Article

Giles Shorthouse
Giles Shorthouse 22 March 2017

Learning, Targeting And Collaboration – The Perfect Storm

Storm Doris was no match for 250 B2B Marketers, a full house battened down the hatches for a thought provoking day at InTech. The themes for the day weren’t new ones, but to me they boil down into 3 categories.

1)Learning: Agile, AI, Talent

Talent could probably make all 3 themes, as the first panel of the day at InTech all agreed “Finding talent is always a challenge”. Marketing is always developing, so skill sets constantly change. This is a good thing in my opinion. It means we look outside marketing for other skills and keeps the industry fresh. But yes, it’s a challenge for sure.

Agile is really about learning, isn’t it? Albert Einstein said “Insanity: doing the same thing over and over again and expecting different results”. So, if marketing isn’t working why not listen to feedback. Marketing needs to be underpinned by strategy. That’s why we have targets and goals. But being too rigid along the journey is naïve isn’t it? Get the balance right…and buy loads of Post-Its says Andrew Fitzgerald at IBM, "There was a direct correlation between us moving to Agile marketing, and the share price of 3M".

As for AI, let the robots do the learning! AI is already working in marketing. Embrace it, it could help you meet those targets.

2)Targeting: ABM, Personalisation, Localisation, Differentiation

Marketing got noisy with automation, ABM has brought focus back. ABM is just a TLA way of saying targeting. You can call it what you like. Laurel at Klarna describes their marketing approach as “Persona based marketing” as they have lots of different buyers.

Developments in technology make it easier to target, which has actually helped sales and marketing agree on something – Who are we trying to reach? More on sales and marketing alignment to come…

Let’s be honest, ABM will fall flat on its face without 2 things. Personalisation and Differentiation. Don’t be generic, or it’s just more noise:

As Kathryn Norris at Turtl said later in the day, “Storytelling cuts through noise”. We are big advocates of this at Octopus Group. Don’t be vanilla, differentiate or die trying!

HP’s Louis Fernandes nailed it in one line “Be bold, be brave, be bullish

3)Collaboration: Agile, Sales & Marketing Alignment, People

Fast growth organisations need a certain type of person. A true collaborator; someone who can span teams, interact with a variety of stakeholders and possesses an array of skills.

Some things will fail. It’s how you learn from that which will define your success. Grit is essential.

…. It won’t ever go away will it. The Sales & Marketing never ending love story. Let’s just learn to get along, fabulous things can happen! Collaboration is the key.

Sales - please "Allow marketing (back) into the sales cycle if there is unavoidable delay". As Andrew at idio pointed out, this is beneficial for you long term.

Marketing – please meet more customers. As Scott Allen at Microsoft said, sales are on the front line, they speak to the buyer. Learn from them and you can be more Agile.

The modern marketing department has no place for separation. As Scott highlighted, it’s a team sport. So get the right people in your team.

If you only take away one this from reading this or from being at InTech, let it be this from Louis Fernandes.

People buy from people.

 

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more
14 Amazing Examples Of Brands Killing It With Facebook Ads

14 Amazing Examples Of Brands Killing It With Facebook Ads

How do you design the perfect Facebook ad that converts? A lot of people will start throwing money at Facebook, but not see any success. This comes either because they don’t have a proper strategy for their Facebook ads or their ads are not well designed. But for those brands which have a good strategy and work hard to test and refine their advertising, Facebook ads can generate huge profits. And we’ve found 14 of such examples.

Luisana Cartay
Luisana Cartay 11 December 2017
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in this article. Check out the complete list!

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more