New England's fall brings many wonderful things. Fall foliage is vibrant, changing temperatures, rowers on Charles River, and Halloween. Momentum ITSMA Marketing Vision has been a part of my life for nearly 20 years.
As an ITSMA partner for many years, I was able to attend the event in person. It showcases a plethora B2B marketing professionals, expert insights, points of view and cutting-edge research. As with everything else, the global pandemic caused havoc at events in person. Marketing Vision was no exception. Two years of virtual events demonstrated how to bring people together online and provide significant interaction and value.
Marketing Vision 2022 returned to Cambridge MA for an in-person event. We call it "wicked amazing" in the Boston area. While webinars and virtual events offer great content and increased interaction, there is nothing like an in-person event to network, interact with experts and have both formal and informal discussions. Marketing Vision 2022 was successful on all fronts.
In "ITSMA Marketing Vision 2020: My Top 10 "Insanely Awesome" Ah Hah Moments For Marketing Leaders", I discuss the main themes and lessons from a year ago. Steve Jobs, the late Steve Jobs, was the inspiration and David Letterman's "Top Ten" lists were the format. My "ah hah!" moments (some people call them epiphanies), revolved around Account Based Marketing (ABM), Marketing Technology(MarTech), Thought Leadership, along with key concepts like sales enablement, executive engagement and insights and intelligence.
One year later, I can see that my top ten list has aged well. They are all still relevant and essential for B2B marketing. Marketing Vision 2022 was centered on the theme of "The Year of Enablement". Although I included "sales enablement", there was another theme to this year's Marketing Vision 2022: skills development. This is in the context the "great resignation" and the unprecedented need for talent acquisition and marketing upskilling.
From a pre-conference workshop on Thought Leadership to keynotes and breakouts/workshops throughout the event, one concept remained constant: next-generation convergence. It was clear that the speakers and content discussed what felt like the next generation in B2B marketing.
Marketing is now a participant in the decision-making process. Sales and marketing alignment are key factors to being a leader. We have the best marketing strategy and a growing portfolio of Marketing Technology (MarTech). It's marketing's turn to be the leader in this exciting journey.
But, I was struck by DeJa'Vu.
There was once a concept of the "supermarketer" which meant that a B2B marketer needed to be capable of covering everything. This included content, execution, branding, marketing analytics, and, at the time, MarTech. After that, the pendulum began to swing towards specialization and the need for individual centers of expertise. The rise of Modern Marketing was followed by the need to have specific competencies and increased skills in specific areas.
The marketing funnel/waterfall has evolved from one tactic/individual into an account and a purchasing center team, just as B2B marketing has. Marketing excellence is driven by customer centricity and the team is the epicenter for marketing excellence.
These focus areas and other disciplines have combined to create the next generation in B2B marketing. It is not about the individual "supermarketer", but the entire "supermarketing team". This allows for collaboration, cross-functional competencies and enables marketing to have an inventory the necessary competency across the extended team.
Marketing has been a team sport since its inception (which hasn't changed). Collaboration has never been more essential. Although the CMO remains the "coach", the playbook and plans of the CMO must be aligned across multiple focus areas to achieve synergy. Classic "Orchestration as an Art Form" Marketing tools have never been more robust and rich, but they also offer unprecedented complexity and a multitude of options.
This year's top ten lists are not available. It's not about the top tens like "The Journey to Modern Marketing" from a past generation. Instead, it's about the key issues that a B2B marketing team, their CMO, and marketing leadership need to be focusing on. With an eye on how they all combine and create new synergies. Is this the marketing equivalent of "Theory of Everything?" The future will reveal.
This year, we will be focusing on five key recommendations
You can increase your marketing maturity and transformation in your organization, as well as your team and individually.
Nobody wants to be a follower. Everyone wants to be a leader. This is fundamental to human psychology. Let's face it, no marketing organization invests in marketing plans or marketing strategies to be "average". A higher maturity level leads to greater value and a better customer experience (CX).
- Momentum ITSMA research has shown that 85 percent of buyers perceive an increase in marketing's overall value, with-it consistency across delivery and value-added contents, personalization and delivery.
- Content executives must also "want" to provide insights that enable them to make better business decisions, plan more effectively, and stay on top of the latest trends. This is a clear affirmation of the marketing role, according to CBX's latest research.
- Customers spend an average of 13 hours per week reading external content. It must communicate value, offer guidance, and make recommendations. They prefer multimedia to read content.
