Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

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B2BCamp

by Ellen Valentine

Empresariales Tecnología

Avoiding the Dinosaur Syndrome
Managing your B2B Marketing Career

B2B Camp – March 10, 2012

Ellen Valentine @EllenValentine
Product Evangelist

Why?

“Biological Changes that made
them less competitive with other
organisms”

B2B Marketing’s 4 ‘Biological Changes’
1.

B2B Marketing’s 4 ‘Biological Changes’
2.

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

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

B2B Marketing’s 4 ‘Biological Changes’
4.

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

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

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

Analytics!

2011 Global CMO Study

“71% of CMOs are unprepared
to address the Data Explosion”

http://ibm.co/mPno3H

-- Become an Andrew Pole!

Connect!

http://learn.linkedin.com/twitter/

Acquire New Skills! – Writing & Speaking

Proud Member of the Atlanta Tech Community for 13+ Years

Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

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Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

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.

13.

14.

15.

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/

25.

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

Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

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Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career