Matt Zilli, Vice President of Product Marketing, Marketo, provided a framework for tomorrow's marketer in his presentation to Argyle's CMO membership at the 2017 Chief Marketing Officer Leadership Forum in Atlanta on June 6. In his presentation, Tomorrow’s Marketer – The 3 T's for Success in the Digital Age, Zilli offered tips to help marketers leverage digital tools to gain a competitive edge in a rapidly evolving global marketplace.
According to Zilli, the role of marketers has changed dramatically over the past few years.
In the past, marketers were expected to develop informative materials to educate prospects and customers and promote a brand.
"Marketing was often looked at as an arts and crafts department. We were responsible for putting out pretty incredible brochures," Zilli stated. "That's pretty different from the job that most marketers have today."
However, today's marketers are difference-makers within their respective organizations. These professionals must help a company uncover the best ways to foster customer loyalty as well as highlight the benefits of assorted products and services to customers. Meanwhile, marketers also must be able to showcase their value to C-suite executives, or risk losing resources to other departments.
"In the 2000s, our worlds changed, but [marketing] was still looked at as a cost center," Zilli pointed out. "We couldn't determine what our dollars were doing once we spent them. And as things evolved, we've gotten better and better at that."
For today's marketers, the customer experience is paramount.
"Successful companies have transitioned from monologue techniques to dialogue techniques. We need to be actually listening to what our customers are doing and use them to inform each customer."
If marketers can deliver unforgettable experiences at each stage of the customer journey, they can boost a company's chances of generating customer loyalty.
"Marketing now involves create exceptional moments at every customer touchpoint," Zilli said. "This is far different from where marketing was 50 years ago or five years ago."
Moreover, marketing departments must collect data that they can use to justify their investments to C-suite executives. With this information at their disposal, marketers can gain the resources they need to succeed.
"Marketing departments must evolve to maintain an important position with CEOs," Zilli noted. "Marketing, in most organizations, knows our customers better than any other function."
Zilli also highlighted "the 3 T's of success in the digital age" for marketers, and these are:
Consumers now have more power than ever before, particularly in today's always-on, always-connected global marketplace. As such, marketers have a responsibility to engage with consumers and listen to what they have to say.
A company no longer can engage in a one-sided conversation with consumers. Conversely, marketers must be able to connect with consumers across multiple channels, listen to customers and respond accordingly. This will enable marketers to foster dialogues with consumers that lead to customer retention and loyalty.
"Successful companies have transitioned from monologue techniques to dialogue techniques," Zilli stated. "We need to be actually listening to what our customers are doing and use them to inform each customer."
A diverse marketing team can make a world of difference in any organization, at any time. This team will include individuals who possess a broad range of skills, and together, these people will be able to brainstorm innovative solutions to myriad marketing challenges.
Furthermore, organizations must dedicate the necessary time and resources to attract, recruit and retain top talent.
"Marketing, in most organizations, knows our customers better than any other function."
Competition for top talent is fierce, especially in the marketing space. If organizations focus on finding exceptional talent and incorporating it into their marketing departments, they may be able to generate unparalleled results both now and in the future.
"What are the talents I need to hire for and how do I put them into place in this new world? That's the number one question that many marketers get asked today," Zilli pointed out.
Although many marketing technologies are available, organizations must be able to differentiate between technology that delivers results versus technology that creates headaches for marketers.
In many instances, marketing automation tools are available that help marketers streamline day-to-day processes. These technologies deliver amazing value, as they allow marketers to track and analyze data and find unique ways to connect with customers.
Comparatively, some marketing technologies can be difficult to deploy and require extensive training. And if organizations leverage these technologies, they may struggle to get their desired results.
Giving marketers the opportunity to share their thoughts and concerns about assorted technologies is essential. If marketers have the right technologies in place, they can track their progress over an extended period of time. Then, marketers can adjust business goals as needed and find ways to help a company accomplish its immediate and long-term goals consistently.
Matt has been with Marketo for 4 years, building the Product, Solution & Content Marketing functions to fuel growth. Before Marketo, Matt spent 2 years at Berkeley’s Haas School of Business, as well as time in Sales, Business Development and Product roles. He lives in the Bay Area where he enjoys cooking with his wife and learning how to golf from his 2-year-old son.