The 7th Annual B2B IDM Marketing Conference

Marketing Moves recently attended the 7th Annual B2B IDM Marketing Conference in London, and were pleased to see so many of our clients and candidates there. The event was well attended and the day was packed with seminars and break out sessions.
The conference itself focused a great deal on digital direct marketing and there were lively debates on the use and impact of social media.
David Chalmers, Head of Digital Marketing for Cisco, presented his thoughts in a power point presentation which included the results of several social media campaigns undertaken by Cisco. His presentation specifically noted the need to undertake a ‘multiple’ approach in the social media space using three points of focus:
· Passive – to monitor current conversations
· Active – to develop the right platforms for your company
· Measure –the impact of the conversations taking place

His presentation also suggested that before you use social media in your marketing mix, it’s important to research where existing conversations are taking place about your company, and to focus on those that are either talking about you or influencing discussions about you.

The content that you choose to put on your web site has to be more than just a sales pitch; it has to be engaging and its objective should be to stimulate conversations.

Lisa Hutt, from SalesForce.com continued the Influencer theme, pointing out that with limited marketing budgets, by focusing on those people that will influence a positive conversation about your company, you will have a far more effective marketing campaign.
B2B Barometer

To round the day off, delegates were given a B2B Barometer – produced by the IDM, Circle Research and ABBA (the Association of B2B agencies). This report is produces twice yearly and provides a solid snapshot of the industries health. Clients interviewed reported on increased optimism for business amongst B2B marketers; the increase of share of wallet for new media and a renewed focus on measuring the return on investment from marketing expenditure.

Interestingly, the B2B marketers surveyed found social media relevant, but lacked understanding of its use and impact.

Other key marketing trends included:

· Continuing cost pressures on clients marketing budgets and continuing demands on agencies to maximize effectiveness
· Digital marketing growing in use and seen to be highly cost effective
· Social media is believed to represent a massive opportunity
· Print advertising will continue to exist, but will need to redefine its role in the age of digital communications
· The increasing ‘noise’ in the market means that agencies and clients alike have to be even more creative if they want to stand out and achieve genuine differentiation through communications.

Quite a lot to think about!
If you want to know more about what happened at the conference contact Sandy Malone at smalone@marketingmoves.com