ME 52-5 Insights from a B2B Marketer

With several years of experience in the B2B marketing arena, Caryne Say emphasizes the importance of better targeting vs. mass messaging in the B2B technology marketing world. The best piece of advice ever received? Always be curious.





Caryne Say
Marketing Manager, US SMB,
Symantec Hosted Services (New York)
Linkedin: http://www.linkedin.com/in/carynesay

What site(s) do you have to visit every day for marketing news?
http://www.btobonline.com/
http://www.marketingsherpa.com/

What site(s) do you go to at least once a day for fun and inspiration? http://hbr.harvardbusiness.org/
http://www.ted.com/
http://www.digg.com/

Greatest skill a good marketing professional requires?
Ideas and strategies are crucial but the ability to execute, or take a campaign from the cradle to the grave is often underestimated.

What’s the recent “it” marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?
Social Media marketing. With more and more customers and prospects moving online, businesses are compelled to consider social media as part of their overall marketing strategy. However, while Social Media is all the rage and here to stay, the challenge remains: how does one establish a business case for it? what, if any, and how big of, a role does it play in the overall communication strategy; and more importantly, is it a function of PR, Marketing or a new department altogether? These are some of the issues I often come across whenever social media is discussed as a channel to drive awareness and leads.

There have been fads in the marketing world. In your opinion, what are recent developments that are here to stay?
The seemingly utopian one-to-one model of marketing, leveraging buyer personas and their various stages in the buy cycle, vs. one mass messaging is something we in B2B technology marketing strive for and will continue to do so for a long time.


What is essential NOT to do when it comes to your specialty?
I believe it is essential not to make any assumptions. With Marketing being such a team-centric function, there is no such thing as over-communication with Sales, Operations, within Marketing itself and any other stakeholders when running an end-to-end B2B lead generation campaign.

What’s an imminent hurdle in the marketing world that you think will cause significant changes to the way we market to consumers or businesses?
Once we are able to nail down marketing automation and response tracking in our execution, it makes it so much more relevant to tailor a series of messaging that is well thought out, succinct and precise that will take our prospects from ‘I’m merely researching’ to ‘I’m ready to purchase from you’. However, until we have these in place, we can only rely on assumptions, assumptions on where our audience may be in the buy cycle, how engaged they may be with us and what further information they may require to help them decide whether to invest in our products or services.

Can marketing ideas travel across continents, countries and languages? Does globalization work or is localization more effective?
In this increasingly borderless world, I believe it is essential to maintain consistency in branding, mission and vision across the global platform. However, tactics can be flexible and localizing these, the specific actions that one takes to achieve the strategy, vision or mission, has proven more effective than one blanket approach.


Best piece of advice you’ve received professionally or personally?
Always be curious

Growing up what was the first thing you can remember wanting to be?
A lawyer

To tweet or not to tweet? Fad or here to stay?
Fad.

What is a recent campaign/presentation (not from your own company but your field of marketing) that you admire?
Grasshopper’s Entrepreneurs Can Change The World campaign that is timely, inspiring and humane i.e. it tugs at the heartstrings. The youtube video is here: http://www.youtube.com/watch?v=T6MhAwQ64c0

ME 52-4: The Blurring Line Between Retailer and Advertiser

Stewart Pratt is an experienced Marketing Research manager , with over 10 years of experience in consulting, marketing strategy, and emerging media measurement in the industries of CPG, Retail, Financial, Telecom and Travel verticals. Regarding localization and globalization, Stewart makes a very valid point that localization is no less relevant than other demographic or behavioral criteria marketers apply to target customers. Moreover, he states an interesting observation about the blurring line between retailer and advertiser.

Stewart Pratt,

Senior Analytics Consultant
Razorfish

Linkedin:

http://www.linkedin.com/pub/stewart-pratt/1/ab9/8b1

What site(s) do you have to visit every day for Marketing news?
http://www.adweek.com/aw/index.jsp
http://www.mediaweek.com/mw/index.jsp
http://adage.com/

What site(s) do you go to at least once a day for fun and inspiration?
http://www.pandora.com/ and http://www.spinner.com/ standards for me, but I also like to check out http://www.urbandaddy.com/ and http://www.thrillist.com/homepage

Greatest skill a good Marketing professional requires?
The ability to approach problems with flexibility and creativity. Every innovative execution faces its share of new challenges and obstacles. With no standard playbook to follow, it is essential to take an open approach and to have persistence as you work with others towards a solution.

