Yesterday, our Senior Director of Demand Generation, Tamara Graves, presented alongside Ellen Valentine, Product Strategist at Silverpop, and Talibah Mbonisi, Manager of Marketing Operations at Silverpop. The event was hosted by Kate Maddox, Executive Editor at BtoB. Register and watch the on-demand recording here.
It was a jam-packed hour full of actionable insight as to what it takes to build the marketing dream team at a B2B organization today. If you couldn’t make it, here are 11 takeaways from the event:
1. Marketing is changing, our teams must change with it.
The four major drivers of marketing change today include the rise of social media, buyers’ self service mentality, new marketing technology and solutions, and smartphone/tablet proliferation.
2. The role of marketing operations is taking the place of email specialists and database managers.
What’s hot: marketing ops. What’s not: email specialists and database managers #B2BWC
— NetProspex B2B (@NetProspex) July 12, 2012
3. PR & Media planning roles are seeing a shift to focus on inbound, content, digital, and social marketing.
What’s hot: Inbound marketers, content specialists, digital marketers, social specialists. What’s not: PR & Media planners #B2BWC — NetProspex B2B (@NetProspex) July 12, 2012
4. There’s a new role model for B2B demand gen marketers: Karl “The Mailman” Malone.
BtoB Webinar: Karl “The Mailman” Malone is the new model for B2B marketers — always delivering quality leads #b2bwc #b2bmarketing — Matthew Schwartz (@mpsjourno1) July 12, 2012
5. A demand gen marketer is responsible for campaigns that work the whole funnel from top to bottom
What does a demand gen marketer do? Campaign design, nurture marketing, net new name acquisition (hello NetProspex!) #B2BWC
— NetProspex B2B (@NetProspex) July 12, 2012
6. There’s a difference between demand gen and sales execution.
.RT @netprospex: Demand gen is answering “why change” for prospect. Sales execution answers “why you” — after”I need it!” #B2BWC
— Margaret Molloy (@MargaretMolloy) July 12, 2012
7. Demand gen marketers don’t only care about the # of leads created, but rather, how much $$ it adds to revenue.
“My focus has shifted from # of leads generated to amount of marketing generated revenue” – @TamGraves #B2BWC good point! #B2BWC — Kathryn Ewing (@kewing14) July 12, 2012
8. Marketing operations professionals are the key to marketing tool selection and integration/strategy.
Marketing Ops = processes definitions, sales & mrktg alignment, CRM integration, Mrktg/MIS relationship, tool selection & rollout. #b2bwc — Silverpop (@Silverpop) July 12, 2012
9. Change hurts for B2B companies… as more than half of the webinar attendees don’t have an operations position.
Yikes.Transformation is painful. RT @Silverpop: Almost 54% of attendees don’t have a marketing ops position at their company. #b2bwc
— Joseph Zuccaro (@joezuc) July 12, 2012
10. Today’s marketer is a techie, data nerd, creative, and diplomat…. all rolled into one fabulous being.
RT @esmeraldae: Today’s marketer ‘s core skills include a marketer who is technical, problem solver and relationship mngmt skills #B2BWC
— Silverpop (@Silverpop) July 12, 2012
11. Marketers should add “tin cupping” to their skill set.
Gr8 point. tamgraves “Tin cupping ” in your company is a key #B2B skill.” @tamgraves #b2bwc
— Margaret Molloy (@MargaretMolloy) July 12, 2012
Understanding the shifting roles of marketing professionals will be key for B2B organizations in the future as technology continues to shape our strategy in new and exciting ways. Register and watch the on-demand recording here.
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