Post on 15-Jan-2017
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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
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