- We need to be able to mix digital and in-person experiences in a curated orchestration.
The Next-Generation Marketing Platform will be built with Account-based Marketing, Thought Leadership, Data and Marketing Analytics, Insights and Intelligence, and Key Principles and Key Elements.
While working in financial services, I was struck by the way that an old technology tagline ("The network is your computer") had been replaced with a more modern concept ("The platform is your solution") Scott Brinker, who was a Marketing Vision speaker in the past, championed the rise and importance of the MarTech platform. While point MarTech solutions are growing, the platform is what really matters. B2B marketing is no exception. These are specific competencies that MarTech has developed. They can be viewed as a combination data and solutions supported by a platform solution. This allows for greater synergy and efficiency across key areas. These include:
- Leveraging ABM for targeted campaigns and both a customer-first/centric approach and account marketing becoming a prerequisite for successful B2B marketing and creating increased value with existing customers
- Engaging buyers with Thought Leader,. Provide innovation and business value through innovative content that buyers want to see (not just what you can offer) and a focus from the outside.
- Measure what matters with Market Analytics. This is based on the best data that your company can provide. It uses an integrated platform that utilizes best-of-breed MarTech products to meet the diverse needs of your sales and marketing teams and delivers true Intelligence and Insights.
True alignment between sales and marketing allows for data- and insight-driven marketing and decision making. Although it's not easy work, it is worth the effort. Even though digital transformation has accelerated significantly since the pandemic, there is still much to be done.
High performers are organizations that achieve their marketing goals and have strong leadership in digital transformation. They also optimize the value of their MarTech investments. This is a result of the convergence of digital transformation and marketing maturity. It also demonstrates that integrated next-generation solutions are available to provide insights and orchestration across key areas.
Invest in Persona-Based Content, Messaging and Outside-In Content – and Double-down on Thought Leadership
Although different speakers described it differently, Customer-focused was a common theme throughout Marketing Vision 2022.
- Momentum ITSMA research has shown that customers are more loyal and the top business priority for leaders, up from last years. Content is important at all stages of the buyer's journey, regardless of how complex it may be. A well-curated, orchestrated customer experience (CX) is essential.
- Customers know what content is needed: evidence-based with supporting data/research, innovation and best practice, as well as strategic and practical examples. Over time, people are more inclined to consume more content and to work with organizations that provide content they enjoy.
- A well-designed piece of content will stand out in a crowd. Creativity translates into perceptions about quality and that leads to greater sharing. Poorly written, jargon- or acronym-filled content is a hindrance to the majority of people. It's important to note that this is driven by an external-in, strategic, and strategic view of life, not what your organization believes.
- Buyer Personas that are based on a deep understanding of the customer is a requirement. They also allow for personalization and greater success with account-specific targeted marketing.
The Marketing Team should be able to enable and develop their skills.
According to Momentum ITSMA research, improving talent acquisition, retention, and development is now a top three priority. Some organizations may have a Chief learning officer or other leadership function that focuses on marketing, but most do not. Marketing Vision 2022's theme was "year of enablement".
- The speakers not only highlighted the data of the unprecedented "great retirement" but also the importance of people resources in a classic business, people, and technology equation for success.
- People are the most important. Technology and processes follow (the former allowing flexibility and enabling business agility). These requirements are completed by data and leadership.
- Marketing Enablement is the equivalent of Sales Enablement. It focuses on marketing and enabling success in roles with MarTech and processes. Organizations need to be more focused. Momentum ITSMA research found that 54 percent of organizations surveyed do not have the resources necessary to support Marketing Enablement. Only 37 percent do. They are more likely to report into the Marketing Operations function/office.
- Not surprisingly, organizations that perform well have a higher focus on talent management, which means they are better at acquiring, developing and retaining marketing talent.
Create a community of interest, create a consistent and human voice, and you will have fans.
Global pandemic was a demonstration of how virtual events and communities fulfilled the human interaction need that in-person events had not provided. Marketing Vision 2022 demonstrated this again.
- Momentum ITSMA research shows that digital transformation has allowed for a hybrid marketing experience. Many speakers pointed out that there is no such thing as excessive communication. Just make sure it's focused, targeted and personalized. This is essential to the top-level marketing need to improve customer experience (CX), and drive loyalty.
- Stories and human connections are crucial to build empathy and a lasting customer relationship. David Meerman Scott's keynote, "New Rules for B2B Marketing To Build More Fans", highlighted the importance of building fans. It also demonstrated the "fanocracy", a group of people who share common interests and are motivated by passion and enthusiasm.
