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Future of Work and its Impact on B2B Marketing There is always
speculation on which marketing tools and tactics will be popular in
the future. But how will tomorrows work environment inuence B2B
marketing strategy?Contents 1. Predicting future work 2. Eighteen
key evolutions 3. Future: Work & private life 4. Future: Work
locationThe next 10-15 years will see major changes in the way we
work, and thats likely to have an effect on B2B marketing. In this
white paper, we examine the predicted changes and how Marketing
Managers may need to adapt to reach decision-makers and buying
teams in the future. To get an understanding of the relative
importance of some of the issues we asked 200 managers What will
have the greatest impact on work in the future? Chart I - The
greatest impact on work in the futureGreatest impact on future
work5. Future: Buying process31%6. Future: Technology30%17%7.
Future: Data17%8. Conclusionpr oc es sDa taBu yi ngW or k&pr iv
at elif e Te ch no lo gy W or k lo ca tio n5%Source: SCi Sales
Group, 2013 n = 200As you can see, work & private life plus
technology are believed to have the greatest impact. But before we
make predictions about the developments in B2B marketing we need to
further examine the possible changes in our working life. 2013 SCi
Sales Group Ltd1
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1. Predicting future work Lynda Gratton, Professor of Management
Practice in Organisational Behaviour at London Business School,
recently listed Five Forces which will shape the way work will be
done by 2025. The following is an extract from an article published
in Business Strategy Review....the future will be less about
general skills and more about in-depth mastery; less about working
as a competitive, isolated individual and more about working
collaboratively in a joined world, and less about focussing solely
on standard of living and more on the quality of experiencesLynda
Gratton Professor of Management Practice London Business
SchoolTechnological developments By 2025, we can expect that more
than five billion people will be connected by mobile devices, the
internet Cloud will deliver low-cost computing services, and an
unprecedented amount of information in the world knowledge net.
Globalisation The combination of technology and globalisation will
have a profound impact on the way we work in the future. Greater
numbers of people will choose to move to the mega-cities of the
world, and new talent pools will emerge in areas across the globe
where the population is connected to the world knowledge net.
Demographic changes The coming decades will be defined by the
largest demographic group the world has ever seen the Baby Boomers.
In 2010, they were in their 50s and 60s; and by 2025 most will have
left the workforce, taking with them a huge store of tacit
knowledge and know-how. Societal trends It will increasingly be the
norm to work much of the time from home or in small community hubs
to avoid the carbon costs and general wear and tear of lengthy
commutes. More people will work as freelancers and neo-nomads,
expecting increasing autonomy and freedom. Low-carbon developments
We can expect oil prices to rise substantially as the developing
world uses more energy and the sources of oil have become depleted
and expensive to extract. This could result in a rapid escalation
of the cost of moving goods across the globe and a rapid reduction
of commuting and work-related travel. This will be a significant
driver to virtual working and home-based working.Lynda Gratton is
Professor of Management Practice at London Business School.Weve
taken Lyndas Five Forces and applied them to B2B marketing. The
result is a list of 18 key evolutions.She is the author of a series
of best selling books including Hot Spots, Glow and Living
Strategy. To view the full article from Business Strategy Review
please scan the QR Code or click the short-link.bit.ly/SCiLink1 2
3. White Paper No.
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2. Eighteen key evolutions The 18 key evolutions we have identified
can be grouped under five headings. These evolution groups are
likely to impact B2B marketing from now until 2025. They are... =
Work& Private Life= Data = Worklocation= Technology =
BuyingprocessThe infographic below illustrates the key evolutions,
its available to share using the QR Code or short-link at the base
of this page. Infographic I - The 18 key evolutions BYOD results in
24/7 connection with work Working longer hours, but flexible
timeCollaboration areas for information marketplaceGreater use of
public transportBaby-boomers will start retiring 2020 More decision
makers in buying teamMore staff working from homeCrowd-sourcing;
virtual short-term teamsCloser relationship between CMO &
CIOOfficeHome Fewer company cars, higher delivery costs Better use
of office space; desk-less offices Video-conferencing and
video-call areasEU Data Regulation may impact Big DataComputer
tablet more popular than PCTo view and share the above infographic
of the 18 evolutions, please scan the QR Code or click the
short-link.B2B data will include elements of B2C4 screen
technology; TV tablet, mobile & laptopArrival of busumers;
business consumers Technology and information overloadNow we have
identified the key developments in our work environment we can
study them in more detail, and examine their influence on B2B
marketing strategy.bit.ly/SCiInfo4 3 4. White Paper No.
