In the beginning of November, as a part of our persevering with #GROWTH convention sequence, we hosted #GROWTH Summit London. The summit, held on 2nd November, introduced collectively 70+ advertising professionals, product leaders and extra, all searching for insights and methods on successfully participating with clients, constructing a customer-centric journey and getting retention proper in at present’s inflation-ridden market.
The colorful Sea Containers turned vibrant with increasingly more high-energy attendees and audio system strolling into the room, classes have been crammed with impactful insights from our ten audio system, and networking was in full drive.
With the 5 classes from development trade leaders, attendees heard about how they will interact with their clients to ship pleasant experiences that make an influence.
Should you weren’t in a position to miss it, don’t fret! This wrap-up will enable you faucet into the dear insights attendees have been in a position to acquire from the in-person classes. To delve deeper into the classes, you possibly can take a look at the on-demand recordings obtainable quickly or the subsequent on this sequence of blogs overlaying every session intimately!
If this session have been a film, the star solid alone can be sufficient to compel you to look at it!
Greg Turtle (Head of Development of what3words), Aykut Subekci (New Channels Lead of Product Insanity), and Hannah Scott (Group Product Advertising and marketing Supervisor of Infobip) kicked the occasion off by speaking about what buyer engagement means in at present’s extremely aggressive market, new rising channels and multichannel engagement methods.
With attendee suggestions like “It was a fantastic occasion – very properly organised – plenty of meals for thought – I’m already beginning to use among the inspiration gained from the audio system”, there isn’t any query on how valuably impactful this session was to the attendees.
Key Takeaways From the Session
We agree with Aykut Subekci from Product Insanity when he mentioned, “Buyer engagement is altering for each platform you see. Be it Fb or TikTok; manufacturers want completely different methods to interact with the identical buyer on completely different channels. It is extremely essential for us as a result of we wish one thing significant. This session noticed our panellists focus on what buyer engagement means to them within the altering aggressive market and what function multichannel engagement performs for his or her manufacturers
- Buyer-centric engagement: Buyer engagement is altering. Till now, it was very marketing campaign and sales-focused. Nevertheless, entrepreneurs now have to consider the entire buyer journey and each touchpoint they’ve with the enterprise.
- The multichannel method: Multichannel engagement has change into crucial to create behavior loops that guarantee every of your million clients makes use of your providing usually. It’s all about reaching the shopper the place they’re current. Connecting on-line and offline channels is crucial to make sure you’re participating with them at each touchpoint.
- New engagement channels: Embody channels like WhatsApp, SMS, Tiktok, and Snapchat to see what helps you finest work together together with your clients.
- Actual-time, contextual messaging: The client responds higher to real-time conversational messaging. 75% of shoppers want to interact with manufacturers current on digital channels. An Infobip report based mostly on an evaluation of 153 billion messages states that clients utilizing WhatsApp to speak with manufacturers has elevated by 80%.
- 3 key learnings: The session ended with the panellists giving out finest practices and predictions for 2023 on development and engagement tendencies. Greg Turtle (what3words) emphasised the worth of localisation and hyper-localised supply of engagement. Hannah Scott reiterated the aggressive edge conversational engagement would supply manufacturers targeted on customer-centricity. Aykut Subekci (Product Insanity) mentioned adapting engagement to channels like Tiktok and Snapchat and continually optimising is vital to succeeding in 2023.
When a speaker begins their session with a Schitt’s Creek analogy, you already know the session goes to be good! Louisa Nicholls began by saying that the majority manufacturers don’t have a holistic “buyer” technique in place; they’ve a CRM technique however no “buyer” technique. She went on to stroll the attendees by way of 8 actionable steps to constructing buyer methods and the key to efficiently implementing these. “What’s the key?”, an attendee requested. She smiled and easily mentioned, “be useful to your clients”.
Key Takeaways from the Session
- Step 1: Actually know your clients: Speak to your clients. Ask clients, “What do you need to see from our model?”, “What values would you like us to show?”, “What touchpoints would you like us to be on?”. She used Schitt’s Creek to elucidate how completely different clients are. There are Johnny Roses, and there are Stevie Budds and quite a bit in between.
