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3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer Revolution
Tony Zambito / customer THINK / June 19, 2013
The CMO’s of today are facing the challenge of surviving in a new world. This new digital age has marketing in the throes of a buyer revolution. Like any revolution, organizations, and institutions are going to topple.
I was recently asked what I believed was the next “hot thing” in marketing. I have been thinking about this for a while now. Typically, when you hear a phrase like the “hot thing”, it is easy to think some form of technology (marketing automation for example), renaming of long standing practices to adapt to new dynamics (content marketing as an example), or some catchy phrase originating from a best selling book. I rule these out this time.
This time, it is something bigger in my mind. It is unglamorous, it is messy, and it comes with new sets of challenges.
In recent uprisings around the world, we have seen old governments topple and the introduction of new forms of governments in several countries. By way of analogy, I believe marketing will need to reinvent itself along the lines of organization, structure, and purpose. Old ways will need to topple. Why? Because there is a buyer uprising and they demand it. They have the power of voting with their budgets.