The task of building an audience is not new to marketing, but crafting meaningful connections with a legacy audience poses its own set of challenges.
And it’s a challenge that Grant Torrie, acting CMO at Fairfax Media New Zealand, knows all too well. From his early days at the media company to now, Torrie and the executive team have worked hard to develop marketing automation literacy across the organisation, breaking down organisational silos and replacing the “spray-and-pray” approach to marketing.
It’s the soft skills, such as empathy, that are critically important in effectively communicating with your audience and managing organisational change, said Torrie, who will be speaking at Adobe Symposium 2017, in Sydney on 23 to 24 May.
“I don’t necessarily know that people fear change, but they do fear loss,” he said. “We need to understand the grieving process that comes with changing things and taking away things is real and totally valid.”
Tune in as Mark Jones and JV Douglas, hosts of The CMO Show, explore with Torrie what it means to fully embrace marketing automation, how to understand your audience, and why your team are the agents of organisational change.
Grant Torrie is among the speakers at Adobe Sydney Symposium 2017. Click here to register.