5 Hot Topics for Top B2B Enterprise Marketers

June 23, 2015

Chutes & Ladders (1)

Remember this wonderful Milton Bradley Chutes and Ladders game board from your childhood? The illustrations on the board show good deeds and their rewards as well as bad deeds and their consequences. By spinning a wheel, you either advance up a ladder or descend down a chute. I used to love Chutes and Ladders but have always considered it simply a beloved childhood game, nothing more.

However, the game took on a whole new meaning for me when I participated in a round-table exercise with key B2B marketing executives from companies like Adobe, Microsoft, Tata Consultancy and Cisco (thanks to facilitator Julie Schwartz, SVP of Research & Thought Leadership at the ITSMA).

The game framework was a perfect analogy for discussing key organizational “ladders” that must be in place for B2B marketers to soar and “chutes” to demonstrate the pitfalls that must be avoided.

There are five “chutes” and “ladders” that I consider “big ones” – because of the reaction I witnessed during this round table from many of the best and brightest B2B marketers and from the prevalence I see of these topics through my client work with leading B2B organizations. Each of these topics can be either “ladders” or “chutes” depending on how well your organization has mastered them. Strengthening each of these aspects will help organizations climb the “ladder” of success, but neglecting any of them could result in falling down a “chute.”

  1. Organizational Change Management: This complex challenge is worthy of a post of it’s own. Two repeating themes here include:
    • Who Owns the Customer? Is it Sales? Marketing? Product Marketing? Someone else…? The reality is that EVERYONE owns the customer. However, in order for this to work, there needs to be a perfect alignment across the organization. Many of the points below are actually further proof that this is the #1 challenge for organizations looking to “win” and succeed with their customers! It’s not just alignment with Sales and Marketing – its organization-wide (although Sales and Marketing Alignment is a good starting point).
    • Changing Internal Perceptions: Historically, marketing has been viewed as a support function – but the tides are changing as data-driven CMO’s are using fact-based storytelling to show their value as strategic marketers.
  2. Defined and Aligned Success Metrics: One way to support the first point from above (organizational alignment) is to ensure that the entire organization is focused around success metrics. These metrics should include a 360-degree view ranging from revenue to customer satisfaction.
  3. Creating a Symphony of Systems: While cultural and structural change is critical to success, so are the systems that enable a true customer-centric experience. We’ve all had a glimpse of Scott Brinker’s Marketing Technology Landscape (if you haven’t, it’s a MUST). Successful organizations need a roadmap to weave these critical pieces together to create the experience and to understand the data/insights needed in order to optimize the experience.
  4. Culture of Thirst and Experimentation: On the contrary, those organizations that loath failure will fail. Modern marketing is about taking risks, measuring outcomes and optimizing opportunities. It’s about using data to give insights about a next move.
  5. Data is KING! Having an eye for data is incredibly important, but also having the scientists who can capture, analyze and optimize it completes the recipe for success.

Which of these topics are “chutes” for your organization and which ones are the “ladders” to your success?  Are there other key “chutes” and “ladders” that you’re experiencing?

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Top 5 Fall B2B Marketing 2013 Conferences

August 20, 2013

As Fall/Winter Conference season approaches, my attention turns to the dozens of great events that can ignite “next practice” thinking for B2B marketers. This year I’m taking a look at events in both the US and the UK (note: attending European conferences comes with the addition of a new office space in London!).

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These conferences are guaranteed to catalyze learning

Below are my top 5 picks for events that truly stand out and deliver value in the US and in the UK.

If you’re only going to a few, chose wisely! Read on.

US Events

  1. CMWorld: This is THE place to be for content marketing brilliance (and content marketing geeks). No surprise that the line up of speakers (and yes, content) is a 10+. In 2012 I’m proud to say that BNJ (my firm) rocked it with our Orange Crush presentation. This year we will be back and I can’t wait! Takes place 09/09-09/11 in Cleveland.
  2. Eloqua Experience: This has historically been a fantastic hub of modern marketing rock stars, best practices and next practice thinking. It will be interesting to see what’s in store for EE since this will be the premiere event under the Oracle umbrella.  See you 10/23-10/25 in San Francisco!
  3. B2B MultiChannel Summit: This year will mark the first B2B MultiChannel Summit. This event made my list because of the fabulous speakers; Dell, Office Depot, and GE decision makers will all be sharing their knowledge. I am especially excited to hear from Merrick Rosner, VP of Business Development for Poppin’, an exciting new furniture venture based out of NY! Check it out 12/02-12/04 in Phoenix.

UK Events

  1. SiriusDecisions: The SiriusDecisions Summit is always a professional highlight for me. In May I had the opportunity to attend the San Diego event and LOVED it, so I am sure that the UK version will carry the same great content. This event brings in best-of-class B2B marketers from all across the globe, making it an excellent place to network. Takes place 11/05-11/06 in London.
  2. Marketo Jumpstart: As a Marketo partner, it is always interesting to see what is in store for marketing automation. In the past, I have attended Marketo events in the US and am always left impressed with the growth they have seen and the value they provide to companies they work with. Did I mention it’s in London? Tune in 9/10/13!

Honorable Mentions

Yes, that’s the best of the best – but there are truly dozens of other great events taking place in the second half of 2013. Here are some other important events/conferences to check out:

And…I’m sure there are dozens of other events that aren’t on my radar and should be. Please add some recommendations that you have for Fall or Winter, 2013.


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