When sales and marketing work together, content is more relevant and more likely to advance leads through the buyer’s journey.

That was one of the messages ARKE’s VP of Strategy Margaret Wise shared today at Geek Out Marketing Technology (#TAGgeekout), a conference sponsored by Technology Association of Georgia (TAG) Marketing.

2nd Annual TAGgeekout

Created especially for marketing technology professionals, TAG Marketing conducts quarterly forums and other events to foster the exchange of ideas around topics relevant to its community.

The second annual TAGgeekout was held at the Loudermilk Conference Center in Downtown Atlanta. Designed for marketing technologists, by marketing technologists, it included interactive sessions with marketing practitioners like Wise.

Wise is responsible for managing ARKE’s key relationships and events to drive the company’s continued growth.

Avoid Shiny Object Syndrome

Participants explored key industry challenges, shared best practices, and offered insights on mastering the dynamic landscape of marketing technology. Jonathan Tam, Research Director at SiriusDecisions, and David Cummings, CEO of Atlanta Ventures, delivered keynote presentations.

Tam touched on the shiny new object syndrome and urged marketers to use restraint.

A technology exists for everything marketers could want — from website personalization and content marketing to planning and budgeting. But “this doesn’t mean marketing requires or would even benefit from every technology available,” he said.

“Rather, leaders must understand the capabilities they need and have the right combination of expertise, process, and technology to deliver them,” he said.

Focus on Rich Brand Experiences

It was a message ARKE has long espoused: Technology is only a tool unless it helps clients meet the goals mapped in a thoughtful, comprehensive strategy. And today, that strategy increasingly revolves around experiences.

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To offer the best brand experiences to your customers, you have to offer relevant interactions, Wise explained. Businesses have moved beyond “moment marketing” to “mindset marketing,” which all ties back to relevance.

Understand ‘Mindset Marketing’

“Moment marketing” means recognizing where someone is in a customer journey and taking advantage of that moment in time.

“Mindset marketing” focuses on a broader understanding of customer behavior. Instead of just looking at time, she explained, mindset marketing applies a psychographic approach to also understand customers’ motivations and needs.

“Start with customer information you know and build rich experiences that delight your customers on that,” Wise said. “Aligning moments to mindset. Data will show you the clues to better content.”

Noreen Seebacher is the content evangelist at Arke, where she researches, writes and continues her long career in news reporting as a brand journalist. Noreen lives in Beaufort, South Carolina with her husband, her dog and four formerly homeless cats.