“Last year we sent about 50,000 pet portraits to our customers,” says Chew CEO Sumit Singh. “We’re an experience-driven company. This is not a cost. This is an engagement mechanism.We think of this as an experience building. We have 90 percent re-ups (of our subscriptions). Our customers love engaging with us.”
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.”
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.
Bundling is a smart idea and free services feel like a better value. I think what we are going to get for the first time in over-the-top is the marketing juggernauts have arrived. Guys who market things for a living. This is what Disney does better than any company in the media space.
“Retailers and brands took advantage of the buzz, the demand, the awareness, that Amazon has created and really rode that wave for great growth,” says Rob Garf, VP of Industry Strategy and Insights for Salesforce. “Retailers didn’t just ignore Prime Day, but they leaned into it.”
The first step to developing a content marketing strategy is to determine your company’s objective. In other words, you’ll need to have an end goal.
“There is a very smart individual at HubSpot named Alex Birkett based out of Austin, Texas,” says Scott Tousley of HubSpot. “He is working on this concept that is really starting to take off called Surround Sound Strategy. Essentially what that means is that it runs with the notion that marketers are selfish.”
We allow small sellers to be able to compete head-to-head with the big guys, says Etsy CEO Josh Silverman. We do that by giving them a super simple and easy way to build a business online and market themselves while we do all the business work for them. They can just focus on making great products and serving their customers.