Over a thousand B2B marketers registered to attend an October 13th webinar created to help marketers plan for 2010. This webinar, hosted by the American Marketing Association, featured Tony Jaros, VP of Research at SiriusDecisions, and Jon Miller, VP of Marketing at Marketo who together discussed five key planning assumptions in two key areas- reputation and demand generation. Specifically, the spoke about:
- Five key planning assumptions across two macro functions – reputation and demand creation – that should drive b-to-b marketing planning for 2010
- How budgets have changed over the past 12 months
- Specific steps you can take to turn your leads into revenue faster than ever before
- The SiriusDecisions Demand Waterfall, and the trends within it
During the webinar we learned that in 2010 we will see a shift in Marketing spend to continue, moving non-performing traditional media and advertising dollars to marketing automation, social media, and field marketing. A new focus for B2B marketers will be on campaign alignment, making sure organizations get the most out of every one of their campaigns by using social media, email marketing, events, and branding together to get the most impact. These interactions will not only be used to generate leads, but will be used to score and nurture leads as they move down the sales funnel. This team approach to moving prospects through the pipeline will not only help accelerate sales, but will continue to improve the relationship between marketing and sales.
Check out our webinar to learn more about 2010 demand generation planning and hear all the details including the recorded live Q&A session that answered questions from many marketers on the call.