What B2B Marketers Can Teach the Rest of Us!

June 10, 2014

By Bill Duggan, Group EVP, ANA

I recently came back from three inspiring days in Chicago, attending the BMA (Business Marketing Association) annual conference.  There were some great lessons there, and not just for B2B marketers.  Here are five that stood out to me.

  • The Power of Partnerships: You can’t solve all problems on your own.  Partnerships are necessary, sometimes even with a competitor.  Partnerships provide paths to speed and scale.
  • Emotion Matters: Rational factors are certainly important.  But go beyond that and tap into emotional drivers.  People who recognize that emotions matter are often the best leaders.
  • Disruption can be a Differentiator:  Disruption is a business strategy that provides a great excuse to try the impossible. Disruption is not for the faint of heart and the best disruptions start out as unpopular ideas.  The biggest benefit of disruption is differentiation.
  • Utility: Smart marketing is about helping – not selling – and providing utility.  Utility is the North Star of marketing.  Make your marketing so useful that people would pay for it. Content that offers utility is the best way to sell. Utility is a new marketing model for the age of information overload.
  • Mobile: The shift to mobile has been dramatic and mobile has had more impact on the way we do business than any other technological change. A mobile moment is a point in time and space when someone pulls out a mobile device and context is the key to success in that mobile moment.  Meanwhile, speed is the most important thing in building a mobile app.

Congrats to BMA for a terrific event.  And thanks to Radio & Television Business Report for publishing this blog first.


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