Marketers of the Future
Brad Janitz
Product Marketing Specialist
Motorola Solutions
Future business to business marketing ...
information and they expect it immediately. They look to Google for information and not only on
a computer but on their ph...
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Marketers Of The Future Synopsis

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Marketers Of The Future Synopsis

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Marketers Of The Future Synopsis

  1. 1. Marketers of the Future Brad Janitz Product Marketing Specialist Motorola Solutions 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 available. 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
  2. 2. 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.

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