Thanks to Joel and James for a thought-provoking event on Wednesday - Pull Marketing, Social CRM and Influencer Marketing - Twitter Tag #b2b21c
Stephen Mills from O2 advised that you only have 4 seconds to capture interest so RELEVANCY is key if you want to drive campaign results.
Given the volume of communications that we are all trying to manage, you can see why Marketing Management Technology is so popular right now.
Will Schnabel explored the shift of power from vendor to buyer in the sales process - the hunted become the hunters and use multiple channels to inform themselves (Tom Chapman advised that 1 in 5 tweets mentions a brand, product or service). With 70% of leads not being "ready now", event trigger marketing and lead automation are no longer optional tools for the B2B marketer.
Katie and Pamela from Volume informed us that 69% B2B decision makers use social networks and 90% participate in video - thanks for sharing the Oracle case study on Enterprise Performance Management TV.
David Beard re-enforced the message that Sage don't just do finance software! They are doing a great job "keeping the conversation going" around their CRM solutions and interacting with any interest they observe.
"Too much noise" was the message from James Hanson. Every prospect you are speaking to is likely to have at least 5 influencers. Empathy is key - understand what drives the influencers and adapt your marketing plans accordingly. Thanks to Drew Nicholson for sharing the influencer experience at Cisco Webex.
Great energy from Prof Merlin Stone. Are we approaching a tipping point similar to the explosion of telephone marketing 20 years ago? Web 2 has given the customer parity with the supplier this time. Hyper-competition makes planning very difficult - best to be guided by how you would like your customers to talk about you.
A stimulating debate, led by Scot Mckee from Birddog and Steve Kemish from Cyance, forced us to consider whether traditional forms of B2B marketing were dead and that we all need to migrate to digital. Despite protestations from Joel, the panel - and audience - migrated to the middle ground and the much maligned word "Integration".
Guess I'll have to be careful about how much I reference the ability to integrate all your marketing efforts in Aprimo Marketing Studio!
Stephen Mills from O2 advised that you only have 4 seconds to capture interest so RELEVANCY is key if you want to drive campaign results.
Given the volume of communications that we are all trying to manage, you can see why Marketing Management Technology is so popular right now.
Will Schnabel explored the shift of power from vendor to buyer in the sales process - the hunted become the hunters and use multiple channels to inform themselves (Tom Chapman advised that 1 in 5 tweets mentions a brand, product or service). With 70% of leads not being "ready now", event trigger marketing and lead automation are no longer optional tools for the B2B marketer.
Katie and Pamela from Volume informed us that 69% B2B decision makers use social networks and 90% participate in video - thanks for sharing the Oracle case study on Enterprise Performance Management TV.
David Beard re-enforced the message that Sage don't just do finance software! They are doing a great job "keeping the conversation going" around their CRM solutions and interacting with any interest they observe.
"Too much noise" was the message from James Hanson. Every prospect you are speaking to is likely to have at least 5 influencers. Empathy is key - understand what drives the influencers and adapt your marketing plans accordingly. Thanks to Drew Nicholson for sharing the influencer experience at Cisco Webex.
Great energy from Prof Merlin Stone. Are we approaching a tipping point similar to the explosion of telephone marketing 20 years ago? Web 2 has given the customer parity with the supplier this time. Hyper-competition makes planning very difficult - best to be guided by how you would like your customers to talk about you.
A stimulating debate, led by Scot Mckee from Birddog and Steve Kemish from Cyance, forced us to consider whether traditional forms of B2B marketing were dead and that we all need to migrate to digital. Despite protestations from Joel, the panel - and audience - migrated to the middle ground and the much maligned word "Integration".
Guess I'll have to be careful about how much I reference the ability to integrate all your marketing efforts in Aprimo Marketing Studio!
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