MarketScale is on the road this week! We sent our Analytics Operations Manager, TC Riley to America’s heartland to meet with our clients in the region, and we are going along for the ride.
MEETING THE CHALLENGES OF MARKETING MEDICAL DEVICES
According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:
B2B Marketers are "Losing sleep" from Job Stress
According to a an article published earlier this week in The Drum, B2B marketing directors are losing sleep over their jobs.
- 65% of senior marketers are more stressed in their job than they were a year ago and
- 53% say they have “too much to do with too little time.”
The study attributes the stress to the ways in which “competitive changes and choice” are driving “delays in decision-making” that place B2B marketers “under increased pressure to meet marketing challenges with innovation and creativity.”
Digital Marketing: Lots of Work!
This much is certain: The digital marketing landscape continues to evolve at a pace that far exceeds the bandwidth of a single in-house marketing manager—or even a small, in-house team. To maintain a competitive digital presence, marketers must collect and monitor data and analytics across multiple channels, track the performance of a range of content forms aimed at multiple target audiences along multiple stages of the sales cycle. And this is just the beginning...
To maintain pace in a modern B2B marketing environment, it has become crucial to think in terms of a full revenue cycle, from initial awareness to sales closed, instead of simply in terms of a sales cycle. The full revenue cycle requires both sales & marketing departments working together towards the same revenue goals.
It's easy to forget:
Fundamentally, the role of the marketing department is to make sure that the sales department is successful. In B2B, sales owns the responsibility to deliver revenue. And marketing’s role is to make sales more productive—to help them reduce the sales cycle.
Traditional images of teachers envision them lecturing at the class--the so-called "sage on the stage." In truth, the most powerful educators ask questions. Content needs to follow suit. After all, content must inspire engagement. Lectures can be pretty boring.
Inbound 2015 was a great experience for 14,000 marketers, agencies, partners and vendors who attended this week in Boston. It was a testament to the Inbound Movement, the product vision for Hubspot, and their executive commitment to investing in their marketing community. It wasn’t a Hubspot sales pitch, it was an educational revival – with something to learn in every session and event. In a standardizing and commoditizing Marketing Automation world, Hubspot continues to emerge as the differentiator. While others ‘automate’, and focus on the technology, Hubspot differentiates with its focus on content, outcomes, training, philosophy and methodology for the most unique approach in the category.