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3. Future: Work & private life This first evolution group
concentrates on how work and private life will merge, how we will
travel to work and the length of our working day as well as career
path. BYOD results in 24/7 connection with work We can already see
how smart phones and other devices ensure we are connected 24/7
with both work and our private lives. BYOD (Bring Your Own Device)
means its not unusual to receive private text messages during the
working day or access work emails outside of business hours. As we
become more comfortable with 24 hour connection, the limits of B2B
contact may be stretched - responding to work emails at 9pm in the
evening or 3pm on Saturday could eventually be considered normal.
Working longer hours, but exible time As a result of 24/7
connection we are likely to work longer hours - when work is
available. Companies will offer more flexible working arrangements
and there could be a move towards project based work. While there
will be less job security, flexible working will mean a much better
work/life balance. People will have longer careers, and during your
70 years at work you can expect to have spent a lot more down time.
Arrival of busumers; business consumers When work was a function
within strict limits (9am-5pm, Monday-Friday), we communicated with
people at different times and in different channels, depending on
whether we were targeting consumers or business people. That
distinction will disappear in the future.Chart II - Who are the
Baby Boomers? Live Births in UK; 1925-2011
16.8m15.9m13.8m14.1m7.3mZYGe ne ra tio nXGe ne ra tio nGe ne ra tio
nBo om er sBa byVe te ra ns1925-45 1946-64 1965-81 1982-00
2001-11+Between 1946-1964 there was a significant rise in the birth
rate in the UK (and world-wide). These Baby Boomers had a positive
effect, increasing both productivity and consumption. Many
commentators believe the knowledge, skills and work ethic of the
Baby Boomers will be missed when they retire. Source: Office for
National Statistics, 2012The merging or work and private life may
mean we all become busumers - functioning as both business people
and consumers 24 hours a day. Decision-makers are just as likely to
choose a new supplier on Sunday afternoon, as they are to choose a
new bed after a Management meeting on Monday morning. Baby-boomers
will start retiring 2020 The Baby Boomers helped the world re-build
itself after WWII. In 2020, they will begin retiring, taking with
them knowledge, skills and a unique work ethic. They form part of
the original knowledge crowd. Most baby-boomers will retire at
60-65 years old, but future generation X & Y will need to work
longer to support an ageing population. Future buyers could be
65-70 years old. Fewer company cars; higher delivery costs The
price of oil is rising as reserves run dry and extraction becomes
expensive. A recent Daily Telegraph* article claimed that Saudi
Arabia would run out of oil to export by 2030, and the Institution
of Mechanical Engineers** estimates oil may run out by 2050. The
impact will be fewer company cars and less long distance travel (by
car or plane). Rising oil prices will also affect delivery costs,
perhaps resulting in fewer imports and more local production. The
reality of distance equals money will finally hit. *
http://bit.ly/SCiLink3** http://bit.ly/SCiLink24 5. White Paper No.
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use of public transport Higher fuel prices might result in more
people using public transport to get to work, assuming they are not
working from home. London Underground has already installed WiFi at
many stations, and the Dubai Metro has WiFi connection in the
tunnels. As a result we can expect to see greater use of mobile
devices; with both hands free, people will be able to respond to
emails and concentrate on web content.Impact of Work & Private
Life on B2B marketing Selling 24/7 Being connected 24/7 could mean
24/7 sales and service. It may become acceptable for you to engage
with existing and potential clients at weekends and work-day
evenings.Selling to the person, as well as the organisationAs we
become more comfortable with 24 hour connection, the limits of B2B
contact may be stretchedAs the workforce becomes more nomadic, so
it could become increasingly important to build relationships with
individuals as well as companies. Work in the future could be
similar to a film production crew. A group of experts will come
together to complete a project, and then disband to move on to the
next project. You should ensure that when they find their next
project, you are on their contact list as an expert in your field.
Membership of reputable trade organisations and speaking at trade
events/seminars should be part of your plan. Filling the knowledge
gap As baby boomers retire they will take with them a library of
knowledge built over decades. Content marketing can help fill the
knowledge gap. Documents, videos and graphics that help to educate
(and position your company as an expert) could be in greater
demand. Selling locally The distance equals money equation could
result in more local selling. Companies could possibly become
concentrated in tighter geographic areas, with a number of small
suppliers serving their needs. Grab them on the way to work As more
people travel to work on public transport, their smart devices will
give them access to content marketing and strategic articles. They
will have the time to think strategically, and time to absorb
complex propositions before they reach their busy office. You might
also consider putting transport advertising on your schedule
(escalator panels, station posters, tube cards, etc.).5 6. White
Paper No.
