by Ellen Valentine

1. Avoiding the Dinosaur Syndrome
Managing your B2B Marketing Career
B2B Camp – March 10, 2012
Ellen Valentine @EllenValentine
Product Evangelist

4. Why?
“Biological Changes that made
them less competitive with other
organisms”

5. Marketing’s Four
Biological Changes

6. B2B Marketing’s 4 ‘Biological Changes’
1.

7. B2B Marketing’s 4 ‘Biological Changes’
1.

8. B2B Marketing’s 4 ‘Biological Changes’
2.

9. B2B Marketing’s 4 ‘Biological Changes’
2.
“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

10. B2B Marketing’s 4 ‘Biological Changes’
2.

11. B2B Marketing’s 4 ‘Biological Changes’
3.
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

12. B2B Marketing’s 4 ‘Biological Changes’
4.

16. In this transformed marketing
scenario, what are the most
important skills that marketers
must master?
“Marketers need more systems thinking”

17. Campaign Building

18. Working In the Business
vs
Working On the Business

19. 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

20. Marketing Analytics
• Beyond Standard Reports
• Patterns
• Cross functional change
• Agile – change on the fly

21. Analytics!
2011 Global CMO Study
“71% of CMOs are unprepared
to address the Data Explosion”
http://ibm.co/mPno3H
-- Become an Andrew Pole!

22. Curate who you follow on Twitter!

23. High Quality Tweets!

24. Connect!
http://learn.linkedin.com/twitter/

26. Post! Create Content!

27. Opt-In!
Read & Observe

28. Amazon Bookshelf Plug-In
LinkedIn Reads

29. Acquire New Skills! Technology
T

30. Acquire New Skills! – Writing & Speaking

31. Proud Member of the Atlanta Tech Community for 13+ Years