Today, many of your prime prospects are seeking reviews and referrals from peers and colleagues at unprecedented rates. Sales and marketing strategies that might have worked in the past need to be updated to reach remote workers; you’ll need to gain their trust before implementing the fancy technologies. Is your company’s reputation up to the task? Are its operations?

In this evolving B2B market, understanding the new industry benchmarks of engagement are critical. The “rules of the game” are in constant flux, so you’ll need your entire organization – not just marketing and sales teams –  to be more aligned and agile than ever. You‘ll need to re-think how you connect with target accounts; be sure to provide research, thought leadership and peer reviews, because that’s what you’re prospects want and trust today.

To help you reach your 2021 ABM customers, Frost & Sullivan has put together a unique UnWebinar, ABM Strategies, Tactics & Insights to Drive ROI. It’s not your same old ABM playbook, it’s the updated 2021 version that will get you where you need to go.

Because, while we know that 87% of B2B marketers report that their Account-Based Marketing (ABM) initiatives outperform other marketing investments in terms of ROI (ITSMA),we think your ABM strategy and tactics probably need some updating. And our winning panel of marketing experts is poised to bring you the latest insights from the field.

Register today to stay a step ahead of your competition, and learn new ways to engage AND convert your top accounts. Participate in this interactive, fun and fast paced UnWebinar to discover:

• The new ABM standards, guidelines and benchmarks
• Just in time alignment strategies that include all departments — not just sales and marketing
• The latest best practices in customer experience, customer engagement and account personalization
• Tactical insights into what ABM campaigns are working — and not working – and why
• Tips and tricks to collect, tabulate and share ABM analytics and data
• The latest and greatest strategies that drive serious ROI

We’re confident you’ll find value at every touchpoint.

Sources:
https://learn.g2.com/value-of-account-based-marketing-for-2021
64% of customers say trust is the most important factor when purchasing from a new brand.
Source: Edelman
https://learn.g2.com/abm-strategy

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1. Marketing is not just a department, it’s a mindset

Everyone who works for your organization can and should be a marketer, especially today. As one leader shared, they recently brought in team members from other departments with complementary skill sets for marketing initiatives. Not only are colleagues enjoying the experience, marketing returns have improved. It pays to expand your marketing mindset and tap other organizational talent; don’t be afraid to bring in IT pros or engineers to help you pull off a seamless virtual event, for instance. It’s okay, and sometimes necessary, to recruit sales colleagues, strategists and others to get the marketing job done right.

2. Put together an “everyone can play all the positions” marketing team

Since many established sales and marketing programs and events have been upended and moved to a primarily digital/virtual landscape, the marketing game looks different and will continue to evolve. To meet these ongoing changes, you need a marketing team that’s agile and flexible; one where everyone brings a diverse skill set and can pivot to different positions when needed. It’s also critical for team members to continue to develop new skills, especially digital ones.

3. Create a “lean forward” marketing experience

The much-discussed zoom fatigue phenomenon is real. Many experts believe our brains were not designed to stare at a digital screen for as long as we have been lately. To combat this, marketers are advised to keep events as short and sweet as possible, and to use engagement tools and truly differentiated content to keep participants interested and coming back. It’s worth the time and research to deliver the most outstanding content you can in the best channel for your audience. Try leveraging video, humor and relevant data to set the stage for an ongoing dialogue that keeps customers “leaning forward” to see what’s coming next.

4. A direct, “un-market-y” approach and creativity work right now

One leading marketer commented that they had success with a decidedly “un-marketing-y” and sincere approach. They advocated for bringing customers, partners and experts into the marketing mix with a straightforward message to achieve this. Let your community tell true stories and leverage the Voice of the Customer (VoC) whenever you can.

When it comes to getting creative, consider seeking out your sales teams for cool ideas, especially for events. Inviting prospects and customers to an outdoor gathering worked well for one organization. Virtual one-on-one lunches or afternoon breaks were also recommended, especially for ABM initiatives.

5. Content is still king

As Gary Robbins, Senior Partner, Brand & Demand Solutions, Frost & Sullivan, noted, content is still driving the best marketing results at his organization. Several other marketing leaders concurred, and reminded listeners that good content can also be delivered via video or podcasts. Understanding your prospects’ and customers’ pain points is always an important part of content marketing. And remember to account for generational channel preferences. Ask: would your target prefer to watch or listen to your content? Would an infographic work best? Leverage channels that your prospect community engages in. Personalization is key.

