“When people look at what’s happening with Amazon trying to get into their businesses, the need to transform is also front and center for every c-level executive,” says Adobe CEO Shantanu Narayen. “Given that Adobe’s been through our own transformation they want to experience that same benefit that we have been able to see.”
“How do we shorten the space between a signal that we get, say in behavioral…
Jonathan Rowe, Chief Marketing Officer at nCino, says that taking in data on sales prospects and making it available to salespeople can drive results: “When you are bringing all of the data into one real-time place, then you can start empowering salespeople to use the data. You can track your customer journeys in real-time.”
“Search has changed,” says Howard Lerman, CEO of Yext. “It used to all be about websites where you’d type in a keyword and you get ten blue links back on a page. Today, when you search you just get an answer. The companies that put answers out there from them are the ones that are going to win in this massive paradigm shift.”
Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”
OTT is increasingly being tested by advertisers as more inventory becomes available, says Nicole Whitesel, SVP of Enterprise Strategy at Publicis Media. “In the past, OTT was seen as a nascent channel with limited reach,” said Whitesel. “I think now you’re seeing a lot more inventory there available to them to buy.
Yum Brands which owns Taco Bell, KFC, Pizza Hut and other restaurant brands are at the forefront of technological innovation. Yum also isn’t afraid to experiment with seemingly outlandish ideas either such as their announcement of the Toyota Tundra Pie Pro which makes pizza on the go.
AT&T CEO Randall Stephenson defended AT&T’s aggressive 5G E marketing following the filing of a lawsuit by Sprint. During the recent Consumer Electronics Show in Las Vegas some of their competitors criticized them saying AT&T is “slapping 5G stickers” on upgraded 4G phones.