bring, you have to take a user-centered approach. In fact, marketing automation can be a great way to translate a customer or buyers\u2019 journey into strategic action. If you know the \u201chappy path\u201d for your ideal customer, you can create an automated workflow to ensure they get the right message at the right time.<\/p>\n\n\n\n

You can learn a lot from the data you collect about the people using your product (or almost using). When it comes to predictive analytics, this data can be mined to uncover marketing opportunities that otherwise may have gone unnoticed.<\/p>\n\n\n\n

Outside and agency partnerships are critical for bringing best-of-class thinking and experience to internal teams, and fast<\/h2>\n\n\n\n

Early on in the event, Julie Scheife from Land O\u2019Lakes said, \u201cYou need an outside perspective for fresh ideas and people inside who are willing to listen.\u201d This sentiment was echoed in most of the panels throughout the day. And we heard it from both sides of the \u201caisle\u201d:  in-house teams like Land O\u2019Lakes and, vendors like Sitecore, as well as agencies like Clockwork and Mirum.<\/p>\n\n\n\n

One area that got a lot of attention was the need for successful collaboration between agencies and brands. Jenny Holman, VP of Client Development here at Clockwork, talked about the importance of forming a partnership<\/a>, not just a \u201cvendor relationship.\u201d It\u2019s a continuation of our \u201cpeople first\u201d business strategy, and something we take seriously internally with our staff and externally with our clients. She described it as \u201cBecoming confidants, checking up on the work we\u2019ve delivered by getting involved in the metrics and reporting. It\u2019s also following up and asking questions, so that we can understand the results of the work that we\u2019re doing.\u201d<\/p>\n\n\n\n

All successful partnerships are two-way. Agencies have to care enough to ask questions and connect with the people inside companies, not just the problems they\u2019re trying to solve. And brand\/companies\/in-house teams, have to be strong enough to hear new ideas.<\/p>\n\n\n\n

Having the \u201cright people in the room\u201d is something that Ryan Pe\u00f1a, a Social Media Strategist at Be The Match – NMDP, described as an important part of forming a strong relationship with agencies. The work that agency partners are doing likely touches many different areas of the business, and he underscored the importance for cross-team communication. This is something we continually explore in our own partnerships at Clockwork, and again requires both partners asking \u201cwho is this going to be impacted and how can we make it as frictionless as possible?\u201d That\u2019s a very different question than, \u201cWho is the decision maker?\u201d<\/p>\n\n\n\n

Brant Haenel, Chief Strategy Officer at Modern Climate, added a slightly different angle, saying \u201cright people means right interest, not right job title.\u201d It\u2019s a creative way to get diverse perspectives in the room when working with an agency \u2014 think \u201cwho is the most interested in sales?\u201d instead of defaulting to the \u201cHead of Sales\u201d job title. He went on to recommend that clients \u201cspeak up if you’re not getting what you need.\u201d This asking for what you need, asking for information or clarification, and being transparent is something we couldn\u2019t underscore more.<\/p>\n\n\n\n

That\u2019s a wrap!<\/h2>\n\n\n\n

Overall, you could tell that change was in the air (and I don\u2019t think it was just the changing of seasons). As the nature of marketing shifts, new challenges and opportunities are emerging, and teams are needing to develop new skills and capabilities in order to remain strategic. It was great to hear how Minnesota marketing teams are leaning in to this transformation by adopting agile thinking, exploring how to use data and new tools, and relying on partners and agencies to bring creativity and expertise to their jobs.<\/p>\n","protected":false},"excerpt":{"rendered":"

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