Marketing and advertising are in my DNA. My Dad owned a production company that produced animated commercials for advertising agencies. He did the commercials for the Frito Bandito and Hawaiian Punch Punchy. He also created Multiplication Rock and a Sesame Street episode on the Number 9. My Mom worked at BBDO in the creative department until I came along. Despite taking care of four children, she managed to write plays and produce events for our local community. It’s safe to say I was surrounded by creativity from an early age.
My own career also started in advertising, focused on media. I did some early work in what would be called “digital” today and ultimately founded a strategic marketing services firm. After years serving CMO clients, I got the opportunity to be one when Red Hat software asked me to become its first CMO before its global expansion and public offerings. Since then, I’ve basically been in that CMO hot seat, either in permanent roles or in dedicated work through a consultancy I started called 21Weeks.
I’ve worked in literally every channel you can think of, but I’ll focus on those where you can make a difference these days.
Advice on event marketing:
Event marketing isn’t just about creating a booth design and assembling a team to work the booth. It should be treated like an integrated campaign by addressing the following questions:
The software that matters most to me is customer engagement software. It used to be called CRM, but whatever you call it, make sure you’re paying attention to it. Understanding customers to drive more effective communications is THE essential ingredient in any marketing program.
Love marketing software? Not so much. But the ones we can’t do without are Marketo for the basics and Sprinklr for the ability to listen, reach, and engage customers across all social media in real-time.
Marketo: I see Marketo as the master file for customer and prospect data. It syncs with Salesforce and all other lead management software. It’s used as the foundation for campaign management.
Sprinklr is more of a customer engagement platform that allows one to listen, reach, and engage with audiences across all social media. It includes rich, real-time-ish customer profiles that combine structured and unstructured data. It has classic campaign capabilities in terms of content management and the ability to do paid, owned, and earned media in one platform.
Two things, and one for good luck.