I met the inspiration behind CSI-Cyber!

I recently attended 2 very different conferences here in Israel: #CyberWeek17 and #SaasTockTLV. While very very different events, in size, target audience and more, I tried to use my marketing lens to compare them.bsides-TLV

From a size perspective, obviously #CyberWeek17 was much bigger, although both events tried (and succeeded) to give you a feeling that this is the place for cool geeks to be. Check out these folks from Bside-TLV as an example 😊 

 

 

Cyberweek also provided a unique opportunity to hear from global experts and intelligence/government leaders including (just to name a few) prime minister of Israel, Mr. Benjamin Netanyahu; Nadav Argaman, Director, ISA (Shin Bet); Dr. Douglas Maughan, Director, Cyber Security Division, Department of Homeland Security, USA; and many more.

But to be honest, my favorite celebrity speaker in this event was Dr. Mary Aiken, Forensic Cyber psychologist & the inspiration behind ‘CSI: Cyber’. Dr Aiken is the world’s leading expert in Forensic Cyberpsychology specializing in the impact of technology on human behaviour, she has written and spoken extensively on issues relating to the intersection between humankind and. In her fascinating speech she examined how traditional crime theories like Routine Activity Theory (RAT) crime triangle work and unfortunately outspread in cyberspace.

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The last part of the day I attended was Cyberstorm Startup Competition. If I compare it to the ISV pitch at Salesforce essentials TLV that I attended the week before and I was so excited about, or even to the startup forum at SaasTockTLV – I think the startups in the salesforce events were more “baked” with regard to their pitch, presentations and messaging. The cyber contenders all mentioned sales and marketing as their biggest challenge moving forward. So hey guys – this is exactly where I can help!

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I want to invest in this start-up!

I’m a skeptical person. Maybe it’s my personality, my professional experience or my risk-aversion, but regardless of the reason – that’s who I am.
But yesterday, in the #SalesforceEssentials #TLV event – I was excited!

I didn’t expect much from the last session of the day – ISV pitch – you know the drill: two start-ups give you their pitch and try to convince they are the next big thing.

Salesforce is known for its #1 cloud ecosystem and for being very open, collaborative and supportive with its partner community, and as usual customers and partners were an integral part of the agenda and main stage presentations in this great mini dreamforce event.

But @LawGeex came above and beyond everyone else.

Having worked in large corporations like Amdocs and BMC software in the past – I experienced the problem myself – legal bottlenecks that prevent sales from closing deals faster.  

@Noory Bechor, Founder and CEO, LawGeex, said: “Sales teams are dependent on legal to review and approve contracts before the deal can move forward. This process sometimes takes days, weeks or even months, and sometimes deals just don’t close. With the LawGeex Salesforce app, companies can now automate the review and approval of contracts, without having to leave Salesforce. LawGeex empowers salespeople to upload contracts using Salesforce and have them approved based on an organization’s legal criteria.“

@Robin Fisher, area vice president of Salesforce Europe and the Middle East, introduced LawGeex as an example of a new breed of legal technology providers changing the way business is done for Salesforce’s 150,000 customers. “LawGeex helps lawyers focus on what is important, and provides an amazing opportunity for our customers. It represents a fundamental shift in aligning sales and legal around the same value of closing deals faster.”

WOW!

I want to invest in this start-up!

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What is the connection between escape rooms and marketing?

 No connection.

 

But in the #globesmad2016 conference in Tel-Aviv last week, LEAD advertising built an escape room that drew a lot of attention. (see more in this movie, in Hebrew) The point was to illustrate the stressful reality ad agencies deal with today, and the right way to deal with new challenges and new technologies.

Rami Yehudiha, founder and CEO of LEAD, said “we all feel in panic because of this ever changing environment, and when people panic they make up excuses like: every day there is new technology, Generation Y & Z. These are excuses. We always lived in a changing world”. The right was to deal with these challenges is go back to basics: What is the key to the campaign? What is the big idea? How do I leverage current trends (like escape rooms or generation Z) and use them? And of course how do I take control of new technologies, like big data, and turn it from a big waste of data into a technology platforms that provides me with much deeper understanding of consumer behavior.

Another person who attracted much attention in the conference was David Shing, known as the “digital prophet” of America Online (AOL). He talks about “price, product, promotion and place” being the four P’s which drove advertising when he was growing up; now it’s “platforms, partnerships, performance and pedigree” and an additional two very important P’s; perspective and patience. The proliferation of platforms in the last couple of years, be they for crowdsourcing or cat photos, has given everybody a voice. And while it’s fair to say the value-add of sites like Kickstarter are their equalising effect, Shing argues that the real benefit is “the interconnected network of people who give a shit about the brand you’re building.” Read more

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And last but not least – Ying Wang from the China Business Group at PwC Israel that shared some very useful tips, experiences and insight about doing business in China, and specifically about China’s media marketplace.

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So coming back to escape rooms. Obviously it’s a huge trend in Israel today. Fanta drinks just launch a digital campaign with same theme – www.freefranco.co.il. So being a pretty new entrant myself, I wasn’t exactly sure what should I be looking for when choosing my next escape room experience? Is it about the theme? The level? The number of people that can participate? What are other people looking for / liking / dis-liking in experience rooms? Perhaps a company like http://www.aspectiva.com/ can help me find out.

