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Posts Tagged ‘Kyle Flaherty’

The New Year’s period is always chocked-full with ‘top ten’ lists and countdowns, and unfortunately, too many blog posts and articles that come out in this period are pretty much news/information you can’t really do anything with.  Inward reflection, but not actionable; sentimental, but not really something you can leverage moving forward.

I’ve been thinking for the last few weeks that for the New Year I wanted to do a post that is action-oriented and that will help you be a better B2B marketer in 2010. 

I also believe strongly in being a catalyst for sharing ideas — which is why I started this blog — and so I thought one of the most-actionable posts I could do would be to point you to resources where you can learn from the best and brightest in the B2B marketing community throughout 2010.  The gift that keeps on giving …

    

What are my criteria for the luminaries I’ve included in this list?

I didn’t start out with a formal set of criteria, but here’s what’s emerged:

  • First, these are all people that prolifically share their insights — cross-medium.  They Tweet, they blog, they speak, they write books, they consult, etc.  And they are generous in this regard.
  • Second, their expertise centers around new strategy, innovation and technology for marketing — particularly B2B marketing — and they are truly advancing the body of Marketing 2.0 knowledge … advancements that will help us cure the ad-centric, interruptive, paternalistic Mad Men hangover that has plagued marketing for decades.
  • Third, these are people whose insights I actually follow.  There is no one on this list whose insight I would not personally recommend and whose own books, blogs posts, Tweets, etc. I do not personally read.
  • Fourth, and in all honesty, all of these folks — except for one — are on Twitter.  Because if you’re not, and you have any insight into Marketing 2.0 … well, get with it!
  • Fifth, I did not look at anyone else’s ‘top influencer’ list in putting my own list together, nor have I feigned reverence to others’ ideas of who is a thought leader … and who is not.

Disclaimer 1: This list may or may not be exhaustive, and it may or may not include people you think should be included on this list.  So don’t be offended if I’ve left someone off.  I probably have, and so I’ll endeavor to add additional people in the comments area below.  And you should too!

    

Who made the list? 

So who has new and innovative insights for ‘propelling’ B2B brands going into 2010?

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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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