The Mind of the B2B Marketer: What’s missing? #MMchat43 with Billy Mitchell ~ Transcript May 23rd, 2011
May 23rd, 2011
@karimacatherine Welcome to our 43rd #MarketerMonday Chat! #MMchat ~Tonight your moderator is me @KarimaCatherine Thanks for joining us this evening! #mmchat
@karimacatherine Our "official" host @TheSocialCMO aka @Jeffashcroft is on a 17 hour flight to Asia as we chat and he will return next week #MMchat#mmchat
@prosperitygal RT @karimacatherine: Hi, just 3 minutes before #mmchat with @billymitchell1 : Topic: The Mind of the B2B Marketer - What's Missing? #mmchat
@SteveCassady RT @karimacatherine: Hi, just 3 minutes before #mmchat with @billymitchell1 : Topic: The Mind of the B2B Marketer - Whats Missing? #mmchat
@karimacatherine In June 2009, @KentHuffman made the first #MarketerMonday shoutout & every Monday since then there have been 100's and now #MMchat ! #mmchat
@karimacatherine Simply use hashtag #MMchat to be included in #MMchat transcript! You can the follow chat on Twitter Search http://bit.ly/-MMchat #mmchat
@karimacatherine He is a partner and senior creative director at MLT Creative, an Atlanta-based B2B marketing agency with a NE office in Rhode Island #mmchat
@karimacatherine A B2B marketing specialist, Billy works with big brands on marketing automation, CRM, inbound / outbound strategies & SM marketing #mmchat
@karimacatherine Over the past 25 yrs Billy's helped lead MLT Creative to national recognition by BtoB Magazine as a Top 125 B2B Marketing Agency #mmchat
@SteveCassady RT @karimacatherine: Our SPECIAL guest this week @BillyMitchell1 a leader at @MLTCreative and one of our @TheSocialCMO Crew members #mmchat
@dsfakda “@karimacatherine: Hi, just 3 minutes before #mmchat with @billymitchell1 : Topic: The Mind of the B2B Marketer - What's Missing? #mmchat”
@karimacatherine Billy writes for MLT's B2B Ideas@Work blog,as well as top ranked marketing blogs including @Savvy_B2B @B2B Bloggers & @TheSocialCMO #mmchat
@southsideadguy HOW are clients expecting/demanding a clear view of their SM strategies influence? Do they understand what 2ask? @billymitchell1 #mmchat
@billymitchell1 B2B Mktg Execs are concerned about ROI. Most now have a marketing automation system but few are utilizing it to full potential. #mmchat
@karimacatherine RT @billymitchell1: B2B Mktg Execs concerned w/ ROI.Most have a marketing automation system but few r utilizing it to full potential #mmchat
@karimacatherine RT @billymitchell1: B2B Mktg budgets r beginning 2 increase.All want lead gen, conversions.Fear of losing market share is big factor #mmchat
@parissab RT @SteveCassady: RT @samfiorella: Im seeing B2B/Enterprise focus too much on technology & not enough on how customers WANT 2B engaged with. #mmchat
@SteveCassady RT @billymitchell1: @samfiorella I dont think they hide behind it as much as they dont utilize to its potential. Strategy - step one #mmchat
@AnneDGallaher RT @karimacatherine: Our SPECIAL guest this week @BillyMitchell1 a leader at @MLTCreative and one of our @TheSocialCMO Crew members #mmchat
@KrisColvin RT @AnneDGallaher: RT @karimacatherine: Our SPECIAL guest this week @BillyMitchell1 a leader at @MLTCreative and one of our @TheSocialCMO Crew members #mmchat
@AnneDGallaher RT @BarryBirkett: Yes!! RT @billymitchell1: It all must work together. Content > SEO > Inbound > Conversion > Lead Nurturing > CRM #mmchat
@billymitchell1 I believe communicators, storytellers are now more important than ever to B2B marketing, but it starts with listening to customers. #mmchat
@cindyfsolomon RT @LoisMarketing: shine is off apple where social media & tech, CRM, etc. are concerned. All must focus on measurable RESULTS. A1 #mmchat
@karimacatherine RT @billymitchell1: Communicators,storytellers are more important than ever to B2B marketing,but it starts w/ listening to customers #mmchat
@southsideadguy TRUTH: RT @billymitchell1: Storytellers are now more important than ever to B2B marketing, but it starts with listening to customers #mmchat
@AnneDGallaher RT @billymitchell1: I believe communicators, storytellers are now more important to B2B marketing...starts w/ listening to customers #mmchat
