Knowledge is power: skills and specialisms for today's marketers

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In order to succeed in 2012, B2B marketers face a significant challenge in terms of their skills and knowledge base. Not only must they be able to manage multiple message streams simultaneously and seamlessly, but they must also be able to understand, absorb and (where necessary) integrate a bewildering and constantly changing kalidescope of communication channels data sources. Steve Kemish, one of B2B Marketing’s own training facilitators, examines the key skills and specialisms that practitioners will require in their armoury to meet the obstacles ahead, and will provide practical guidance on how to broaden your expertise, or move outside your comfort zone, where necessary. This session will cover:


How to evaluate your skillset and diagnose deficiencies
Finding the right resources – plugging gaps in expertise
Learning on the job – an iterative approach to professional development
Ongoing evolution – planning for the future and making yourself marketable

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Knowledge is power: skills and specialisms for today's marketers

  1. 1. Comments? @skemmoKnowledge is powerskills and specialisms for today’s marketers Steve Kemish, Director, Cyance Chair of IDM Digital Council © Cyance Limited 2011
  2. 2. Comments? @skemmo© Cyance Limited 2011
  3. 3. Comments? @skemmo© Cyance Limited 2011
  4. 4. Comments? @skemmo #1: Inspire a culture of curiosity© Cyance Limited 2011
  5. 5. Comments? @skemmo© Cyance Limited 2011
  6. 6. Comments? @skemmo This is not just about training, this is about learning and questioning…© Cyance Limited 2011
  7. 7. Comments? @skemmo…Who the hell are these people?
  8. 8. Comments? @skemmoCan we trust the funnel ?
  9. 9. Comments? @skemmo Funnels, what are they good for? (ps. #2 don’t trust an expert)© Cyance Limited 2011
  10. 10. Comments? @skemmo “Your main challenge with leads/funnel?” Marketing Sherpa b2b benchmark survey 2011© Cyance Limited 2011
  11. 11. Comments? @skemmo “Ongoing evolution”? – just bloody well get on with it! Like this guy…© Cyance Limited 2011
  12. 12. Comments? @skemmo Here’s how easy it is© Cyance Limited 2011
  13. 13. Comments? @skemmo© Cyance Limited 2011
  14. 14. Comments? @skemmo© Cyance Limited 2011
  15. 15. Comments? @skemmo© Cyance Limited 2011
  16. 16. Comments? @skemmo© Cyance Limited 2011
  17. 17. Comments? @skemmo “The guy’s a frickin’ genius!” Not really.© Cyance Limited 2011
  18. 18. Comments? @skemmo© Cyance Limited 2011
  19. 19. Comments? @skemmo Learning on the job – an iterative approach to professional development - #3: Develop a habit© Cyance Limited 2011
  20. 20. Comments? @skemmo Play and learn through hobbies and interest first© Cyance Limited 2011
  21. 21. Comments? @skemmo© Cyance Limited 2011
  22. 22. 12 :0 0% 10% 20% 30% 40% 50% 60% 70% 80% 0 A 1: M 00 A 2: M 00 A 3: M 00 A 4: M 00 © Cyance Limited 2011 A 5: M 00 A 6: M 00 A 7: M 00 A 8: M 00 A 9: M 00 10 AM :0 0 11 AM :0 0 12 AM :0 0 P 1: M 00 P 2: M 00 P 3: M 00 P 4: M 00 PSource: UKOM APS Feb 10 5: M 00 P 6: M 00 P 7: M 00 P 8: M 00 Usage by time of day P 9: M 00 10 PM :0 0 11 PM :0 0 PM Comments? @skemmo
  23. 23. 12 :0 0% 5% 10% 15% 20% 25% 30% 35% 40% 0 A 1: M 00 A 2: M 00 A 3: M 00 A 4: M 00 A © Cyance Limited 2011 5: M 00 A 6: M 00 A 7: M 00 A 8: M 00 A 9: M 00 A 10 :0 M 0 A 11 :0 M 0 12 AM :0 0 P COMMUNITIES 1: M 00 P 2: M NEWS 00 P 3: M 00 P 4: M 00 P MUSIC 5: M 00 P INSTANT MESSAGING 6: M 00 P 7: M 00 P 8: M 00 P 9: M 00 10 PM :0 0 Category use by time of day 11 PM :0 0 PM Comments? @skemmoSource: UKOM APS Feb 10
  24. 24. 12 :0 0% 10% 20% 30% 40% 50% 60% 70% 80% 0 A 1: M 00 A 2: M 00 A 3: M 00 A 4: M 00 © Cyance Limited 2011 A 5: M 00 A 6: M 00 A 7: M 00 A 8: M 00 A 9: M 00 10 AM :0 0 11 AM :0 0 12 AM :0 0 P 1: M 00 P 2: M 00 P 3: M 00 P 4: M 00 PSource: UKOM APS Feb 10 5: M 00 P 6: M 00 P 7: M 00 P 8: M 00 Usage by time of day P 9: M 00 10 PM :0 0 11 PM :0 0 PM Comments? @skemmo
  25. 25. Comments? @skemmo #4: Look further afield for inspiration© Cyance Limited 2011
  26. 26. Comments? @skemmo April 1997© Cyance Limited 2011
  27. 27. Comments? @skemmo b2bm.biz – June 19th 2004 - first entry© Cyance Limited 2011
  28. 28. Comments? @skemmo April 1997© Cyance Limited 2011
  29. 29. Comments? @skemmo Best viral b2b video of all time?© Cyance Limited 2011
  30. 30. Comments? @skemmo This one?© Cyance Limited 2011
  31. 31. Comments? @skemmo This one?© Cyance Limited 2011
  32. 32. Comments? @skemmo© Cyance Limited 2011
  33. 33. Comments? @skemmo Or this one?© Cyance Limited 2011
  34. 34. Comments? @skemmo Things you want• Encourage a culture of learning and questioning.• Exploit the wealth of knowledge out there: – Training – Talking – Reading – Listening• Look with your eyes.• Don’t trust the experts, they have an agenda.• Adapt to what your customers want and are doing.• Be passionate and be infectious.© Cyance Limited 2011
  35. 35. Comments? @skemmo Things you don’t want… “Many of us crucify ourselves between two thieves - regret for the past and fear of the future” – Fulton Oursler© Cyance Limited 2011
  36. 36. Comments? @skemmo Thanks for listening, enjoy the day© Cyance Limited 2011

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