Because the best marketers deserve great content.
4 Highlights from Transition London
Last week, we hosted Transition London, in one of the city’s most beautiful locations – Sea Containers House. We were honored to host over 100 of our customers and business leaders, who were coming to share stories and learn from their peers.
What struck me as I watched the speakers throughout the day was the discipline it takes to weave a truly meaningful brand story in the marketplace. Connecting and engaging with customers doesn’t happen by accident. It requires vision, collaboration, and flawless execution. Here are the highlights I took away from a day filled with inspiring marketers.
- No Bikeshedding allowed: Ever heard the term bikeshedding? Before listening to Russell Davies, I had not. There is a fascinating story of its origin, but the simple definition is “futile investment of time and energy in discussion of marginal technical issues.” How many of us do that in our daily work? (I’m guilty!) How many know how to avoid it? This is a challenge for many marketers today trying to tell their stories in a complex world. It’s easy to get distracted with the small stuff, when the big opportunity is yet to be realized. A good reminder for us all to stay focused on what matters, and leave the rest behind.
- The future is empathy: We all know understanding the true customer journey in a noisy, digital world is challenging. What if we embraced the chaos and moved from merely observing customers as pieces of data and created truly individual, unique experiences across channels to deliver a better version of healthcare? And delivered content in unexpected ways? This is the mission of Sander Ruitenberg of Novartis, who is using AI to build more meaningful interactions with customers suffering from psoriasis with campaigns like Skin to Live In.
- “Culture Eats Strategy for Breakfast”: This quote from Peter Drucker, and the meaning behind it, was at the forefront of Lee Nelson’s mind, as she looked to the task of transforming the DHL brand from B2B to B2C. This massive change required more than just the right tech stack and strategic insight. It required a total reassessment of the way they operate and collaborate internally. Lee’s team needed to foster understanding across thousands of DHL employees, so that everyone was onboard with the shift and how it would evolve their roles. Now with Percolate as their Content Marketing Platform, the DHL team can keep everyone aligned on the global strategy, while delivering the right content locally.
- Brand Immersion leads to Brand Success: Co-Creation. Efficiency. Communication. Consistency. These are the pillars Kirsty Plaistow used to build the Mazda brand across Europe with her team, and introduce a new messaging platform and strategy. Much like Lee, she understood the power of collaboration and the need to “bring people on the journey,” in order for the new positioning to succeed. Using Percolate as the hub for all content enabled Mazda Europe to unite all their teams around this vision and rally around a blueprint for the launch.
These are just a few of the many insightful moments from the speakers who shared this event with us. As we look to the next generation of our platform – inspired by and created with our customers – we couldn’t be more excited about the future. Stay tuned for the full presentations, hitting our website in a couple of weeks.