Pure Storage CMO's tips to make your marketing resonate

Marketing head of the software startup shares his thoughts on how to make the most of your marketing story


Marketing is in one of the biggest moments of transition for the last fifty years, and according to Pure Storage CMO Jonathan Martin, it’s time to rethink the approach to reaching out to customers with the right message.

Speaking at the B2BMarketing Summit 2016 in Sydney, Martin said marketing has traditionally been about the concept of ‘interrupt’, with the likes of frequent advertising and promotional content directed at customers.

“It used to be that if I could interrupt enough people in a day, then slowly my ideas become your ideas,” he told attendees. “And as marketers we’ve found really creative ways to interrupt customers with the likes of billboards digital ads and emails.”

But today’s digital and social media environment is challenging these default models, as people are no longer listening.

“Today, people are just screening out interruptive marketing messages,” he said. “But marketers are still putting billions and billions of dollars into commercials, hoping that it will resonate. The problem is that people are just not listening in the way that they used to. In fact, they are listening less.”

Martin had the following tips to improving the go-to-market approach.

Machine learning is vital to understanding the customer journey

With the proliferation of online and digital shopping, the buyer’s journey is also becoming less linear, so marketers need to reach out and engage across each customer’s unique and individual journey, he said.

“Being able to model today’s buyer journey is so complex you cannot understand it simply with people, you need machine learning to be able to understand it,” he added. And social media has now fundamentally changed the way we think about communicating and engaging and controlling our marketing message.”

Leverage digital to optimise your brand story

While customer engagement is more complex, Martin said the good thing about today’s digital environment is that a customer’s journey, their likes and dislikes can all be tracked and measured.

“This means the role of the CMO today is really about being able to track all these sources of information to build the best psychographic profiles of individuals and be able to be the custodian customers and customer insights for the organisation,” he said.

Stop focusing on marketing magic dust

Marketers love shiny new toys , but it doesn’t matter how much marketing magic dust you sprinkle on things, you need a core story or core message that is simple, concrete, differentiated and unexpected.

“Many organisations simply don’t spend enough time on their story,” Martin said. “But if you can’t say what you need to say in 140 characters, then you’re probably complicating things.

“The design points are now chancing, so it’s about getting focused on saying things really succinctly, then build on it and reinforce it across social channels.”

Martin claimed the tone of your story needs to change, and you should no longer use complicated corporate speak.

“Convey your message in plain English, in a simple way that is easy to understand,” he advised. “And your message needs to either inform, or entertain. Otherwise there is no way you will be able to cut through the noise.”

Read our exclusive profile of Jonathan Martin and his approach to being a CMO here.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Thanks for nice information regarding Account-based Marketing. PRO IT MELBOURNE is best SEO Agency in Melbourne have a team of profession...

PRO IT MELBOURNE

Cultivating engaging content in Account-based Marketing (ABM)

Read more

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in