Andy on Twitter

  • Very clever... A Microsoft Excel Artist ,
  • While the problem underlying M&A integration is big, Material Information Platforms implemented pre-transaction wil… ,
  • Wow... t/sheets acquired by Intuit ,
  • Way to start the morning. Beautiful Balmoral.. Balmoral Sailing Club ,
  • Bank inquiry puts global investment at risk: Westpac's David Lindberg.. spot on ,
  • Why are taxi apps so appalling. Slow, lousy interface, freeze... hopeless attempt to satisfy customers and so easily fixed,
  • should give us the option of only accepting drivers who aren’t on a job. Stop “forcing” drivers to take a job while on a job. ,
  • National looks more desperate every day. NZ is lucky to have a leader with this much experience. ,
  • Dennis clearly doesn’t understand that a BYO challenge for the last AC was well past 200m. Unless you sailed Oracle… ,
  • And that’s the point - Amazon is a boost to SMBs and entrepreneurs locked out by big retail. And so much for big br… ,
  • Little evidence in here of impact in meetings but suspect the same applies. Laptops Are Great. But Not During a Lec… ,
  • To Grow Talent, Don’t Move Fast and Break Things — Move Slow and Build Them .. so right ,
  • Who cares if it is. NZs PM is doing the right thing. ,
  • Great win for and cool work by ,
  • The pressure to use all those extra characters is too much...,
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The Moment for Moments

In between a mountain of work I’ve been popping in and out of the Marketo User Conference in San Francisco. One of the words that keeps being used is “moments”. It seems that it is the “moment for moments”.

Adam Bain (the Twitter Adam) was the first person I heard speak about the importance of moments to marketers. It struck me as really important in the context of Twitter – that is what we do on Twitter, express the moments that matter around us.

Marketo is clearly building on this idea (maybe without knowing of Adam and Twitter’s use of the phrase – which is OK). How do we use marketing automation platforms – and marketing in total to drive customer engagement – to create moments in which customers experience our products and new kinds of value are created. And, how do we manage the moments that aren’t going to plan.

Couple of other big thought-starters so far:

  • Most large marketing teams are really struggling to build marketing operations capability that reflect their scale. For businesses like Xero, we nail this early and fast. Without a strong marketing operations capability, you can’t win in a marketing technology centric world.
  • SMB as a phrase should be entirely eliminated. There are small businesses and then there are medium businesses. They are no more similar than MLB – medium large businesses. Lets stop characterizing them as the same when they aren’t.
  • Marketers should never assume that the role of marketing is understood – or that it is a cookie-cutter of what the exec team did somewhere else. Great brands are building amazing customer momentum with no marketing. MyfitnessPal got to 45 million users with no marketing – but now marketing plays a vital role in driving engagement.
  • Engagement will be a key marketing activity, if it isn’t already. For the past decade marketing automation has driven focus to acquisition – how many funnel diagrams have you seen that stop at win/loss. Those same platforms are now being turned to focus on engagement and how won customer become addicts and advocates. 
  • Employees are a squandered marketing resource. How do we build amazing employee referral systems that turn every employee into not just an advocate but an active acquirer of customers.
  • Engaged leaders are vulnerable. Read Charlene Li’s book and check out Brene Brown. Had a great conversation with Charlene Li on why I think authenticity isn’t a great thing to ask for (people can often be authentically awful) when the central cultural barrier in organisations is a lack of vulnerability.

 

More to come…. your thoughts?

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