Dozens of marketers converged at the Marketo Engagement Lounge to discuss the modern marketing landscape. The lively panel of CMOs — Deirdre Bigley, of Bloomberg LP, Carlos Becil of Equinox, Sanjay Dholakia of Marketo and Stacy Martinet of Mashable — touched on storytelling, organizing successful marketing teams, how best to leverage real-time data and more.
To kick off the conversation, the CMOs talked about the role of marketing today. They acknowledged that a brand is what the audience says it is, not what the CMO says it is, reinforcing the need to create touch points with consumers throughout the marketing funnel to win their loyalty.
"The role of marketing today is to bring the brand to life," said Becil, adding that the field of marketing in 2015 spans communications, digital media, technology, content and more, citing Equinox’s Q blog and data-driven Pursuit cycling class as examples of the varied efforts that fall into his purview.