Traditional marketing has evolved over the decade with the constantly changing Digital Age. To stay successful, companies must keep pace with new innovations while still maintaining a human touch to business, including a face-to-face connection during client engagements, according to Robson Grieve (pictured), chief marketing officer of New Relic Inc.

“Face-to-face, where we’re in communities, we look at a map at the start of the year and say, where do we have big user communities, and then we drop events into those places where we take our educators and our product experts and get customers to share with each other,” Grieve said.

Grieve spoke with John Furrier (@furrier), host of theCUBE, SiliconANGLE Media’s mobile livestreaming studio, at theCUBE’s studio in Palo Alto, California, to discuss new trends in marketing, including analytics, automation and the cloud.

Tools of the trade, including agile methodology

There’s many more tools of the trade than just going purely digital in the marketing department. A blended approach of event planning, videos, workshops, face-to-face interactions, certifications, publishing rights and ownership, and application program interfaces works well to drive both internal team culture and client success, according to Grieve.

At New Relic, Grieve’s management approach includes an agile methodology and encouraging team members to be armed with the developer operations handbook for all client engagements. This progressive marketing approach has proven successful, as Grieve has seen a positive shift in the company’s work culture.

“Having a better way to work, where we waste less effort, where we find problems and fix things way faster, has given us the chance to build leverage. And I think that’s just that integration of engineering, attitudes, with marketing processes… is an awesome thing,” he said.

Blending a face-to-face connection combined with digital innovation is a key strategy for successful companies, according to Grieve. His company dives deep into content building by developing specialized events so different user communities can interact with a product, help each other out, and share ideas.

“We have got customer support people, we have technical sales, and technical support engineers. We’ve got marketing people who are thought leaders in cloud and other architecture topics. We really want to take all the expertise that they’ve got and we want to share it with our community,” he concluded.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s CUBE Conversations.

Photo: SiliconANGLE