Demand Generation and the New Marketing Order with Carlos Hidalgo

IMG_4215Despite numerous attempts to live stream a discussion on demand generation with author Carlos Hidalgo, I was forced to revert to Plan B. And Plan B involved a cup of coffee, a quiet room and a Skype video call with CEO of the B2B demand strategy firm, Annuitas, and upcoming keynote speaker at the B2B Marketing Leadership Forum in Sydney, Australia. Having read his book – and been heavily involved in B2B marketing most of my career – I was keen to learn some of the insights and approaches that have transformed B2B marketing in the last decade.

Gavin Heaton: In your book, you call out the challenge of B2B marketing training. In my experience we are seeing students graduate from marketing degrees with no clear understanding of B2B. Do you see this too?

Carlos Hidalgo: We are not seeing B2B taught at university. At a recent speech at a local university, a junior asked “what does B2B stand for?”. We are starting to see alternatives. eLearning has become a very useful way of educating people about B2B marketing – with places like eCornell doing a great job.

Gavin Heaton: You also talk about “marketing enablement”. What does that look like? What does it mean?

Carlos Hidalgo: What do we have to invest to make our marketing people succeed? Sales have had enablement and skills training for years. Companies have become very good at sales enablement. But on average, most marketers are self taught. There’s no true marketing enablement within firms. We need to fix that, and there are a few key areas:

  • Truly uncover and diagnose who our buyers are and how they buy
  • Qualitative research – we need to understand this and do it better
  • How to speak to customers about their buying behaviours to uncover insights
  • What are the conditions that push or lead people into a buying path
  • What does and should reporting look like
  • Doing qualitative analysis on reports – after all, the rest of the business runs according to financials, KPIs and metrics
  • Putting together training curriculum – let’s support our marketers
  • We need to document and understand marketing KPIs

We also need a better understanding of our buyers, their behaviour and the way that this impacts our marketing programs.

Remember, marketing is being asked to do things that it’s never done before.

Gavin Heaton: When I speak with CMOs and CIOs, they think the answer is already in place. Technology. Has technology solved the sales-marketing alignment challenge?

Carlos Hidalgo: Technology has made the marketing-sales alignment worse. Often a CMO will say, “We just need to get our martech stack in order.”. But technology is an enabler to a strategy.

We need to retrain sales as they’re not as front and centre as they were 101-5 years ago when information was hard to come by. They don’t need to sell in the same way, but be educators to help their customers think through their problems. The buyer probably already knows more about your products.

Sales need to “unteach the buyer” – so that we can open the conversation and position ourselves as the expert on the challenges that the business is facing.

When it comes to marketing and sales alignment, the problem isn’t alignment at all. They’re not aligned around a “common sense of the customer”. As marketers, we have been taught to think that “sales is your customer”. This is only true when marketing is producing content. Marketing needs to lead sales and help develop a “continuity of conversation” – and that conversation these days is largely digital. The two need to work together to provide that continuity.

Gavin Heaton: You write about demand process transformation. What does that look like?

Carlos Hidalgo: This is about aligning people, process, technology and strategy around the customer. Aligning content by the buyers journey. For those organisations that do this well, we are seeing benchmarks being blown away.

Gavin Heaton: So who decides this kind of transformation is important?

Carlos Hidalgo: Who thinks this is important? Say a VP or CMO. I am seeing more people with the title of VP of Demand Generation. Typically they have marketing automation and up to 15 technologies in place. But no one is closer to the customer. We are not seeing the breakthroughs.

Typically we need someone open to the idea that what is happening now is not good enough. And then they start to look for marketing automation strategy or demand generation strategy. New ways are required to deliver the breakthroughs. It’s about true change management.

Gavin Heaton: What is the role of an external change agent? How useful and when should they be used?

Carlos Hidalgo: When I went out on my own, I consulted back to my old firm. My client presented back the same presentation that I created. What they needed was what I was advocating. External change agents can be the people you can invest in beyond the reach of your firm. They bring important experience across many organisations.

From an internal perspective, you need someone who can be objective and not worry about politics and sacred cows. External change agents are not in the “day to day” so they have a perspective that we can easily miss from the inside. As an employee we are too close.

External change agents are also vital in getting things done. Most clients who say “we’ll do it ourselves” find that 12 months later nothing has happened. .

See Carlos Hidalgo live in Sydney

Remember, you can see Carlos live in Sydney at the B2B Marketing Leadership Forum, and he is running a limited capacity workshop on demand generation on Day 3. Be sure to book in early.

