Speed puts out some innovative B2B marketing innovative contents and known for inspiring thought advanced takes the roles and responsibilities of marketing — and this manifesto is no exception. Call that a bit of a rant and a challenge intended to raise the ambitions of marketing to address this new world, that many of us are in deep water.
"B2B marketing is a profession of ideas".
I love this statement.It changes the way you think about marketing? Open up endless possibilities?
To capitalize on that definition, B2B marketers must embrace and refine the new (if a bit SCARY) roles to move the entire dynamic of what we do. in essence, we need to take a position on:
Bringing back ideas from what we hear in the market that will make money. Owning the revenue pipeline.(You fill it, sales works).Master the information that differentiates our offers to raise us above the noise.The ultimate goal that we can achieve when we need to take charge of these roles is winning the battle for the attention of our prospects.You see, you might think that you only need to worry about your direct competition — but are only a small part of what is competing for the attention. Yet, without the attention of your prospects, it's game over. Yes, it's really just that simple.
Everyone and anyone can publish content online can become a contender for the attention of your prospects — professionally or personally. really doesn't matter because there are only so many hours in a day. attention deficit has become the norm. is there a "shiny new toy" in every workflow update Twitter, LinkedIn, RSS feeds and e-mail dump. instead of 5-7 seconds to capture attention, now you have only micro-seconds.
In order to win the battle for attention, you must honor the 5 B2B imperatives; the world vision, beliefs, chops, ideas and silo annihilation. the manifest does a great job of creating these so you'll just go and download it ... read more.
But once you've used to set your Foundation these imperatives, now you're ready to take advantage of the tools that will make you the marketing rock star you've always portrayed yourself becoming.
The tools include:
Content Marketing – the fuel that feeds the marketing engine.Analytics – measure everything that moves as well as the stuff you don't.A/B Testing – check your assumptions at the door.Forge – Golden mystical connection between sales and marketing.Research – the Foundation to obtain an unfair advantage.Community – the new bow B2B to build relationships.The result of this captivating wonderfully rant and challenge to push your ambition marketing new levels of greatness is summarized nicely with this:
"[I] triple-t's time to abandon the illusion childish that nobody cares and start telling people what's in it for them."
We are definitely Kansas more ...
Go get your copy and see if you're ready for the challenge.
Read the original blog entry ...
About Ardath AlbeeArdath Albee, CEO & B2B Marketing strategist, marketing interactions its firm helps companies with strong sales growth and quantify the effectiveness of marketing through the development and execution of interactive eMarketing strategies led by interesting content.
His new book, eMarketing strategies for the sale of the complex, from McGraw-Hill, is now available!
His articles and blog entries were used for University ezines, published in CRM Today, Selling Power, Rain today and Enterprise CRM Marketing Profs News. has incorporated the post of his blog in a number of their newsletter "Get to The Point".
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