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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • April 8, 2014

5 Memorable Takeaways From the Modern Marketing Tour Amsterdam Stop

Sylvia Jensen
Director of EMEA Marketing

Have you ever been to Amsterdam? It is one of the most beautiful cities in the world. It’s unique in character with narrow brick houses set on a semi circle of canals. If you are lucky enough to go inside one of these houses you will be amazed at the steep, narrow stairs leading to the top of these picturesque old buildings. I love it.

I can’t think of a better place for us to kick off the European leg of the Modern Marketing Tour in Europe this year.  On 27th March roughly 70 modern marketers converged on the lovely Hotel Pulitzer to hear modern marketing best practices from industry leaders, best practice experts, and customers.

Here are a few highlights from the day:

1. Changes in consumer behaviour are driving change in the role of marketing.  Peter O’Neill of Forrester kicked off the day by explaining how consumers researching products and services online and expecting a joined up customer experience across all marketing channels is driving marketing today. O’Neill offered excellent lists of what modern marketers needed to do ‘less of’ and things they needed to do ‘more of’.  Really useful stuff.

2. The best 'Best Practices' to suit your needs. This year we have two tracks to choose from in continuing your modern marketing journey. The Transformation Track is for business leaders or those who don’t have their hands on marketing automation yet. These presentations focus on how Digital Body Language can tell you a lot about your customers and being more data driven in your programs. The other track is the Marketing Execution Track, which digs a little deeper into best practices around how companies can get the most out of their marketing automation systems. In these sessions we learned how to use social media and to create a content strategy as part of demand generation campaigns.

3. Amazing customer presentations. We really pride ourselves on having successful customers. It’s always gratifying to hear how different companies with different challenges take the technology and craft solutions that work for them, and for them to share their stories with other marketers. It’s a priceless, driving force of our community culture. Customers NXP Semiconductors, Zamir Telecom ,and Trustpilot presented their stories in Amsterdam.

4. Our partners.  This year we had two very interesting presentations from partners; one for each track.  In the Transformation Track Leadfabric shared how to feed your sales team more than just ToFu (top of funnel campaigns), and in our Marketing Execution Track CRM Technologies highlighted several interesting applications on the Eloqua AppCloud that can be used to improve campaigns.  Check out their presentations on Topliners.

5. Great community engagement!  I’ve lived in Europe for many years now and I’ll admit that when my colleagues come over from North America, one of the things that strikes them the most is how quiet the Europeans are compared to the Americans at these type of events. Not so in Amsterdam. We had some very good (challenging) questions from the very start, which sparked some good conversations.

In our fifth year of running these events in Europe, I can safely say that this year’s was better than ever.  Four keynotes, two tracks, 10 best practice sessions and two partners bringing their best modern marketing insights.  If you haven’t had the chance, do try to visit one of the tour stops at a city near you.

In Europe, we have two upcoming tour stops at amazing cities you definitely will want to visit.  Don’t miss Berlin on 15th May (make sure you understand German if you plan to attend this one!) and Stockholm on 4th June.  And we hope you make a weekend or extended vacation out of it!

Visit the event site to check out the tour stops near you and to register! Hope to see you at a Modern Marketing Tour stop near you!

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