Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

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by Ellen Valentine

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Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

  1. 1. Avoiding the Dinosaur Syndrome Managing your B2B Marketing Career B2B Camp – March 10, 2012Ellen Valentine @EllenValentineProduct Evangelist
  2. 2. Why?“Biological Changes that madethem less competitive with otherorganisms”
  3. 3. Marketing’s FourBiological Changes
  4. 4. B2B Marketing’s 4 ‘Biological Changes’1.
  5. 5. B2B Marketing’s 4 ‘Biological Changes’1.
  6. 6. B2B Marketing’s 4 ‘Biological Changes’2.
  7. 7. B2B Marketing’s 4 ‘Biological Changes’2. “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
  8. 8. B2B Marketing’s 4 ‘Biological Changes’2.
  9. 9. B2B Marketing’s 4 ‘Biological Changes’ 3. Mobile Marketing Mobile Apps Facebook Apps Digital Asset Management Targeting Display Ad ManagementEcommerce 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
  10. 10. B2B Marketing’s 4 ‘Biological Changes’4.
  11. 11. In this transformed marketingscenario, what are the mostimportant skills that marketersmust master? “Marketers need more systems thinking”
  12. 12. Campaign Building
  13. 13. Working In the Business vsWorking On the Business
  14. 14. Marketing Analytics The Story of Andrew Pole Use Data Real Time Behavioral Decisions Making fact-based, data driven decisions Trade-offshttp://nyti.ms/y5l3i4
  15. 15. Marketing Analytics • Beyond Standard Reports • Patterns • Cross functional change • Agile – change on the fly
  16. 16. Analytics! 2011 Global CMO Study“71% of CMOs are unpreparedto address the Data Explosion” http://ibm.co/mPno3H -- Become an Andrew Pole!
  17. 17. Curate who you follow on Twitter!
  18. 18. High Quality Tweets!
  19. 19. Connect!http://learn.linkedin.com/twitter/
  20. 20. Post! Create Content!
  21. 21. Opt-In! Read & Observe
  22. 22. Amazon Bookshelf Plug-InLinkedIn Reads
  23. 23. Acquire New Skills! Technology T
  24. 24. Acquire New Skills! – Writing & Speaking
  25. 25. Proud Member of the Atlanta Tech Community for 13+ Years

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