It's birthday central in the office today. And while we will be celebrating in true Aamplify style (wink, wink) November 2nd also gives us the perfect opportunity to also pay tribute to our friend, leader and mentor - Samuel Williams.
We’re living through the fourth industrial revolution. A time when technology is fusing together the physical, digital and biological spheres. For branding people like me, this creates the potential to take user experiences to a whole new level. And puts a much higher expectation on marketing ROI.
As a former marketing manager for a locally grown technology start-up, I’m well versed with the challenges of trying to generate awareness in the marketplace and generate quality leads. Good thing we now have HubSpot's State of Inbound report to arm marketers with the relevant data to support a multi-touch, multi-channel demand generation strategy and help prove ROI. Check out some interesting findings from the report here.
Following on from my previous blog about the importance of belief in branding, what I want to do now is look at a brand that has tapped into our collective belief to such an extent, that it has not only transformed the way we think and feel about a very ordinary pastime, but has helped define the culture of entire nations. And that brand is Football.
When I write blogs or articles about branding, I like to start by reminding myself of a simple, though maybe uncomfortable truth which is: Brands do not actually exist. Yes, we create physical things that give brands a physical presence, but the idea of ‘brand’ is purely a figment of our collective imagination.
Those who have worked with me in IT know that I have an obsession with integrated marketing models. My simple definition of an integrated marketing model is that an organisation has a key strategy or strategies, a target audience, the right channels and partners to reach that audience and the right offers and contextual messaging to resonate with that audience. Of course, all of this has to be interlocked with the sales teams and importantly all of it has to be measured, monitored, reviewed and renovated as needed. I call this my “perfect storm”.
Historically in “IT Land”, events have equalled marketing and marketing has meant events. However, now that information technology is a board level topic for many our customers, who need to get their heads around digital disruption, we can not just focus on events to technical folk to make sales. we have to have the right messaging, given in the right language, for our much wider audience to consume, where they consume.
Without a set of aligned goals, the execution of co-marketing programmes can often result in disappointment for both parties. Considering such a huge chunk of a vendor’s overall marketing budget can be tied to partner co-marketing programmes, this is a waste of scarce money and resource. Previous Cisco ANZ Director of Marketing, Suzanne Hansen offers some advice on how to create the right partner co-marketing environment for success.
Social selling is the newest reason for businesses to turn to social media and has revolutionised lead generation for B2B marketers. LinkedIn is the social platform of choice for social selling campaigns, allowing sales people to reach and nurture a large professional network with ease. However it is a fine art which many are still learning, especially in Australasia.