A few months ago, we promised you an amazing year full of great events. Well, you know how this one ends.
But still, last month, we managed to pull off our third virtual event, with dozens of marketing execs from cutting-edge companies jumping on a Zoom link, mostly to listen through 4 fireside chats with marketing execs from Deezer, Farmdrop, Groupe Dynamite, and Kindred Group.
Optimove’s CEO, Pini Yakuel, kicked things off with some thoughts on the current state of CDPs with insights revolving optimizing and being smarter with your data and achieving better results. A challenge I’m sure you know very well yourself.
Look to the Pantry
“The challenge of tomorrow is what to do with your data today, how to excel with data analysis, and data orchestration,” Yakuel explained.
Although many companies can access their data in one way or another – more often, they have a hard time turning it into insights and then into actions, quickly and effectively – on their way to generating higher revenue that can be directly attributed to their CRM efforts.
“Think about it in the following way – if you work in the kitchen, what do you want to focus on, learning how to cook tasty dishes or building a good pantry? Well, if you still don’t know how to cook, having a pantry is not going to help you,” he added.
We love that illustration, though it made us hungry again (wait here while I’m opening and closing the fridge for the 140th time today).
Then, we got to the four, 10-minute fireside chats on marketing during these challenging times, as well as preparation for the new normal.
Here are some of the main highlights.
Current Challenges
Yoav Banai, VP of customer Engagement at Deezer: “One of my biggest challenges at the moment is onboarding new employees: helping new employees familiarize themselves with our tools and ways of working but mostly getting them acquainted with the vibe and culture of the team while everyone is 100% remote.”
Arnas Janickas, VP marketing at Kindred Group: “We are working on refreshing our creative direction as we’re used to having production meetings in person and then going out to shoot the creatives. Now [we need to find] creative ways to produce and get the assets.”
What Did You Do Differently?
A CRM and Email Marketing Team leader: “We changed our mindset from ‘sale, sale, sale’ to a compassionate tone. We shut down promotions as we didn’t have acquisition on site. Only now did we start putting discount offers together again. Over the next quarter, our marketing strategy will focus on nurturing our new customers and showing them how we are different, as a company.”
“We want to make sure we target each segment of clients correctly, with what they actually want to receive, rather than just offering everyone 10% off, for instance.”
Changes You Will Keep?
Arnas Janickas, VP marketing at Kindred Group: “[We’re confident that leagues will find a safe way to resume and end the seasons]. We remain optimistic and flexible in working with the uncertainty and making sure we are prepared for whatever happens next.”
Yoav Banai, VP of Customer Engagement at Deezer: “The biggest trend to watch for, in my opinion, is content for kids as people are looking to keep their children busy at home. It is going to be the winner of these times in terms of content.”
“These are strange times for our users too, so the priority is to communicate with them and let them know we are here for them.”
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Check this space for future events!
