UPFRONTS
Jason Miller
GLOBAL CONTENT MARKETING LEADER, LINKEDIN
To what extent do you think companies are delivering on individualised marketing experiences? JM: I think we have a wealth of data. Everything’s out there but I’m just not sure it’s being harnessed properly. I think there are big opportunities here but to truly deliver on this individual customer experience you really need to break down the barriers. It hit me a couple of years ago when
I was watching Kiss play in concert. I see startups kind of growing up through this process where they have social content, SEO, demand gen, PR and community all kind of sitting together, feeding off one another and they’re moving forward with that. But then I see bigger companies that have these silos of PR, social content and SEO – these teams aren’t even discussing anything. Those folks need to come together before any of this can happen. The Kiss analogy is that you have
four unique individuals with their own roles on stage but they’re synced together beautifully playing songs. The experience for the fans is delivered perfectly. PR comes along to amplify that and
to tell the story and carry the vision. Then you have the community as the fans that support and advocate. If you don’t have that you’re missing out.
Why do you think startups are so much more successful at this than big corporations that have so many more resources? JM: It would be because they’re being forced into it. The bigger an organisation is, the more it has to go backwards. Social was a new channel
and new challenge for them. SEO not talking to content is very dangerous. I think startups, as they’re growing up, have small marketing teams sitting together. During my time working at Marketo, we were working as a startup and building the team and strategy. I think we were kind of forced into this open fl oor open space. Like every startup, we were building the process as we moved forward. It is a little unfair to compare
startups and large, established corporations but the technology of automation is allowing a team of two marketers to market like a team of 1,000, which is unprecedented.
What are the main diff erences between B2B and B2C marketing? JM: B2C has always been a little bit more creative fun and B2B was the one building and nurturing that experience, that journey. B2C needs the B2B technology to keep relationships with customers going, but B2B needs to learn to be a little bit more creative and a have a little bit more fun with their marketing at the same time. I think you’re going to see, as those two merge, the lines get greyer and greyer. The technologies are going to be tremendous for growing both really quickly. But, again, you have to come together and get all the people in the team talking. That one data gap is going to kill the experience.
How can marketers treat customers more like customers, rather than just an email? JM: I can just speak for my content marketing team. I market to marketers. I tell the story of the B2B marketer across the journey, but what I’ve learned is that we have to get better at segmenting our audiences. We test everything. We test image. We test every headline. We test and we never stop testing. I think we grow into other platforms that help us scale globally and keep that global mindset.
We focus on a better content experience. We focus on moving from information to insight, so all this data is out there. How do we take that data and turn that into an insight that can better inform a campaign or content strategy. We have the data. As marketers, everybody has the data. But how do you move from information to insight to inform a better campaign? Ask yourself that question and that will be the fi rst step in the right direction.
What kind of advice do you tend to share with fellow marketers? JM: I would say AB test everything, optimise every single touchpoint you possibly can. And go back to the core. During my time at Marketo, people thought that if we just bought a marketing automation platform it was going to solve all of their problems but it’s not that easy. So don’t think you can pay for technology and buy your way out of a strategy. You need to take it back to the core. What I love about marketing is I’m a copywriter/writer/ journalist – all that comes together. If you don’t have good writers, good content and good creative then none of this stuff is going to work.
What are your favourite LinkedIn tools to create individualised marketing on the platform? JM: We try to use LinkedIn to market to our target customers, of course. There’s a product we have called the responsive content, which is a way of publishing content directly on to the feed without going through your company page. So we found tremendous success with that in terms of localising content, personalising content, AB testing content and driving registration for events, driving lead generation. I always have a B2B focus but that’s where I would say we found the most success.
linkedin.com
9 issue 28 summer 2016
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