Last week, marketing pioneers from some of the world’s biggest brands convened at MarTech in San Francisco to talk about about the future of marketing. Naturally Beckon was there, with representatives from customer success, engineering, marketing, sales and product all participating. From listening to the conference sessions, to talking to fellow marketers in our booth, to conducting video interviews with some of the thought leaders at the show, we had an amazing experience. We even hosted a dinner at the always delightful restaurant The Progress with marketing leaders from companies like Mozilla, Dolby, Deloitte and more.
The highlight, though, was sharing the stage with Marci Raible from Campbell Soup Company where we spoke candidly about Campbell’s path to becoming a more data-driven marketing organization. Democratizing data—and opening analytics and reporting to larger marketing team—has its challenges. Marci offered some great advice to fellow marketers based on her experience navigating the process with Beckon.
Aside from the fact that Marci is an incredibly engaging, poised and motivating speaker, her session was one of more compelling talks I’ve heard at recent events. We often hear about best practices and successes—which Marci definitely hit on—but we don’t always hear about the journey to get there. Marci was brutally honest about the different approaches Campbell took and the lessons learned along the way. Instead of viewing them as failures, she likened her experience to climbing Mt. Everest with no prior experience or training. What she learned along each attempted summit expedition is valuable information we can all learn from. And the benefit of reaching the top is something we should all strive for.
We will be posting a video recording of the 20-minute session to the website shortly. If you are at all curious about how to successfully steer your team to data-driven decision-making, I encourage you to take a look.