The World Has Changed. Has Your Marketing?

b2b marketing change

This week I am joining hundreds of B2B Marketing colleagues at the annual conference for the Business Marketing Association.

Labeled “Blaze” this event is one of the largest global B2B Marketing event, bringing in more than 800 B2B Marketing professionals from 300+ companies and dozens of countries around the world.

B2B marketing is changing at “blazing” speed due to the forces that shape our world today: the maturity of the digital landscape, social media connectivity, content marketing and mobile accessibility in even the remotest parts of the world.

All this is putting new pressures on today’s B2B Marketing leaders. We are being asked to take on bigger roles to help blaze paths to greater collaboration, customer focus and growth.

The conference will challenge us all to decide if Marketing is out of its silo for good, if we have a seat at the executive table and if we are better aligned with sales and the larger business including IT, HR , Finance, Operation and other functions.

Some of the top issues that will discussed at the BMA conference include:

  • Marketing and Sales Alignment
  • The interface of marketing and IT / technology
  • How Mobile commerce is changing B2B buyers
  • Marketing technology and analytics
  • Real-time Marketing
  • Content Marketing . . . and more

I am honored to be presenting a 15-minute Ted-like “Firestarter” on “The Battle For Customer Attention.”

The preview: The world is swimming in more data and information than anyone can consume. Brands, agencies and publishers are battling for customer attention with increasingly less effective methods. Only customer-focused, social businesses that deliver entertaining content can succeed. I will show how the world has changed drastically in just a few short years. And our marketing needs to catch up.

I’m also thrilled to join moderator Joe Pulizzi, Todd Wheatland, KellyOCG VP Marketing,  and Jodi Navta, VP, Marketing and Communications at Coyote Logistics for a panel discussion on whether your organization needs a Chief Content Officer?

Here are my slides and click below to see one of my great inspirations.

Here is one of the best Ted Talks on inspiration. It’s from Simon Sinek on how great leaders inspire action.

For more updates, please follow along on TwitterLinkedInFacebook and Google+ or Subscribe to the B2B Marketing Insider Blog.

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Showing 15 comments
  • Reply

    It’s a pity they don’t organize these type of events here in Europe. It’s certainly a great speaker line-up.

    I did not even know about the existence of BMA. It seems very much US oriented.

    Thanks for sharing, Michael.

    • Michael Brenner

      Hi Tom, they mentioned strong growth of the BMA in Europe. Maybe there is some hope. Or you should just come over next time 😉 I am not a member but it seems like a big and active organization.

  • Sol Danmeri

    “The Battle For Customer Attention.” I have been asking myself this question whilst reading the many updates on Twitter. I have been asking myself why do certain messages grab my attention, whilst others deter me from wanting to click the link. I discovered your post whilst being on Twitter. Your tweet stood out from the others. Perhaps it was “relevant” to my current interests.

    It’s interesting that you say “The Battle For Customer Attention.” I have never thought about the environment being in this way. But now that you mention it and after careful thought it does make sense. I have been banging on about relevancy. It’s a very different situation when you look at the playing field as one of a battle.

    I wish I would have had the opportunity to hear your talk. Will you have it recorded?

    • Michael Brenner

      Thanks so much. I think it will be recorded and then I will share the video.

  • Rick Noel

    Thoughtful post Michael. One of the things that is changing in marketing and business buying processes is that competition for user attention is getting more intense as more and more are generating content. Our audiences are distracted by multiple screens, many of which are on and with them at all times. Only the most useful, unique, creative and entertaining content will rise above the noise. It reminds me of the quote from the author James Gleick,

    “When information is cheap, attention becomes expensive.”

    Thanks for sharing

    • Michael Brenner

      LOVE that quote Rick. I totally plan to borrow that in my next presentation. And it makes sense. Now we just need to convince all the content creators in our businesses. No small task.

  • nancy- Release Liner

    There are so many different people out their that its hard to market to everyone. Finding the right group of buyers is hard to do but once you get that down your marketing can improve. Liked your slides entertaining and also had the right amount of information in it. Thanks for the read!

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