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Marketing 3.0 - Steve Robins (ProductCamp Boston 2015)

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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?

About Steve Robins

Steve Robins is the principal of Solution Marketing Strategies. For the last 15 years, Steve Robins has been transforming technology firms into market-leading, customer-focused solution providers. He's held senior marketing roles at FirstBest Systems, EMC Documentum, and KANA Software. An industry thought-leader, Steve started the top-rated solution marketing blog, writes a marketing tech column for TechTarget, and has co-chaired the ProductCamp Boston unconference for several years.

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Marketing 3.0 - Steve Robins (ProductCamp Boston 2015)

  1. 1. © 2011 www.SolutionMarketingStrategies.com Marketing 3.0Marketing 3.0 –– Discussion NotesDiscussion Notes ProductCamp Boston 2015ProductCamp Boston 2015 Session Leader: Steve Robins May 2, 2015
  2. 2. 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. 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!!
  3. 3. www.SolutionMarketingStrategies.com p3© 2009-2015 Session Notes Follow…Session Notes Follow…  Following is a recap of the group’s discussion
  4. 4. www.SolutionMarketingStrategies.com p4© 2009-2015 Notes from the Group DiscussionNotes from the Group Discussion (transcript)(transcript)
  5. 5. 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 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
  6. 6. 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
  7. 7. 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  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
  8. 8. www.SolutionMarketingStrategies.com p8© 2009-2015 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
  9. 9. 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
  10. 10. 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

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