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4. Future: Work location People are already flocking to the
mega-cities for work, and so the cost of space is increasing. Big
offices are expensive to heat and light, the result is a drive to
limit office space - either by making offices more efficient or by
encouraging more people to work from home. Better use of office
space; desk-less offices On average, 84% of office space in the UK
is unused each year. Architects are now taking that into account
and building spaces with desk-less offices, like the
GlaxoSmithKline HQ in Philadelphia, USA and the Google HQ in
London, UK.We found that only 35% of work activity took place in
offices and cubes, yet we were dedicating 85% of our space to
thoseDiagram II - GlaxoSmithKline offices in Philadelphia, USA
QUIET ZONENo talking like a Quiet Carriage on British Rail.TABLES
AT ANGLESFor less territoriality and more collaboration.TEAM TABLE
Without monitors.RECEPTION QUIET ROOM FLOOR-TOA place to AND
CEILING work alone SECURITY WINDOWSor make Open feel, personal
calls. natural light.LOCKERSStash your personal stuff here.Edward
Danyo Manager of Workplace Strategy GlaxoSmithKlineSHARED
WORKSTATIONCUL-DE-SAC AREA For work that requires relative privacy
and quiet. AD HOC MEETING ROOM Glass walls and no scheduling.Just
plug your laptop into a monitor.TRADITIONAL CONFERENCE ROOMSPACE
FOR MEETINGSVisitiors and vendors can gather with staff near the
entrance.CAFETERIAA casual work space at nondining times.Credit:
Drawing, GlaxoSmithKline and Arquitectura e Interiores; photos,
Armanda del Vecchio.Edward Danyo, Manager of Workplace Strategy at
GlaxoSmithKline, says there was a compelling argument for change,
We found that only 35% of work activity took place in offices and
cubes, yet we were dedicating 85% of our space to those. Other
organisations might do the same calculation and move towards a
desk-less office. But the driver for these changes is not only to
save space, its also to create an environment for greater
collaboration. Edward highlighted that a test office with the new
format had already seen a 45% increase in the speed of
decision-making. GoogleCollaboration areas for the information
marketplace In order to progress in future careers, executives will
need to be part of the knowledge crowd. Collaboration is an
intrinsic part of knowledge exchange, and we can expect to see more
formal and informal collaboration areas.Collaboration Area, Google
HQ, London6 7. White Paper No.
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and video-call areas Video-conferencing is already a popular and
valuable tool during the sales process, but we could see
video-calling play an increasingly important role as the cost of
sending sales executives to meetings begins to rise. More staff
working from home The distance equals cost equation will also apply
to staff. The cost of commuting will become prohibitive and as more
people use public transport congestion could also become an issue.
Companies will need to find more effective and cost-efficient ways
for staff to work, and working from home could be a common
solution.Impact of Work Location on B2B marketing Identify the
knowledge leaders Marketers should try to identify the knowledge
leaders within organisations, people who tweet, blog, comment and
engage with webinars/seminars. They are likely to be influential in
the collaborative areas of future offices. Make content easy to
find and digest GlaxoSmithKline have already found that desk-less
offices lead to faster decision making, so that may put pressure on
marketing departments to ensure content is easily accessible and
quicker to digest. Infographics, short 300-word blogs and 2 minute
videos (with links to more heavy-weight documents), could ensure
you are part of the buying discussion at an early stage. Greater
use of traditionally B2C channels As people work from home they are
likely to be exposed to more B2C marketing channels. They may
decide to view a news channel during their lunch break and we could
begin to see more dedicated vertical business channels on digital
TV. More firms might decide to join companies like FedEx and use TV
commercials to reach decision-makers; or radio,national newspapers
and even direct mail to home addresses. Video requires
camera-confident sales executives Greater use of video
calling/conferencing will require sales executives who are
cameraconfident. Telemarketing Sales Agents will need to learn new
body language skills and be comfortable in front of camera. Provide
video cubicles As most tablet computers will be fitted with
video-calling, it may be necessary to provide video cubicles to
reduce background noise and provide a neutral back-drop to the
call. Be mindful of working hours at home The home environment is a
private space, even when its being used for work. So Marketing
Managers will need to ensure they dont over-step the mark and
encroach on territory that decision-makers regard as
out-of-bounds.7 8. White Paper No.
