Top 5 Takeaways from SiriusDecisions Summit 2012

The SiriusDecisions Summit is always a professional highlight for me. This year’s event in Scottsdale, Arizona from May 22-24, 2012 brought together 1,500 best-in-class B2B marketers and confirmed that accountable marketing is a key business priority today, even in the C-Suite. I was delighted to hear “Out with the big, in with the boutique!” suggesting that the big agency has fallen out of favor and the B2B boutique agency is now in the sweet spot for targeted marketing collaboration. I couldn’t agree more. Following were my top five takeaways from the new research and insights presented:

1.   Today’s CMO is serious about demand creation.

Results and measurement are soundly at the top of the priority list for the CMO today. 2/1 CMOs surveyed said they would spend an additional 10% of their marketing budget on demand creation. Other options selected, in descending order, were: brand, content, marketing operations, enablement, social, and channel.

2.   Marketers need to prioritize mobile. 

We need to approach all marketing challenges with a mobile-first mindset – today and in the future. According to MarketingSherpa, 64% of business executives are accessing emails by mobile device today.* And Morgan Stanley predicts that by 2015, the mobile web will be bigger than desktop Internet use.** Now that mobile is the fastest-growing access and delivery method for content delivery, it’s time for a mobile-first point of view. I’ve written about maximizing the impact of mobile here, and in a future blog post I may revisit my recommendations in light of these insights.

* The Horrible Truth About Mobile Email
** New Study Shows the Mobile Web Will Rule by 2015 [STATS]

3.   Social media is the #1 skill every marketer should have. 

As buyer journeys and sales needs change, so do the roles of marketers. It’s time to get smart(er) about social media. Other necessary skills identified for today’s market, in descending order, include: customer marketing, marketing technology, content marketing and digital marketing.

4.   There is an alchemy that happens in person with colleagues and       clients!

Mark Emond & Lauren Goldstein

I was up at 5:30 a.m. one morning hiking Camelback with the BNJ team and our client from Autodesk. At the summit, another hiker looked at me and asked, “Are you LaurenOnDemand?” Turns out, Mark Emond from IBM has been reading my blog and was looking forward to connecting at the conference; and he found me at the top of a mountain! This was a good reminder to make yourself findable where your readers are most likely to be—and an affirmation that my blog is making this connection.

5.   The SiriusDecisions Demand Waterfall has been rearchitected.

BNJ was one of the early adopters of the demand waterfall architected by SiriusDecisions—the standard for measuring and optimizing demand creation efforts since 2002—and we have found it to be an essential tool in creating common ground among marketers. To reflect today’s increasingly complex demand creation environment, SiriusDecisions has rearchitected the waterfall to include the flows and conversions of all demand that a B2B organization creates, not just the demand that has been sourced by marketing. The new waterfall also singles out inbound marketing, automation and teleprospecting as mission critical, rather than evolutionary components of a demand creation engine. This redesign to reflect a more complete view of the journey demand takes from cold to close, and the different points at which it originates.*The new Demand Waterfall was unveiled at the summit.

The Rearchitected Demand Waterfall

* SiriusDecisions Research Brief: The Demand Waterfall, Rearchitected

The most important and gratifying change, in my opinion, is the distinction made between inbound and outbound marketing—separated to reflect the complexity of today’s reality in which inbound marketing is proving to deliver better leads and faster conversions. 

Thank you, SiriusDecisions, for another inspiring and invigorating dose of B2B marketing intelligence. If we connected at the SiriusDecisions Summit this year, I am grateful—and I look forward to keeping in touch. If we didn’t, I hope to see you at the 2013 SiriusDecisions Summit: my #1-rated conference for keeping your finger on the pulse and your name in the game.

I’d love to hear feedback from others who attended – what were the key highlights for you?

The BNJ Team with Autodesk Client

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