Top Banner

Click here to load reader

ProductCamp Boston: Marketing 3.0 Discussion Notes

Jan 15, 2017

ReportDownload

Marketing

  • 2011

    www.SolutionMarketingStrategies.com

    Marketing 3.0 Marketing 3.0 Discussion NotesDiscussion Notes ProductCamp Boston 2015ProductCamp Boston 2015

    Session Leader: Steve Robins

    May 2, 2015

  • www.SolutionMarketingStrategies.com p2 2009-2015

    Session DescriptionSession Description

    Empowered consumers, content marketing, social selling, agile marketing and an explosion of new marketing (martech) tools: the world of marketing is rapidly evolving.

    Join this interactive discussion about the challenges, opportunities and imperatives of the new marketing department of today. Whats working? Whats not? What needs to change? What does the marketing 3.0 department look like? What is its mission and goals?

    Session leader: Steve Robins Scribe: Tara Kelley thanks!!

  • www.SolutionMarketingStrategies.com p3 2009-2015

    Session Notes FollowSession Notes Follow

    Following is a recap of the groups discussion

  • www.SolutionMarketingStrategies.com p4 2009-2015

    Notes from the Group DiscussionNotes from the Group Discussion (transcript)(transcript)

  • www.SolutionMarketingStrategies.com p5 2009-2015

    What Are Your Marketing Challenges Today? (1)What Are Your Marketing Challenges Today? (1)

    Sales and go-to-market Multiple routes to market & the need for different specialists within Marketing departments

    Marketing & Sales silos

    Marketing & sales to be aligned

    Customers and prospects Specific competence by segment

    Our customers market for us how can we use that?

    Keeping in mind that were marketing to PEOPLE

    Data Good news is: were getting a lot of data! Bad news: were getting a lot of data!

    Knowing what to use & how to use it

  • www.SolutionMarketingStrategies.com p6 2009-2015

    What Are Your Marketing Challenges Today? (2)What Are Your Marketing Challenges Today? (2)

    Market forces Timing things moving quickly

    Figuring out how to utilize what has been successful for others (e.g. Uber & AirBnB)

    Marketing staff and training Making sure that people understand marketing trends

    New marketers are not learning on the job strategies (for long term use)

    Marketing not being able to keep up with the organization

    Structure & culture

    Marketing not able to be agile, nimble & fast

    Marketing spend, optimization Need to not only be aware of over-spending, but also under-spending

    Marketing today is about testing & optimizing over time what works? How do you know it works?

    Make sure you are testing effectively

  • www.SolutionMarketingStrategies.com p7 2009-2015

    Marketing 3.0 Strategy (1)Marketing 3.0 Strategy (1)

    Sales and go-to-market Apply a value to each road to market

    Dont forget to include barriers

    Sales & marketing alignment

    Agree on what is a lead

    Dedicated sales enablement

    The cost of your route to go-to-market

    Customers and prospects Define your audience your personas

    Need to recognize that you have multiple customers and align to that

    Understand your customers challenges

    Find out where your customers are getting your knowledge

    Customer success management

    Bold = most

    important

  • www.SolutionMarketingStrategies.com p8 2009-2015

    Marketing 3.0 Strategy (2)Marketing 3.0 Strategy (2)

    Data Define what data is important to your [companys] success

    Segment effectively

    Quality

    Mashup with external data

    Think about what the impact of data is.

    Marketing strategy and messaging Value prop

    Which will vary by specific personas and platforms

    Content is still king need (outstanding) market-ready content; need people who will drive content creation

    UX/design

  • www.SolutionMarketingStrategies.com p9 2009-2015

    Marketing 3.0 Strategy (3)Marketing 3.0 Strategy (3)

    Marketing staff and training Need to know: where are your current competencies within your Marketing department?

    Employ:

    Data scientist

    Marketing Operations (CMO) function including analytics

    Marketing CIO

    Data/analytical

    Marketing spend and optimization

    Management dashboards

  • www.SolutionMarketingStrategies.com p10 2009-2015

    Provide a solution methodology for Marketing

    Discipline, rigor, consistency best practices

    Help Marketing to work with Sales

    How:

    Solution Marketing Blog

    LinkedIn Group

    Provide a solution methodology for Marketing

    Discipline, rigor, consistency best practices

    Help Marketing to work with Sales

    How:

    Solution Marketing Blog

    LinkedIn Group

    Steve RobinsSteve Robins

    15+ years in solution marketing

    Expertise in solution, industry and product marketing

    Experience: FirstBest Systems, Solution Marketing Strategies, EMC Documentum, KANA, The Yankee Group

    Founder, The Solution Marketing Blog, Top-rated solution marketing blog

    Martech columnist for TechTarget

    Inbound Marketing Certified Professional

    LinkedIn.com/in/SteveRobins1

    Twitter.com/SteveRobins

    SolutionMarketingBlog.com

    http://www.linkedin.com/in/SteveRobins1http://www.twitter.com/SteveRobinshttp://www.solutionmarketingblog.com/