The world has changed in the last two years, and the one thing everyone agrees on is that it’s not going back to how it was anytime soon. In a paper only just published, McKinsey has called it “The New Normal” – a fundamentally different business environment.
This watershed moment has left many B2B marketers high and dry, so we’ve decided to take an in-depth look at what has really happened, what the new world order means for marketers, and what you should be doing about it. Over the coming months, this blog will feature 5 major articles, with accompanying downloads, to help you to adapt to this brave new world:
- What happened? What’s wrong with what we used to do? Why isn’t it working any more? There’s a growing call for a new style of marketing, and the impetus to make a change for good, but where’s this coming from?
- What’s still working in this post-watershed marketing environment? Which marketing models and techniques are bearing fruit? From provocation propositions to adaptive campaigning models, we separate the babies from the bathwater.
- What’s new? A look at the trends that will shape our industry over the coming year. We’ll be looking at the best B2B examples out there and taking inspiration from some unexpected places.
- Working with sales. In the post-watershed world, a closer relationship with sales is imperative. How can you integrate with them, solve the data challenges and work out lead targets? We investigate the rise and rise of account-based marketing and bid marketing techniques.
- Structuring to deliver it. Finally we take a look at how B2B marketing departments can gear up to deliver in a post-watershed world. What will the B2B marketing department of the future look like and what can you do now to get a head start?
Sign up now via RSS or email (top right hand side of this blog) to receive these articles as soon as they are published. If there’s anything you’d like to see covered in this Watershed Series then let me know by adding a comment underneath this post.