The Un-Conclusion

2021 is already shaping up to be a year of unprecedented discoveries and opportunities. To meet this reality, smart marketers will assemble the best, most agile, team they can, remain unafraid to try new things (like an UnWebinar) and stay connected to their customers, whatever the future brings.

The post 5 Key Take-Aways from our First Demand-Gen “Un-Webinar” appeared first on Brand and Demand Solutions | Frost & Sullivan.

Smart marketers are already discussing what tools and tactics will best revitalize their demand generation efforts, and Frost & Sullivan is at the fore with a timely panel discussion –and for a world where nothing is what it used to be — a unique new unwebinar, Demand Gen in a Post Vaccine World taking place on January 27^th.

It’s likely that it won’t be a simple matter of re-starting the pipeline where you left off before the pandemic. You’ll need a new game plan to gradually shift from a primarily virtual prospecting focus to one that allows you to transition to more and more face to face exchanges and different kinds of live events as the recovery plays out. How best to adapt your marketing plans to address this unique time? How to allocate those budget dollars most wisely?

For the second half of 2021, you’ll want to prioritize marketing outreach, accounts and projects based on your target’s size, assets and ability to survive and rebound in a changing marketplace. To a large extent, you’ll need to focus your demand generation marketing efforts and sales teams where the data tells you to.

To help you get started, Frost & Sullivan has assembled a panel of experts from across industries who are ready to share new road maps and insights for pivoting and designing sales and marketing strategies in a post-vaccine world. They will discuss how to leverage all available info and adapt to different, real-time scenarios. They’ll tackle questions like:

• What will inbound and outbound Demand Generation look like post-vaccine?
• How do you plan/budget for tradeshows and events in 2021?
• How are you mapping Demand Gen tactics to the buyer journey and measuring ROI?
• How will your ABM strategies evolve in 2021?
• When will we “flip the switch” back to in-person demand?

Whatever your industry, you’ll want to hear the ideas and expertise marketing leaders from NICE Systems, Expedient, EditShare, Sharpen, and Lynxspring, Inc. will be sharing. This is an unwebinar you can’t afford to miss.

The post Demand Generation in 2021: A Year of Discoveries & Opportunities appeared first on Brand and Demand Solutions | Frost & Sullivan.

Key Marketing Predictions For 2021

Overall, the panelists unanimously agreed that they project 2021 to be an opportunity (versus uncertainty) for marketing in 2021. Greater technological connectivity, the ability to leverage data to set more targeted goals, and the belief that past marketing paradigms are being disrupted (opening up new possibilities) were some of the reasons given. Here are some of their key predictions and recommendations for marketing in 2021:

• A majority of the panelists predicted that marketing budgets would go up in 2021
• Smaller, more targeted events will become more frequent and prominent globally
• Digital engagement is increasingly important
• Account based marketing will continue to grow
• Content marketing should be on everyone’s planning and resource list
• Mine your customer data and create a single view of it across the organization

Get Ready To Sponsor New Hybrid Events

Overall, a hybrid model, consisting of some virtual and some in-person events, was predicted; what this will be composed of will vary globally. Specifically, in-person events in 2021 will be heavily influenced by geography. Companies based in Asia and Europe will likely return to live events before the US, for example.

Several of the panelists said that they would consider creating an event that was a combination of virtual and in-person. They noted the many differences — including content considerations — between a virtual and in-person experience, and stated that new production practices would have to be developed to accommodate a combination virtual/in-person event.

Targeted Content Will Drive Engagement

One panelist shared that they incentivized event attendance via professional certifications. Another stated their belief that incentivizing would not bring the best audience, and noted that it’s better to have participants who are genuinely interested in your product or offerings. Finally, although it might seem counter intuitive to charge for events, it’s really a positive; if you are offering valuable content it will help participants  bring growth and value to their own companies. As one global marketer summed it up, “If you pay, you are more likely to show up and engage.”

For additional insights, click here to download our “Marketing Expectations for 2021” Infographic.

The post Make 2021 the Year of the Marketer appeared first on Brand and Demand Solutions | Frost & Sullivan.

