welcome to the crazy age: a manifesto for change
DESCRIPTION
For marketers in today's world, change is the only constant. The landscape, buyer behaviour and communication techniques are all evolving rapidly: welcome to what pioneering thinker in B2B marketing Paul Cash calls 'The Crazy Age'. This session will put the changes that are sweeping through marketing into context, and explain the new way that marketers need to act to ensure success in this most challenging of environments.TRANSCRIPT
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“Being Remarkable at what you do is the only way to win in the customer powered social era” Paul Cash
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We feel, think, act in that order.
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Aspire to be the B2B brand other people talk about.
Thought leadership. Real world and data driven stories come together when they are told, discovered and shared in non-marketing ways.
1. Data driven story telling2. Real world stories told in highly
interactive and interesting ways
Branded. Educational. Promotional. News
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In order to win the popularity contest your b2b brand needs to over commit to your market or category i.e. go beyond simply selling a product/service and devote yourself to the community.1. Known them better than ever2. Involve them in decision making3. Get personal4. Think commitments not
campaigns
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1. Marketing is everybody’s job2. It’s why brands with purpose WIN.3. Recruit, train, innovate, participate…
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1. Don’t let the Big tactic trump the Big idea2. STOP the random pushing of content just because you can.3. Don’t let marketing becomes SALES in disguise.4. There is NO shortcut to success
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