ExactTarget Connections Conference Reflections: Part 1

By Jana Ferguson in Direct Marketing on September 18th, 2013

BKV has just completed day two of the ExactTarget Connections Conference in Indianapolis.  What a great two days of information so far, and we’re just getting started!

ExactTarget Connections Conference

We’ve heard from great keynote speakers such as Scott Dorsey, CEO of ExactTarget (ET) and Mark Benioff, CEO of SalesForce.  At the Town Hall Monday night, the two chatted about what it means for the leader in CRM and the leader in Email marketing to become one.  The underlying theme: more speed, more resources, more innovation.  Why?  It’s all to create the opportunity for 1:1 marketing.  With both platforms being cloud-based and no hardware or software required, the possibilities are limitless.  Through the ET platform, you have the ability to have a single view of customer data, define the customer journey and optimize messaging and content. It’s very, very exciting to see all of the new platform releases and how BKV can put this into practice for our clients, particularly with the automation of messaging, not just within email, but across social and mobile.  These releases include new MMS capabilities, new social listening capabilities (through acquisition of Radian 6) and new publishing capabilities (through Buddy Media) - all highly automated so you don’t have to spend a huge amount of resources to get it done.  And, don’t even get us started on the new Customer Journey feature which allows for quicker automation of life cycle management. We’ve also heard a great “sermon” from Best-Selling Author and Digital Marketing Strategist Jay Baer.  We loved his message that marketing doesn’t always have to sell.  Say what????  Well, yes … we ultimately shouldn’t be marketing unless we’re driving sales.  But, his point is that marketing should help, not just sell.  Consider allocating some of your marketing investment to helping and providing value to customers, instead of just sales.  Make your marketing a utility and more useful so that your customers keep you around, keep you in their feeds and don’t mind having your messages mixed in with posts from friends and families.  Because after all, that’s often who you are competing against. Lastly, we were inspired by Jim Collins, best known as writer of the New York Times, Wall Street Journal and Business Week best sellers Good to Great and Built to Last. A special thank you to ExactTarget for inviting BKV to this “invite-only” Marketing Leadership Summit, where we have been able to hear first-hand from these inspiring speakers in a more intimate setting.  We are inspired by the conference theme, Lead from Within, and look forward to the next few days. Be sure to check back tomorrow for our recap of day 3 at the ExactTarget Connections Conference!