@cindyfsolomon Bravo! RT @billymitchell1 communicators, storytellers (always) important to B2B marketing, but starts with listening to customers. #mmchat
@AnneDGallaher RT @karimacatherine: Of the issues & opportunities facing B2B marketing execs, where are you seeing most difficulty? @billymitchell1 #mmchat
@dan_christ RT @billymitchell1: I believe communicators, storytellers more important than ever to B2B mktng, but starts w/listening to customers #mmchat
@parissab RT @karimacatherine: I would add to what @billymitchell1 said : Now, more than every, no matter B2B or B2C, LISTENING to customers is paramount #mmchat
@thehealthmaven @billymitchell1- framing the vision & storytelling will help to pull in those ever important channel partners, too, I've observed #mmchat
@karimacatherine RT @billymitchell1:B2B CMOs are aware website should b performing better but too often face turf control issues w/ IT or other depts #mmchat
@AnneDGallaher Listening is foundation of all marketing--amplified in #smm. Listen before you set the strategy. #mmchat @billymitchell1 @karimacatherine
@SteveCassady RT @billymitchell1: B2B CMOs are aware website should be performing better but 2 often face turf control issues w IT or other depts. #mmchat
@karimacatherine RT @billymitchell1: B2B still not in sync w/ sales.May have automation & CRM system but pple don't integrate.No shared purpose #mmchat
@AnneDGallaher @billymitchell1 Amen to IT turf control issues. Have to persevere & be patient. Help all stakeholders see value. #mmchat @karimacatherine
@wittlake RT @AnneDGallaher: Listening is foundation of all marketing--amplified in #smm. Listen before you set the strategy. #mmchat @billymitchell1 @karimacatherine
@karimacatherine Hearing versus Listening greatly depends on the top management.It's in organization DNA, and Tech translates vision @southsideadguy #mmchat
@danielnewmanUV RT @LoisMarketing: B2B marketing MUST get in synch with sales and demonstrate PRODUCTION. Marketing's role tenuous at best in most orgs #mmchat A2
@karimacatherine RT @billymitchell1: I like @parissab answer. Its homebase. Surround it with all viable social media, linked landing pages etc. #mmchat
@LoisMarketing Marketing isn't paid 2 play on Twitter and FaceBook. Alarm! Our profession is seen as 'joke', 'unnecessary expense' by many. Hello! #mmchat
@karimacatherine RT @billymitchell1: @Samfiorella I like that description: Customer Ecosystem.Social media is first and foremost great search & tools #mmchat
@parissab RT @billymitchell1: @Samfiorella I like that description: Customer Ecosystem. Social media is first and foremost great search and listen tools. #mmchat
@danielnewmanUV RT @tmustacchio: @parissab @danielnewmanUV You go where they are.... #mmchat / exactly - but the customer must be the CENTER cc @samfiorella
@southsideadguy TRUTH: RT @billymitchell1: @viaSamfiorella "Customer Ecosystem. Social media is first and foremost great search and listen tool". #mmchat
@AnneDGallaher RT @billymitchell1: Most B2B CMOs don't understand how social needs to work with a full inbound marketing plan – driven by content. #mmchat
@SteveCassady interesting point in regards customer segmentation and channels verus the "wholeness" of Social media @billymitchell1 @BarryBirkett #mmchat
@parissab RT @billymitchell1: Most B2B CMOs don't understand how social needs to work with a full inbound marketing plan – driven by content. #mmchat
@SteveCassady RT @billymitchell1: Most B2B CMOs don't understand how social needs to work with a full inbound marketing plan – driven by content. #mmchat
@karimacatherine RT @billymitchell1: Most B2B CMOs don't understand how social needs to work with a full inbound marketing plan – driven by content. #mmchat
@danielnewmanUV RT @Natasha_D_G: @parissab @billymitchell1 @Samfiorella I'd contest that SM is not first/foremost in every industry or bus. model #mmchat
@thehealthmaven Goal to engage n SoMe is to capture mindshare & B2B is extremely 'group' decision oriented as purchasers, the more info, the better #mmchat
@karimacatherine Q3 What are some of ur ideas for helping B2B marketing execs overcome challenges for quick wins & ongoing success? @billymitchell1 #mmchat