What’s the recent “it” marketing phrase/trend of the moment that you hear almost every day and what does it mean for the industry and marketplace?
Social Influence Marketing is certainly “the” marketing trend of the past year. Clients that are already involved in social media are now looking for more robust ways to assess the return on their efforts, while clients that have been hesitant to engage consumers through social media are now moving quickly establish a comprehensive social strategy for their brand. As an industry, the implications are significant. Until now, social media was viewed as a guerilla technique for extending a brand’s influence, investment was modest, and client expectations were simple. As social media increases in importance and budgets expand, so also do client expectations. Clients are beginning to demand more accountability and rightly so. Agencies, publishers, and networks must respond by improving measurement and reporting, closing the between social media and other digital channels.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Social is here to stay. Mobile is here to stay. However, for my money delivery of contextual, dynamic display advertising via ad exchanges in a model reminiscent of search is a new trend that will prove transformational.

What is essential NOT to do when it comes to your area of Marketing speciality?
Lie. Your credibility is your currency as an market researcher. There can be significant internal and external pressure to tell a positive story. However, not all campaigns are successful and not all creative works. It is critical to provide an unbiased perspective, even if that message is not well received.

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
Continued concerns about privacy represent the most significant challenge to digital marketing. As personal information is redefined tracking methods previously considered non-PII are challenged, it is uncertain whether significant changes in how we deliver and measure digital media will be required. If they are, the challenge will be in finding ways to deliver relevant messages and maintain or improve our efficiency as advertising budgets continue to be strained.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
While marketing ideas are theoretically universal, the execution of these ideas is necessarily localized. Advertising gains in effectiveness when it is contextually relevant. Localization is no less relevant than other demographic or behavioral criteria we apply. The question really is whether gains in effectiveness from localization out weight gains in efficiency from globalization. As our capability to deliver dynamic advertising and experiences improves, the efficiencies of globalization become much less important.

Best piece of advice you have received professionally or personally?
Focus first on your development as a professional, not on title or salary. As a corollary: “Achievement nets you title, performance nets you salary.”

Growing up, what was the first thing you can remember wanting to be?
President of the United States. I think we can all breath a sigh of relief that this didn’t happen.

Is Marketing more of an art or more of a science?
Marketing is more art than science; but then science is often more art than science too. “Science” often implies a controlled environment in which conditions and results can be replicated. The marketing environment is ever changing and market conditions are never fully replicable. Delivering innovative solutions for clients always requires a high degree creativity and adaptability to respond to changes in the market. Measuring the effectiveness of these efforts is equal parts science and art, applying universal principles to the specific constraints of our marketing program.

What do you think are some of the most promising models for monetization of digital content?
I think one of the most promising or interesting monetization models is the blurring of the line between retailer and advertiser. As advertisers work to extract increased value from their existing site traffic, they are beginning to apply the principles of “in store” economics to their online stores. Offering manufactures the opportunity to promote their products by purchasing advertising inventory on the retailer’s site is an innovative, promising monetization model which is gaining traction.

ME 52-3: Good Ideas Aren't Limited by Language or Culture

For the past 6 years, Stacey Pavesi-Debré has been helping to brand The Atlantic through event planning. The most fundamental element of marketing when it comes her multi-faceted job is identifying the right target audience--to invite to the event, to come and attend the event, and once they have come to the event, participate actively on-site.

Stacey Pavesi-Debré, Director of Events

The Atlantic Media Group
LinkedIn: http://www.linkedin.com/pub/stacey-pavesi-debr%C3%A9/0/93b/aa0

What site(s) do you have to visit every day for Marketing news?
I often refer to BizBash for events news and the latest trends.

What site(s) do you go to at least once a day for fun and inspiration?
Daily Candy

Greatest skill a good Marketing professional requires?
Creative problem solving.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Idea Summits and Festivals--though not mnay of them will last, there will always be new ones trying to be the "next big thing."

What is essential NOT to do when it comes to your area of Marketing speciality?
One should avoid wearing out target audiences by producing redundant (or, worse, boring) events.

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
In the DC events world, it's the tightening ethics regulations created to prevent unsavory mingling between government officials and commercial entities.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Totally--good ideas aren't limited by language or culture. Just look at the Internet. It's important to be sensitive to local customs but people are curious by nature and often intrigued by new things--as long as there's some relevance to their lives.

Best piece of advice you have received professionally or personally?
No matter what happens, everything will be OK.

Growing up, what was the first thing you can remember wanting to be?
A princess.

Is Marketing more of an art or more of a science?
It's more art... but, as with all art, it's best when built upon a technically excellent foundation.

Where are growth opportunities within the Marketing industry, as people are looking at their careers?
In our industry, there are several options: online extensions for live events, facilitation of networking at live events, big picture (print, live, digital) producers for major events.

ME 52-2: Social Media Marketing is Here to Stay

For the past 4 years, Athena Chang has been working as a search marketing manager in New York City. In her opinion, Twitter is a part of a social media phenomenon that is here to stay.



