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This station was written by: Caloua Lowe and Kia Street.
Seerfest 2022 Recap: Do Good, Do Well
That’s a wrapper for our 4th yearly selling conference!
With more than 600 marketers joining america (virtually!) for Seerfest this year, we raised implicit $17K for our section assemblage partners Think Dignity and Covenant House PA.
Here are a fewer things attendees had to accidental astir what they liked:
“Besides the many, galore lessons I learned? The absorption connected charity! I emotion however each talker talked astir a antithetic foundation oregon enactment they support.”
“EVERYTHING. Amazing speakers, large acquisition with the lawsuit platform, the contented was priceless. Awesome each around “
“Great presentations, antithetic acquisition compared to different conferences.”
Key Takeaways & Highlights
Throughout 2 afloat days, we learned from 18 manufacture leaders astir balancing intent and nett astatine each level of an enactment (teams, processes, campaigns, products, etc.), and however we arsenic marketers tin beryllium catalysts for change.
Seer’s precise own, Wil Reynolds, keynote connected utilizing information to go a amended human, marketer, and advisor summarizes our cardinal takeaways of the event:
1. Who is Left Out?
Inclusion passim an enactment is important to occurrence today. We learned however impactful it tin beryllium erstwhile you situation your ain biases by raising the voices successful your assemblage that are truthful often near out.
DEI
In our opening keynote session, Google’s Diversity and Inclusion Lead, Tomas Flier emphasized that today’s demographics of the satellite are shifting rapidly. We arsenic marketers and concern leaders person an work to admit our unconscious bias and integrate DEI passim our processes.
Tomas shares the 3 P’s of DEI Google lives into:
- People: Sense of belonging
- Process: Equitable systems
- Product: Inclusion
Consumers are much apt to bargain from a marque that aligns with their values, truthful DEI is simply a concern imperative.
💡 Related: Google’s Annual Diversity Report
Inclusion
When we plan with inclusion successful mind, much radical volition payment from it which means we extremity up making our products amended for everyone.
Brian Crumley from O3 World highlighted the value and worth of designing web experiences for each humans — nary substance what their life-long oregon impermanent concern is.
In his session, helium walked the assemblage done the principles of web accessibility and the narration with SEO:
If the concern successful designing for inclusion seems daunting — don’t worry, the interaction connected concern goals vastly outweighs it:
💡 Related: How Accessible Design Can Enhance Your SEO
Seer’s Innovation squad besides shared their experiences gathering caller products and creating caller technologies wrong existing systems.
They answered cardinal questions astir enactment buy-in, learning from erstwhile process failures, and balancing the needs of man-power vs. technology.
2. What Does Your Brand Stand For?
Consumers privation brands to basal for much than conscionable making a profit. And they’ll enactment their wealth wherever their rima is. If your concern is successful a presumption to marque an impact, it shouldn’t beryllium an afterthought. Purpose-driven selling is simply a maturation accidental you shouldn’t overlook.
Purpose
BLVR’s Cara Rodgers and Lenya McGrath presumption exemplifies those nonstop sentiments by emphasizing the interaction of authentic marque experiences from the start.
The BLVR squad walks done however to alteration your brand’s intent successful 3 steps:
- Belief: It’s the bosom and psyche of your marque that guides everything you bash and say
- Purpose: Intersection of what you bash and wherefore you bash it
- Behavior: Every enactment your marque takes oregon doesn’t take
Profit
Co-Creator of Shine Bootcamp, Amy Wood, guided our assemblage done an interactive store of processing a nett affirmative concern — i.e. a profitable concern which contributes to a brighter aboriginal by investing much into radical and the satellite than it takes.
The 3 cardinal characteristics of a net-positive business:
- Solve existent problems portion repairing systemic issues
- Empowers radical wrong & extracurricular the organization
- Redistributes wealthiness & power
3. What’s In It For Them?
One-way selling is dead. Consumers are highly invested successful gathering connective relationships with the businesses they prosecute with and bargain from. Shouting into the acheronian astatine them without genuinely knowing what they worth is NOT a look for success.
Messaging
The COVID-19 pandemic has shifted however brands and marketers are telling stories—and however audiences person them.
Adobe’s Sr. Content Marketing Manager, Irene Malatesta, shared however you tin link with your consumers successful today’s changing landscape:
- Place your values up front
- Authentic visuals matter
- Create a conversation
Irene besides highlighted the differences betwixt affirmative and antagonistic marque storytelling — and wherefore it’s truthful captious for brands to beryllium successful tune with their audience.
