How to win the fight for the customer

Editor News Make a Comment

Sydney-based Salesforce Asia Pacific product marketing chief Derek Laney is this morning hosting the New Zealand Future of Marketing event at Sky City. The topics include the local landscape and key trends playing out as well as the brands who are leading in building personalised customer relationships.

The event, which runs from 8am to 1.30pm this afternoon, is already under way. Tickets were still available at the door at press time.

Salesforce helps brands plan, personalise and optimise strong customer journeys. It claims to be the number one CRM provider in the world and has a deeply established presence in the New Zealand market through its relationships with many leading local businesses such as The Warehouse and Fonterra

Laney is frequently in New Zealand, which he says has given him a deep insight into how certain New Zealand brands are winning the fight for the customer and leading the charge in the digital space. He talked to M+AD this morning:

What will you be telling the audience in Auckland?

New Zealand is without doubt one of the world’s most exciting economies. It has invested wisely in innovation, which is helping to drive this golden period for its economy. For local businesses, it’s really about how they can now thrive locally as well as capitalise on global opportunities. Critical to this is how they market themselves and build strong customer connections.

Salesforce has a long track record of operating in New Zealand. Our Future of Marketing event will bring together local leaders and who operate at the forefront of digital marketing to discuss how local brands can harness their full potential for growth.

We believe the market has very much moved beyond the era of mass marketing; the convergence of cloud, social, mobile and data science has allowed brands to create 1:1 customer journeys for the first time.

The Future of Marketing tour, stopping in Auckland, is all about sharing best practices on how to build a single view of the customer, mapping and optimising every customer journey, delivering personalised content on every channel—email, advertising, social web, mobile, apps—and measuring the impact on the brand and RoI.

Today, the sophisticated digital marketer is supercharging these connections across every part of the business to not only engage with customers, but to stay one step ahead of their expectations.

What are your expectations for the event?

We have some incredible marketing leaders in the room including Michelle Anderson from The Warehouse, Chris Bassett from NZ Racing Board and Christophe Eymery from L’Oreal; so we are looking to facilitate robust discussions around the shift in focus towards the individual customer – and how the best brands are achieving that.

In order to imagine the future journeys of our customers, we need to look beyond the obvious. To help with this we are joined by authors, educators and researchers Andrew and Gaia Grant who are running a workshop for attendees to help them identify what hinders creativity in their teams and how to move past these creativity killers.

There will be some practical learnings and examples for attendees to take back to their business such as specific tools available to marketers. For example, the new pre-built Sales Cloud and Service Cloud events and activities in the Salesforce Journey Builder makes it easier to manage customer journeys that span marketing, sales and service.

We will also talk about the next generation of the Salesforce Marketing Cloud’s advertising platform that will sync ad targeting with CRM, empowering marketers to run more relevant ads across all of the places they execute campaigns. The ability to now connect with customers and prospects across the display advertising ecosystem is invaluable to marketers, coupled with allowing users to activate CRM data and run ads across more than 100 digital advertising networks and technologies.

We will also discuss how marketers can access a fully integrated marketing platform through the Salesforce Journey Builder – which empowers marketers to bring targeted, relevant advertising in line with sales, service and marketing journeys. The tool allows marketers to orchestrate digital advertising based on the customer’s entire experience with a brand.

Give us a short summary of what happened at the Melbourne event earlier this week? Will Auckland be the same format?

The Melbourne event was a great success; we had an incredibly engaged and energised audience who were ready to share, learn and network. Our impressive line up of speakers from Australia Post, L’Oreal and Startup Australia shared their marketing transformation journeys and provided lots of food for thought for our delegates.

We expect the same buzz for Future of Marketing in Auckland. We have a great line up of forward-thinking marketers and speakers, and we’re very excited to provide a platform for their stories to be shared.

Make sure you follow the conversation via the hashtag #MCFOM15.

Read more here.

Share this Post