Even as recently as a decade ago, B2B marketers controlled the flow of information about their products or services to buyers. Today, the control has shifted to the customer. More than 80% of the buying process is completed before a customer comes into contact with the seller. This has compelled B2B marketers to try different things. But merely doing different things is not the same as doing things differently. To stay relevant, marketers need to transform their entire demand generation process by aligning themselves to the customer’s buying process.
Earlier this year, I got invited to support Nasscom set up a B2B marketing community in Chennai that would bring together practitioners & leaders from the IT & ITES industry. Post the initial ground work we realized we needed to understand the local challenges better. So we invite a group of marketing professionals a Nasscom Marketing Open House on the 6th May 2016. At the open house, we debated on what kept them awake at night; they were quick to respond with a bunch of their pain points. We clubbed the pain points into four broad areas viz., demand generation, digital & social marketing, branding & innovation and, content marketing and that paved way for the Nasscom Strategic Marketing Master Class series.
The 2016 Nasscom Strategic Marketing Master Class series will have 4 parts, covering 4 board areas that we discovered in the open house. The first part – Stepping Stones to Demand Generation Success in B2B Marketing – will be hosted on the 11th August 2016 in Chennai. We’ve managed to rope in Ganesh Mandalam CEO of Xerago to lead this class for us. Ganesh is a brilliant speaker & industry thought leader and has pioneered the concept of Customer Value Maximization.
To be better prepared, we decided to limit the participation only to senior marketing professions who are actually responsible for driving their organization’s marketing strategy. So if you are from the IT/ITES industry and you lead your organization’s marketing strategy, I suggest you attend this event.
For more information on the event or check if you will qualify to participate, visit the registration page or feel free to reach out to me.