Marketing Operations as a B2B discipline is rapidly growing. As one data point that supports its growth, we had our largest attendance to date for today’s MOCCA meeting in Washington DC with Andrew Gaffney and Amanda Batista of Demand Gen covering recent readership survey results on trends in marketing measurement, changes in b2b buyers, and shifts in content preferences. Rather than rehash the survey results which are available on DemandGen’s website, here are 4 key takeaways from our hour long question and answer session that followed the presentation:
- Content: this area was the theme and background of DemandGen, so it was not a surprise to hear this topic come up. We spent considerable time discussing the pros and cons of webinars, both live and recorded, and came to the conclusion they are a worthy, cost effective tactic to consider as part of the overall marketing mix. With today’s integration in marketing automation platforms, there are more benefits reporting wise to use webinars versus in years past. Video is also a tactic that can be repurposed toward mobile devices and non-mobile devices. There were a few audience members who suggested that having 4 videos of 5 minutes each were more powerful than one 20 minute video and easier for a buyer to digest.
- Data Warehouse: this is an emerging area for enterprise companies that are trying to do data manipulation and more sophisticated reporting. B2B companies are realizing a shortcoming of their CRM systems and marketing automation systems in terms of lack of data reporting flexibility. Thus, they are looking to front end load their systems with a data warehouse that interoperates with disparate data sets and can do sophisticated reporting through easier manipulation of data.
- Mobile: this area remains an enigma for b2b marketers (my data points extend beyond this session with the CMOs of both Cisco and Xerox confirming this same data). Contrary to what is happening in the market, marketers are just not yet ready to think about rendering b2b campaigns in mobile, either through their marketing automation platform or through companies like Litmus Technologies. One company mentioned it was beginning to source 15% of its lead flow (not web traffic) from mobile devices yet the majority were not optimizing campaigns or content specifically toward mobile devices. There are likely too many other competing priorities for marketers to be focused on, thus crowding out mobile for the moment. Everyone knows they should be doing it (like working out at a gym), but few actually do it.
- Reporting: the majority of companies were at the early stages of connecting marketing investment to new revenue struggling with both systems as well as cultural – cultural meaning does marketing ‘source’ revenue or do they ‘influence’ revenue. The theory models would suggest marketing does both, but not every culture absorbs that methodology.
We didn’t have time to cover it, but data and its accuracy seems to be the next hot topic for MOCCA to talk about. What areas in marketing operations are you seeing that is hot?