Partner Content
I recently had the pleasure of presenting in-person at MarTech Alliance’s “anti-conference,” MarTechFest Global 2021 in London and I have to say, it was great to be back on stage presenting in front of real, live people! I spoke about all things Precision Demand Marketing and got the chance to sit in on some sessions, chat with peers, and most importantly, connect. It’s amazing that what we’d all taken for granted 18 months ago – the ability to meet in person – can feel so refreshing and energising today.
The key themes that emerged from the conference were that the challenges we face as marketers are becoming more complex, customers are behaving differently, and the technology landscape continues to grow. Think about how events have evolved into a hybrid of in-person and virtual, and how those changes have affected our events strategies. Or when Facebook’s family of social platforms (Facebook, Instagram and WhatsApp) suffered a worldwide outage a few weeks ago, that meant an opportunity for LinkedIn and Twitter to capitalise on new audiences. The world shifts with a moment’s notice and B2B marketers must be ready to respond.
At MarTechFest, I presented on a buyer-driven, omnichannel approach to B2B marketing called Precision Demand Marketing to support this new world. It’s a flexible and connected way to rethink our team structures, strategies, and technologies, while providing the scaffolding for your team to succeed today. It’s time for an upgrade of skills, knowledge, and technology.
To do so, I outlined the five pillars of a Precision Demand Marketing approach:
The takeaway? We have an opportunity today to create better, more targeted, connected, and personalised experiences for our buyers. The world will continue to change, and we too must evolve alongside the changes. How we think about events, social, display, content syndication and other channels will continue to shift. But with change comes opportunities, and the opportunity for precision is now.