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Posts Tagged ‘sales and marketing alignment’

B2B commerce in the U.S. is a big deal.

  • The most-recent U.S. Census Bureau survey on the topic reported in 2008 that B2B commerce accounted for 52% of total commercial activity, and B2B e-commerce accounted for 92% of total e-commerce.

B2B marketing in the U.S. (also) is a big deal.

In fact, you might even make a credible argument that much of the innovation at a people, process, content and technology level in the overall marketing discipline, today, is primarily taking place in the B2B marketing and sales segment.  Definitely more than in the consumer marketing arena.

Source: B2BCamp

Yet it seems more difficult than ever for B2B marketing and sales leaders to get the education and peer insight they need to stay ahead of their game.  And, whereas the consumer world seems to have a real ‘esprit de corps,’ the idea of ‘community’ in the B2B marketing and sales world is a rare thing.

… which is why I’m so excited about the first-ever B2BCamp (Twitter: @b2bcamp, #b2bcamp #atl) in Atlanta this coming Saturday, March 10.

Billed as an ‘unconference,’ the event is squarely targeted at delivering the type of education, peer insights and community that too often seem to elude B2B marketing and sales leaders.

I’m also excited to be keynoting the event – giving a talk that is based on my book, Balancing the Demand Equation, and that frames up the day by talking about the larger set of challenges and opportunities facing B2B demand generation today.

An UnConference

So what is B2BCamp?  The organizers explain:

B2BCamp is a user organized gathering focused on B2B Marketing topics. B2BCamp is one of many “unconferences” held  throughout the world. Although similar to traditional industry conferences, at B2BCamp there are no “attendees” because everyone participates in some manner. Some participants will present while others will lead a roundtable discussion. Some will contribute simply by sharing their experiences and others by helping with logistics, securing sponsorships, setting up Wi-Fi, etc. B2BCamp is a self-organizing collaborative event that is rewarding, fun and a totally cool  experience!

And if it’s not 100% apparent, B2BCamp – despite a focus on the topic of B2B commerce – is in fact not a commercial event.  I.e., all of the organizers are volunteers, and sponsorships are set at a low level … just enough to help cover costs.

Vote for Your Favorite Session … and It May Make It on the Agenda

A key feature of B2BCamp is that the agenda is developed by the attendees via two rounds of voting – before the event to narrow the presentations and on-site to finalize the agenda.

In fact, you can review the proposed sessions and vote online here.

BTW:  At the time I’m typing this blog post the top session is “Welcome to the Buyer-centric Movement” – a topic I love because it’s literally one of the two guiding concepts in my book.

Find Out Who Will Be There

Not only is this unconference transparent about selecting the sessions, it’s also transparent about who’s attending.

To find who’s attending, click here.

Worth a Full Saturday

As I mentioned above, the event is this Saturday, March 10, near the Perimeter Mall in the Atlanta area.

The event organizers tell me there are 175+ B2B marketing and sales leaders already registered, and so it’s likely to be a sell-out.

See you there.

Should be a good first step towards building a (much-needed) B2B marketing and sales community … in the Atlanta-area, and then around the country as B2BCamp hits the road! TBD.

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A little over a week ago I published my latest post on the DemandGen (r)Evolution blog – “Dreamforce 2010: Demand Generation Insights ‘from the Cloud’” – a round-up of my takeaways from this year’s Salesforce.com Dreamforce event in San Francisco.

For those of you who are not familiar with Dreamforce, you might be asking, ‘Why a write-up on what is (at a surface level) merely a technology user conference?  What’s the takeaway for marketers?’

Source: Salesforce.com

An obvious initial response is that Salesforce.com has emerged as one of the dominant – and one of the fastest-growing – CRM platforms in the marketplace.  That alone earns it some attention.

But beyond this, as I note in my post, “Dreamforce increasingly has grown into the annual host of two critical, interdependent and growing ecosystems – and consequently was an event filled with great demand generation insights.  …  On one hand, Salesforce.com serves as the cornerstone for a growing software ecosystem around buyer-centric, demand management software.  …  On the other hand, Salesforce.com has become the leader in cloud-based application infrastructure.  …  [And] it is this cloud-based approach that also is critical to enabling [this] demand management software ecosystem … .”

Dreamforce also is a unique annual event as there doesn’t seem to be any “… other technology-based event that draws such a large group of sales and marketing executives – and the technology vendors that serve them – in one place, at one time for nearly a full week,” as I comment in the blog post.  In fact, “Some of my best conversations each year occur at Dreamforce, and this year was no different.”

So what were my major takeaways?  The blog post focuses on two major demand generation insights:

  • “B2B buyer insight is more-pervasive, more real-time and more-accessible via ‘the cloud,’ and marketers must learn to leverage this dynamic asset.
  • “Our role as marketers must focus more than ever on delivering leadership and visibility to help our organizations tune their demand generation machines and to ensure tight coupling with revenue outcomes.”

I also have embedded in this post a link to my Dreamforce interview w/ the DreamSimplicity video crew in which I talk more about the new impetus for ‘marketing in the cloud.’

Click here to read the full LBM DemandGen (r)Evolution post.

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