Marketers of the Future
Product Marketing Specialist
Future business to business marketing has become even more synonymous with understanding
the customer of your future market. Being able to interact and grab their attention is a vastly
different undertaking than with previous generations. The quicker a company is able to make
that realization, the quicker they can make appropriate adjustments and optimize their reach to
this new generation of buyers.
Gary Vaynerchuk of VaynerMedia said “We are competing for people’s attention”. We no longer
solely compete against our competitors but against everyone making content and publishing it.
In this environment, a brand must be disruptive to differentiate itself and grab that buyer
attention, and hold it – a key point from this year’s BMA National Conference. Theresa
Poggenpohl of Accenture discussed this idea and stated that by utilizing unconventional ideas
and unexpected modes of delivery, marketers have the ability to reach an audience on a
personal level with a “real experience”. But even more importantly, the catalyst for this disruptive
differentiation is what will define the future of marketing. The opportunity involved in creating a
good mobile platform that can give the user an unparalleled experience is what will act as that
catalyst and is what is necessary to reach the purchase decision makers of tomorrow.
Mobility in B2B marketing was touched upon in some way by almost every presenter this year at
the BMA Conference. While not a new trend (especially from the point of view of a Gen-C
individual), the trend is definitely growing and now expected to be incorporated into marketing
by the up and coming purchase decision makers throughout the world, regardless of industry. A
good mobile experience allows consumption of a brand in any context – important to a new
generation of purchasers not constrained to a traditional work environment. This also enables a
more human to human interaction between company and buyer by communicating through a
more intimate channel.
Nick Besbeas, VP of Marketing at LinkedIn, made the point that being present, being relevant,
and adding value – or being shareable – to users, enables a successful mobile brand
experience. By being enabled in a mobile environment a brand becomes more accessible to not
only the buyer but anyone that buyer influences making the route to purchase more widely
Gary Briggs of Facebook stated “we don’t have a mobile team anymore, everybody in the
company thinks predominantly on mobile”. Mobile can’t be slow. It can’t be low quality. It can’t
be unprofitable. Constant updates are necessary to optimize the experience for users by making
the platform faster, consistent, and not secondary to desktop.
For those not completely sold on the idea of a mobile platform as a catalyst for B2B marketing,
keep in mind that it can also be a successful way to measure ROI and utilize everyone’s favorite
buzz term – BIG DATA. By creating a mobile platform that guides a buyer through the sales
funnel starting at the most early and basic point, B2B marketers can leverage data associated
with that buyer’s journey to further understand their customer and provide them with the content
and information that they want vs. spamming them with everything in their arsenal. In today’s
complex world, reaching an audience can be convoluted and yet, that audience expects more
information and they expect it immediately. They look to Google for information and not only on
a computer but on their phones and tablets as well. When eventually a conversation with sales
takes place, it is important that we as marketers have enabled our sales force with the
information necessary to embrace the complex environment and give the buyer the right
information at the right time.
The future of B2B marketing needs to be receptive to the desires of a new generation of
audience. This audience expects disruptive content to differentiate your brand from another, but
more importantly, relies on a mobile platform as a catalyst for this content. Mobile is desired by
this new generation because of the context and accessibility it provides to a brand, but also the
interaction and engagement it enables.