Join Me and Carlos Hidalgo and Meet the Modern Buyer

Marketers are doing more, spending more and creating more – yet only seeing marginal results. These days, B2B marketers need to transform the way they do the work of marketing. It’s about changing culture, thinking about demand generation in a new way and thinking from the outside-in to focus not on what and when we want to sell to customers but to understand how they want to buy.

One of the keynotes at the B2B Marketing Leaders Forum APAC, Carlos Hidalgo and I will be discussing that it takes to be a successful B2B marketer now and in the future. Carlos will also be running a demand generation workshop to help you understand how to integrate strategy and tactics into your ways of working. He shares some of this thinking in this clip below.

In preparation for the forum next month, Carlos will join me for a discussion on demand generation and the modern buyer. You can watch – and maybe even join our discussion live – this Wednesday morning, Sydney time at 7am. Watch the stream live on Blab – or here on my website.

And remember, book-in to the B2B Marketing Leaders Forum. It’s Asia Pacific’s only dedicated B2B marketing conference.

Five Mistakes that Derail Your New Business Efforts

New business development will make or break your business. And agency owners often find themselves suffering a famine or a feast of new business. But there are some common mistakes that can be relatively easily overcome. The Agency Management Institute has a great presentation on this topic, with FIVE clear tips that will help you avoid new business mistakes. And if you want to go into more detail, listen in to their fantastic podcast with Lee McKnight on the subject of new business development.

Investing in the Future of Young People

Through Vibewire I have been working with young people for over seven years. It’s a not for profit association whose aim is to be a launchpad for young change makers. In the time that I have been involved, I have been astounded by the way that, given an opportunity and some nurturing, young people can truly accelerate their professional and personal trajectory. We have run hundreds of events – some large scale and some barely more than a meeting. We have provided project experience and internships for hundreds of people who have gone on bigger and better things. And we have seen dozens of social impact and tech startups incubate, grow and scale.

But it is largely a thankless task. Just as soon as we launch one cohort of young people into the world, another comes along. The challenges remain the same:

  • Lack of opportunity for meaningful work
  • Soft skills require substantial work and support
  • Challenging and entrepreneurial roles are few and far between.

And in many ways, Vibewire’s programs of spaces (coworking for young people), skilling (workshops), startups (mentoring and support) and showcasing (amplifying the work of young people through events and online promotion) have been designed to consistently deliver these outcomes. But it’s difficult to maintain. Hard to attract sponsorship and support. After all, Vibewire has always been youth-led and youth-run, and as such, our teams are constantly learning the ropes. Learning what it takes to build corporate relationships. Learning what it takes to deliver on project promises. Learning the business of creativity and business.

I am often asked what keeps me involved.

My involvement in Vibewire is beautifully summed up in this great speech by Eric Thomas. It’s a gift of love. An investment in the next generation. And a mark of respect for the futures of the young people who come through Vibewire’s doors.

https://www.youtube.com/watch?v=JMbqHVSbnu4

When the App is Free, You are the Product. Swipe Buster Brings a New Level of Reality

How often to we blithely click “ACCEPT” on the terms and conditions of a new website or app, hungry to explore the digital domain before us? How often do we happily hand over personal information without a second thought?

In the world of social media, it is claimed that we have come to a grudging acceptance that the utility of platforms like Facebook or Twitter far outweighs the cost to our privacy. But is this true? Is it simply the case that we have not yet experienced the full impact of our decisions? Sure we have advertising. Targeting. Remarketing. Automation and nurturing. And more.

But what happens when our private information is available at a fee. To any buyer?

New app, Swipe Buster now lets you find out if someone is using the dating app Tinder. You could, for example, enter your partner’s details – and for $5 tap the Tinder API to reveal the answer. Of course, you could also use Swipe Buster for more mischievous purposes.

SB-Anim

In this world of ever increasing transparency, privacy and cyber security is becoming a hotter and hotter topic. I have said previously that cyber security is now part of your brand – but it goes further than this. HOW you choose to commercialise “your” data can radically impact the lives of your customers.

There is no doubt that “we” are the product being sold across an infinite web of social connections. In aggregate this may not worry us too much. But as more of these kind of platforms emerge, seeking to monetise the vast data in storage, we may well regret our decision to accept those terms and conditions.

And those businesses that have built their valuations on public trust may find them suddenly friendless.

It’s Time for an #EqualFuture

Facts and figures only tell part of the story. They ignore our sense of justice, the emotional impact of our daily realities and the aspirations parents hold for the next generations.

But there are things that we can do. And should do. Ask yourself:

  • What have you committed to changing today?
  • What did you achieve?
  • What will be different tomorrow?

I love this from ANZ. I hope it catches on across the financial services sector and builds to a blaze that changes all our futures.

https://www.youtube.com/watch?v=efrWsA0Q9U4