@LoisMarketing Don't defend SM as "first", "best". Step back, define its proper role in your company's/client's objectives. Best for THEM always. #mmchat
@thatwoman_is RT @karimacatherine: Q3 What are some of ur ideas for helping B2B marketing execs overcome challenges for quick wins & ongoing success? @billymitchell1 #mmchat
@parissab RT @LoisMarketing: Don't defend SM as "first", "best". Step back, define its proper role in your company's/client's objectives. Best for THEM always. #mmchat
@thatwoman_is RT @LoisMarketing: Don't defend SM as "first", "best". Step back, define its proper role in your company's/client's objectives. Best for THEM always. #mmchat
@southsideadguy WHY vs HOW RT @LoisMarketing: Don't defend SM as "first", "best". Step back, define its proper role in your cos/client's objectives #mmchat
@ralphpaglia RT @karimacatherine: RT @billymitchell1: Most B2B CMOs don't understand how social needs to work with a full inbound marketing plan – driven by content. #mmchat
@billymitchell1 Don't try to solve all B2B mktg problems at once. For ex, if corp. website's too controlled, work around it – custom landing pages. #mmchat
@billymitchell1 B2B marketing departments should contribute content. Collaborate with PR and Sales more for content. Agency should encourage this. #mmchat
@karimacatherine RT @billymitchell1: Don't try to solve all B2B mktg problems at once. For ex, if corp. website's too controlled, work around it #mmchat
@wittlake RT @billymitchell1: B2B marketing departments should contribute content. Collaborate with PR and Sales more for content. Agency should encourage this. #mmchat
@tmustacchio @ken_rosen @parissab @LoisMarketing Even though that may be true - fingers are always pointed to mktg first - leads, collateral etc #mmchat
@parissab RT @billymitchell1: B2B marketing departments should contribute content. Collaborate with PR and Sales more for content. Agency should encourage this. #mmchat
@Natasha_D_G RT @thehealthmaven: @billymitchell1 exactly, without strategic approach to authentic listening SoMe will loose ability for relevance #mmchat
@billymitchell1 Always be testing. Never put all in 1 basket, 1 version or 1 media. If you're skeptical about something, test it – with a plan. #mmchat
@rareed RT @billymitchell1: B2B marketing departments should contribute content. Collaborate with PR and Sales more for content. Agency should encourage this. #mmchat
@karimacatherine RT @ken_rosen: RT @parissab: @LoisMarketing yes but sales needs to help marketing help sales... give feedback to improve cycles #mmchat
@ckburgess RT @billymitchell1: B2B marketing departments should contribute content. Collaborate with PR and Sales more for content. Agency should encourage this. #mmchat
@prosperitygal @CleanJourney when u own ur own business they are not separate in my book-all part of same outfit, gotta have shoes with the pearls #mmchat
@chieflemonhead RT @DR4WARD: Social Media done correctly will break down the artificial walls of B2B silos by leveraging integration, synergy & ROI #mmchat
@AnneDGallaher RT @billymitchell1: Don't try to solve all B2B mktg problems at once. For ex, if corp. website's too controlled, work around it... #mmchat
@BarryBirkett Can we handle the truth? RT @karimacatherine: Truth? what truth? @ken_rosen: Hey, NOT my intention. Just seeking truth. @parissab: #mmchat
@parissab RT @wittlake: @LoisMarketing that may be by serving sales, or via product development, support, etc. About $, not always sales team #mmchat @Ken_Rosen
@chieflemonhead#SocMed & #Mobile are engagement platforms. Independent of sales, mktng or any other function. Consumers: B2B/B2C want 2 be engaged! #mmchat
@skyhighro RT @billymitchell1: Mobile is part of almost every project or campaign discussion now. Dynamic content - and response delivery platform. #mmchat
@parissab RT @billymitchell1: Just as silos between marketing and sales are restricting so are silos between a company's PR, marketing and ad agencies. #mmchat
@thehealthmaven Would you define marketing as that content link/story that creates value for both sales and purchasers to take action? The trigger? #mmchat