- Step 2: Don’t alienate your core clients: In an effort to draw youthful clients, don’t neglect your core, loyal buyer base.
- Step 3: Examine the disrupters: Assume trade agnostic. Monzo is disrupting the Fintech sector, Deliveroo is disrupting the meals supply sector, and Netflix is disrupting the media and leisure sector. What these manufacturers have in frequent is that they’re all serious about how they are often useful to the shopper.
- Step 4: The journey mapping campaign: Be there when the shopper wants you, give them their area once they don’t.
She gave out 4 extra steps to delivering a flawless buyer expertise that we’ll discuss in our upcoming blogs!
A session that had each MoEngage clients and thought leaders like Nick Bottai (Foodhub) Nicola Fox, (Former Head of CRM for Missguided and Holland & Barrett), David Kohn (Heals and Snow+Rock)and Chris Emerson (Revoola) absolutely had loads of promise and the panelists delivered!!
Key Takeaways from the Session
- When requested what a very good buyer perception for them is, the panel had a unanimous sentiment, and David Kohn summed it up fantastically. He mentioned, “Buyer perception is without doubt one of the most unfocussed areas in most organisations; entrepreneurs suppose they’re getting perception, however they’re not getting actionable insights. To be sure to’ve acquired actionable insights, be certain your perception passes the “So What?” take a look at. All this implies is checking the implications of the perception you have got.
- What does it take for a model to be actually a customer-centric one? In reply to this, our panelist inspired manufacturers to ask two questions:
1. What are you doing to reinforce the lives of your clients?
2. How straightforward are you making the method for the shopper to extract worth out of your providing?
- The session then turned to buyer procuring tendencies through the vacation season because of the elevated value of residing. Our subsequent weblog on this sequence will cowl extra insights into what our panelists shared throughout this portion of the session.
Sweatcoin is a well being and health app rewarding their clients for strolling by leveraging behavioural science to beat bodily inactivity. This session by Jared Harding, Head of Product for Sweatcoin, walked attendees by way of Sweatcoin’s exceptional development story and the way they achieved 120M registrations and 30T steps tracked and transformed.
Key Takeaways from the Session
- Go all-in on referrals: You’ll be able to’t get the flywheel spinning with out it + it delivers your finest clients
- Use incentives creatively: Use artistic methods to incentivise referrals, e.g. prize attracts, competitions and randomisers.
- Personal as many channels as doable: Don’t change into reliant on the media you don’t personal.
- Leverage spikes: Excessive-intensity, focused development spikes can create larger natural multiplier results.
- Org issues!: Product + Development groups must work as one.
- Experiment, experiment, experiment!
- “Market to the guts moderately than advertising to the top” is a robust message James Gold’s session stood by. He lined what customer-centricity meant to Skinnydip London and essentially the most troublesome challenges the model confronted as they’ve grown exponentially. The most effective technique for balancing buyer acquisition and retention.
“Market to the guts moderately than advertising to the top” is a robust message James Gold’s session stood by. He lined what customer-centricity meant to Skinnydip London and essentially the most troublesome challenges the model confronted as they’ve grown exponentially. The most effective technique for balancing buyer acquisition and retention.
Key Takeaways from the Session
- What has been essentially the most important shift in shopper behaviour that you’ve got witnessed, and the way do you make sure that you stay present, related, and aggressive?
- What do you imagine your organization’s best power is true now?
- What are among the transferring experiences and life classes you possibly can share with people who’re at the moment part of manufacturers in a development section?
Need to discover out what solutions James gave to those questions? Look out for the on-demand recording of this session within the subsequent weblog on this sequence!
At MoEngage, we imagine that creating communities, sharing insights, and studying from one another is the cornerstone to constructing a growth-focused enterprise. #GROWTH summits carry leaders from completely different industries collectively as a neighborhood to share trade tendencies. We’re proud to host and create a world neighborhood of development entrepreneurs, product house owners, and entrepreneurs.
Impressed by the overwhelming success of the #GROWTH Summit London, we’re coming to Berlin to host one other star-studded, insight-packed #GROWTH Summit. Should you’re desirous about talking on the occasion or attending, please attain out to us.
