The Best of ITSMA’s 20th Annual Conference
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The Best of ITSMA’s 20th Annual Conference

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The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. ...

The year’s biggest event for B2B services marketers is the ITSMA annual conference, which last year’s featured dozens of speakers, workshops, and smaller events and one-to-one consultations. Presenting were experts and pratitioners from ITSMA, Cisco, CSC, EMC, Dell, IBM, Avaya, Thomson Reuters, McKinsey, Harvard, KPMG, Deloitte, and Oracle.
The breadth of topics covered by speakers demonstrates that marketing’s responsibilities keep expanding. The number of new tools and technologies is also growing fast, which heightens the importance for marketers of planning well, measuring results, and staying connected to internal and external stakeholders. And for all the focus on marketing technology, data analytics, and digital engagement, the biggest takeaway from the conference may be that old-fashioned person-to-person interaction—with customers, internal stakeholders, and marketing peers—is essential for both professional improvement and personal well-being.

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The Best of ITSMA’s 20th Annual Conference The Best of ITSMA’s 20th Annual Conference Presentation Transcript

  • The Best of ITSMA’s 20th Annual Conference
  • Conference Kickoff & Opening Remarks Dave Munn President and CEO ITSMA The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 2
  • Opening Remarks: Five Priorities for Marketers 1. Use metrics that matter – Only half of marketers think metrics are important, and they often measure efficiency rather than effectiveness and don’t link to business outcomes – Consequently, few CEOs and CFOs use marketing’s metrics 5. Create a proactive and adaptive marketing culture – Marketers face constant disruption – How can marketing leaders become proactive, collaborative, and better at anticipating opportunities and threats? 2. Use technology effectively – Most marketers think tech will be increasingly critical to marketing, yet twothirds are underinvested in it 3. Be relevant and personalized – Overwhelmed buyers respond only to the most personal and relevant – Most B2B marketers aren’t yet B2I (business to individual) 4. Do thought leadership selling – Only one company in five is effective at using thought leadership to sell – Marketers need to provide better training, customization, and support The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 3
  • Marketing as an Accountable Business Partner and Revenue Center Karen Walker Senior Vice President Global Marketing Cisco Systems The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 4
  • Marketing as an Accountable Business Partner and Revenue Center  Our new North Star: revenue. Optimize every aspect of the portfolio to drive revenue  Over half of marketers have a revenue goal—and it’s going up  We’re still Mad Men, but are also Math Men: turning data into stories that lead to actions resulting in revenue  Focus first on strategic goals, then tactics  Learn to be repeatable and predictable in driving revenue  Make explicit pacts with sales on rules for leads and follow up  Events are still important, but merge the physical and digital to track customer experience and sales opportunities The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 5
  • Measuring & Communicating Marketing’s Value Nick Panayi Director Global Brand & Digital Marketing CSC The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 6
  • Measuring & Communicating Marketing’s Value  Technology brings data, data brings knowledge, and knowledge is power – With the marketing dashboard, senior executives see marketing’s contribution to total contract value (TCV), updated daily, dynamically – Drill-down data provides sales with funnel metrics and individual lead details  To market smarter, CSC had to build a digital infrastructure  Dashboards are great rearview mirrors; the real value comes from predictive analytics – Use digital body language to identify leads before they raise their hands – Create an index score to predict impact of a piece of content  Data and analytics enable content personalization: marketing to individuals and accounts – 45 best-of-breed tools, integrated seamlessly into a single ecosystem – A hub and spoke model with the customer management system (CMS) as the core brain  The right people are the lynchpin for success – People understand the information and context – People communicate with executives and sales The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 7
  • How Buyers Consume: Content, Knowledge, and Wisdom Julie Schwartz SVP, Research and Thought Leadership ITSMA The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 8
  • How Buyers Consume: Content, Knowledge, and Wisdom  Today’s buyers are hungry for knowledge. They spend a lot of time educating themselves. The bigger the buyer, the more time they spend.  Two trends: – There is a need for person-toperson connections – The role of SMEs is expanding  45% of buyer time is spent talking to people (versus 55% reading online and in print) – Half of this time is spent with peers, especially those within the company – The other half is with SMEs, sales, and at events  Buyers are happy to talk to sales – 76% are satisfied with their most recent sales experience  SMEs are the top people-based source for all functions except lines of business, where they are number two – Most buyers have good access to SMEs, but there is room for improvement – The most credible SMEs are those who demonstrate knowledge of the buyer’s business  Top takeaways: – Buyers can’t learn it all digitally; they need to interact with people – Online, offline, and people-based interactions need to be seamlessly integrated – The people they most want to talk to are your SMEs – and since there aren’t enough, you have to find ways to scale them. The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 9