@karimacatherine RT @billymitchell1: Just as silos btwn marketing & sales are restricting so are silos between company's PR, marketing &ad agencies. #mmchat
@billymitchell1 Agency vendors should support your brand with understanding of strategy, and shared vision of goals. Collaborate - Stop competing! #mmchat
@thatwoman_is RT @parissab: @LoisMarketing yes but may be semantic thing here. i dont work for sales. i work for CEO. we all have shared interest in revenues #mmchat
@chieflemonhead RT @karimacatherine: RT @billymitchell1: Just as silos btwn marketing & sales are restricting so are silos between company's PR, marketing &ad agencies. #mmchat
@thatwoman_is RT @billymitchell1: Just as silos between marketing and sales are restricting so are silos between a company's PR, marketing and ad agencies. #mmchat
@chieflemonhead RT @billymitchell1: Agency vendors should support your brand with understanding of strategy, and shared vision of goals. Collaborate - Stop competing! #mmchat
@Natasha_D_G RT @billymitchell1: Just as silos btwn marketing & sales are restricting so are silos between company's PR, marketing &ad agencies. #mmchat
@reginaconsults RT @thehealthmaven: Would you define marketing as that content link/story < I would define it as so much more. 140 chars not enough. #mmchat
@danielnewmanUV RT @parissab: @danielnewmanUV but necessary to fire yourself if you want to stay alive until tomorrow in some cases #mmchat / U know It :-D
@pjmachado RT @thehealthmaven: Would you define marketing as that content link/story that creates value for both sales and purchasers to take action? The trigger? #mmchat
@LoisMarketing @Ken_Rosen Noone is good at everything. Sharp C-levels know this best. Hire the "CMO" then free them to hire the talent they need #mmchat
@JackWagner54 RT @billymitchell1: Agency vendors should support your brand with understanding of strategy, and shared vision of goals. Collaborate - Stop competing! #mmchat
@billymitchell1 If B2B Marketing automation system is underutilized, the CMO is at fault. You should know why, where and when it's not working. #mmchat
@southsideadguy Q4 MOST CMOs need better training to know/understand what they need. Half don't know atwitter from a sweater RT @karimacatherine #mmchat
@chieflemonhead Consider: since the advent (esp) of #Twitter, folks have gotten jobs/made career changes simply thru engaging & creating dialogue #mmchat
@parissab RT @billymitchell1: If B2B Marketing automation system is underutilized, the CMO is at fault. You should know why, where and when it's not working. #mmchat
@tmustacchio Absolutely! RT @LoisMarketing: @Ken_Rosen No one is good at everything. Hire the "CMO" then free them to hire the talent they need #mmchat
@SteveCassady RT @karimacatherine: Q5 What do you see as the core social platforms B2B Marketers need to roll out and master to get great results? #mmchat
@chieflemonhead RT @karimacatherine: RT @wittlake: @billymitchell1 clients and agencies both need to commit to creating non-competitive environment. #mmchat
@LoisMarketing @Ken_Rosen Sadly another case where marketing is not seen for true value. Setting, managing expectations for true C role crucial #mmchat
@Natasha_D_G Many orgs just sit on the info! RT @reginaconsults: CRM systems is only part of the battle. The ? is how to use that info smartly. #mmchat
@billymitchell1 I believe social media should lead or link to deeper content (and conversion of leads) on a company site. Twitter, Linkedin, FB #mmchat
@chieflemonhead RT @billymitchell1: I believe social media should lead or link to deeper content (and conversion of leads) on a company site. Twitter, Linkedin, FB #mmchat
@reginaconsults RT @Natasha_D_G: Many orgs just sit on ! RT @reginaconsults: CRM systems is only part of battle. #mmchat < Pro… (cont) http://deck.ly/~SwEGb
@SteveCassady RT @billymitchell1: I believe social media should link to deeper content (and conversion) on a company site. Twitter, Linkedin, FB #mmchat
@chieflemonhead RT @thehealthmaven: @tmustacchio yep & even before that, better have that content ready to cultivate serious business #mmchat re: smartly
@karimacatherine And finally,the last question for @billymitchell1 :Marketing Execs have a lot on their minds. In your opinion,what are they missing? #mmchat
