During the latest South by Southwest festival, Velocitize Talks spoke to a number of speakers in the interactive conference sessions to gauge the state of digital disruption. Over the next weeks, we will share some of their insights about the maturing of digital marketing and technology.
Emotional connections still play a key role in marketing, even in enterprise marketing, just as it does in consumer marketing, said Dara Treseder, CMO of Carbon.
“I’m a big believer in B to H: business to human.”
Working on a startup is an opportunity for “building the brand story from the ground up,” and work with the founders, said Treseder, a former marketer at legacy brands such as GE and Goldman Sachs. A technology startup, Carbon offers 3D printing technology for companies to develop new products. That opportunity for agility offers new opportunities to tell the company’s story, such as a Super Bowl effort that came together at speed, she explained.
Storytelling and experiential marketing will remain important as the company matures, said Treseder: “People want to learn. … Even the B2B buyer wants to understand: What are the benefits to me?”
Content needs to be audience-first, and answer the needs of the customers, not just what the marketer wants them to know, said Treseder. Most CMOs understand the need for balanced teams that include data scientists, who can build channels and drive execution, and creatives, who can tell the story; bringing those two together “is where the magic happens,” she said.
Because of its critical role as a growth driver, the marketing function can only gain influence, said Treseder. But a marketer can’t do his or best work without connecting to other functions.
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