  • Enabling Sales with New Playbooks, Mobile Apps, Services-led Offers, and More Barb Robidoux Vice President Services Marketing EMC The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 10
  • Enabling Sales with New Playbooks, Mobile Apps, Services-led Offers, and More  There are always two sales that you have to make: – Final customer – Salespeople who talk to the customer  We created a free IT Transformation Workshop for the final customer. Then we actively marketed it to sales via: – Playbook available via mobile app – Annual training program, led by SME “rock stars”, with pre-work, role-playing, pitch certification, application of best practices to real accounts – Blog posts with links to materials – Email to sales by VP America Sales  30-question survey to benchmark customers relative to peers – Facilitated dialogue about next steps – Kept tangible to get buy-in from salespeople who sell products – Sales loved it; the workshop qualifies customers, moves them along purchase journey  The workshop had three stages: survey, benchmarking, and a write up at the end The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 11
  • Developing Thought Leadership Sellers: Can Marketing Meet the Challenge? Dave Stein Renowned Sales Consultant, Trainer, Author, and CEO of ES Research Group The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 12
  • Developing Thought Leadership Sellers: Can Marketing Meet the Challenge?  Beware the right-brained sales-person; logic and analysis work better than intuition and charisma  To become trusted advisors, salespeople need to: – Manage customer’s perception of value – Think strategically – Be a better consultant – Define and position solutions  Which requires: – Financial acumen – Research skills – Industry and customer knowledge  Seek out the value buyer, not the commodity buyer, who seeks: – Long-term solution, not a quick fix – Long-term partner, not vendor-ondemand – Long-term strategy, not day-to-day tactics – Planned investments, not lowest prices – A view of the future, informed by the past – A desire to lead, not just survive  Sales needs help in: – Communicating value, not features/specs – Measuring value for each persona within customer organization – Explaining the “how” and the “by how much” in addition to the “what” – Providing simulations, models, and case studies to capture mindshare The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 13
  • Marketing Leaders Panel: Digital Engagement and the Evolving Role of Marketing Facilitated by Jane Hiscock, President, Farland Group  John Kennedy, Vice President, Marketing IBM Global Business Services  Eileen Lynch, Senior Vice President, Marketing, Thomson Reuters  Roberto Ricossa, VP, Marketing & Inside Sales, Avaya The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 14
  • Marketing Leaders Panel: Digital Engagement and the Evolving Role of Marketing  Business buyers are consumers, too; consumers now have higher expectations— which spill into the business realm as well.  Marketers have a difficult job, but can also be more effective, due to: – Transparency – Personalization – The rise of communities of like-minded people – Need for two-way communication, not broadcasting  Don’t just target companies; target individuals within companies—as well as the influencers who surround each individual  There is no single content strategy; there are many kinds of content offering different value to different people  Transparency has had an impact on brand building: – Brands used to be built through promotion – Now what happens inside is almost as visible as what happens outside – The brand is the culture, the people, the full operational characteristics of the company – Marketers need to leverage what’s inside the walls—especially the people  ROI = return on interesting; to content consumers, if it’s interesting, they share it  Think beyond leads and pipeline to how you can enable sales to close deals – Learn from online journalists, who create different versions for SEO, Tweeting, or clicking into a site – Salespeople almost need a script. Read your content aloud. Is it simple and short? Would you feel comfortable saying the words? The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 15
  • Powering Growth through Digital Advantage: The B2B Perspective David Edelman Partner Marketing & Sales Practice McKinsey & Co. The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 16
  • Powering Growth Through Digital Advantage: The B2B Perspective  Digital is not about more. It’s about a different way of engaging with customers and it requires fundamental shifts in how you approach the market.  “Digital” is also a misnomer. It’s multi-channel. Clients want many ways of learning: – Publishing and webcasts – In-person speakers and conversations – Talking to other clients – Ability to convene people and facilitate meetings is almost as valuable as the content itself  Think about core content themes used across channels—that can be repackaged and reused while presenting consistent themes. – Spreading diverse content around has less impact – Themes should present a strong use case— unlike what’s found on a hierarchical, cataloguelike website – Our theme: powering growth requires creating some kind of digital advantage; sub-topics support this larger theme  Services companies used to build the corporate brand to the exclusion of people. Now customers want authenticity and transparency—a dialogue with individuals. Which drives: – Use of social media – Speaking through third-party forums (HBR, Forbes) – Metrics need to focus on intermediate steps. There is no direct path from a Tweet to a deal. – How many followers—and who are they? – How many new conversations? – How many face-to-face meetings and with whom? The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 17
