Growth Xperience Day: the digital marketing, technology and mindset event of 2020
Posted: Thu Dec 12, 2024 3:47 am
Growth Xperience Day is a must-attend digital marketing event for any professional who wants to dominate the sector. Here's what it was like in 2020.
Table of contents
2020 has been marked by changes that have driven adaptation and transformation in companies. In the midst of a complicated situation, Impulse and bc data mexico package Peak Performance closed the year with Growth Xperience Day 2020 , which, more than a digital marketing event, was a summit of Transformation, Talent, Mindset, Marketing and Technology.
The meeting took place on November 5 and brought together the most innovative minds behind the most recognized companies worldwide. Among them were Google, Facebook, Scotiabank, HP, BCP, BBVA, TASA, Everis, Hubspot, among others.
Growth Xperience Day was created with the aim of sharing updates on growth and marketing topics. These are especially useful for those who belong to the areas of sales, marketing, education, human resources or for those who are developing the business model of their startup or enterprise .
In a situation like the current one, it is more important than ever to know the strategies that large companies are applying in relation to the growth and adaptation of their businesses in the face of the changes caused by COVID-19.
digital consumers
Along these lines, Eduardo Eneque, CEO of Impulse and one of the event organizers, said:
“We are at a stage where we need to consider what to do for the post-COVID-19 future. Consumers have made a leap towards digital and, in fact, have massively moved to search for products through digital channels.”
He also added that this, precisely , "forces companies to rethink what they have to do to keep up with consumer behavior. Therefore, it is necessary to design the roadmap to face this new normal."
With a view to obtaining new knowledge from leading companies, Growth Xperience Day was attended by 45 executives and directors from the most recognized organizations in Peru, America and Spain.
They shared their experiences in 4 specialized panels, followed by tactical sessions , which we summarize below.
digital marketing event peru
Big moments
At this experiential event, the main findings of the Transformation, Talent and Technology 2020 study were shared , a work carried out by Impulse and Peak Performance, with the main top 500 organizations in America.
This resulted in the following insights :
Re-education matters: 72 % of CEOs and executives now consider upskilling and re-skilling in their companies to be strategic, more than ever. However, only 49% of them have a defined strategy and action plan.
COVID innovation matters: 92 % of CEOs say they have accelerated their digital transformation process. Despite this, only 40% have a Cultural Transformation plan in place.
Online wellbeing matters: 58 % of organizations say they are implementing remote onboarding programs for their employees. Still, 61% say their employees’ average productivity has declined by more than 20%.
Digital disconnection matters: 84 % of organizations say they are beginning to feel the accumulation of unproductivity among their employees. 67% of leaders agree that at least 30% of the time, they are working “more” time and in a “less” productive way during the last 90 days.
Managing Remote Work matters: a growth mindset must be applied, allowing challenges to be perceived as opportunities to learn, grow and adapt.
remote work
Big Moment 1: Achieving a culture of wellbeing in a diverse and inclusive workplace
The focus of this first session addressed questions regarding the pillars that must support the achievement of objectives in the company, while energizing the teams in the context of home office .
In response, human resources experts shared their experiences and strategies to achieve psychologically safe, diverse and inclusive work environments in the context of remote work.
Representatives of these companies agreed on aspects such as:
Clarity of the organization's purpose, mission and vision:
For Alessandra Heredia, HR at Google, “ it is important to have a clear mission and vision as a team, and take time to understand the values that unite us, so that they can be the basis for later building a strategy . ”
Likewise, Miguel Castillo, Director of Talent at the Scotiabank Group, stated that it is essential that “ all teams have absolute clarity of purpose, objectives and strategy. This allows for empowerment and autonomy . ”
Adaptability mindset
This is especially true for the challenge of maintaining a culture virtually, as mentioned by Claudia Salas, Human Resources Division Manager at Mi Banco.
The specialist commented that there is a need to have “ a culture of innovation that allows us to find new ways to maintain the culture remotely .”
On the subject, Ángel Martínez, Director of Talent at TASA, added that “ this must be focused on people and supported in a context of psychological security and trust .”
Tracking wellbeing and productivity
Maite Brigneti, BBVA's Culture and Talent Solutions Manager, shared that for 2021 , the main reason for sick leave is expected to be related to emotional health.
