You’ve heard it here before. Innovation is only relevant if it creates value for customers and, therefore, the firm.
Yet according to Laura Ramos, VP-principal analyst at Forrester Research: “Even though advances in marketing automation and digital channels make it easier to track activity and results, the reputation [of marketing poorly demonstrating its impact on the business] persists....” There are server farms capturing all that “big data,” yet marketing struggles with making IT (pun intended) work for their organizations. Sometimes too much data actually makes decision making more difficult!
How can B2B marketers harness the sea of data and package it up to fuel company performance? The straightforward answer is to innovate how that data is used to create customer value.
Easier said than done, right? After all, technology integration isn’t a new agenda item for forward-looking B2B marketers these days. The topic is even at the forefront at today’s Business Marketing Association New York B2B Rising event, where one of the panel discussions is on “unbridled innovation at B2B companies” that is re-shaping markets and industries. In that session Steve Liguori (@stephenliguori), General Electric’s Executive Director, Global Innovation & New Models is sharing GE’s own innovation story of investing in the Industrial Internet. Through our work with GE, we at Valkre are intimately familiar with their commitment to marketing innovation programs. Our own Render SaaS platform is core to how GE is embracing customer collaboration and putting marketing squarely in the middle of every growth conversation.
Valkre Solutions is excited to be a sponsor and attendee at the New York Business Marketing Association’s B2B Rising. If you're in New York, come Visit our booth and learn more about how Valkre is innovating around technology, communication, and creativity for companies like GE and many others.
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