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.

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.

It’s today – Back to the future day!

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To help you celebrate it here are some great clips from the trilogy:

Oh and how does this relate to innovation@work?
2 years ago I attended Dreamforce ’13, and saw Salesforce co-founder Parker Harris makes a surprise entrance dressed as Doc Brown — but in a white Tesla, not a DeLorean.

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What a fun innovative way to emphasize the company’s achievement in maintaining backwards compatibility with previous iterations of its developer platform in the newly launched Salesforce1 release.

Can you imagine your company’s CEO dressed up as Doc Brown?

Do you remember how it all started?

As you’ve probably figured out by now, I’m participating in the #AmdocsGoSocial blogging competition, and my focus and inspiration throughout the competition is 30 years to the Back to the Future movie trilogy.

Do you remember how it all started? Watch Back to the Future 1985 — OPENING TITLE SEQUENCE here

Do you remember this dog feeding machine? What an amazing innovation, and a brilliant home hack to solve a big vacation problem: How to feed my dog while I’m away?  It didn’t work so well for Doc Brown back in 1985, maybe it will work better now in 2015.

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Innovation?!? – Not again …

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  So Innovation is probably the most abused word in the English language, usually by marketing. (Many people said that before me, I specifically like David Meerman Scott Gobbledygook research). But still, we all want to be innovative, and we … Continue reading