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Keynote presentation from B2B Marketing Magazine annual conference on 11th November 2010 in London.
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B2B Marketing’s 2nd Annual Conference – 11th November 2010
Pete Jakob
IBM
Brave New World – Same Old You?
Brave New World
“Our dilemma is that we hate change and love it at the same time; what we really want is for things to remain the same but get
better.”
Sydney J Harris
Brave New World
The Buyer is now firmly in Control
Larger DMU
Longer Decision Cycle
Increased use of Peers
Greater Choice
Brave New WorldMarketing leaders are challenged to meet
business expectations with limited resources.
CMO Challenges
71% are concerned about limited or absent financial and measurement skills development in marketing teams
77% are concerned that their CRM data does not allow for accurate customer analysis and profiles
46% believe CRM systems are ineffective in analyzing customer segments
Sources: 2010 IBM CEO Study, Marketing Week Dec ’09, 2009 CMO Survey
CEO Initiatives
85% of CEOs want to gain more visibility into their businesses
88% will focus on getting closer to their customers in the next 5 years
82% want to better understand customer needs
Brave New WorldThe expectation put upon B2B marketing
organisations are increasing
Deeper understanding of customer needs and desires
Greater ability to deliver personalized and relevant interactions
Improve visibility of marketing effectiveness
Create rich and compelling brand experiences
Consolidate fragmented marketing
processes
Increase agility to respond to market changes
Brave New World
So how are we doing?
CMO Pressures
Buyer Process Marketing technologies
Marketing Expectations
Brave New World
Marketing is a System
1. CreateResponses
2. Nurture & Score 3. Progress Leads
Opportunities
Validated
Marketing Create Marketing Assist
REVENUE
$
Sales Pipeline
Campaign Planning /
Asset Development
Marketing Planning
Marketing
Brave New World
Some Observations from the Marketing Transformation at IBM
Work
in
Progress
Brave New World
1. Open Your Mind
www.davidco.com www.successintelligence.com www.sethgodin.com www.velocitypartners.co.uk
Brave New World
Campaigns were planned, executed, nurtured, adjusted and measured within a suite of integrated tools
We could re-use elements of campaign execution
Program Leaders could select audiences for their activities simply and directly
All marketing responses were captured in one place, quickly
Responses were passed automatically to the right people (LDRs etc)
The Lead Devt Reps had rich profiles for their calls (response history, Open Opportunities, etc)
The current status of responses being nurtured was visible
All the relevant campaign measures were visible via simple, visual dashboards
You had the opportunity to influence the design
…Delivering Value from Marketing became Easier
2. Develop a Vision
Wouldn’t it be great if..
Brave New World
3. Link to a Broader Context
Engage in remarkable conversations...
With the right customer communities…
In an inspiring way…
Through the most relevant method…
Which builds relationships…
And creates value for both parties
“Respectful Marketing”
““
Content Marketing
Marketing Database
Sales Alignment
Response Management & Nurturing
Campaign Design &
Roles
Reporting and
Analytics
Tools
Brave New World
4. Invest in Skills
Develop skills that will be needed in the future
Create space to learn
Individual plans
Encourage personal ownership
Specific Investment AreasEnd to End Campaign Planning
Data & Targetting
Analysis
Influence and Leadership
“Have you invested as much
this year in your career
as in your car?”
Molly Sargent
Brave New World
5. Encourage Experimentation
In the spirit of science, there really is no such thing as a "failed experiment." Any test that yields valid data is a valid test.
Adam Savage
Brave New World
6. Expect Setbacks and Celebrate Successes
Success is the ability to go from one failure to another without any loss of enthusiasmWinston Churchill
Source: Gartner Group
Brave New World
The Brave New World must also be HUMAN
CuriosityPassion
The real danger is not that computers will begin to think like men, but that men will begin to think like computers.
Sydney J Harris
++
People
Brave New World
Concluding thoughts…
Avoid being seduced by the shiny
Digital must deepen not cheapen the engagement
Transformation is for life
