The renowned RD Summit reached its seventh edition on November 6, 7 and 8, 2019, with content-rich lectures on Marketing, Sales, Entrepreneurship and Customer Success, given by great names in Digital Marketing.
The event has been successful and has attracted a large audience since its first edition in 2013, being an excellent opportunity for networking, new discoveries for business and, of course, a lot of learning.
The Bee team would certainly not miss the opportunity to see everything up close, very well represented by Don Possignolo, the agency's director, Paula Hein and Maria Carolina Erbolato, from the Planning department, who are closely linked to all digital trends in the world of communication and sales.
It's challenging to absorb so much content in just three days. But some points caught the attention of the trio, who decided to record a video to share with you and add to your business. Check out:
Study of the public
This was one of the topics that caught the team's attention. Before worrying about the sales funnel (the path taken by the consumer from the first contact with the company to the sale), it is necessary to understand the consumer's journey.
Nowadays, just defining a persona, characterizing sex, age, social class, is no longer enough. It is essential to understand who this consumer is, how they behave. Where are they in the digital, what makes them buy or not a product.
It is also worth mentioning that this consumer needs to be humanized. What people most remember about their contact with brands is the experiences they had with them and the emotions that these experiences brought.
So, instead of starting a communication with the objective of engaging the person, it becomes much more interesting to present the brand and connect it with the moment that the consumer is living, and only then show what the brand offers.
Once the consumer already knows the brand, we go to the conversion stage. But, contrary to what many companies do, the work doesn't end when the sale is completed. Ideally, this person has had such a good experience with the brand that they want to share it with friends and family.
More efficient than shooting ads to several people who don't know you is to rely on "brand promoters". After all, people tend to believe much more in someone they know than in famous brands or influencers, who didn't even get involved with the product and/or service and start to publicize it in favor of their interests.
Data
We are living in an increasingly digital age where data is increasingly becoming the main currency of exchange. Therefore, people have a great interest in understanding this amount of information and becoming true data scientists.
But is all this huge amount of information relevant to a particular business? The question that managers must ask themselves is: what questions can machine and technology answer that are really interesting for my company?
Judgment
The team's attention was also drawn to the emphasis given by the lectures to the importance of sharing content and knowledge, avoiding judgments, without worrying about what people will think or the best channel to share. You don't need to produce the best content in the world, start with simple, but be sure to share your knowledge and experience. Only then, people will know the value in you and what you do.
Digital is made for people
Regarding the internal part of the companies, the lectures highlighted the organizational culture. And when we talk about culture, there's an interesting definition: "Culture is what people do when no one is looking." When not being watched, is your team really doing something for the company?
Another important question is: what are you doing to get your team back the next day? After all, you “lose” these people every day, at the end of the shift. To truly engage employees, you need measures so that they not only do their jobs, but work happily.
Today, a successful company is not just one that sells its products. It needs to impact the world and, to impact the world around you, you must first look inside the company, at your employees, and see the potential of each person who works with you.
To know if you're doing this, just ask one question: if you needed to pick someone to take your place, who would it be? Ever wonder if you are preparing someone to be your successor? If you are not doing this, you’re not forming leaders, and the company will hardly survive.
Now it is your turn!
We hope that these RD Summit highlights can bring you many reflections and inspire you to seek even more knowledge to revolutionize and leverage your results every day, so that your company is not just another one, but impact the world!
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