On November 2nd through the 4th, more than 70 digital marketers from leading professional services and B2B organizations joined the One North team in Chicago for the fifth annual Experience Lab. This year’s lab, Digital Endurance, focused on what it means to be digitally nimble and build durable business strategies, allowing firms to play the long game for a competitive edge.
Find a short description of each session below, along with a link to watch and download each session:
Breaking the Bimodal Cycle: Take the Lead with Continuous Innovation
One North Chief Strategist Kalev Peekna presents a challenge common to marketers - The Bimodal Cycle - and gives them an alternative way to think about marketing strategies, turning exhausting projects into manageable programs.
Avoiding False Starts: Using Narratives to Gain Clarity and Alignment
Account Director Joe Cleveland dives into strategies that help you create a narrative for internal projects, building alignment that strengthens your communications strategy.
Keeping Your Pace: Making the Modern Digital Marketing Ecosystem Work For You
Director of Technology Ryan Horner describes tools marketers can use and how essential it is for them to work together to create a productive digital marketing ecosystem.
The Talent Triathlon: Exercising Company, Employer and Talent Brand
Talent Development Manager Sarah Mueller describes the untapped element of brand every professional services organization should be taking advantage of: The Talent Brand.
Overcoming Creative Hurdles: "I Hate Yellow," and Other Lane Violations
When biases get in the way, having a narrative to discuss strategic choices can help move projects forward. Creative Director Nate Denton explains how to have productive conversation about design decisions in digital strategy.
Accelerating Your Marketing: Lessons in Sitecore
Technology Strategist Pete Amundson dives into Sitecore, explaining how the tool can be a powerful asset to any marketer by explaining a hypothetical situation in which the right tech tools improve user experience.
Life's a Pitch: An Analytical Look at Why Clients Buy Professional Services
One North CEO John Simpson AND Greentarget Director of Research & Market Intelligence Kevin Iredell discussed research findings from a recently conducted survey, and found that when companies hire new professional services firms, they don’t take the decision lightly. To win business, professional services firms need more than just one perfect pitch.
Access the free research report here.
The Big Match: Enduring vs. Evolving Elements of Brand
Director of Brand Ryan Schulz defines various elements of brand, discussing that there are things about a brand that can change - color, logo, visuals - and things that just plain shouldn't.
Design Health: Adopting a Digital "Lifestyle Change"
Art Director Mike Correy and Designer Alexa Tuskey offer strategies to build a long-lasting design strategy. Keeping check-ins in mind, a flexible yet sturdy design strategy can create websites made to last.
Training for the Long-Run: How to Strengthen Your Analytics Platform
Senior Strategist Cathy Lynk and Strategist Mitch Diehl discuss not only the importance of analytics in building a digital strategy, but also how to create a plan to put those analytics to work.
Fortifying Big Data and Making Insights Count
Account Manager Ben Magnuson explains that big data is incredibly important to a digital strategy, but to also consider thick data. Ethnographic studies are just one way to gain business insights that can change how you approach your marketing efforts.
Panel: Maintaining Momentum
Moderated by One Northerner Alex Castillo, hear from our client panel of Susan Katz and Gerardo Campos-Tello. They share their insights on what it takes for marketers in professional services organizations to break the bimodal cycle and how to build a digital strategy that stands the test of time.
Panel: Approaching Technology with Athleticism
Hear from our panel of Technologists on how technology plays a role in creating a long-term plan for your marketing efforts, moderated by Director of Strategy, Sarah Levine Meyer.