{"id":49431,"date":"2021-06-02T17:35:00","date_gmt":"2022-10-18T17:35:06","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=49431"},"modified":"2023-03-09T21:20:54","modified_gmt":"2023-03-09T10:20:54","slug":"how-a-game-show-battle-on-marketing-tips-made-everyone-a-winner","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/au\/blog\/how-a-game-show-battle-on-marketing-tips-made-everyone-a-winner\/","title":{"rendered":"How a Game Show Battle on Marketing Tips Made Everyone a Winner"},"content":{"rendered":"\n

Did you catch our world first Salesforce Live: A&NZ 50 Pro Marketing Tips Gameshow<\/a>? No? You don\u2019t know what you missed! <\/p>\n\n\n\n

Pamela Samathivathanachai, Product Marketing Director, Digital 360, resplendent in sequins, was our fun – but strict – gameshow host. The contestants were a formidable bunch. For Team Einstein there was Robert Lopez from Norths Collective, Bridie Smith from OFX gave it her all for Team Codey, and Leandro Perez represented Team Cloudy. <\/p>\n\n\n\n

No one so much as flinched in the face of some pretty hairy questions and their responses shed fresh light on the challenges and opportunities marketers are facing. <\/p>\n\n\n\n

Want to know who the winner was? Watch the session<\/a> or read on!<\/p>\n\n\n\n

The competition heats up over data and testing<\/h2>\n\n\n\n

Robert nailed the first question about how data is the key to hyper personalised customer journeys. Norths Collective<\/a> divides their data up into transaction, habitual and demographic data and segments their audience to ensure there\u2019s no \u201cone size fits all\u201d approach to marketing. The result? Customer engagement has soared. Their open rate is 50% compared to the industry standard of 18% and they have a 20% click through rate \u2014 ten times the industry standard. <\/p>\n\n\n\n

Robert\u2019s winning response was a hard act to follow but Leandro gave it his best shot when it came to testing and learning. \u201cA year ago, we were putting Salesforce World Tour together for 10,000 people. When we decided to go virtual, we had only ten days to pivot<\/a>.\u201d The key to getting it right? Testing every day to figure out the best way to bring that physical experience online. \u201cWe ended up having 80,000 people tune in on the Salesforce Live streaming channel and 1.5 million on the social stream. The lesson? Never give up and test no matter what.\u201d<\/p>\n\n\n\n

Bridie\u2019s moment to shine came with a question about the role of feedback and reviews in marketing strategies. At OFX<\/a>, new customers are invited to submit a review after their first transfer. \u201cWe get two or three every day so we are getting consistent feedback. Lots of 5-star reviews mean we know we\u2019re doing the right thing but other reviews are a great source for showing us where we can do better.\u201d<\/p>\n\n\n\n

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The answer is: DATA! Or is it DATA? How do you pronounce it?<\/figcaption><\/figure>\n\n\n\n

ROI and new marketing metrics take the spotlight<\/h2>\n\n\n\n

Next up was another winning response from Robert on balancing ROI and customer experience \u2014 the gold star of marketing success. At North Collective, they\u2019re reducing wastage in digital advertising by suppressing segments for whom some Facebook advertisements are not relevant. Save money and improve experience? Yes please. <\/p>\n\n\n\n

And speaking of customer experience, Bridie took back the limelight with her response to how engagement is an increasingly important metric for marketers to employ. \u201cWe put the customer in the centre, map out the lifecycle for each client type, then align marketing action with moments that matter.\u201d Rich data means deep personalisation<\/a> and the right marketing tech means scaling that personalisation.<\/p>\n\n\n\n

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Repeat after us: Engagement, engagement, engagement.<\/figcaption><\/figure>\n\n\n\n

And the winner is…<\/h2>\n\n\n\n

It was neck and neck at this point with Leandro leaping in for the final question: is marketing an art or a science? Both, said Leandro. The art of marketing is being able to cut through noise with consistent messaging and branding, and the science of marketing looks to great tech to harness all the data that\u2019s becoming available. <\/p>\n\n\n\n

We were on tenterhooks as host Pamela announced the winner: You! With the 50 Pro Marketing Tips ebook<\/a> just a click away, and the insights of today\u2019s contestants ringing in your ears, how could you not feel like a winner?<\/p>\n\n\n