Event Recap: 2024 Future of Sales and Marketing Conference
Event Recap: Engage Business Media: 2024 Future of Sales and Marketing Conference
Recently, we had the pleasure of attending the London Engage Business Media Conference featuring industry leaders who shared valuable insights and trends that are shaping the future of marketing strategies. Here are some trends that were mentioned:
Embracing Agility Amidst Change:
Andrew Keating, VP Product Marketing, Beamery spoke about how Beamery, an AI-Powered Talent Lifecycle Management Platform, faced challenges due to a slowdown in recruiting and hiring, leading them to rethink their product launches, user engagement, and customer communication strategies. They improved their in-app experience through Pendo, conducted customer-focused webinars, initiated an early access program, and nurtured their user community digitally and in-person, to engage existing customers effectively.
AI and Personalization: Navigating Price Sensitivity:
Ian Gibbs, Director of Insights and Planning, DMA shed light on the evolving landscape of customer engagement and future trends for 2024. With consumers becoming more price-savvy than ever, loyalty is on the decline. Key trends for winning back customers include AI, personalization, and enhancing brand experiences in real life. Utilising AI creatively and reassuring customers about data compliance are crucial strategies.
Immersive Experiences: The metaverse is back:
Alex Sladen, Global Marketing Director, PWC, emphasised the importance of showcasing the human side and using creative media formats to engage audiences. Immersive content experiences, such as metaverses created by PWC, such as the Decentraland and Cannes Lions live in the metaverse. These experiences drive longer visit times and increased page visits. Their innovative approach resulted in significant lifts in engagement metrics and influenced pipeline growth.
Balancing Brand-Building and Demand Generation:
David Keene, CMO, Wipro, highlighted the importance of balancing long term brand-building efforts with short term sales activation strategies. Emotional campaigns have a profound impact, even in B2B marketing. Wipro's sponsorship of an all-women's sailing team and their storytelling approach demonstrate the power of authentic brand-building initiatives.
In conclusion, the event provided valuable insights into the evolving marketing landscape and the strategies needed to navigate it successfully. As marketers, it's essential to adapt to changing consumer behaviours and leverage innovative approaches to drive engagement and growth.
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