Athena Chang, SEM Manager
Ai Media Group
LinkedIn: http://www.linkedin.com/in/athenachang
Twitter: athenahoya



What site(s) do you have to visit every day for Marketing news?
http://www.clickz.com/

What site(s) do you go to at least once a day for fun and inspiration?
http://nymag.com/

Greatest skill a good Marketing professional requires?
Analytical skills

What's the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
Social media marketing

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Social media marketing

What is essential NOT to do when it comes to your area of Marketing speciality?
Being lazy

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?
Mobile advertising

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?
Depends on the market and the products. I think it is a combination of both but it is really a case by case situation.

Best piece of advice you have received professionally or personally?
Keep learning or you will fall behind.

Growing up, what was the first thing you can remember wanting to be?
A teacher.

To tweet or not to tweet? Fad or here to stay?
Stay. It is part of the social media phenomenon and has turned into a great marketing tool.

Is Marketing more of an art or more of a science?
Definitely a great balance between the two.

ME 52-1: Marketing is Science with Creative Edges

For the past 2 years, Michelle Ehlert has been working as a communication and media "marketing investigator." In her opinion, mobile marketing is an important, up-and-coming communications platform to keep our eyes on.

Michelle Ehlert, Sr. Associate, Communications & Media dunnhumbyUSA

Twitter: maehlert

LinkedIn: http://www.linkedin.com/pub/michelle-ehlert/2/4b4/492

What site(s) do you have to visit every day for Marketing news?
http://www.adage.com/

http://consumerist.com/

What site(s) do you go to at least once a day for fun and inspiration?

http://twitter.com/
http://www.beatnikindustries.com/

http://www.slate.com/

Greatest skill a good Marketing professional requires?

Being able to look outside in - always putting the customer first.

What's the recent "it" Marketing phrase/trend of the moment that you hear almost everyday and what does it mean for the industry and the marketplace?
"Let's tweet about it." - Twitter fosters a breeding environment for viral marketing. While everyone thinks that tweeting will generate positive buzz, it's uncertain if it's a sustainable marketing channel. For the industry, it affirms that never before have consumers had such control.

There have been fads in the Marketing world. In your opinion, what are recent developments that are here to stay?
Mobile marketing is just scratching the surface in the U.S., but when the technical infrastructure is ready to support it here, it will explode, changing the speed at which consumers process information and providing a platform for targeting messages any time, any place.

What is essential NOT to do when it comes to your area of Marketing speciality?
When communicating with consumers at the household level, it's essential not to overlook the targeting methodology. It should be scrutinized for errors because missing the relevancy mark with consumers is unforgivable.

What's an imminent hurdle in the Marketing world that you think will cause significant changes to the way we market to consumers or businesses?

I believe that mobile marketing (though not mainstream yet) will lead to significant changes in the way consumers and businesses are marketed to.

Can Marketing ideas travel across continents and languages? Does globalization work or is localization more effective?

Yes, if the idea transcends cultural differences and is relevant to consumers; though, the challenge for marketers is not for the message to get lost in translation. Think global, act local; it can work if organizations recognize that it can't be a blanketed execution.

Best piece of advice you have received professionally or personally?

What doesn't kill you makes you stronger.

Growing up, what was the first thing you can remember wanting to be?
A doctor by day; a ballerina by night.

Is Marketing more of an art or more of a science?

Marketing is a science with creative edges - getting the right message, to the right person, at the right time requires strategy and planning and cannot be left up to artistic design.

Which marketer do you admire most, and why?
Of course I'm biased: Clive Humby. He had the vision to start dunnhumby with his wife 20 years ago, working out of a bedroom in their London home. Now, with over 1300 employees worldwide, he continues to inspire the organization to keep innovating, though never forgetting the promise to put customers first.

Welcome to Marketing Experiment 52 | ME52

Most marketing-related sites appear to focus on a product and campaign approach, reviewing what is already being done, but often stop short of featuring the people and the creative process. Here, we are interested in the “who” and “how.”

As a result, we decided to launch a year-long (52 week) social experiment, by bringing together marketing people—and their thoughts and ideas. Thus Marketing Experiment 52 (ME52) was born.

Over the course of the year, we’ll see how the conversation develops via interview format, within a global viewpoint, across marketing industries and at different experience levels. At the end of one year, we’ll observe what trends, similarities and differences emerge from within the entire scope of the community.

Our hope is that the best advice comes from all sides of the aisle, the creative and analytical, the tenured and the enthusiastically new, and from all parts of the globe.

Finally, we, ourselves, are marketers that have different expertise and come from different parts of the world, but are passionate about what we do and excited to host a place that serves as a resources as well as an inspiration.

Welcome!