I presented this morning to the BMA Chicago. Great group, great attendance and Marketers who are eager to learn. Marla Schrager and the team are doing a nice job with the Chicago chapter. Here is the presentation:Download BMA Chicago Jan 16. I also shared the top level findings from the recent B2B Agenda Report from Fred Wiersema and the ISBM team, here is the link to get this report: B2B Agenda. The overall trend is clear: Marketing in B2B is becoming more important and their job is to help the organization become more Customer Centric. Not to send more brochures, sales collateral, organize trade shows and all the rest of the tactical tasks.
A transformation in B2B Marketing is underway. The question is, why now? I think the answer is SPEED. We have all gotten used to the speed of interaction between us as individuals. That same concept of speed has not yet been replicated between B2B companies and their customers. I am not talking about two companies sharing a tweet now and again. I am talking about the speed of companies understanding their customers challenges and turning that into commercial innovation... fast. Understanding how their products and services are used differently in emerging markets and
equipping their Sales Organizations with emerging market value propositions...fast. But you know what; Speed is starting to happen between companies in B2B! Companies are using new technology to shorten the time it takes to understand the customer, build new solutions, communicate differently in emerging markets. And I think it is starting to scare senior executives who thought the speed of interaction was only for their high school kids.
So, now is your time Marketers. Figure out the new customer interaction models that will lead you to understanding them faster than your competitors. The tools are available, we have some at Valkre and there are others. Talk to us.
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