This weeks fave five posts are around the themes of technology, being an entrepreneur and local marketing.
B2B marketers need to become marketing technologists and understand, more deeply, not just what technology is being used by companies but how and why it is being used. A technically savvy CMO is a must from my view point
Local or grassroots marketing for B2B companies, if not already being implemented in your company, should be seriously considered. Local engagement is what moves the bar. National exposure provides “air cover” but the rubber hits the road locally. Figure out how to make connections and engage locally
While we’re not all built to be entrepreneurs…it’s important that B2B professionals strive to think and act entrepreneurial. Having some entrepreneurial DNA won’t hurt your career nor your business.
If you want to chat with me on any of these topics connect with me and I’d be happy to have a conversation with you.
Our Favourite Posts for Week of June 11, 2012
1. It’s Time To Occupy IT | Forbes
Slap on the word “Occupy” in front of anything and you’re bound to get some attention for your blog post! But, John Mancini is world listening to since he leads an association at the center of information management. AIIM has over 65,000 members is arguably right in the middle of the debate in the areas of big data, information management and systems of engagement. The plumbing for this “stuff” is technical. What does this mean for B2B marketers? Be technically savvy so it’s easier to engage with your IT group. What does this mean for IT organizations in B2B companies? Hard to say but the starting point is to be more business savvy…functions and competencies need to converge.
2. Are CMOs the New CIOs? | Forbes
A provocative question no doubt. Outside of headcount the two largest spenders of money, in many companies, is IT and marketing. Marketers who understand how to use technology to produce results will be in high demand. Will CMOs be the next CIOs though? Nope. But, a CMO should be able to have a business and technical conversation with a CIO and vica versa. Perhaps a emerging role will be Chief Marketing and Information Officer? Also, never lose site of the fact that a CTO type of role or mindset is also required. We need to be looking at technology and how it can affect the future for our customers, partners, employees and suppliers.
3. Entrepreneurs: 5 Things to Un-Learn From School | Inc.com
For those of us, young and older, this is good advice on five things to remember and consider whether you’re an entrepreneur or working for one or at a company. Great advice for any age, any profession and any role.
4. National Brands Expect Big Returns on Local Ad Investment | eMarketer
A couple of things about this post: First, from a b2B perspective measuring ROI on one tactic can be a challenge if the buying cycle is complex, the purchase price is considered high and/or risky. Various tactics are required to build trust, confidence and minimize cognitive dissonance. Second, if a company is not figuring out how to engage at the local level (B2C or B2B) they should be. Some degree of local presence, if possible, is important.
5. Local Social Ad Spending Set to Surge | eMarketer
Geo focused advertising will attract small businesses to test advertising on social networks like Facebook. Pricing on Twitter non-display advertising, last I checked, is way too expensive. Marketers will need to measure these investments and conduct A/B split tests to see what’s working. I’m surprised that Linkedin wasn’t covered in this post.