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New ‘data world’ results in more authentic customer engagement
As competition for the attention of the billions of technology users around the world escalates, companies strive to create the best possible experience for consumers. A lot of these strategies revolve around creating authentic customer/user engagement campaigns from a marketing perspective to build sound relationships. TK Kader (pictured), group vice president of strategy at Marketo Inc., shared insights into building these engaging relationship with consumers.
“For me, the best experience ever is when you are in a small town and you walk into a store and they still remember my name and my favorite flavor, you just feel understood. … Technology today using data and tools allows you to replicate that experience with consumers,” Kader said.
Kader spoke with Jeff Frick (@jefffrick), co-host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, at theCUBE studios in Palo Alto, California. They discussed creating seamless customer experiences in the new data-driven world. (* Disclosure below.)
Creating value from user data
As big data collection and warehousing technologies mature, the focus of the marketing industry is shifting toward generating meaningful results from the data. Having the data stored in a single, centralized repository allows multiple organizations within a company to share and collaborate on creating user/customer experience strategies.
“We’ve got the system of record down; we have more data on people than ever before. But my sales person, my marketer, support person, cross-sales rep, CIO, my CEO, my head of demand generation, they are not making decisions based on all the data we have on the system of record. What everyone needs to be thinking about is, ‘Now that we’ve got the system of record down, how do we build our system of engagement around it?” Kader said.
As the former founder and chief executive officer of sales engagement platform ToutApp Inc., which Marketo acquired in April of this year, Kader’s background was a perfect complement to Marketo’s mission to create a unified engagement platform, he explained. With the Tout acquisition, Marketo is able to synchronize sales operations teams with the marketing team to create seamless engagement experience, Kader added
“Marketers have technology to automate engagement, while salespeople still have to pick up the phone and follow up, so our mission was to create software that gave salespeople super powers,” Kader said. “With the Tout acquisition, now Marketo can empower salespeople to continue to engage in a meaningful way using the software tools that we provide.”
Watch the complete video interview below. (* Disclosure: Marketo Inc. sponsored this segment on SiliconANGLE Media’s theCUBE. Neither Marketo nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.)
Photo: SiliconANGLE
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