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Page 1: ProductCamp Boston: Marketing 3.0 Discussion Notes

© 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

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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. What’s working? What’s 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!!

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Session Notes Follow…Session Notes Follow…

Following is a recap of the group’s discussion

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

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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 we’re marketing to PEOPLE

Data – Good news is: we’re getting a lot of data! Bad news: we’re getting a lot of data!

– Knowing what to use & how to use it

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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

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

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

Don’t 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

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

Data – Define what data is important to your [company’s] 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

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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

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• 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


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