avoiding the dinosaur syndrome: managing your b2b marketing career

Avoiding the Dinosaur Syndrome Managing your B2B Marketing Career

Ellen Valentine @EllenValentine Product Evangelist

B2B Camp – March 10, 2012

“Biological Changes that made them less competitive with other organisms”

Why?

Marketing’s Four Biological Changes

B2B Marketing’s 4 ‘Biological Changes’ 1.

B2B Marketing’s 4 ‘Biological Changes’ 1.

2. B2B Marketing’s 4 ‘Biological Changes’

2. B2B Marketing’s 4 ‘Biological Changes’

“The Empowered Customer

is now in control of the Business Relationship”

Adapt or Become Extinct!

http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html

2. B2B Marketing’s 4 ‘Biological Changes’

Mobile Marketing Mobile Apps Facebook Apps Digital Asset Management Targeting Display Ad Management

Ecommerce Personalization Loyalty Management Call Tracking

Event Management Virtual Events Video Content Management Creative Optimization Video Ad Management Search Ad Management

SEO Tools Custom Web Apps Marketing Automation CRM Social Media Ad Management Blogs

Community Management Email Marketing

Business Intelligence Website Testing & Automation

Web Analytics Customer Analytics

Agile Project Management Multi-channel Marketing Management

3. B2B Marketing’s 4 ‘Biological Changes’

4. B2B Marketing’s 4 ‘Biological Changes’

In this transformed marketing scenario, what are the most important skills that marketers must master?

“Marketers need more systems thinking”

Campaign Building

Working In the Business vs

Working On the Business

Marketing Analytics

The Story of Andrew Pole

Use Data

Real Time Behavioral Decisions

Making fact-based, data driven decisions

Trade-offs

http://nyti.ms/y5l3i4

• Beyond Standard Reports • Patterns • Cross functional change • Agile – change on the fly

Marketing Analytics

-- Become an Andrew Pole!

Analytics!

2011 Global CMO Study

“71% of CMOs are unprepared to address the Data Explosion”

http://ibm.co/mPno3H

Curate who you follow on Twitter!

High Quality Tweets!

http://learn.linkedin.com/twitter/

Connect!

Post! Create Content!

Opt-In! Read & Observe

Amazon Bookshelf Plug-In LinkedIn Reads

T Acquire New Skills! Technology

Writing!

Acquire New Skills! – Writing & Speaking

Writing!

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