Content
SparkToro’s VP of Marketing, Amanda Natividad, breaks down CaaS (Content arsenic a Service) however contented fuels and impacts much than SEO:
- PR
- Social Media
- Product
- Demand Generation
- Sales Enablement
- Customer Engagement
- Events
Each benignant of contented has a selling extremity and a signifier successful the funnel – the cardinal goal: selling enablement. Traditional selling metrics matter, but these are much qualitative, utility, idiosyncratic action, speech quality, etc.
💡 Related: A Model for Crafting Successful, Viral Content
While Laura Smous, VP of Product Marketing astatine Verblio, shares however AI tin humanize your dependable and substance your contented strategy to standard your channels. The #1 takeaway: AI enhances and simplifies the analyzable process that is contented marketing.
Laura highlights however marketers tin usage AI for things we are atrocious at:
- Get started: Topic and rubric generation, Relevant keywords, Keyword grouping
- Reduce bias: Automate benignant and connection checks that besides recognize content, and supply existent clip feedback and absorption consistently
- Inform your instinct: Use AI to make a data-driven contented strategy, and get validation earlier anyone starts penning oregon looking astatine a brief
CRO
Now that we recognize our marketplace opportunities and tin make integrated contented strategies — it’s important to trial and re-iterate for optimal lawsuit experiences.
That’s wherever Seer’s Director of CRO, Rafael Damasceno, comes in. He reminded our assemblage that experimentation is simply a accelerated way to growth: deliberation Netflix, Microsoft, Google and however they standard their investigating strategies.
💡 Related: What’s All The Hype About Experimentation?
By focusing connected knowing what works vs what doesn’t, you tin summation the show of your campaigns and content. A/B investigating is simply a large mode to fig this retired and landing leafage segmentation is conscionable 1 output.
Rafael highlights the 5 levers of CRO:
- Match the motivation
- Present a worth proposition
- Reduce friction
- Increase trust
- Add urgency
💡 Related: Case Study – $1.6MM Revenue from CRO Strategies
Additional Learnings & Insights
Connecting with your assemblage isn’t ever astir strategy and campaigns though.
Our much tactical hands-on sessions showed the worth of creating much efficient, inclusive, and measurable content, products, and systems:
Measurement
63% aren’t assured successful integer measurement, which is wherefore Heather Aeder’s league came astatine the close time.
In Heather’s league we learned: however to physique a concern case, method approaches to closed loop marketing, and captious collaboration elements required for success.
Children’s Health Sr. Marketing Director besides dove into the benefits of sharing information and assemblage insights with different teams successful your organization.
Court walked done existent occurrence stories from moving with Seer’s Paid Media and Data Strategy teams. Including 1 wherever we took hunt and conversion information breached down by zip codification to place areas of champion accidental for Children’s Health to spot their billboards.
💡 Related: Case Study – 69% Increase successful Conversions from TV Test
Seerfest’s assemblage walked distant with 3 considerations:
- Introduce your hunt bureau to your strategy and insights team
- Build relationships with leaders successful immoderate section with a request for assemblage insights
- Consider what you tin larn by stepping extracurricular of your integer comfortableness zone
Analysis
How impactful tin visualization beryllium for media buying?
In PowerBI, very! Cory Henke showed the interaction visualization of information has connected media buying focusing connected the weakness of existent idiosyncratic interfaces, velocity of PowerBI, a operation of information platforms, integrated and paid channels, improvement of caller metrics, caller channels (TikTok), COVID19 impact.
💡 Related: Power BI Guide for Digital Marketers
In Conclusion
In our closing keynote, Wil brought america location by highlighting ways to amended link with consumers (both online and offl!) and unrecorded up to your marque committedness by:
- Speaking their language
- Checking your bias
- Continuing to larn and evolve
Thank You All for the Best Seerfest Yet
To the 18 speakers who gave america truthful overmuch of their time, to our Sponsors and Partners who made it each possible, and astir of each — to our Attendees and Community for choosing to walk 2 afloat days learning and increasing unneurotic (all for a large cause!)
Stay tuned implicit the adjacent fewer weeks arsenic we bring you idiosyncratic league recaps and deeper dives into the themes and topics we covered during this year’s event!
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