Top trends and takeaways from Boston
I look forward to any opportunity to connect with fellow Marketers, and MarTech East, which took place in Boston last month, was no exception. After all, if you truly want to know what’s top-of-mind for your peers, the best way to find out is to spend a few days deep-diving into conversation with them. It’s the most direct (and enriching) way to keep a finger on the pulse of an entire profession.
I’m also a big believer in the value of giving your team the opportunity to attend conferences. They get to meet people they might not otherwise interact with and gain valuable insight into the current state of your industry; you get the benefit of extending your organization’s reach and having a greater impact while you’re there.
For this event, we didn’t pull any punches. Our CEO, COO, Lead Email Developer, and I made the trip and spent three days chatting with Marketers from every type of industry, with every variation of job title.
Here are my key takeaways from the event, and why I left with the reminder that we’re all in this together.
I came across quite a few trends at the show, but the two that everyone was talking about were Customer Data Platforms (CDPs) and Artificial Intelligence (AI).
Are CDPs the next big thing?
CDPs have been buzz-y for the last few years, so it’s no surprise that I saw an abundance of CDP product offerings at the conference.
Unfortunately, lots of my fellow marketers are asking questions that seem to be motivated more by a fear of missing the bandwagon than by an actual understanding of the pros and cons of CDPs.
The fact of the matter here is that most organizations are already collecting and analyzing various types of customer data with the goal of getting a single view of their customers. So are CDPs the next big MarTech trend? The one that will move the needle and improve the bottom line? Or is the buzz simply being created by a few influential MarTech companies looking to create a market for their latest technology? The answer remains to be seen, but for better or worse, I don’t see the CDP hype dying down anytime soon.
What role will AI / Machine Learning play in the future?
AI was another hot topic, with many companies presenting their take on how to best use AI in a MarTech stack. Based on the number of conversations I had about AI, it’s something most Marketers are considering (in fact, Litmus predicted that AI would be one of the top email design trends for 2019).
The general consensus seems to be that it’s too early to make any big bets on AI, but if I were a betting man, I’d wager that it will dominate MarTech offerings in the coming years. The solutions will be similar to what’s available today, but with AI added to enhance performance. I imagine we’re still a few years away from a huge AI-powered MarTech breakthrough, but I don’t think it’s too far off.
Email Creation is a Universal Hang-Up
It’s always a positive feeling when your peer group reinforces your corporate “why.” It’s like checking your compass and seeing that, yes, you’re still moving in the right direction. So while I’m sorry to hear that the email creation process is still as painful as ever, it’s a good reminder to the Knak team that the work we’re doing is vital.
From the conversations I had, it was abundantly clear that most Marketers — Knak customers not included, of course — tackle email marketing the same way they’ve been doing it for years: develop a concept, wait for a designer to build the email, wait for feedback, wait for design changes, wait for approval, wait, wait, wait.
Knak’s goal has always been to simplify life for Marketers, so if we can eliminate one major headache-inducing activity from their day-to-day by simplifying email creation, we’re hitting our mark.
Face Time for the Win
One of my favorite parts of going on the road is the chance to connect with our customers and prospects in real time. In a world full of video conferencing and email, nothing beats face-to-face conversation, so we took the opportunity to host a VIP dinner get everyone together in the same room.
Our main intention for the dinner was to build relationships with our fellow marketers, but something else great happened: we got to introduce our prospective clients to existing Knak customers.
I truly appreciated the evening for what it was: a chance to put aside the business agenda and connect with some amazing likeminded people who share our passion for marketing.
It’s the People
In addition to the technical insight and great conversations, I left MarTech East with a renewed appreciation for the commonalities that Marketers share.
No matter what technology we add to our stack or what innovations change the game in the next two or three years, Marketing will continue to be a people-driven field, and I’m grateful to be part of a field — and a team — filled with such dedicated, creative people.