Blogging

I learned a good lesson on writing surveys. On last year

Record high commodity prices, the subprime debacle, a bust in the US residential housing market, stockmarkets in a downward spiral - is this the harbinger for marketing cuts?

A recent survey of marketers by IDC indicates a mild slowdown. IDC released its results of a survey of 40 tech marketers who figure an average marketing spend increase of 4.0% for this year vs. 6.1% a year ago.

The advertising industry, ever so sensitive to economic downturns, maintains that there are no ill signs. In February, BtotB Magazine interviewed executives from BBDO, HSR Business to Business, Doremus and Ogilvy New York who all attested to a buoyant market. In January, the Economist interviewed the heads of Publicis Groupe and WPP who are excited by the prospects of America`s presidential election, the Beijing Olympics and the European soccer championship driving ad growth.

Although there is not a consensus on how the weakening economy will impact marketing, it is clear that the marketing environment is very different today than in 2000 - 2002 when irrational exuberance in brand-building marketing spend was quickly followed by a massive 10% drop in advertising spend in America in 2000.

The lessons from the last recession do not seem lost on the B2B marketers today. Our organizations are much more lean and accountable. With a proliferation of online media options, CRM systems and tracking tools, we are in a much better position to justify our marketing budgets.

Like the financial planner shuffling their clients` portfolio into defensive industries like retail and consumer packaged goods, marketers are spending more on online marketing where ROI can be easily measured.

Indeed we have less distance to fall than in 2000-2002. However we also can control our destiny as savvy marketers.

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Is Marketing in for a Soft Landing?

This past weekend, my wife and I held an informal wine tasting for our neighbors.

We were joined by Simon Beck, Editor

Roy Young and Laura Ramos, VP, Forrester Research opened up the MarketingProfs B2B Forum today.

Laura cited four key success factors for B2B marketers:
- Focus on customer data
- Understand the buyer`s journey and which metrics matter.
- Shift from lead generation to lead managment.
- Closing the loop with sales .

Laura likened a blog to raising a child - you`re in it for the long haul.

Then I joined a breakout session on blogging. Josh Hallet from Hyku moderated the panel `Bringing B2B Blogging to the New Level`. According to Josh, his mission was to ensure that `the panel didn`t suck like most panels`.

Deb Franke, e-Marketing Manager, Emerson Process Management engaged our session with a lively and very informative presentation.

The process to launch an external blog was lengthy. It took place after the marcom group changed and it now reported to the services group. From inception to launch, one and a half years transpired. Deb underestimated the amount of time required for education which she figures is 50% or more.

The goal was to raise the visibility of Emerson Experts by promoting thought leadership and increase search engine rankings. Deb generated some laughter when she defined the blog: Blog means `Better Listings On Google`

The benefits to Emerson were recognized as promoting Emerson`s views, unfiltered by the media and present a human face and voice for the organization.

Phil Gomes, VP, Edelman me2revolution reinforced that it is preferable that B2B marketers join communities rather than create communities. Further, we should participate, not pitch.

Phil cited a humorous quote: `Blogging requires passion and authority, which leaves out most people.`

For lunch, Paul and I broke bread with Laura Ramos, VP, Forrester Research. We were interested in trading Web 2.0 research stories. Although our sample size and method of sampling was more modest than Forrester`s, most of our conclusions on the usage of Web 2.0 tools for demand generation were compatible.

As it should happen, our session at MarketingProfs was scheduled at the same time as Laura`s.

We all were slotted for the last session of the day and of the conference.

I was the straight man to Paul`s color commentary. As Paul talked to his experience in using five different types of Web 2.0 tools, I chimed in with the results from our Web 2.0 tools research.

Our relaxed presentation style encouraged a healthy number of questions from the audience.

We were pleased with the reception and look forward to participating in another MarketingProfs conference.

Then we packed up and took the train to O`Hare for our flights home. All in a good day`s work.

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MarketingProfs B2B Forum - Day 2 Highlights

The first day of the MarketingProfs B2B Forum was a good one.

Over breakfast, I enjoyed a wide-ranging discussion with Karen Breen Vogel, CEO of ClearGauge. Karen`s a dynamite speaker who I had first heard at the CMO Council`s MPM series. Karen talked of some interesting consulting and speaking engagements in Budapest.

Out of the corner of my eye, Paul Dunay was surreptitiously tipping me off to the hidden away omelette station.

Without attracting undue attention, I shuffled over to the station but ended up sacrificing a culinary opportunity for a discussion.

Joe Schwartz, Director WW Marketing Operations and Segment Marketing, WebEx Communications and I discussed the branding plans for WebEx given the recent Cisco takeover.

Bill Herr, formerly of CMP and now VP, Business Development of Direct Impact with headquarters in Austin, TX. Bill was amused when I pointed out that Janet Rubio, founder of Direct Impact and I shared a common past. Both of us worked in marketing at Dell with Janet based in Austin and me in Toronto. Both of us left Dell at approximately the same time and launched agencies called Direct Impact