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Does B2B marketing need a new management paradigm?


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These slides are from my presentation at B2B Magazine's NetMarketing Breakfast on Sept 23, 2010 in Boston.

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Does B2B marketing need a new management paradigm?

  1. 1. Does B2B marketing need a new management paradigm? Frank Days Sept 2010
  2. 2. Our world is evolving <ul><li>Brochure </li></ul><ul><li>Prospect DB </li></ul><ul><li>Word of mouth </li></ul>Whitepaper Email lists Chat Top ten list Friends Twitter
  3. 3. Better view of the conversation
  4. 4. Information velocity is increasing... * Daily social media mentions for “Mark Hurd” via SocialRadar
  5. 5. Are we marketing the same way? <ul><li>Annual plans/budgets </li></ul><ul><li>Market requirements docs </li></ul><ul><li>Positioning docs </li></ul><ul><li>Brand guidelines </li></ul><ul><li>Media plans </li></ul>
  6. 6. Why agile management? <ul><li>Annual plans good for 2-3 months </li></ul><ul><li>Need to be responsive </li></ul><ul><li>Continuous learning </li></ul><ul><li>Kill off laggards quickly </li></ul><ul><li>Borrow from agile management approach of software development </li></ul>
  7. 7. Five ways to make your marketing more agile...
  8. 8. 1. Use post-its not spreads or PPTs
  9. 9. 2. Skip creative briefs <ul><li>CYA for agencies </li></ul><ul><li>Time planning is not time doing </li></ul><ul><li>Keep plans short (<2 pages) </li></ul><ul><li>Think outlines </li></ul><ul><li>Does anyone really read them? </li></ul>
  10. 10. 3. Identify drivers – need leaders
  11. 11. 4. Shorter more frequent meetings <ul><li>Which would you prefer? </li></ul><ul><ul><li>90 min show-and-tell staff meeting </li></ul></ul><ul><ul><li>Or three 15 min action-oriented meetings </li></ul></ul>
  12. 12. 5. Keep show and tells < 5 mins <ul><li>Marketers are story tellers </li></ul><ul><li>I don’t care about 6 months from now </li></ul><ul><li>Use meetings for status and priorities </li></ul><ul><li>What did you just do/doing now? </li></ul><ul><li>How can I help you do it better? </li></ul>
  13. 13. Thanks and stay agile my friends… <ul><li>My deets: </li></ul><ul><li>Frank Days </li></ul><ul><li>Director, New and Social Media, Novell </li></ul><ul><li>@tangyslice </li></ul><ul><li>http:// </li></ul><ul><li>http://www </li></ul>