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The crazy, complex world of B2B marketing today
| Guest post by: Jeff Ogden |
Article Overview: The world of B2B marketing is facing unprecedented change at an alarming rate. Social media is exploding. Devices like smartphones and iPads are changing the people consume content. It's clear the world is complex and crazy today.
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Free Download - Marketing Made Simple TV is looking for a few good sponsors By Jeff Ogden |
The crazy, complex world of B2B marketing today
A Fresh Look at the Crazy World of B2B Marketing today
- by the President of Find New Customers
B2B Marketing - a Look at Today's Crazy, Complex World
Last Thursday I attended the SDL Engage Summit in New York City. The keynote speaker was Brian Solis of the Altimeter Group (and author of the book Engage or Die) in NYC.
Interesting session to say the least.
The key topic discussed was the fast-changing world of B2B marketing today. I cannot over-state this.
The world is moving faster than ever!
Robert Carroll, CMO of SDL gave a nice presentation on the exploding choices and options presented in B2B marketing with the avalanche of technologies and empowerment options like smart phones, social media and online video. As a result, buyers are empowered more than at any time in history.
Robert described how CMOs awaken at 3:00am, concerned about change. "What do I do first?" was their overriding question (with an over-whelming list of choices.)
Brian's theme was the "Connected Consumer" and how he/she is revolutionizing the world of B2B marketing. For a presentation on what a connected consumer is, check out this presentation by Razorfish:
They are hyper connected, social sharing, passionate users.
Brian's other key point is this does not just pertain to millennials, but is every age group. To illustrate his point, Brian asked the audience of 150 or so "Who here does not have a smartphone?" Not a single hand went up.
The implication on B2B marketing is profound. The buyers of tomorrow are mobile and sharing freely with other. (People in the meeting were sharing - twitting comments and images in real time.) As a result, approaches of the past, such as blasting out emails, webinars, podcasts - do not work like they used too.
What are we to do in B2B marketing? As Robert said several times, CMOs are thinking "Where do I start?"
I have the answer. Start at the beginning - Buyer Personas. The nature of this tsunami of change means we need answers like never before, so the pressure to really know prospective buyers is greater than ever.
Buyer personas is no longer a one-time exercise. It needs to become an ongoing, regular research project. Buyers are on the move - new social media choices, new devices like the iPad, and more. Your research needs to keep up with them. I'm coining the term, Buyer Personas 2.0, to illustrate the depth and ongoing demands of today's world.
Here's the bottom line:
You need far deeper insights than you ever had before. You need buyer personas 2.0.
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Article Tags: B2B lead generation, B2B lead generation strategies, lead generation, lead generation companies, sales lead generation
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About the Author: Jeff Ogden RSS for Jeff's articles - Visit Jeff's website With 8 out of 10 companies saying the lack of quality sales leads is their biggest problem, they need help. SiriusDecisions also found that fewer than 1 out of 10 companies that implement lead management software went beyond the basics. They need help. We help companies implement world class lead generation programs. Companies need quality sales leads, so they need sales lead generation programs including social media marketing. They need to implement lead nurturing programs. We are considered one of the best leads generation companies in business today. Click here to visit Jeff's website   How to Find New Customers 7 Keys to B2B Marketing Succes Definitive Guide Making Quota 7 Keys to Lead Nurturing |
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