B2B marketers have today been presented with a plethora of information at the B2B Marketing Conference all urging them to utilise the power digital…
B2B marketers have today been presented with a plethora of information at the B2B Marketing Conference all urging them to utilise the power digital offers. Some key statements for me were:
Scot McKee, MD at Birddog, may have scared a few delegates when he said “If you are only just starting with social, you’re dead.” A sweeping statement some may argue, the truth others will say.
Jonathan Brayshaw, global leader of digital communications and social business at Psion insisted social media has moved on and said, “It’s not about social media anymore, it’s about social business”
Richard Robinson reminded marketers to see the importance of optimising sites for mobile and monitoring mobile traffic with examples such as a video of someone jumping out of a plane and booking the hotel he’s going to land at while he’s in freefall. He proceeded to ask, “Why shouldn’t this be possible in B2B?”
Andrew Fitzgerald, global technology services marketing, IBM said, who the technology giant is celebrating its centenary this year says along the way it almost died because it weren’t adapting. He says getting prepared for changes is fundamental for success .
Finally, a controversial one, maybe ROI isn’t something to lose sleep over, Simon Banoub, head of marketing, Opta definitely doesn’t, saying, “I don’t worry about it, I come to events like this and everyone says ‘oh but we can’t do that, we can’t prove the ROI’ I simply shrug and say our ROI is good.” On the topic of measurement and ROI, Ian Symes, marketing director UK & Ireland at Cisco also urged marketers not to measure metrics on ego, he said, “Make sure your measurement metrics help you evolve, measure for improvement.”