The event was divided into three rapid fire discussion sessions on the topics of Events, Budgeting and Expectations for 2021. In this blog, we are going to share some key take-aways about budgeting in the year ahead:

The Budget Picture Has Changed Dramatically

Looking at the big budget picture, marketers need to examine where they want to invest in the current climate. What will have the biggest impact right now, in a business landscape that has changed dramatically? Be sure to build in budget flexibility that will allow you and your organization to move quickly and revise plans in real time if necessary.

Some suggestions: Consider the concept of “zero-based budgeting” — start at “zero base” for every budget period. Or, implement “small bite budgeting,” i.e. budgeting in pieces. It’s also important to budget for long-term, ongoing priorities like building your brand and community online.

It’s no secret that the pandemic has accelerated the transition to digital. That’s where you’ll find your current – and hopefully future customers — spending more and more of their time — and dollars. This fact, and its impact on marketing and sales, was not lost on our panel. Here are some key ways to plan and manage your digital spending, and the reasoning behind the thinking:

• Consider the higher cost of building your online pipeline in the current “normal” and budget accordingly
• To keep current customers and attract new ones, focus funds on optimally digitizing customer touchpoints
• Grow your marketing technology budget

Conclusion

Overall, budgeting for technology and building in flexibility were strongly endorsed by our marketing experts. Additionally, some roles and old rules will shift, and marketers who can learn and pivot quickly are most likely to be rewarded. Participants were advised to be prepared to create and manage their budgets in new and less common ways in 2021. So, get ready for a marketing future where change is common, agility is key, and the ability to build your pipeline in new ways is paramount. 

For additional insights, click here to download our “Future of Marketing Spend” Infographic.

The post How to Juggle Your 2021 Marketing Budget appeared first on Brand and Demand Solutions | Frost & Sullivan.

The event was divided into three rapid fire discussion sessions on the topics of Events, Budgeting and Expectations for 2021. In this blog, we are going to focus on what the experts had to say about events:

FOCUS ON “RETURN ON EVENTS”

Not surprisingly, the marketers believed that virtual events are here to stay. Beyond the necessity of leveraging them in the current climate, there are inherent advantages and conveniences that come with virtual events, which will likely make them a mainstay moving forward. The panelists predicted a gradual return to in-person events based on geography and recovery from the pandemic. They also discussed a new, emerging hybrid event model, and the importance of smaller more targeted events.

Key takeaways included:

• Virtual events are here to stay regardless of other circumstances
• 75% of marketers surveyed during the webinar were planning on sponsoring virtual events in 2021
• Achieving ROI or “ROE”— Return on Events — was emphasized:
  
  • It’s important to determine beforehand what your event goals are, and how you will measure success
  • Keep pipeline acceleration top of mind
• Planning smaller, more targeted events was recommended
• Schedule one-on-one time with key decision makers
  • Educate your prospects and share relevant thought leadership
• A new hybrid events model, consisting of some virtual and some in-person events, was predicted
  • What these hybrid events will be composed of will vary globally
  • Companies based in Asia and Europe will likely return to live events before the US
• Sponsorship of in-person events in 2021 will be heavily influenced by geography

MAKE YOUR EVENT VALUABLE

Several of the panelists stated that they would consider creating an event that was a combination of virtual and in-person. These hybrid events will bring new challenges, so plan for the following:

• Content differentiation — type, length and presentation — for a virtual event, versus an in-person event experience
• New, more advanced platforms and production values will be needed to accommodate combination events, and to “put on the best show possible”
• It might seem counter intuitive to charge for events but it’s really a positive
  • If you are offering valuable content, it can help participants bring growth and value to their own companies
  • “If you pay, you are more likely to show up and engage”
• Look to the entertainment and sports industries as resources for creating dynamic and engaging events – and for better participant engagement too
  • Entice participants with “golden nuggets” of information and entertainment, especially at virtual events

Current marketing tactics for ROI with prospects and clients?

• A virtual events CXO platform
• Webinar with partners
• Virtual events, ABM tactics, direct mail
• Virtual events and webinars (targeted to peeps seeking relevant info and content)
• Thought leadership content focused on work from home security
• Exceptional content marketing
• Executive peer to peer virtual events

It may take some fearless testing and “leaps of content” to achieve the event outcome you’re seeking, but now is the time to experiment. Ultimately, determining the best combination of event options for your organization will lead to a better “return on events” and a better bottom line, too.

