Wasted Content, Wrong Influencers & Sales/Marketing Battles
What I learned at B2B & Mesh Marketing 2013
I attended two great events in Toronto a few weeks ago: the Canadian Marketing Association’s B2B conference and Mesh Marketing. Today’s podcast features mini-interviews with five of the presenters. (Six actually, because Danny Brown and Sam Fiorella presented together.)
The times each presenter’s interview starts are noted so that you can skip to the ones that interest you most.
- Ally Motz, President & CEO, Sirius Decisions Canada (starts at 2:40)
- Danny Brown & Sam Fiorella, authors of Influence Marketing (starts at 13:51)
- Melissa Madian, Principal, Global Sales Enablement, Oracle (starts at 23:59)
- Mike Hicks,Director, Enterprise Marketing, BlackBerry (starts at 27:29)
- Jennifer McCredie, Senior Vice-President, Customer Experience Office, OpenText (starts at 32:40)
A Few of the Highlights for Marketers
- 60 – 70% of the B2B content is NEVER used by prospects!
- You must segment your audience and provide marketing materials that are relevant to the type of buyer (e.g. CEO, purchasing department, technical experts, even external influencers)
- Budgets for B2B marketers are staying flat, but their sales goals are increasing. Ally had some thoughts on how to do more with less.
Danny Brown & Sam Fiorella
- Don’t focus on getting the big-name influencers on your side. Instead find out who’s influencing your prospects when they are ready to buy.
- 90% of people say they trust peers on social networks (even people they’ve never met) but only 15 – 18% trust brands.
- Companies that have Sales & Marketing aligned have 32% more revenue growth.
- Good sales training is crucial.
- If you don’t have the budget to buy what you need, try approaching vendors to lease their tools to you and help you set them up. If they do it well, you’ll be much more likely to be able to convince your boss to spend the money to buy what they offer.
- Reverse engineer your processes, to make sure the customer is getting what they need, when they need it.
- Content syndication is really useful; don’t count on prospects coming to you. Go to where they are.
- You need CEO support if a Customer Experience officer is to succeed in their work.
- Ideally your Customer Experience VP has a strong network within your organization already.
Next week I’m escaping our brutal -30 degree weather here in Edmonton, and flying off to sunny Mexico.
I’ve got some great interviews in the hopper (like Jay Baer, author of Youtility, James Schramko, of Superfast Business), and celebrity CMO, Jeffrey Hayzlett.
Do you have suggestions for others you’d like me to interview in the coming months? Please suggest them in the comments or send me an e-mail.