on August 25, 2015 7:00 am
I recently attended the Marketo Marketing Nation Roadshow, a multi-city tour attended by marketers from many industries looking to hear how leading organizations are evolving their cross-channel marketing efforts. There were many great tips and take-aways, but the one that stood out the most for me was this:
You don’t define your customer’s journey. They do.
You hear a lot these days about using the customer journey to optimize and enhance the customer experience. But who defines that journey? As marketers we might fall into the trap of thinking we do when in fact, the customers themselves are in charge. That’s right, as much as we would like it to be different, the customer journey is not defined by Sales or Marketing but by the customer themselves. This means we need to continuously learn more about our customers – what their journey look like, what their pain points are, how they like to engage – so that we can build a narrative that is personalized, and on their terms. Again, it’s not about us, it’s about them.
During the Roadshow, Marketo’s Shyna Zhang, shared the following five principles for engaging people. I believe they are extremely helpful to consider whether you are looking to engage people at a meeting or conference, through email, via mobile, social or on the web:
She said we must engage people:
- As individuals
- Based on what they do
- Continuously over time
- Directed towards an outcome
- Everywhere they are
Do you know enough about your customers to engage with them in this way? What methods are you using to learn about your customers so you can create a better personalized journey?
Share and Enjoy
on July 17, 2015 6:07 am
What B2B Event Marketers can learn from Comic-Con International 2015 Unless you’ve been living under a rock over the last week, you’ve probably seen a lot about the 2015 Comic-Con International in San Diego. Comic-Con started in 1970 as a one-day “minicon” devoted to creating awareness of, and appreciation for, comics and related[...] Read More
on July 15, 2015 10:13 am
Who should be involved in helping show management achieve its event sustainability? During a recent gathering of the Freeman Sustainability Customer Advisory Group at the Green Meetings Industry Council Sustainable Meetings Conference, the answer was a simple: Everyone. Event sustainability does not only occur onsite during a meeting or trade[...] Read More
on July 15, 2015 6:00 am
Fail Fast, Recover Faster
by Richard Reid
VP | Freeman Audio Visual
Richard Reid, Vice President of Digital Services for Freeman Audio Visual, shares his experience on how "Failing Fast" can actually improve operational efficiency and customer service.
To read his key insights, please download the online e-book "Manage, Meet & Exceed Client Expectations" today!
on July 14, 2015 6:16 am
Transform Your Business and Stay on Top of Trends As today’s enterprise landscape evolves at a seemingly exponential rate, so too has the expected role and responsibility of the CIO within it. This comes as a surprise to no one who is reading this. A role once primarily focused on[...] Read More
on July 7, 2015 5:00 am
Experiential, Technology and the Amplification of Business Transformation The way customers interact with a brand – the experience that they have and the connections that are made with that brand – is today’s currency of choice. That is because the experience created has become an invaluable and necessary platform to[...] Read More
on June 22, 2015 6:33 am
At Freeman, we believe that Experiences are the new currency and nowhere better to engage than at events and exhibitions. We are proud to support Exhibitions Mean Business (EMB) and Meetings Mean Business (MMB) increasing awareness of the benefits of the F2F industry and highlighting the significant impact our industry[...] Read More
on June 11, 2015 8:12 am
Today’s brands must engage and inspire to accelerate business results. Earlier this week, the Exhibitions Mean Business campaign took to Capitol Hill for Exhibitions Day to help lawmakers understand why a thriving exhibitions and events industry is good for everyone. Last month, researchers at Ad Age noted in a recent[...] Read More
on June 8, 2015 9:36 am
Investing in experiences grows businesses and communities There is an important behavioral shift underway, one that has huge implications for businesses, organizations and local communities. That change? The growing preference of experience. While digital marketing continues to grow, in parallel, there is an increased desire for experiences, seen across the[...] Read More
on May 12, 2015 9:55 am
Freeman worked in partnership with our long-term client, National Retail Federation (NRF), and the Jacob K. Javits Center in New York City to develop a Custom PlanTour site for the 2015 NRF event. The Custom PlanTour solution that Freeman designed for NRF improved the process of virtually touring the Javits[...] Read More
on May 12, 2015 9:52 am
There’s been a buzz surrounding “green meetings” for years. Yet many meeting professionals are overwhelmed at the thought of reinventing their events so that they’re environmentally friendly while remaining economically viable. Here are three easy steps show organizers can start with to help reduce their eco-footprint and move toward waste[...] Read More
on May 7, 2015 1:30 pm
Hint: Big Growth in Events, Digital and Industry Marketing Bradley Johnson’s annual industry benchmark, the Ad Age ranking of top global agencies is out and, as always, the report provides both an illuminating review and a look forward for marketers of all disciplines. The study unveils some of the dramatic changes[...] Read More
on May 6, 2015 8:47 am
Face-to-face connections drive business, engagement, art. “We are social animals.” “We need to connect face-to-face.” “It is a basic human need which provides us with energy and the ability to be productive.” These are all quotes from an Inc video article by Kory Kogon, author of The 5 Choices. In[...] Read More
on April 30, 2015 3:49 pm
Freeman's Thinking Thursday events are an ongoing educational series designed to bring industry thought leaders and creative minds together to discuss current trends in the marketplace. We invite top leaders from our industry to present information on various topics including, but not limited to, new technology, industry news & best practices, innovative meeting solutions, & more.
Registration is complimentary - but seating is limited. So please make sure to mark your calendars and register for upcoming programs in your city today!
on April 30, 2015 3:45 pm
Engage Audiences With These 10 Technology Trends!
on April 6, 2015 7:00 am
Say hello to your next consumer, attendee, or employee Hold on to your hats – just when you got to know Millennials, the next generation of consumers is already coming into its buying power. Generation Z, born roughly between 1994 and 2000, is a sizable group: 44 million strong and[...] Read More
on March 11, 2015 6:23 am
Freeman is well known for helping our clients design and build their own exhibit programs, as well as manage all the logistics of some of the most complex events in the world. So, it’s no surprise that when it comes to our own exhibit program, we engage a proven protocol.[...] Read More
on March 4, 2015 7:34 am
Welcome back for another riveting installment of Richard’s romp through the 2015 Consumer Electronics Show (CES)!! A few weeks ago, I shared a bit of new technology and the potential application of it in the trade show and events industry. Or just for the heck of it, if it was[...] Read More
on February 24, 2015 8:00 am
Recently, FreemanXP and the Event Marketing Institute conducted a groundbreaking study of leading companies to determine the importance of extending event content through social channels. The Viral Impact of Events study asked leading brand marketers to provide opinions on the significance and the effectiveness of extending event content through social media channels. The study confirmed that a focused[...] Read More
on February 19, 2015 8:00 am
Customers often ask us about new learning formats to consider beyond the traditional classroom set-up. It’s a fact that audiences today are expecting to learn in new ways, and there are many new formats and exciting technologies to consider. Before trying a new format, we recommend that event organizers think[...] Read More