Along these lines, Milko Martínez, Talent Management Leader at Enel Group, agreed that the well-being and productivity of teams must be monitored. And to do so, leaders are needed, since “ we can have the false idea that we are achieving objectives or goals, but we are not monitoring at what price .”
Emotionally Close Leaders
Miguel Castillo says that leaders must be at the service of the team. They must also be able to connect on an emotional level, building relationships of trust through empathy.
Tarcila Shinno, BCP Deputy Manager for Cultural Transformation, supported that leaders must be compassionate, facilitative, and have a hierarchical thinking and sense of community.
Transparent communication
This is essential in the current situation. At Enel, for example, this is promoted through the constant flow of information about the business, the company's progress, among other aspects.
This allows employees to have first-hand information and thus not generate anxiety in them.
revenue growth
Big Moment 2: Understanding and achieving new source of revenue growth
The current situation has forced business leaders to reinvent themselves and be innovative, to adapt their strategies to the new needs of customers in the long term. One way to do this is by incorporating technology into business processes.
For sectors such as banking, technology is an ally to promote new customer service models. This is what Rodrigo Orellana, Chief Marketing Officer at Scotiabank Chile, says: " New strategies must focus on providing experiences that really reach the consumer."
For this reason, Emilia Gutiérrez, Marketing Manager, HP Peru, Ecuador and Bolivia, indicates that “ new strategies must respond to a more human approach . ”
For her part, Paula Bárcenas, Industry Manager Andean Region of Facebook, commented that applications such as “ Whatsapp and Messenger are becoming channels for buying and selling ”. This is precisely why companies must think about digital strategies and the promotion of relevant content .
Along these lines, Carlos Castillo, Marketing Manager at Everis, indicated that content has had an impact on his company, as it is the tool to bring the services they offer closer to potential clients. And it is through the generation of content that new opportunities for attraction are created .
As Shelly Purshell, Marketing Director Latam and Iberia at HubSpot, points out, “content is the niche of inbound marketing .”
And this, in his words, consists of “ creating useful and educational content to attract prospects and educate them until they are ready to make the purchase .”
remote work peru
Big Moment 3: Building and leading high performance remote teams
This panel addressed questions about how to empower remote teams in virtual environments. Leaders in human resources and talent from different industries were present to share their experiences , highlighting the importance of these actions:
Strengthening communication channels: For Carlos Barrientos, CEO of Petroperú, it is essential to convey the message of sustainability and continuity to all employees.
Present leadership: Verónica Valderrama, Vice President of HR for the Americas at Goldfields, said that “ It is important to foster present leadership where the reality of each team member can be mapped. ” This is precisely because not all employees experience a situation in the same way.
In this scenario, Militzza Arribasplata, Superintendent of Recruitment and Talent MMG Las Bambas, said that “ the leadership strategy is to humanize the people behind each role in the work teams .”
Using technology as a means: One of the main lessons learned by Neyla Barrea, Head of Talent & Transformation at Everis Peru, is the use of technology to establish more fluid communication and effectively lead teams.
Boosting collaboration: Viviana Porto, Agile Transformation Manager at Rimac, mentioned that “ remote work has helped us boost collaboration and an agile mindset to achieve exceptional results .”
growth in marketing
Big Moment 4: Build the best-in-class tech stack for hyper growth
In this last session, the topic of technology and automation in marketing, sales and innovation processes of companies was touched upon . Camilo Clavijo, Latam Sales Director of Hubspot, mentioned that “ technology must be the ally that joins the adaptation of consumers .”
One of the most important lessons learned in this area is that digital transformation must be the tool that helps sales teams do more with less. For example, by using it to introduce changes that allow them to attract new customers, provide them with better services and do so quickly.
And to achieve this, it must be considered that “ the customer journey begins before they become a customer .” As explained by Carolina Samsing Pedrals, Chief Revenue Officer (CRO) at Nubox , “they do a lot of research before deciding on a product or service.”
Automation certainly opens many doors to implementing various software that can boost business operations. For Juanma Varo, Head of Growth @Product Hackers, “ companies need analytics software to monitor user behavior on their digital products. ”
And, as the expert stated, to be competitive you necessarily have to rely on technology and growth strategies .
Now, some people may perceive automation as the robotization of operations and business. However, this is an opportunity to personalize customer service .
