avoiding the dinosaur syndrome: managing your b2b marketing career

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Avoiding the Dinosaur Syndrome Managing your B2B Marketing Career Ellen Valentine @EllenValentine Product Evangelist B2B Camp – March 10, 2012

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Page 1: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Avoiding the Dinosaur Syndrome Managing your B2B Marketing Career

Ellen Valentine @EllenValentine Product Evangelist

B2B Camp – March 10, 2012

Page 2: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career
Page 3: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career
Page 4: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

“Biological Changes that made them less competitive with other organisms”

Why?

Page 5: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Marketing’s Four Biological Changes

Page 6: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

B2B Marketing’s 4 ‘Biological Changes’ 1.

Page 7: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

B2B Marketing’s 4 ‘Biological Changes’ 1.

Page 8: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

2. B2B Marketing’s 4 ‘Biological Changes’

Page 9: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

2. B2B Marketing’s 4 ‘Biological Changes’

“The Empowered Customer

is now in control of the Business Relationship”

Adapt or Become Extinct!

http://www-935.ibm.com/services/us/cmo/cmostudy2011/cmo-registration.html

Page 10: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

2. B2B Marketing’s 4 ‘Biological Changes’

Page 11: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Mobile Marketing Mobile Apps Facebook Apps Digital Asset Management Targeting Display Ad Management

Ecommerce Personalization Loyalty Management Call Tracking

Event Management Virtual Events Video Content Management Creative Optimization Video Ad Management Search Ad Management

SEO Tools Custom Web Apps Marketing Automation CRM Social Media Ad Management Blogs

Community Management Email Marketing

Business Intelligence Website Testing & Automation

Web Analytics Customer Analytics

Agile Project Management Multi-channel Marketing Management

3. B2B Marketing’s 4 ‘Biological Changes’

Page 12: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

4. B2B Marketing’s 4 ‘Biological Changes’

Page 13: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career
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In this transformed marketing scenario, what are the most important skills that marketers must master?

“Marketers need more systems thinking”

Page 17: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Campaign Building

Page 18: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Working In the Business vs

Working On the Business

Page 19: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Marketing Analytics

The Story of Andrew Pole

Use Data

Real Time Behavioral Decisions

Making fact-based, data driven decisions

Trade-offs

http://nyti.ms/y5l3i4

Page 20: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

• Beyond Standard Reports • Patterns • Cross functional change • Agile – change on the fly

Marketing Analytics

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-- Become an Andrew Pole!

Analytics!

2011 Global CMO Study

“71% of CMOs are unprepared to address the Data Explosion”

http://ibm.co/mPno3H

Page 22: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Curate who you follow on Twitter!

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High Quality Tweets!

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http://learn.linkedin.com/twitter/

Connect!

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Post! Create Content!

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Opt-In! Read & Observe

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Amazon Bookshelf Plug-In LinkedIn Reads

Page 29: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

T Acquire New Skills! Technology

Writing!

Page 30: Avoiding the Dinosaur Syndrome: Managing your B2B Marketing Career

Acquire New Skills! – Writing & Speaking

Writing!

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Proud Member of the Atlanta Tech Community for 13+ Years

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