As the apocryphal Chinese curse goes, “May you live in interesting times.” Most B2B marketers can relate as they race to keep up with the new and ever-changing best practices of marketing effectiveness.
The current revolution from outbound to inbound marketing is akin to when the horse and buggy industry was faced with the automobile. Some in that industry adapted to the sea change. Many did not.
The increasing changes in the marketing world makes professional evolution a challenge for many marketers. The change can be especially tough for marketers who have had years of experience and a successful track record in the more traditional, outbound marketing world.
Fortunately, Eloqua has produced a syllabus of real world knowledge to help marketers get up to speed with the new world of B2B marketing.
The “course” is eight weeks, but you can work ahead if you like. Each section includes links to a collection of carefully chosen marketing articles, webinars and videos.
Some of the “course" highlights include…
Being “top of mind” is worthless. What’s important is providing value.
Content is the marketing. And the copy needs to be tuned for SEO and be able to convert.
You no longer set the agenda for the prospects’ education journey – the prospect does. And they can get their information from a variety of sources other than you.
Content marketing must deliver compelling, informative content that keeps buyers engaged on their trip down the marketing and sales funnel.
A marketer’s #1 priority is to help generate demand, manage leads and send high-quality opportunities to sales.
Buyers have an insatiable demand for data. The problem (or opportunity) is there’s too much data now.
Smart B2B marketers are becoming masters at presenting the right data at the right time, in a visually compelling way.
Marketing a startup is one of the most challenging yet rewarding jobs for a marketer.
The only weapon needed: Knowledge.
Foundational books to read:
If your brand doesn’t rank on the first page of search engines, then you’re too hard to find.
You need to create content and understand how that content is discovered in an ecosystem guided by search engines and social networks.
The advent of social media and ubiquitous, instant access to information forever changed the role of marketing.
It’s not just an expansion of platforms and tools – it’s a dramatic expansion in the role of the marketer.
Marketers now need to be able to work across a wide variety of functions.
In today’s revenue-centric culture, marketing is increasingly data driven.
Right brain thinking isn’t enough. You need to bring a fully engaged left brain to the table.
QUESTION: How do you stay abreast of all the changes going on in B2B marketing?
Click here to download a copy of the “Real World Marketing Syllabus” or see the SlideShare presentation below.