- Scott's discussion on "Newsjacking", was fascinating. The way to "own" the narrative in the market by getting in earlier was great prescriptive communication advice.
- Momentum ITSMA's "case study" is here. The Growth Hub, a network of B2B marketing professionals with curated access research, expertise and more, builds upon the quarter century legacy of ITSMA with a new, innovative approach.
Rob Leavitt asked for closing thoughts at the conclusion of Marketing Vision 2022. I agreed with Rob Leavitt about the concept of convergence and next-generation marketing and stated that it was an exciting time in marketing. It was very encouraging to see the end of the article that said marketing had "survived a pandemic storm", displayed tremendous agility, innovation, and had the confidence and proven results.
Marketing Vision events have been a place where I was able to provide real-time event ambassadorship and tweet during keynotes, sessions and workshops. This is something I've done for many years. This result has been compiled into several "tweetdeck collection" Marketing Vision 2022 was all about "great storytelling", and this tool is great to facilitate it. This year's Momentum ITSMA Marketing Vision conference twitter coverage was split into two parts.
- Keynotes and sessions for Marketing Vision 2022
- Marketing Vision 2022 Thought Leadership Workshop
As usual, I can't wait for the next year and Momentum ITSMA Marketing Vision 2030. Alisha Lyndon and Dave Munn, from Momentum ITSMA, are already planning a great event that will build on their research agenda, client interactions and projects. Marketing Vision is open! We hope to see you next year!
Join him online: Facebook, Twitter, Linked-In
Marketing Insider Group's post Momentum ITSMA Marketing Vision 2020: Next-Generation B2B Marketing In An Age of Convergence originally appeared on Marketing Insider Group.
Frequently Asked Questions
What does marketing have to do with business strategy?
Marketing is an essential part to any business strategy. Marketing is key to every business strategy. Marketing without sales would be pointless. Marketing is an essential part of any business strategy.
Marketing is important, but not everyone gets it. Marketing is often viewed as just spending money on advertisements. Marketing is much broader than that. Marketing is everything you do to promote your company's brand and position in the market.
When you think about your business, ask these questions: What image am I trying convey? How will my customers view me? How should I present myself to the world?
If you don’t answer these questions you haven’t thought of marketing yet.
What is eCommerce marketing?
Ecommerce marketing refers to online shopping. It's the act of selling products via the internet. This includes buying goods from companies and selling them over the web. If you are an individual vendor, this includes selling on eBay. You may also have a business set-up where you sell goods for profit. The key point here is to make money by selling items online.
Here are some additional details on eCommerce marketing:
To create a successful eCommerce store, you need to know what kind of products are being sold. Next, decide whether to sell one product (such as a book), or multiple products (such books and DVDs).
Once you have an idea of the products you want to offer, it's time to search for suppliers. A supplier is a company that makes and sells the product you want to sell. If you wanted to start selling greeting card, you would first need to find suppliers that make and sell them.
Once you have found a supplier, you need to make a website that will display the products for buyers. Some suppliers offer templates that you can use, while others require you create your template. After you have your website built, it's time to market it. This includes posting content on forums and blogs, advertising on sites like Google Adwords and sending emails to the relevant contacts.
Promoting your eCommerce business can be done in many different ways. These include email marketing, search engines and social networks.
- Email marketing can be a good option for most businesses. It's cost-effective and easy to implement. And it delivers results. However, it requires time and effort in order to generate quality leads.
- SEO (search engine optimization) is a technique that helps improve a webpage's rankings for keywords. Link building is the most common way to make pages rank higher on search engines.
- For businesses, social networking sites like LinkedIn and Facebook are increasingly important. Many people use these websites every day to stay in touch with family and friends. By posting interesting articles, you can reach thousands more customers.
- Apps for mobile devices are a powerful tool for eCommerce marketers. Customers love shopping on their mobile devices. A mobile app lets you reach customers no matter where they are.
In summary, eCommerce has become a big business. There are many methods to promote your business. Make sure you choose wisely to reap the rewards of eCommerce marketing.
These are 3 examples internet marketing.
Internet Marketing encompasses all activities online that are designed to promote products or services. Internet marketing can include email marketing, social media marketing and search engine optimization (SEO), as well as pay-per-click marketing (PPC) and website design.