For additional insights, click here to download our “Future of Event Marketing” Infographic.

The post The New World of Events: Planning, Sponsoring and Driving Returns in 2021 appeared first on Brand and Demand Solutions | Frost & Sullivan.

A recording of the full event can be found here.

Overall, the panelists unanimously agreed that they project 2021 to be an opportunity (versus uncertainty) for marketing in 2021. Greater technological connectivity, the ability to leverage data to set more targeted goals, and the belief that past marketing paradigms are being disrupted (opening up new possibilities) were some of the reasons given.

The webinar was divided into three discussion parts: Events, Budgeting and Expectations for 2021. We’ll take a deeper dive into each area in upcoming blogs, but here are some of the discussion highlights:

EVENTS

Focus On “Return on Events”

Not surprisingly, the panelists believed that virtual events are here to stay. They predicted a gradual return to in-person events based on geography and recovery from the pandemic, and discussed a new, emerging hybrid event model.  The importance of smaller, more targeted events was also emphasized.

Key takeaways included:

• Virtual events are here to stay regardless of what the future brings
• 75% of marketers surveyed were planning on sponsoring virtual events in 2021
• A new hybrid events model, consisting of some virtual and some in-person events, was predicted:
  • What these hybrid events will be composed of will vary globally
  • Plan for content differences — type, length and presentation should vary for a virtual event, versus an in-person event experience

BUDGETS

The Big Budget Picture Has Changed Dramatically

Looking at the big budget picture, marketers need to examine where they want to invest in the current climate. Ask: What will have the biggest impact right now? That may mean throwing old budget precepts out the window.  In times like these, your marketing budget needs the kind of built in flexibility that will allow you and your organization to move quickly and revise plans in real time if necessary.

Here are some up-to-the-minute budget recs from our global marketing panel:

• Consider the concept of “zero-based budgeting” — start at “zero base” for every budget period
  • Scratch plans to automatically follow the previous year’s budget allocations or guidelines
• Budget for the higher cost of building your pipeline and engaging prospects online
• Marketing technology budgets will grow in the current era

MARKETING PREDICTIONS FOR 2021

Finally, the marketers participated in several speed rounds, consisting of rapid fire questions and answers.

• Smaller, more targeted events will become more frequent and prominent globally
• Sales must embrace digital tools and work in concert with marketing; the current crisis is accelerating this approach
• Content marketing should be on everyone’s planning and resource list
• Now is the time to leverage AI for both B2B and B2C marketing

Final Thoughts

So, will 2021 bring marketing uncertainty or opportunity? The answer is not one or the other, but both. Marketers are uniquely equipped to use their expertise and tools — testing, experimenting, and measuring — to address uncertainties. Then, they can regroup and move forward with what DOES work. Therein lies the opportunity for success, and agile, informed marketers will embrace it.

Schedule a Complimentary Consultation today with a Brand & Demand Specialist – brandanddemand@frost.com

The post Frost & Sullivan Webinar: Marketing in 2021 – Uncertainty or Opportunity? appeared first on Brand and Demand Solutions | Frost & Sullivan.

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One of the biggest challenges for companies going into 2021 is how to account for events.  Are they going to set aside money for live events, digital events, or create their own new event(s)?  If the answer is no, where will they redirect those budget funds?  Will the budget remain intact or get cut?  How do they justify the same spending? There is deep uncertainty about marketing planning and how demand generation can be achieved without the benefit of in-person events.

To address this, many organizations are looking to identify both how much should they budget for marketing, and the best way to distribute funds. Forward-thinking organizations do not plan to stop marketing and growth initiatives altogether; certainly not at a time when they need them most.

Importantly, many studies support this counter-intuitive approach. For example, when researchers at MIT studied the financial returns of companies that invested in marketing (versus divesting) during recessions, the data showed that these companies had a competitive advantage once the economy rebounded.  A Cornell University study bore similar results, finding that companies that spent more on marketing during economic downturns fared better in the long run. According to Gary Robbins, Senior Partner at Frost & Sullivan, “For those that are not afraid to invest, recessions can bring real opportunity to widen the gap, or even leapfrog the competition. I have witnessed this firsthand.”

