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Posts Tagged ‘Tom O’Guinn’

I’m excited to share that my new book, Balancing the Demand Equation, is being released on Amazon a week from this Monday on September 19.  (BTW:  You can pre-order your copy on Amazon by clicking here.)

The inspiration for the book is literally the years spent as a B2B marketer saying to myself, “There’s got to be a better way.”  And so I wrote the book as a modern handbook for B2B marketers to navigate the complex, new world of Buyer 2.0, sales/marketing alignment and marketing automation.

The book provides a framework to help B2B marketers transform their demand generation approach – moving from a legacy of batch-and-blast mass marketing and of reactive ‘sales support’ to a new state of building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.

Click here to download a PDF overview of the book and its table of contents.

I’m also excited to share some early reviews of the book by some pretty well-respected names in the marketing and sales arena.

Jim Lenskold (Twitter: @JimLenskold), President of Lenskold Group and Author, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability, wrote:

A must-read book for B2B marketers ready to drive bottom-line results and truly deliver marketing ROI through better management of the complete purchase funnel. Balancing the Demand Equation provides guidance on marketing’s increased role in educating, engaging and nurturing sales-ready leads in today’s world of marketing operations, automation and outcome-based metrics.

Robert L. Jolles (Twitter: @Jolles), President of Jolles Associates, Inc. and Author, Customer Centered Selling, wrote:

Finally! A roadmap to help B2B marketers understand the modern buyer and pioneer successful, customer-centered demand generation programs.

Thomas C. O’Guinn, Ph.D., with the Center for Brand and Product Management at the University of Wisconsin–Madison wrote:

This is a very smart book on a very important topic. Anyone who knows much about B2B marketing knows that almost everything written on it is just a round-peg-square-hole ‘fit’ of B2C knowledge, or a worked-over sales management PowerPoint deck. They also are real slogs to read. Not this. Needles’ book is a new paradigm, and one that fits perfectly with the new realities of commerce. This is sophisticated analytics, content creation and REAL customer relationship management. If a company were to seriously adopt this model, they would make a lot more money. No kidding.

Ann Handley (Twitter: @marketingprofs), Chief Content Officer of MarketingProfs and Co-author, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, wrote:

Dear B2B Marketer: Your world is changing, and here’s the field guide that shows you precisely how to adapt.

Steven Woods (Twitter: @stevewoods), CTO of Eloqua and Author, Revenue Engine, wrote:

In Balancing the Demand Equation, Needles weaves together a well-crafted B2B demand generation framework, at both the strategic and tactical level, that shows executives a clear path to more-predictable and more-sustainable revenue outcomes. Grounded in case studies and detailed research, the book provides specific guidance and critical insights for getting the most out of marketing automation investments, while never losing sight of the strategic change towards buyer-centricity.

Sincerest thanks to these folks for taking the time to review — and in some cases even contribute to — the book.

And I look forward to your own feedback to the book over the coming weeks!

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Over the past few months I’ve checked in with a number of current and past colleagues and acquaintances who work at a variety of marketing services agencies — PR, ad agencies, social-media firms, brand consultancies, etc.  In addition to the usual pleasantries, our discussions could not help but touch on the state of the industry.  I’ve also seen and commented on a growing critical mass of news articles and blog posts on the future of advertising and PR  firms.

iStockphoto

Source: iStockphoto

What has been interesting about all of this dialogue, both online and off, is one consistent theme:  The business environment for ‘traditional’ agencies is changing … radically … and overnight. 

“I hear death is imminent for your business model, in fact I’ve heard the industry itself might be beyond repair,” commented Kyle Flaherty, a former PR agency professional and current tech-industry marketing director (now on the ‘client side’), in a December post on his Engage in PR blog.

What is causing this ‘plague’ of Biblical proportions throughout the agency world, and how can agencies overcome this situation by preparing for the next-generation of client expectations?

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The challenge of any marketing strategy is that as marketing leaders we always face the great ‘leap of faith‘ that you can’t get over.  We try to design marketing programs that coincide with right place, right time and right target audience.  And we have binders full of statistical, demographic and ethnographic insights that we use to justify this triangulation.  But it all remains a guess.

Further, our target customers don’t choose to participate in a given media or social-networking channel saying, “I hope my favorite brand will market to me there!”  They choose these channels out of their own personal and professional interests and needs. 

Finally, their choice of channel constantly changes over time.

Thus the underlying issue is that our brand communities are mobile – not just in the phone sense but in the holistic sense.  And it’s our challenge and opportunity as marketing leaders to figure out how to keep up with them.  Yet many of our legacy approaches, processes and platforms do not enable this; instead, they focus more on the medium, rather than the brand community relevance.

What can we do to help solve the ‘mobility’ problem and better center our marketing on brand communities?

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