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5. Buying process The arrival of the internet has changed the
buying process forever. Product and service comparisons can be
completed quicker and new suppliers are just a click away. The next
stages may be more decision-makers in the buying process and
crowd-sourcing to build project-based teams. More decision-makers
in buying team According to a series of surveys*, the number of
people involved in a buying decision is rising... up 16% in just
one year.Four out of five sales involve at least four people; one
in ten sales involve more than ten decision-makersMiller Heimans
annual Best Practice Study* found that four out of five sales
involve at least four people; one in ten sales involve more than
ten decision-makers. And the larger the company, the bigger the
problem. For example, companies with more than a thousand employees
have an average of 21 people in the decision to buy technology.
Crowd-sourcing; virtual short-term teams Crowd-sourcing began in
2006, and the Chart below shows a steep rise in demand for these
short-term projects. As staff and companies become less loyal to
each other, and the advantages of project-based work become
apparent to both parties, we can expect to see more crowd-sourcing
in the future. As discussed earlier, buying teams might emulate a
film production crew; a team of experts brought together to
complete a project and who disband after the work is completed -
but who recommend each other for future projects and meet again. As
a result, it will become necessary for staff to develop expertise
in a particular field or they could find themselves excluded from
future projects. The days of the generalist manager or buyer may be
numbered.Impact of Buying Process on B2B marketing Chart III Rising
interest in Crowd-sourcing Index of search term Crowdsourcing
100Team to Team selling process As buying teams grow it will be
wise to connect team-to-team, each expert dealing with their
opposite number and building relationships that can develop into
trust. Maintain contact as they move to new projects As individuals
move to their next project you will need to ensure you maintain
contact. Encouraging buyers to sign-up or download using their
personal email address or mobile number and connecting with them on
LinkedIn will ensure continuity in communication.80 60 40
202007200920112013Source: Google Adwords, 2013 Large organisations
such as AOL, Microsoft and LinkedIn have all used crowd-sourcing
recently. According to a recent survey** revenues ofMultiple
languages/cultures as virtual teams are worldwide Companies are
already sourcing the best teams from a world stage, and that will
become more common in the future. Ensuring content is available in
a number of popular languages and being aware of cultural
differences will help buyers engage more readily with your
proposition.crowd-sourcing firms grew 74% between 2010 and 2011,
and 53% a year earlier. The 14 crowdsourcing firms that took part
in the survey have total revenues of about $50 million. * Source:
Miller Heiman Sales Best Practices Study** Source:
www.crowdsourcing.org8 9. White Paper No.
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6. Technology The pace of technological change seems to be
increasing almost every year. New technology replaces previously
new technology, making strategy difficult to formulate. Four screen
technology; TV, tablet, mobile & laptop Many believe our lives
will be organised by four screens, and at least 3 of them will be
available at the office... all 4 if you are working from home.We
need a whole new paradigm about how people use technology to
control their life, rather than be controlled by it Jonathan Butler
Sales Director IT Services AvanadeGoogle believes people use
multiple screens in two ways: sequentially (going from one screen
to another) and simultaneously (using more than one screen at
once). Sequentially is more for targeted tasks, while
simultaneously is mostly supplementing TV watching while browsing
on another device. Although Googles research* is consumer-centric,
we should remember that our business and private lives may merge.
Marketers need to appreciate how people juggle four screens for
various tasks during the entire day, and target adverts that will
appeal on each device - and understand the different things buyers
do on each device. Computer tablet more popular than laptop The
rise of tablet computers means executives are no longer tied to
their desk, free to roam the office and collaborate more with
colleagues. Cloud-based software will give them access to all the
functionality they need. In addition, tablets are far easier to
take home - giving an uninterrupted link to work on a screen larger
than a smartphone. Technology and information overload According to
psychologist and author Lucy Jo Palladino, Ph.D, information
overload can lead to indecisiveness and bad decisions.