How to get started with your new website?

So you’re about to re-design your website – where do you get started?

The first question is: what’s the purpose of this makeover, in other words (and it could be cruel and painful) – what’s wrong with your current website? What is missing?  What do you want to change and why? The best way to address that is talk to many stakeholders inside and outside of your organization and get their opinions on what’s wrong. Based on these discussions you can begin to form some key objectives of the project and describe what success will look like.  

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The next step is to look around. What do companies like yours have in their websites; make sure to also check companies smaller / bigger / different than you; what do your competitors’ sites look like?  Customer sites? Take a look at some industry trends and determine which are right for you. Hopefully you are ready to decide where you want to take your site.

And now go down to the details: what underlying technology platform are you using today and do you need any new WCM (Web Content Management) system like Acquia/Drupal or Adobe to support your new objectives?; Site structure and navigation – do they reflect your companies’ current objectives and growth areas and support where you want to go? Is your content professional, fresh, relevant and engaging? Do you have the right processes to keep it that way?

In the next series of posts I will look deeper into each one of these dimensions – so come back to learn more, but in the meantime let me challenge you – can you share with me your favorite web site and tell me what do you like about it and why it’s so great.  

What is the price of not knowing?

Not too many big conference in Israel, however last week there were two: IBM BusinessConnect and Salesforce Essentials TLV.

At a high level in both events they talked about:

  • How digital disruption and the subscription economy change every major industry today: the biggest taxi company (Uber) owns no cars; the biggest accommodation chain owns no real estate (Airbnb); Facebook owns no content; and Alibaba has no inventory
  • A new kind of customer success and how to keep customers happy in the subscription age
  • How data changes your business capabilities from descriptive into predictive and even cognitive, and per Michelle Rohde Unger, General Manager, Cognitive Solutions Europe, IBM: in the very near future every decision process will have some cognitive capabilities in it, and this will become a major differentiator between successful organizations and the rest.

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Enough with the buzzwords and trends, as you can see you’ll hear the same ones wherever you go. The key takeaway for me from these 2 intense days came from Stefano Stinchi, Chief Digital Transformation Italy, IBM. According to him the marketing department is the one that should continuously disrupt the company by constantly rethinking everything: re-assess your business model and strategy, make sure you are agile and try out things that fail and be the first to know. Therefore the price of not knowing, in a digital, cognitive age of disruption is too high.

I failed too …

Your Turn Challenge is a 7-day blogging challenge inspired by the Your Turn book by Seth Godin.

Read the story and check out the video at YourTurnChallenge.strikingly.com.

Happy to join the challenge – here is my day1 post.

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So I opened my blog, d2dmarketing, about a year ago, this was my (early) new year resolution for 2014.

In this blog I wanted to share my day to day marketing experiences, write about challenges and dilemmas we’re facing, about campaigns that worked or didn’t work for me, about people that inspire me, and about great tools we’re discovering. In short, I wanted to share what marketing is to me, in my world.

When I look back at my first year blogging, I had 24 posts, which is about 2 a month, more or less according to plan. I was also worried about how to get started and about writing blocks, but my most popular posts to date are from the very first 2 months.

So why do I feel that I failed? Well in the last couple of months my tempo has gone down – my last post is from November, and the one before from September…
Am I out of topics or challenges ? absolutely not ! Hoping that this YourTurnChallenge will help me get unstuck

Inspiration @ MAD 2014

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One of the main reasons I come to events like MAD 2014 is to get inspired. This year I got my inspiration from Gerry Human, Executive Creative Director Ogilvy & Mather.  He talked about creating your campaigns around ideas that are original and true. Original and true ideas are sometimes inconvenient and controversial, but this is the only thing that can make your campaign be liked by millions.

Gerry shared with us a number of examples that demonstrate how difficult-to swallow ideas attrack millions and how technology was used to amplify the ideas.

Be your beautiful self – Dove

You’re probably familiar with some version of this camera shy video from Dove.  Based on the disturbing statistics that only 4% of women believe that they are beautiful , Dove and Ogivly decided to do something about it with the The Ad Makeover. Millions of women agreed with them.

Travel yourself interesting – #TYI – Expedia

When you think about campaigns in the tourism and travel industry you think about beautiful beaches and amazing city skylines. Gerry shared 2 campaigns that take a completely different approach.

Expedia was brave and smart to avoid clichéd travel advertising in favour of a campaign that’s more about what you get out of travel than where you go. See 3 great examples here. They also launched a competition that used Twitter to convert boring twits and travel them interesting with the #TYI hashtag. Here’s one great example.

The magic of flying – British Airways

And the last example I wanted to share with you, is the well-known British Airways #Lookup campaign, with children pointing to the sky every time a BA plane flies overhead. A lot of technology involved in this campaign, but what made it so successful is the naïve magic of flying.

Looking for some more inspiration?

Check out Jonathan Mildenhall’s presentation at MAD 2013. Back then he was VP of global advertising strategy and creative excellence at Coca-Cola. Now he’s CMO of Airbnb.