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Friday, December 12, 2014

Lessons Learned from Oracle’s Modern Marketing Mashup

I've often been disappointed by large conferences. Big stages and bright lights are great, but it can be difficult to really connect with a speaker or benefit from an interactive session spurred on by questions from the audience.

That's why I was so excited to participate in the Atlanta edition of Oracle's Modern Marketing Mashup series. Sponsored by our local AMA chapter, the event put some smart marketers (and yours truly) on a panel in a relaxed, informal setting. We took questions from about 60 local marketers and together we created a really valuable experience for everyone.

I was joined on stage by Cristian Tarazona, Director of Demand Generation and Marketing Operations at Equifax, and Chris Moody, Director of Corporate Communications for Oracle Marketing Cloud. Toby Bloomberg, Founder and President of Bloomberg Marketing, served as our moderator.

We tackled some big questions. How do you create a personalized experience? How do you deliver results?

Chris and Christian offered valuable insights on big data, smart content and more. I weighed in with a very simple directive: "just ask."

As marketers, it's easy to be overwhelmed by the noise. We have more tools at our disposal than ever before, more research than we know what to do with and more internal stakeholders and dependencies than we ever dreamed of just a few short years ago. In the midst of all that, we can forget the simple truths of relationship-building that create loyalty and deliver a superior customer experience.

It begins with asking a customer or prospect what they want, how they want to learn about it and how often they want to hear from us. And it builds from there. Preference management - the active collection, maintenance and distribution of unique consumer characteristics, such as product interest, communication channel preference and frequency of communication - is the necessary foundation for modern marketing.

I was delighted to be able to share that simple truth in such a great setting. Be on the lookout for a Mashup event in your city - it was time well spent.

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda

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