On September 17^th at 11:00am ET, 8:00am PT, Frost & Sullivan will present a timely and important webinar, Marketing in 2021: Uncertainty or Opportunity? This event has been designed to help organizations leverage the hard-to-fathom marketing opportunities and reinvention possibilities at hand. Marketing thought leaders from an array of industries will discuss and debate strategies needed to build a viable (and possibly daring) 2021 marketing budget, accurately assess the big strategic picture (we’ll move beyond marketing here) and capitalize on clear trends like deepening customer relationships and the customer experience, doubling down on digital marketing and social media initiatives, and creating new opportunities and partnerships to propel your organization forward.

Our expert panel will address questions like the following:

• How can you plan and budget for marketing events and tradeshows in 2021?
• What are we learning from a post COVID world? What’s working – and what’s not?
• How do you sell your marketing budget—and big ideas– to senior leadership?
• What new marketing trends and tactics should we expect to see in 2021?

To our seasoned team, the implications for marketers are clear: this is your time to shine.  As social distancing and other constraints continue, it’s never been more important for marketers from both large and small companies to become more nimble, creative and diversified…and to turn marketing uncertainty into opportunity.

The post Marketing in 2021: Uncertainty or Opportunity? appeared first on Brand and Demand Solutions | Frost & Sullivan.

While it may seem counterintuitive to maintain or even increase your company’s marketing efforts during a time of unprecedented upheaval, therein lies the opportunity for those who can look beyond surface level thinking and familiar constraints. As the pandemic crisis began, the initial reaction from many organizations was to decrease or even freeze marketing budgets; yet many studies show that this action has a negative effect on organizational survival and growth. In fact, reactive slashing of budgets often results in even greater setbacks and the need to spend more later to recover from losses.

Current crises notwithstanding, smart, agile organizations are looking for ways to pivot, regroup and redistribute their marketing budgets. Forward-thinking organizations do not plan to stop marketing and growth initiatives altogether; certainly not at a time when they need them most.

Importantly, many studies support this counterintuitive approach. For example, when researchers at MIT studied the financial returns of companies that invested in marketing (versus divesting) during recessions, the data showed that these companies had a competitive advantage once the economy rebounded.  A Cornell University study bore similar results, finding that companies that spent more on marketing during economic downturns fared better in the long run.

The implications for marketers are clear: don’t run from marketing and strategic growth initiatives, but instead, reconsider, reposition and refocus. As social distancing and other constraints continue, many mainstay live events have been curtailed. To address this, more nimble companies are already exploring how to intensify their online efforts. They’re ready to ramp up interactive applications for greater customer engagement and buy-in.

As we navigate this “new normal,” Frost & Sullivan’s Brand and Demand Solutions Practice continues to offer a suite of virtual marketing solutions to help replace demand that’s been lost by the shelving of in-person experiences. Delivering returns for more than a decade, our digital programs have helped marketers drive demand and adapt to changing times. We can help you do the same.

Here are some programs to consider:

Virtual Think Tanks: A series of analyst-hosted discussions on a topic of your choice with prospects of your choosing. The benefits include thought leadership, branding, pipeline and content in the form of a Frost & Sullivan-produced article. This is a great ABM tool that can attach to the pipeline accelerator (below) to drive demand generation to a wider audience.

CONTENT GENERATION & SYNDICATION: Leveraging our content, Frost & Sullivan will design and deploy the ideal marketing mix for your desired target audience to generate a pre-determined number of Marketing Qualified Leads (MQLs).

Webinar Weeks: Stand out from the noise by sponsoring a Frost & Sullivan-hosted webinar week or work with our team to design your own customized program. Each week features five topics delivered by five presenters over the course of five days. Existing programs available for sponsorship include Customer Contact, CX, Innovation, Product Development and Sales Leadership. Sponsorship opportunities are limited, so inquire today.

Virtual User Events: Partner with Frost & Sullivan to manage your virtual event to build a memorable, affordable and best-in-class virtual experience for your clients.

Despite rampant speculation, no one really knows what the “next normal” will look like, even for marketing. But right now it’s your job to create an effective and engaging marketing strategy for your customers — and your company’s — future returns.

The post Slash, Freeze or Invest: The Role of Marketing in Uncertain Times appeared first on Brand and Demand Solutions | Frost & Sullivan.