As we continued our journey at MENG NorCal highlighting the technologies which are changing the way we do our marketing, we hosted two innovators, Akoonu and SYNQY. SYNQY aims to shorten the customer journey by improving the merchandising of product on retailer/dealer/distribution channel sites. Akoonu provides a comprehensive framework for better mapping the customer journey and a methodology for reaching customers with the right content at the right time to better close B-to-B sales.
We began with CEO’s Michael Weinberg (SYNQY) and Jeff Freund (Akoonu) talking about their inspiration for founding their companies. Weinberg cited a desire to make marketing “fun” again and Freund “ to find the zen” in marketing. They described critical startup success factors including choosing a team with fortitude, a common passion and smarts, patient investors and managing expectations appropriately (for employees and investors) and a degree of maturity to get through the ups and downs of startup life. Their “great moments” – seeing results – a happier customer.
Weinberg talked about the changes marketing has gone through… with decision making about buying B-to-B technologies now fragmented across a large group within the typical enterprise (IT, Sales, Marketing, CFO etc.) and the need for a “trench warfare” selling strategy. Lack of a common language across these groups in B-to-B sales funnels is another hurdle.
We then dove into these two innovative solutions to better understand how they solve marketer s’ pain points. Akoonu is a sales planning tool, allowing sales and marketing to more strategically set up their sales and marketing strategies around segmented audiences using buyer personas and better tailored messaging/language, content, campaigns/offers, close strategies. By doing careful research around what drives different personas, the process of sales can be uniquely tailored to each audience from prospecting to quoting to promotional offers to incentives to close the deal. And the Akoonu platform allows all content repositories (Dropbox, CRM systems/Salesforce, Google Drive, Google Analytics, Constant Contact) to be linked for efficient syndication of content out to specific buyer target segments. Analytics are then available to show what actions produce what results at the sales end along with leveraging the additional research Akoonu conducts using buyer interviews and customer surveys to define a client’s unique Akoonu/customer-based framework. A comprehensive marketing and sales solution grounded in well-structured research around buyer segments. Wow!
SYNQY tackles the customer journey from a completely different angle. How do you control the messaging and content that your distribution channel uses to market your brand to the end user? How do you end run the “old school” retail marketing black box? How can you tell a deeper brand story in a more engaging format on the retailer’s site without asking them to host your content within their CMS? SYNQY’s “digital POP” streaming solution puts control back into the manufacturer, licensor or brand’s hands while leveraging technology to create easy integration at the retailer/licensee/dealer level via a simple embed link. Huge potential here. Car dealerships. Licensees. Travel agents. CPG brands at retail. Banking services? Allow the retailer to resell SYNQY to manufacturers? Why not!
We ran out of time, naturally. Too many ideas. Too much excitement. Technology that’s changing marketing. We love it!
Did you miss it? WATCH THE VIDEO’s!
Meet the CEO’s:
Akoonu: How Their Tool Helps Manage Prospect Intelligence
SYNQY: How Their Tool Helps Merchandise & Optimize Brand Presence Online, Everywhere