By Lee Odden
B2B is no longer the purview of “boring to boring” but instead represents one of the greatest opportunities for innovation in the marketing world. But what ideas, strategies and tactics are igniting the sales cycles, lead nurtures and ROI performance metrics for B2B brands?
To answer that question I reached out to my fellow speakers at the upcoming Ignite B2B Marketing conference, happening in London June 22nd. B2B marketers from major brands including Dun & Bradstreet, Shell, Philips, ADP, Adobe, Cisco, Samsung and IBM as well as my pals Carla Johnson and Doug Kessler chimed in with their insights on everything from the growing role of data to customer experience to virtual reality to continuous innovation.
Whether you’re a marketer based in the UK, Europe, the U.S. or anywhere else, I invite you to ignite your B2B marketing in 2017-2018 with the insights from these top marketers. As a bonus, I threw in a few of my own tips in too.
A more data driven, sales-integrated and accountable marketing methodology is becoming the new normal. @joel_b2beditor #igniteb2b
ABM is Becoming the New Normal
ABM (account based marketing) seems to be transforming the way that B2B marketing and sales people understand the opportunity, and go about addressing it. Whilst there’s an ongoing debate about what is and what isn’t ABM, it’s clear that the principles of a more focused, data driven, sales-integrated and accountable marketing methodology is increasingly gaining traction and becoming the new normal. Examples of organisations using it effectively outside of the tech space are few and far between, and even where it has been deployed there is potential for approaches to be honed further to reap even greater rewards. The vendors are ramping up the hype, but the agencies (at least on this side of the pond) have been slower to respond.
Joel Harrison @joel_b2beditor
Editor in Chief at B2B Marketing
B2B Ignite Presentation: Opening & closing comments plus “Revealed! The habits of highly successful B2B marketers”
Real-Time Data Insights
The sheer quantity of data that can be analyzed and processed in real-time is igniting a marketing revolution. The output achieved from gathering data and insights and deploying the latter intelligently, in real-time, is helping accelerate sales. But this data must be organized, structured, and integrated across the enterprise. In other words, the data must be mastered so the information driving your key business decisions is accurate and fresh. Leveraging Master Data will ignite B2B marketing!
Rish Dave @RishiPDave
Chief Marketing Officer at Dun & Bradstreet
B2B Ignite Presentation: Panel Discussion on how to succeed in B2B Marketing and “Accelerate!: Creating a Faster Path from Prospect to Profitable Customer”
Content at Scale with Customers
Customer generated content will ignite the B2B marketing world. Stories that are credible , authentic and engaging will replace the vendor vanity that dominates today. We tend to be proud of our purchase decisions however small and need to capture this authentic storytelling and passion much Go to the full article.
Source:: Toprank Blog