It is important to understand that these terms don't necessarily imply that you need to spend cash to make money. There are many ways you can generate income without spending any money. But, the higher your return, the more you will invest in each option.
Email marketing is one of the most effective forms of internet marketing. This involves sending emails to potential customers informing them about your company and the latest offers.
Another popular method to advertise is through social media marketing. Users can interact with family and friends on social media sites such LinkedIn, Twitter and Facebook. These sites provide businesses an excellent way to communicate with their clients, increase awareness and build trust in their products or service.
Search Engine Optimization (SEO) is a technique used to improve the visibility of websites within major search engines. Webmasters can boost their website traffic by increasing the number and quality of backlinks.
Website design refers to the art of creating websites that look good and function well. Website designers are responsible for creating the design and layout of websites. Website designers ensure that websites meet accessibility standards and comply with technical specifications.
Advertising via Pay Per Click (PPC), where advertisers bid for keywords relevant to their products. Advertisers only pay for clicks on their ads. PPC ads often appear at either the top or lowest search results pages.
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- In 2017, 34% of marketers cited co-branding as the most effective way to increase the number of email subscribers. (influencermarketinghub.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- From 2020 to 2022, eMarketer predicts that digital marketing will grow by 36% and take up 54% of marketing budgets! (marketinginsidergroup.com)
How can I tell if my branding efforts have been successful?
Asking your customers directly is the best way to gauge your success. Ask them what they think about your brand. What do they like most about your company? What do they dislike? What can you do to improve?
You can also conduct surveys on social media sites like Facebook and Twitter. Ask your followers to rate your brand. Then analyze the results to determine which aspects of your brand are most successful.
Customer reviews are also available. People love to voice their opinions when they're happy or disappointed with a business. Take the time to read these comments and understand what they think about your brand.
Here are some tips for improving your brand:
- Be consistent. Do not change your marketing materials for every new product. Keep the message consistent across all channels.
- Use multiple channels. To promote your brand, you should use email, social media, websites, and other digital communication channels.
- Give your customers what they want. If you promise free shipping, keep it. If you don't deliver on your promise, customers might abandon you.
- Remember that your brand is more than just a logo. Your brand represents everything you have to offer. Make sure you have a balanced image.
- Get feedback from your customers. The sooner you get feedback from your customers, the better.
- Test different messages. One message may work better than the other. Maybe you have two messages very similar but one gets more replies. Either way, it's good to keep an eye on your stats to see which message is performing best.
- Find ways to improve your brand. Are there areas you could do things differently? You could upload more videos to your site. You might also consider adding customer testimonials to your blog posts.
- Plan. Once you have decided on your goals, you will need to plan how you are going to achieve them. This includes establishing a timeline to reach each goal. It also means setting up milestones along the way so you can track your progress.
- Measure your results. As soon as you reach your goal, stop measuring. Instead, establish a system to track your progress over time. That way, you'll always know if you're making steady progress towards your ultimate goal.
- Repeat! Repeat! You might consider hiring someone to assist you if you have trouble keeping up with current marketing efforts.
- Stay positive. Negative feedback should not be ignored. However, it is important to not dwell on it. Focus instead on how you can use this information to improve your brand.
- Take advantage of technology. Technology has given us many tools we didn't even dream of before. These tools are yours to use, so why not take advantage of them? You could, for example, create a mobile application for your brand.
- You can think outside of the box. Try something different. It's okay to try something new, but don't forget to think first.
- Have fun. Marketing is not supposed to be stressful. It's often referred to as “fun marketing.” Enjoy your work.
- Know when it's time to stop. If you feel that you have done everything possible, it is okay to quit. However, don't lose heart too soon. Sometimes you have to persevere until you achieve your goals.
- Consistency is key to success. Consistency and consistency are key to success. It is worth taking the time to create a schedule.
- Be patient. Building a successful brand takes time. It will take time.
- Keep learning. Marketing is always changing. Keep up-to-date by reading blogs and attending webinars.
- Never stop learning. You can still learn from others even after you have achieved your goal.
- Enjoy the journey. Marketing is fun. Marketing is not a chore.
By: Fred Isbell
Title: Momentum ITSMA Marketing Vision 2022: Next-Generation B2B Marketing in an Age of Convergence
Sourced From: marketinginsidergroup.com/content-marketing/momentum-itsma-marketing-vision-2022-next-generation-b2b-marketing-in-an-age-of-convergence/
Published Date: Tue, 15 Nov 2022 10:00:12 +0000