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by Ellen Valentine
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Avoiding the Dinosaur Syndrome Managing your B2B Marketing Career
Ellen Valentine @EllenValentine Product Evangelist
B2B Camp – March 10, 2012
“Biological Changes that made them less competitive with other organisms”
Why?
Marketing’s Four Biological Changes
B2B Marketing’s 4 ‘Biological Changes’ 1.
B2B Marketing’s 4 ‘Biological Changes’ 1.
2. B2B Marketing’s 4 ‘Biological Changes’
2. B2B Marketing’s 4 ‘Biological Changes’
“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
2. B2B Marketing’s 4 ‘Biological Changes’
Mobile Marketing Mobile Apps Facebook Apps Digital Asset Management Targeting Display Ad Management
Ecommerce 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
3. B2B Marketing’s 4 ‘Biological Changes’
4. B2B Marketing’s 4 ‘Biological Changes’
In this transformed marketing scenario, what are the most important skills that marketers must master?
“Marketers need more systems thinking”
Campaign Building
Working In the Business vs
Working On the Business
Marketing Analytics
The Story of Andrew Pole
Use Data
Real Time Behavioral Decisions
Making fact-based, data driven decisions
Trade-offs
http://nyti.ms/y5l3i4
• Beyond Standard Reports • Patterns • Cross functional change • Agile – change on the fly
Marketing Analytics
-- Become an Andrew Pole!
Analytics!
2011 Global CMO Study
“71% of CMOs are unprepared to address the Data Explosion”
http://ibm.co/mPno3H
Curate who you follow on Twitter!
High Quality Tweets!
http://learn.linkedin.com/twitter/
Connect!
Post! Create Content!
Opt-In! Read & Observe
Amazon Bookshelf Plug-In LinkedIn Reads
T Acquire New Skills! Technology
Writing!
Acquire New Skills! – Writing & Speaking
Writing!
Proud Member of the Atlanta Tech Community for 13+ Years