Indecisiveness occurs when youre overwhelmed by too many choices,
your brain mildly freezes and by default, you passively wait and
see. On the subject of bad decision-making, she comments You make a
hasty decision because vital facts get wedged between trivial ones,
and you consider credible and non-credible sources equally.Chart
III Tablet or Laptop? Who will win? Computer Tablet vs Laptop 100%
75% 50%Jamie MacIver MA, Data Scientist at SCi Sales Groups,
highlighted how information overload affects buying decisions, With
so much to choose from, it becomes impossible to rationally assess
each option on its own merits. Instead, the main factor becomes
whether the option considered can stand out from the masses. Medium
of communication not quality of product becomes the main factor in
choice. In addition, the overload could extend beyond just
information. Technology overload may also become an issue, as we
try to manage all the devices in our lives and are constantly
encouraged to use unfamiliar tools. Jonathan Butler, Sales Director
IT Services at Avanade, supports this view. He believes We need a
whole new paradigm about how people use technology to control their
life, rather than be controlled by it.25% 2011 2012 2013 2014 2015
2016 2017 Computer TabletLaptop PCSource: NPD Display Search, 20129
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of Technology on B2B marketing Cross-platform optimised
Compatibility is not enough, your marketing will need to be
optimised for the devices used by your target audience. As the
volume of marketing noise increases, the companies that speak most
clearly will be heard. But optimisation does not necessarily mean
for every device. Analytics will tell what devices your prospects
are using, and it makes sense to concentrate your limited budget on
those tools. As work and private life merge, the way we use 4
screens at home could be mirrored during work.90% of people shuttle
between various devices to get a task done. Seeing an advertisement
on TV, checking it out further on a smartphone or tablet, then
doing more intensive research on a PC.90% of people use multiple
screens sequentially, and they almost always do it in the same
day.77% of people watching TV, do so with another device, most
often their smartphone.Make full use of a bigger screen As people
carry their tablet computers to and from work, it gives marketers a
screen larger than a smartphone to display their message.
Infographics, video and other graphic or picture based marketing
make a greater impression on larger screens. Need to understand
buyers preferences As access to different communication devices
increases it may become necessary to understand a buyers preference
in communication. Do they respond more to email or telephone? Are
they more actively engaged with Twitter or LinkedIn? Storing their
preference in your CRM will enable your message to be viewed
quicker and acted upon faster. Use marketing channels that cut
through the clutter Information or cognitive overload may become an
issue in future marketing as buyers are bombarded with messages.
Choosing the right marketing channel so that your message is
registered and can be recalled could become crucial. Beatrice de
Gelder, Department of Psychology at University of Tilburg,
conducted an experiment on the recall (or recency) of spoken words
versus written words or line drawings. Over 190 students took part
in the research** and she concluded there was a clear picture of
the effect of presentation format on recall. Recency of spoken
lists was largest, recency of non-speech sounds was intermediate,
and there were no significant recency effects for visually
presented lists (written words or pictures). As our 4 screens
become full, using alternative speech based methods of
communication, such as telemarketing, could ensure your message
stands out from the marketing noise.* Source: Google, The New
Multi-screen World: Understanding Cross-Platform Consumer Behavior,
2012 ** Source: European Journal of Cognitive Psychology10 11.
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7. Future: Data According to Bryan Eisenberg, founder of the
Digital Analytics Association, the world is currently generating
more data in 2 days than in all the days before 2003. The sheer
Volume, Variety and Velocity (3Vs) of information has increased;
partly as a result of the explosion in digital marketing and the
data it generates.Companies may decide to off-load the data piece
from the CMO and CIO and give it to a Data Scientist or Chief Data
Officer, who would look at it from an infrastructure and marketing
point of viewLee Koenig Head of EMEA Integrated Marketing SAPBig
Data and the Single Customer View Managing the 3 Vs has been a
problem. But Eisenberg believes that as new companies enter the Big
Data arena, and provide cloud-based solutions, the capabilities
that had previously been accessible only by large organisations
will find their way into smaller companies. Big Data for the little
guys. Add to this the increased capability to process data and we
could finally have a Single Customer View of thousands of
customers, enabling Marketing Managers to give them all an
individual experience. EU Data Regulation But there is a problem on
the horizon - the EU Data Protection Regulation (EUDR). The EUDR
changes B2B marketing from an opt-out system to an opt-in rule. It
is a fundamental shift, and due to be implemented 2014-2016. The
Regulation states you must obtain explicit consent through clear
statement or affirmative action to store and use both B2C and B2B
personal data. Personal data includes job title, email, direct line
and even IP address. This could mean that less prospect data is
collected, so Big Data could become a little bit smaller. B2B data
will include elements of B2C As work becomes more short-term,
executives are more likely to give their private contact details.
