Our Biggest Takeaways From Virtual SiriusDecisions Summit 2020

Technology, agility, and brand identity were on everyone's minds in this remote video conference.

Our Biggest Takeaways From Virtual SiriusDecisions Summit 2020

Coping with COVID-19 was naturally top of mind at this year’s virtual SiriusDecisions Summit. Speakers focused on how to shift priorities and perspectives in the midst of a global health and economic crisis. 

With an emphasis on including the right technologies and shifting priorities to reflect the current ever-changing climate, it became clear that organizations have to rethink some basic operational aspects to bring agility and efficiency into their workplaces. Companies will best capitalize on the global shift by focusing on agility and putting more emphasis on strategy segmentation and buyer personas.

We noticed some common themes that organizations are focusing on during the SiriusDecision Summit sessions and have compiled our key takeaways below.

Agility and Efficiency in Email Communications

Agile marketing empowers organizations with the ability to react quickly, which proves extremely important during a global crisis. Information must be disseminated quickly and accurately to keep customers and employees up to date.

As Forrester’s Jeff Lash asked in a session, "How do we get something ‘good enough’ to clients now rather than waiting for something perfect that'll take a lot longer?" In a time of crisis, time management is important,there simply isn’t room for untimely communications.

Those who cannot quickly adapt their strategy and tactics will not only fall behind, but risk appearing out of touch and insensitive about the current situation.

Scale Operations to Meet Demanding Requirements and Scarce Resources

For marketing operation teams, the current crisis means a restructuring of their tactics and how they segment their target audiences to improve engagement.

“Buyer personas are changing -- orgs need to quickly and effectively understand who they’re targeting and how to approach them,” offered Paul Ferron, another Principal Analyst at Forrester. The segmentation that brands have in place is likely shifting as folks find themselves in new situations, such as balancing new-found childcare responsibilities while working from home, or battling health and economic struggles.

“Rethink your segmentation,” Isabel Montesdeoca, VP, Group Director at Forrester reiterated. “This global event is unlike any before and will pull people in new directions and groups. Adjust your strategy based on new segmentation.” 

Brand Identity

As Monica Behncke,  VP, Group Director at Forrester so expertly put it, “Brands live in actions, not in words.”  

Organizations are beginning to ask themselves: “What defines your brand in a changing world? How do you define those changes from a buyers’ perspective?”

As the world shifts to include remote work, reliance on video conferencing technology, and health and financial hardships for many people, brands need to adjust their messaging and content. This might mean slight changes, or entirely reworking your messaging. Ask yourself: who are you writing for and why? 

“Right now, helpful and empathetic messaging is on everyone’s mind,” said Katie Fabiszak, Principal Analyst at Forrester. Sending cold emails to prospects without first wondering if their business might be undergoing financial struggles or dealing with family health issues, will make organizations appear cold and callous. 

“What is the customer getting out of their long term relationship with you? Marketers need to prioritize this question as much as ‘what is my org getting out of acquiring this long-term customer?’"  Ross Graber, VP and Principal Analyst at Forrester mused. In an economic downturn, customers will be especially careful with their investments and long-term partnerships. You need to ensure that they have good reason to choose, or maintain, a long-term partnership with you.


Finally, we noticed an understandable focus on technology across the board. Which MarTech solutions do organizations need to keep up in the current climate? Which technologies will help them do their jobs better, from creating and delivering content faster to connecting with prospects to assessing new buyer personas? No matter your immediate goal, maintaining the status quo won't cut it.

“The current state is limited by its siloed approach,” said John Donlon, VP and Principal Analyst at Forrester during his session. “Marketing, sales, and customer functions each execute tactics through various delivery channels, but execution is often siloed and uncoordinated,” he said. This is a classic example of a problem we often see in email production. It’s increasingly clear that organizations need to re-frame their approach to technology, and invest in an aligned solution.

When it comes to email creation, stensul is committed to helping organizations of all sizes, like BOX and Catalent turn out beautiful, on-brand emails as quickly as needed in a time when information is constantly changing and updates need to be delivered swiftly and accurately. Marketers can breathe easier knowing that this major communications task is covered with stensul. What if you didn’t have to choose between “good enough” and “perfect”? 

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