Yesterday, as a part of our persevering with Activate convention collection, we hosted Activate Summit Europe in London. The in-person occasion introduced collectively advertising professionals, product leaders, and extra—all trying to acquire new insights and suggestions for creating joyful experiences for his or her prospects. The power was excessive, and the networking was in full power. With our two tracks, “Marketing to the Modern Customer” and “Building a Better Customer Experience,” attendees heard from trade leaders about easy methods to make memorable moments of lasting affect for his or her prospects.
If you weren’t in a position to attend, don’t fear! This article will get you began in tapping into the insights we noticed in individual. To dive deeper, you possibly can all the time join the on demand periods to see them in full. We’ll get into the takeaways quickly, however first, right here’s a recap from Iterable’s CMO Adri Gil Miner.
Morning Keynote with Iterable and Special Guest, Zoopla
The day kicked off with our morning keynote. Adri and Iterable’s SVP of Product, Bela Stepanova, kicked off Activate Summit Europe by speaking about how manufacturers have to concentrate on joyful experiences to remain forward, and the way to do that in Iterable. To shut out, we heard a bit about what a joyful expertise appears to be like like in motion from Zoopla’s CMO Gary Bramall.
Three key learnings from the keynote:
- Joy is a Powerful Emotion: People intrinsically search pleasure, and pleasure connects folks extra powerfully than virtually every other human expertise.
- Iterable Builds Relationships: By bridging the hole between the info and buyer activation, Iterable elicits buyer pleasure and, in consequence, strengthens relationships.
- “The best brands behave like the best people.” Gary caught everybody’s consideration with this line, as everybody agrees the very best manufacturers as of late construct human connection.
After the morning keynote, our two tracks started, every loaded with data to proceed your advertising crew’s success. Let’s dive into among the high takeaways from every.
Marketing to the Modern Customer
With exterior audio system along with prospects and companions, this monitor supplied exterior views to assist spark inspiration.
Leverage CRM as a Hub for Strategic Customer Innovation
In this session, UNiDAYS’ VP of Data and Insights, Tamara Castelli, mentioned the worth of buyer relationship administration and the way it can result in new methods of selling to your prospects.
Takeaway: To redefine CRM it is best to problem the established order, consider KPIs, be knowledge obsessed, and use agile supply.
Getting Ahead: Harnessing AI to Improve the Customer Experience
Katie King, Author and CEO of AI in Business, shared thought-provoking insights about how AI is impacting the present state of enterprise and the potential affect it could have sooner or later.
Takeaway: Katie’s presentation included a scoresheet, making it simple to guage the place your crew presently stands with AI whereas additionally getting a way of the place you could have some gaps to be stuffed. You can take a fast peek right here, however we’d actually suggest trying out her entire session to see easy methods to finest make the most of this sheet.
Katie King’s session included a scorecard, which may also help you assess the place your model stands with the adoption of AI.
Humanising Your Brand for a Deeper Connection with Your Audience
Toucan’s CEO, Matt Crate, spoke in regards to the human aspect of manufacturers and the way sharing your model values and views can create robust buyer relationships.
Takeaway: The 4 pillars of humanising a model are the muse on which manufacturers ought to construct their human-centric technique. The pillars are: Authenticity, Focus on Community, Foster Emotive Connections, and People Buy Visions.
Building a Better Customer Experience
The Building a Better Customer Experience monitor was a extra tactical have a look at how our prospects and companions develop and execute their advertising methods.
Why Establishing a Customer Journey Matters
WeSwitch’s Senior Email Marketing Manager, Ornella Gallo, spoke in regards to the buyer journey and why it’s so related in relation to personalisation.
Takeaway: Know your objective when designing journeys. Keep in thoughts that you just’re constructing buyer journeys to develop and nurture your prospects with personalised and well timed content material that drives product adoption and strikes them down the funnel.
Designing an Acquisition Journey to Encourage Retention
Indi Pollard, Growth Marketing Manager at Blockchain, then explored the connection between acquisition and retention. She shared Blockchain’s personal expertise.
Takeaway: Test, Test, and Test some extra. To get a greater understanding of buyer habits, take a look at totally different workflows. See if any patterns emerge. Do sure teams of consumers work together together with your model in particular methods?
International Scaling: 5 Levers to Help You Grow Your Business Across Borders
Jen Lang, the Chief Customer Officer at Secret Escapes, lined 5 levers to assist manufacturers scale internationally.
Takeaway: The 5 levers for worldwide scaling are: know what you possibly can borrow, be deliberate about what you do, tradition is sort of a household, construct international tech, and adapt and develop.
Combining Data, Tech, and Processes for Successful CRM Marketing Automation
To speak in regards to the relationship between knowledge, expertise, and processes, Wolt’s Head of Marketing Automation, Adrian Gray, took to the stage.
Takeaway: For knowledge, map your goals. Make it clear what you’re fixing, construct your necessities, and prioritise. For tech, outline your greatest complications, determine what tech can clear up, decide the way it will affect the enterprise, and take into consideration the way it will scale. And lastly, for processes, take into consideration what presently isn’t working, create a working group, determine key subsequent steps, and hold all the things documented.
The Party Continues
Activate Summit Europe attendees have been left with invaluable takeaways to assist enhance their advertising methods. As you possibly can see from this recap, there was a whole lot of data shared throughout Activate Summit Europe, and that is simply the tip of the iceberg! There was a lot extra to study from these periods and the opposite periods we didn’t even get an opportunity to cowl on this area!
We have been so completely happy to be again in-person. The expertise created new networking alternatives and, in fact, implausible recollections. If you’re considering attending an Activate occasion, be part of us stateside in San Francisco for Activate Summit North America!
Don’t wait! Register for Activate Summit North America in the present day.