Along these lines, Natalya Spicker, Vice President of Growth and Strategic Partnerships at TransparentBusiness, believes that “ automation is a tool that allows us to focus on areas that are exclusive to human processes .”
Table of contents
2020 has been marked by changes that have driven adaptation and transformation in companies. In the midst of a complicated situation, Impulse and bc data mexico package Peak Performance closed the year with Growth Xperience Day 2020 , which, more than a digital marketing event, was a summit of Transformation, Talent, Mindset, Marketing and Technology.
The meeting took place on November 5 and brought together the most innovative minds behind the most recognized companies worldwide. Among them were Google, Facebook, Scotiabank, HP, BCP, BBVA, TASA, Everis, Hubspot, among others.
Growth Xperience Day was created with the aim of sharing updates on growth and marketing topics. These are especially useful for those who belong to the areas of sales, marketing, education, human resources or for those who are developing the business model of their startup or enterprise .
In a situation like the current one, it is more important than ever to know the strategies that large companies are applying in relation to the growth and adaptation of their businesses in the face of the changes caused by COVID-19.
digital consumers
Along these lines, Eduardo Eneque, CEO of Impulse and one of the event organizers, said:
“We are at a stage where we need to consider what to do for the post-COVID-19 future. Consumers have made a leap towards digital and, in fact, have massively moved to search for products through digital channels.”
He also added that this, precisely , "forces companies to rethink what they have to do to keep up with consumer behavior. Therefore, it is necessary to design the roadmap to face this new normal."
With a view to obtaining new knowledge from leading companies, Growth Xperience Day was attended by 45 executives and directors from the most recognized organizations in Peru, America and Spain.
They shared their experiences in 4 specialized panels, followed by tactical sessions , which we summarize below.
digital marketing event peru
Big moments
At this experiential event, the main findings of the Transformation, Talent and Technology 2020 study were shared , a work carried out by Impulse and Peak Performance, with the main top 500 organizations in America.
This resulted in the following insights :
Re-education matters: 72 % of CEOs and executives now consider upskilling and re-skilling in their companies to be strategic, more than ever. However, only 49% of them have a defined strategy and action plan.
COVID innovation matters: 92 % of CEOs say they have accelerated their digital transformation process. Despite this, only 40% have a Cultural Transformation plan in place.
Online wellbeing matters: 58 % of organizations say they are implementing remote onboarding programs for their employees. Still, 61% say their employees’ average productivity has declined by more than 20%.
Digital disconnection matters: 84 % of organizations say they are beginning to feel the accumulation of unproductivity among their employees. 67% of leaders agree that at least 30% of the time, they are working “more” time and in a “less” productive way during the last 90 days.
Managing Remote Work matters: a growth mindset must be applied, allowing challenges to be perceived as opportunities to learn, grow and adapt.
remote work
Big Moment 1: Achieving a culture of wellbeing in a diverse and inclusive workplace
The focus of this first session addressed questions regarding the pillars that must support the achievement of objectives in the company, while energizing the teams in the context of home office .
In response, human resources experts shared their experiences and strategies to achieve psychologically safe, diverse and inclusive work environments in the context of remote work.
Representatives of these companies agreed on aspects such as:
Clarity of the organization's purpose, mission and vision:
For Alessandra Heredia, HR at Google, “ it is important to have a clear mission and vision as a team, and take time to understand the values that unite us, so that they can be the basis for later building a strategy . ”
Likewise, Miguel Castillo, Director of Talent at the Scotiabank Group, stated that it is essential that “ all teams have absolute clarity of purpose, objectives and strategy. This allows for empowerment and autonomy . ”
Adaptability mindset
This is especially true for the challenge of maintaining a culture virtually, as mentioned by Claudia Salas, Human Resources Division Manager at Mi Banco.
The specialist commented that there is a need to have “ a culture of innovation that allows us to find new ways to maintain the culture remotely .”
On the subject, Ángel Martínez, Director of Talent at TASA, added that “ this must be focused on people and supported in a context of psychological security and trust .”
Tracking wellbeing and productivity
Maite Brigneti, BBVA's Culture and Talent Solutions Manager, shared that for 2021 , the main reason for sick leave is expected to be related to emotional health.
Along these lines, Milko Martínez, Talent Management Leader at Enel Group, agreed that the well-being and productivity of teams must be monitored. And to do so, leaders are needed, since “ we can have the false idea that we are achieving objectives or goals, but we are not monitoring at what price .”
