Welcome to 2013. This is the year during which business-to-business (B2B) CMOs will have to step up as strong officers of the business to propel innovation forward and drive business growth, as customers continue to do their own shopping for big-ticket items. The task: to deliver experiences that customers seek along their buying journey, which is no small feat for B2B CMOs to accomplish who have been beholden to a sales-led approach all of these years. A laser focus on a few key imperatives will ensure that B2B CMOs succeed in making the leap to the age of the customer.
Embrace customer insights. Accept the fact that customers are now in control of their buying process. Respond with strategies that build in-depth customer understanding and leverage the skills and resources that can turn that understanding into actionable insights. A new position of data scientist will become one of the most sought-after roles for B2B marketing organizations in 2013. Why? The ability to make sense of the data deluge by identifying market trends, correlating unrelated data sets, and delivering predictive go-to-market strategies delivers winning results. My earlier post on the 2012 elections shares a best practice from Obama’s team. Start now to partner with your human resources colleagues to define the resources you need to succeed in 2013.
After spending opening day at CES, I couldn’t agree more with my colleague Sarah Rotman Epps in her blog post that CES matters more now than ever to every marketer, product strategist, and C-level executive in every industry. Across the CES floor, connected TVs, tablets of all sizes, and a new breed of “phablets,” combining the form factor of tablets and smartphones into one, confirmed the fact that we’ve left the PC-dominated world behind for a mobilized and connected home and work life where content and context will dominate.
What struck me while I walked the floor at CES was that Peppers and Rogers were actually way ahead of their time. Remember them, the ones who wrote The One to One Future way back in 1996, well before the digital age became a reality? Their vision continues to become a technology-powered reality. With CES showing an abundance of new ways to connect with mobilized customers, the ability to target, reach, and effectively communicate with customers one-to-one, customizing and personalizing messages and offers to their unique needs, is increasingly within the reach of the marketer.
Available channels to the customer exploded on the CES floor to include everything from connected TVs and other devices in the home to all types of mobile devices and ruggedly made tablets built for the enterprise and everything in between. All are connected and share content in the right context to the devices consumers or business customers want, when and where they want it — just like Peppers and Rogers dreamed would happen.