The Digital Marketing landscape is never in short supply of new buzzwords and proclaimed game-changers. Over the past few years B2B marketers have seen more than their fair share of these, particularly for a landscape that has traditionally been satisfied to stay the course while the B2C space blazed new paths. But the landscape has changed. B2B marketers are leveraging customer insights, developing customer journeys, launching content marketing programs and implementing marketing automation platforms. Through these tactics they are pursuing real-time, one-on-one experiences and developing a 360° view of the customer. B2B Marketers must adapt to be successful in this evolving space as the expectations of customers and leadership have increased. How is this done? You guessed it. Another game changer: Lead to Revenue Management (L2RM). Read More
If you’ve been keeping up with current events, you may have noticed quite a bit of buzz around some high profile women in the workplace. From the controversy surrounding Marissa Mayer’s decision to eliminate Yahoo’s work-from-home policy to Sheryl Sandberg’s latest project, Lean In, the conversation about women and their roles in the office has shifted to the forefront of the conversation. Office politics and shedding light on existing men-to-women dynamics are top trending topics around company water coolers. Read More
All too often, digital advertising initiatives fall short of delivering on initial business objectives or fail to build on the success of prior initiatives. As successful senior leaders in the digital marketing environment, we need to be more than just innovative— we need to be seasoned evangelists for change.
Without leading broader change, progressive marketers risk not having the proven track record of results that justifies further digital investment, even if all the trends point in that direction.
Driving change means going beyond the traditional mandate for marketing and creating consumer-centric organizational conditions, capabilities and culture that will enable us to deliver profitable growth in the evolving and increasingly complex world of the connected consumer.
In my recent post for DM News, I discussed some of the basic elements that marketers need to understand and embrace in order to see the full impact of their efforts in today’s marketing environment.
I look forward to your feedback and comments.
Most of our clients are continuing to exercise caution with their capital and expense spending. That seems to be the new normal in today’s economy. However, within progressive distributors and manufacturers there are some exceptions! As evidence, nearly two-thirds of B2B marketers plan to increase their digital marketing spending in 2013. <Tweet This> This does not necessarily mean these marketers have deep pockets, nor have they gotten all the budget they requested. They are not even becoming fiscally irresponsible. However, this does mean they see opportunities for growth and are ready to take a leap. Read More