Emotionally Close Leaders
Miguel Castillo says that leaders must be at the service of the team. They must also be able to connect on an emotional level, building relationships of trust through empathy.
Tarcila Shinno, BCP Deputy Manager for Cultural Transformation, supported that leaders must be compassionate, facilitative, and have a hierarchical thinking and sense of community.
Transparent communication
This is essential in the current situation. At Enel, for example, this is promoted through the constant flow of information about the business, the company's progress, among other aspects.
This allows employees to have first-hand information and thus not generate anxiety in them.
revenue growth
Big Moment 2: Understanding and achieving new source of revenue growth
The current situation has forced business leaders to reinvent themselves and be innovative, to adapt their strategies to the new needs of customers in the long term. One way to do this is by incorporating technology into business processes.
For sectors such as banking, technology is an ally to promote new customer service models. This is what Rodrigo Orellana, Chief Marketing Officer at Scotiabank Chile, says: " New strategies must focus on providing experiences that really reach the consumer."
For this reason, Emilia Gutiérrez, Marketing Manager, HP Peru, Ecuador and Bolivia, indicates that “ new strategies must respond to a more human approach . ”
For her part, Paula Bárcenas, Industry Manager Andean Region of Facebook, commented that applications such as “ Whatsapp and Messenger are becoming channels for buying and selling ”. This is precisely why companies must think about digital strategies and the promotion of relevant content .
Along these lines, Carlos Castillo, Marketing Manager at Everis, indicated that content has had an impact on his company, as it is the tool to bring the services they offer closer to potential clients. And it is through the generation of content that new opportunities for attraction are created .
As Shelly Purshell, Marketing Director Latam and Iberia at HubSpot, points out, “content is the niche of inbound marketing .”
And this, in his words, consists of “ creating useful and educational content to attract prospects and educate them until they are ready to make the purchase .”
remote work peru
Big Moment 3: Building and leading high performance remote teams
This panel addressed questions about how to empower remote teams in virtual environments. Leaders in human resources and talent from different industries were present to share their experiences , highlighting the importance of these actions:
Strengthening communication channels: For Carlos Barrientos, CEO of Petroperú, it is essential to convey the message of sustainability and continuity to all employees.
Present leadership: Verónica Valderrama, Vice President of HR for the Americas at Goldfields, said that “ It is important to foster present leadership where the reality of each team member can be mapped. ” This is precisely because not all employees experience a situation in the same way.
In this scenario, Militzza Arribasplata, Superintendent of Recruitment and Talent MMG Las Bambas, said that “ the leadership strategy is to humanize the people behind each role in the work teams .”
Using technology as a means: One of the main lessons learned by Neyla Barrea, Head of Talent & Transformation at Everis Peru, is the use of technology to establish more fluid communication and effectively lead teams.
Boosting collaboration: Viviana Porto, Agile Transformation Manager at Rimac, mentioned that “ remote work has helped us boost collaboration and an agile mindset to achieve exceptional results .”
growth in marketing
Big Moment 4: Build the best-in-class tech stack for hyper growth
In this last session, the topic of technology and automation in marketing, sales and innovation processes of companies was touched upon . Camilo Clavijo, Latam Sales Director of Hubspot, mentioned that “ technology must be the ally that joins the adaptation of consumers .”
One of the most important lessons learned in this area is that digital transformation must be the tool that helps sales teams do more with less. For example, by using it to introduce changes that allow them to attract new customers, provide them with better services and do so quickly.
And to achieve this, it must be considered that “ the customer journey begins before they become a customer .” As explained by Carolina Samsing Pedrals, Chief Revenue Officer (CRO) at Nubox , “they do a lot of research before deciding on a product or service.”
Automation certainly opens many doors to implementing various software that can boost business operations. For Juanma Varo, Head of Growth @Product Hackers, “ companies need analytics software to monitor user behavior on their digital products. ”
And, as the expert stated, to be competitive you necessarily have to rely on technology and growth strategies .
Now, some people may perceive automation as the robotization of operations and business. However, this is an opportunity to personalize customer service .
Along these lines, Natalya Spicker, Vice President of Growth and Strategic Partnerships at TransparentBusiness, believes that “ automation is a tool that allows us to focus on areas that are exclusive to human processes .”