  • Engagement in the Era of the Millennial John Della Volpe Founder & Managing Partner, SocialSphere and Director of Polling at Harvard’s Institute of Politics The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 18
  • Engagement in the Era of the Millennial  Millennials are the largest generation in history—onethird of the global population and about a trillion dollars in the US economy. – They give back. They’re connected to society. They value relationships. – Ideal of sharing online is deeply embedded. They have shared online every day of their lives. – They expect everyone to be connected all the time.  It is easy to find a lot of information about individual people who are online: age, race, location, clothing, PC or Mac, music, political affiliation, and so on. – For instance, a prominent early voice from the Arab Spring in Egypt— who now has a half-million Twitter followers—was Alya el-Hosseiny. – Angry at America but also loves lasagna, Nirvana, and The Simpsons. – Alya is a window into thousands of like-minded Egyptians.   “Orbit” measures elements driving online influence: – Onsite engagement (broadcast or dialogue?). – Reach of audience (1,000 followers puts you in the top 5% of Twitter users). – Bias (point of view). – Influence (likelihood of retweeting). – Topicality (frequency of creating engaging content).  Tweaking elements where you’re weak—for instance, engaging rather than simply broadcasting—can increase your influence. The job of marketers is to find the Alya’s that matter to their organizations. – It’s a win-win, since you need their feedback to shape the future of your project, and they want to be recognized and play a role. – Bring them into your CRM system and court them as key influencers. – Count their readers and aggregate the number of impressions that they can drive. The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 19
  • Marketing Leaders Panel: Leading Marketing Change and Transformation Facilitated by Bev Burgess, Senior Vice President, ITSMA • Julie Johnson, Executive Director, Industries & Marketing, KPMG • Steve Pinedo, Vice President, Services Marketing, Oracle • David B. Lee, Vice President, Marketing, Strategy & Sales Enablement, Dell Services The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 20
  • Marketing Leaders Panel: Leading Marketing Change and Transformation  As products and deployment options proliferate, it’s difficult for customers to put them all together into a coherent whole; that’s an opportunity for marketing  Learn what your peers in sales do – At Frito-Lay, executives board a delivery truck to learn what the salesperson—the delivery person— has to know and do – Deals and customer relationships are our trucks. Commit to sit in front of a customer throughout the sales cycle. Learn what the salesperson goes through—what enables and what disables. – Try to go arm-in-arm with sales to customers saying, “We’re in this together. Our metrics are the same.”  Focus on stories—and never leave out the “how” part. Not just victories, but how the victory was achieved: – The value proposition – How it was communicated – How the competition was disarmed – How they can do it themselves  Create formal mechanisms to enable voice of the customer such as Net Promoter Score and Customer advisory boards; map everyone against those metrics The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 21
  • A Sampling of ITSMA Articles and Research How Buyers Consume Content, Knowledge, and Wisdom Elevating Brand Perceptions: How TCS Reframed its Peer Group ITSMA’s 2013 State of the Marketing Profession Address Strategy & Market Planning Repositioning for SMAC: Seven Rules for a New Era It’s a Marketing SMAC-down: Why You Need to Reposition Your Company Marketing Transformation: Are We There Yet? How Marketing Can Lead: The CMO as a Strategic Systems Thinker Marketing for Impact: Five Strategic Imperatives for Growth Portfolio Management From Complex to Comprehensible: Juniper Transforms the Services Portfolio How Marketing Can Facilitate the Go-to-Market Strategy Professional Services and Solutions, 2012 Brand Tracking Study Internal & External Communications How Dell Mobilized a Disciplined Army of Social Media Ambassadors How to Market to Traditional and B2B Social Buyers Triple Your Pipeline, Cut Churn, Expand Your Reach: Lessons from DocuSign Sales Enablement ITSMA Online Survey: Thought Leadership Selling: How to Help Sales Influence Customers with Ideas Microsoft’s ABM Metrics: Making the Case to Scale Up 2013 ITSMA/VEM/Forrester Marketing Performance Management Survey: Increasing Marketing’s Relevance to the Business Why You Need a Chief Marketing Technologist Marketing Operations Clean Up Your Data: Best Practices in Data, Modeling, and Metrics Adopting Marketing Technology: Six Best Practices Creating Great Marketing Dashboards Realizing the Promise of Marketing Technology Services Marketing Budgets and Benchmarks: 2013 Budget Allocations and Trends For more ITSMA research, visit ITSMA’s Online Library at http://www.itsma.com/research/online-library/ The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 22
  • Thank You David C. Munn President & CEO ITSMA dmunn@itsma.com +1-781-862-8500, Ext. 117 For more information, visit www.itsma.com The New Face of Marketing | Highlights | PN5311 | © 2014 ITSMA. All Rights Reserved. 23