Analyst work isn’t just confined to data, graphs, and charts. In the research world, our role also relies heavily on presenting findings, mapping trends, and advising in our areas of expertise. The experience varies from industry to industry, but for those of us in the martech arena, we often have the opportunity to have inside access to some of the biggest conferences and events in the space.

Earlier this month, I had the opportunity to attend my first Salesforce Connections in Chicago. Since this was my initial visit to this event, my focus was particularly vivid, and through the countless keynotes, sessions, and breakouts, there’s a lot to unpack. 

Why is “Connections” important?

As the name suggests, Connections is an opportunity for industry titans and practitioners to come together and genuinely connect. Innovation in martech is definitely not an uncommon occurrence, but to have access to so many key players as well as potential customers is unmatched. From the analyst perspective, our mission is to read between the lines of the words being spoken and find the patterns of the future. Our skillset gives us the advantage of understanding not only where we’ve come from but where we’re going. After the event ended, I took stock of the experience as a whole and was left with some thoughts that I've shared below. 

What we liked 

Truly, the time, energy, and effort that Salesforce puts into Connections doesn’t go unnoticed. The thoughtful programming gives attendees the opportunity to take charge of their interests and industries. The partner booths, as well as the keynote demos, were exceptional. It’s a one-of-a-kind experience that gives us as analysts a chance to see how the technology that we see evolving every day comes to life. 

What we learned

During the conference, we got the chance to see several use cases around customer journey mapping in action that were so niched in industry that the evolution of journey mapping across them (health care, e-commerce, online banking) was defined clearly. Showing how the functionality can be personalized with vastly different applications was stunning, showing that this technology and its uses know no bounds. The marketing applications were highlighted, accompanied by brief conversations with industry tastemakers. From Mastercard to Crocs and cryptocurrency, each speaker rounded out how the future lies in personalization. 

What we would have liked to see

As a former marketing practitioner and now analyst, my focus is usually directed toward the productivity and future of marketing technology. There was a lot of hinting at new integrations (TikTok in particular) for Salesforce offerings which is so interesting, but the information ended there. We would’ve liked more in-depth tutorials and even examples on upcoming releases. Of course, like any up-and-coming product, it can often be hush hush, but I think I speak for most attendees when I say the consensus was “more please.”

What can we expect next year? 

While we can never be sure what the future holds, we can be sure that the main issues of today's conversations will hopefully be headed towards solid solutions. 2023 will bring many changes to marketing, personalization, and its data as we head into a new normal. The most important thing to keep front and center of our marketing minds is to keep the buyer and the customer first. I have a feeling that this will hold true in experience as well as empathy. 

Connections has the incredible ability to gather our colleagues from around the country and globe, making it the perfect setting to share ideas and learn from each other. After all, that’s what being an analyst is all about. 

Disclaimer: Like any opinion piece, it’s important to remember that this experience is purely my own.