This ensures they keep useful contacts and remain part of the
knowledge crowd after they move to their next project. Big Data may
also enable B2B marketers to join the dots, accessing useful B2C
information to build a better profile of decision-makers. Jonathan
Butler, Sales Director IT Services at Avanade, explains If Im
selling Microsoft solutions to an organisation and I know the CIO
is a Microsoft fan - with a Windows phone, Windows 8 tablet,
Hotmail and an Xbox - then I know that my audience is likley to be
receptive to our services. Thats good for both parties.Chart III
How big will Big Data become?Closer relationship between CMO &
CIO Many CMOs and CIOs are already working closely, and there is
evidence that CMOs in some firms are spending as much on IT as the
CIO. Marketing data is set to move from the back-office to front of
house, and smart CMOs will forge dynamic relationships with CIOs to
squeeze extra ROI from data.Projected growth of world data 40,000
30,000 Exabytes 20,000 10,000201020122014201620182020Lee Koenig,
Head of EMEA Integrated Marketing at SAP, believes customer data
could become a separate function, Companies may decide to off-load
the data piece from the CMO and CIO and give it to a Data Scientist
or Chief Data Officer, who would look at it from an infrastructure
and marketing point of view.Source: IDC, Dec 201211 12. White Paper
No.
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of Data on B2B marketing Build for Big Data... Content marketing
will continue to play an important role in B2B lead generation, and
the creation of touch-points to add valuable insight and social
data to customer profiles, will further inflate Big Data. Make sure
your CIO is prepared. Marketing executives will need to start
building for Big Data today, so they are able to make sense of all
the information tomorrow. Potentially, it will enable us to segment
customer data like never before and create a true one-to-one
marketing relationship. ... but prepare for the EUDR If Big Data
enables one-to-one marketing, then the EU Data Regulation (EUDR)
could herald one-to-none marketing. Smart companies have started
getting consent for marketing from prospective customers now -
using content and special promotions to encourage sign-up. To
become an expert on the EUDR, scan the QR Code or use the
short-link at the base of this page. You need to keep an eye on
consumer law As more prospective customers use their personal
contact details (personal mobile phone or email) it will become
necessary for B2B marketers to ensure they comply with any B2C
regulations as well as B2B. Make the CIO or CDO your best friend
The marriage of CMO and Chief Information Officer (CIO) or Chief
Data Officer (CDO) may result in... a) if you are selling products
to the marketing department it might be wise to include the CIO/CDO
as part of your target audience, b) if you are selling to other
departments take your CIO/CDO out for a beer, they could prove to
be very useful.How the EU plan to kill B2B marketing and what you
can do to stop it Possibly one of the biggest threats to the future
of B2B marketing is the EU Data Regulation. Scan the QR Code or use
the short-link to find out more.bit.ly/Not4B2B 12 13. White Paper
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8. Conclusion Changes in the way we work will be adopted by
different industries at different speeds. The technology and
marketing sectors are often early adopters on new, but we should
always remember that our target audience is likely to be in other
industries. What seems obvious and old-fashioned to us, may be new
and innovative to others. Its often said that where there is
change, there is opportunity. The next 10-15 years will bring
change at an almost alarming rate. Predicting and preparing for
change will enable you to make the most of the opportunities.For
SCi Sales Group, the 3 biggest evolutions will be:Where there is
change, there is opportunityi)The merging of work & private
life, and how B2B data will include more B2C elements ii) The EU
Data Regulation. It changes B2B marketing from an opt-out system,
to an opt-in rule iii) Four screens and how that impacts the
delivery of content, the overload of information and the
opportunity for human interaction to rise above the digital noise
The purpose of this white paper is to start a discussion. To talk
about how you believe work in the future will shape B2B marketing.
Join the debate on LinkedIn, go to
http://bit.ly/SCiFutureSCsaLesSCi Sales Group Ltd 7 Albion Court
Albion Place T: 020 8846 3950 E: [email protected] W:
www.scisalesgroup.comPublished by B2B Marketing in their
Telemarketing Knowledge Bank.SCexPanD London W6 0QT 2013 SCi Sales
Group Ltd. These pages are copyright protected. All rights
reserved. Any unauthorised reproduction or use is strictly
prohibited, unless we grant such reproduction or use in writing.
Unless specified, all intellectual property rights regarding this
document and its contents are the exclusive property of SCi Sales
Group Ltd. Author: Graham Smith, Marketing Director, SCi Sales
Group Ltd. First published 1 January 2013.13