Trust in the Future

The most valuable customer experiences are rarely the ones that go viral or win awards. Amidst a sea of expensive technology and epic marketing campaigns, one fundamental truth has remained clear: advocates are built through anticipated, positive interactions with a trusted brand. That may be simple, but that doesn't make it easy.   Meaningful experiences can only come from brands who act thoughtfully and responsibly on every level: with their customers, their employees, and their community. It requires doing the hard work no one sees to create moments everyone talks about.   Along with quality research and recent case studies, we'll use the incredible true stories of Jimi Hendrix to better understand the authenticity and determination required to truly connect with people—and turn them into advocates. To see sources for all the data and case studies cited, or to hear more talks, go to cliffseal.com.

Siloed organizations aren’t incentivized to improve the space between products, despite the massive opportunity it presents. Seizing that opportunity is as much community organization as it is design.   Enterprise customers increasingly interact with multiple products from the same company. From rapid acquisitions to market opportunities, companies are frequently introducing products and services that are ostensibly interconnected. Users can transfer knowledge of existing product mechanics and flows to new ones, resulting in faster adoption and time-to-value—but that won’t happen by accident.   I’ll show how we’ve managed these efforts at Salesforce: how we built momentum internally, enlisted stakeholders, co-created, made decisions, and set ourselves up for constant improvement.   To see sources for all the data and case studies cited, or to hear more talks, go to cliffseal.com.

The marketing metric of the next decade will be trust. There will be no more effective—nor more critical—way of building a brand than building a community who trusts you enough to advocate on your behalf. With trust in brands and advertising at an all-time low, there will never be a better time to build a human-centered marketing strategy. The tactics of this decade—data collection, tracking, endless ads—will not work in the next. Your customers are already telling you how to connect with them in a way that will grow your business. Are you ready to listen? To see sources for all the data and case studies cited, or to hear more talks, go to cliffseal.com. Music compliments of Free Music Archive

After consuming countless research papers and case studies, and nearly a decade of studying and talking to B2B marketers—a pattern emerges that connects high-performing marketers with exceptionally great jazz musicians: both reliably deliver the results they want through mastery, perseverance, and collaboration. How do you move beyond the basics and create innovative, effective email campaigns? It turns out that the key isn’t more data—it’s your ability to see opportunities, collaborate, and improvise.  Through reliable research and the true stories of American jazz greats, we'll plot a course to greater use of personalization, automation, and testing through learning to trust yourself. The legends of jazz always delighted us in ways we never expected, and you can put your creativity to work in your B2B emails, too. (No scatting required.) To see sources for all the data and case studies cited, or to hear more talks, go to cliffseal.com. Music compliments of Free Music Archive