@southsideadguy SAD CONVO: CMO we need SM. Agency: Like? CMO: You knowmthe cool stuff Agency: WHY? CMO: Because I read it was cool Agency: ChaChing #mmchat
@reginaconsults @SteveCassady Linkiung is a must, but the orgs also have 2 remember 2 NETWORK. We're on a networking platform. dont just push info. #mmchat
@ken_rosen It IS the std I'd want, begrudingly accept reality RT @parissab: @LoisMarketing @Ken_Rosen too bad we don't have a holistic CMO, no? #mmchat
@billymitchell1 CMOs need to keep up with changes. Don't be lazy - never quit learning. Know all you can about customers and new ways to engage. #mmchat
@chieflemonhead RT @reginaconsults: RT @karimacatherine: Marketing Execs have a lot on their minds. In your opinion,what are they missing? #mmchat < voice of the customer
@Natasha_D_G RT @billymitchell1: CMOs need to keep up with changes. Never quit learning. Know all you can about customers and new ways to engage. #mmchat
@billymitchell1 CMOs should challenge staff to be leaders. Invest aggressively in ongoing training and prof. improvement. Same with agency vendors. #mmchat
@karimacatherine RT @billymitchell1: CMOs need 2 keep up w/ changes.Don't be lazy.never quit learning.Know all u can abtcustomers &new ways to engage #mmchat
@parissab RT @billymitchell1: CMOs should challenge staff to be leaders. Invest aggressively in ongoing training and prof. improvement. Same with agency vendors. #mmchat
@karimacatherine Q6 : CMO should be willing to challenge the core product if they know it's not what the customers want.Stop trying to sell bad stuff #mmchat
@chieflemonhead RT @karimacatherine: Q6 : CMO should be willing to challenge the core product if they know it's not what the customers want.Stop trying to sell bad stuff #mmchat
@karimacatherine RT @billymitchell1: The mind of the marketer is needs to be open for business.Open-minded, optimistic,curious and not afraid to fail #mmchat
@billymitchell1 Fear of failure is OK, as long as it doesn't hold you back from testing, failing fast, finding success and continuous improvement. #mmchat
@southsideadguy MUST READ @edwardboches CREATIVE TECNOLOGIST - The most important roll today plus the interview w/@prindlescott http://ow.ly/1t8FDS#MMchat
@karimacatherine @billymitchell1 : usually fear of failure does hold you back, unfortunately more than the desire to succeed pushes you forward. #mmchat
@BishopsB2B FYI- USPS 2 offer mobile QR code promo http://tiny.cc/njxtv @billymitchell1 Interesting 2 see QR codes breathing 2nd life in2 print #mmchat
@karimacatherine Alert: The full transcript of tonight's #MMchat will be posted later this week on @TheSocialCMO blog www.thesocialcmo.com/blog #mmchat
@chieflemonhead RT @karimacatherine: Alert: The full transcript of tonight's #MMchat will be posted later this week on @TheSocialCMO blog www.thesocialcmo.com/blog #mmchat
@AnneDGallaher RT @karimacatherine transcript of tonight's #MMchat will be posted later this week on @TheSocialCMO blog www.thesocialcmo.com/blog #mmchat
@karimacatherine Our 44th #MMchat is w @SimonMainwaring Topic: Power of Brand & Consumer Communities to Create Shared Prosperity & Positive Change #mmchat
@billymitchell1 RT @BishopsB2B: FYI- USPS 2 offer mobile QR code promo http://tiny.cc/njxtv Interesting 2 see QR codes breathing 2nd life in2 print #mmchat
@DanaAWinston RT @AnneDGallaher: RT @karimacatherine transcript of tonight's #MMchat will be posted later this week on @TheSocialCMO blog www.thesocialcmo.com/blog #mmchat
@southsideadguy DONT MISS 44th #MMchat is w/@SimonMainwaring - Power of Brand & Consumer Communities Shared Prosperity & Positive Change #mmchat#WeFirst
@southsideadguy EXCELLENT:@KentHuffman chats w/@splashmedialp about his journey in SMM & the origins of @SMMmagazine & the future http://ow.ly/51kBG#MMchat
@themarketingeye @billymitchell1 Makes the case for an integrated #B2B agency or #outsourcing to experienced director who can manage all strands. #mmchat
@TheSocialCMO Marketing to Your Customers in a World Gone #Mobile! Read this week's AWESOME @ChuckMartin1 #MMchat transcript! http://bit.ly/Chuck-Martin
