We’ve said it before and we’ll say it again – SiriusDecisions is what the marketing soul needs when in search of some inspiration. At the end of May, we spent a week in Nashville, Tennessee at the 2016 SiriusDecisions Summit. This is the premier B2B conference sharing cutting-edge research, inspiring analyst sessions and case studies from the brightest in B2B sales and marketing. As to be expected – packed full of models that covered content measurement, product marketing, sales and customer experience discussions – this year’s SiriusDecisions Summit did not disappoint. In case you missed it, here’s a recap of our 3 major takeaways from the 2016 summit.
3 Serious Takeaways
- Likening the SiriusDecisions approach to becoming a classical pianist…Adopt, Operationalize, Optimize. Leave it to SiriusDecisions to kick things off with an awesome metaphor: One does not simply become the modern day Beethoven upon their first brush with the ivories. It takes time to adopt the instrument, operationalize your approach and optimize your talent – much like how adopting a new business model takes a thoughtful approach for long term success. This musical metaphor provided a great baseline for the 2,300 plus marketers eager to jump into a week packed with over 30 new SiriusDecisions frameworks.
- Account based marketing – the term we hear again, and again and again. We promise you’re not hearing a broken record but with all the hype around account based marketing (ABM) there was no way to avoid the topic at the summit. And why would we? Although ABM is definitely not a new approach to marketing, the key discussion revolved around how marketing technology should support an ABM strategy. With the new B2B buyer in mind, ABM strategies are quickly progressing, making target account marketing easier to measure. Technology and processes that help marketing and sales align and communicate more efficiently is ideal for implementing an ABM strategy.
- B2B customer experience matters. – Just because business to business obviously means we’re selling to a business, we have to remember that the people are our customers. The B2B customer experience is more important now than ever before. There’s a person behind the business decisions. In fact, a customer experience survey that was conducted and later discussed at the summit showed that 80% of B2B buying decisions are based on a buyer’s direct and indirect customer experience. The findings from this survey have inspired an updated version of customer experience design framework. The new model empowers B2B organizations to align around best practices and customer insights, ultimately creating an experience that reflects both the customer’s needs and the company’s goals for efficiency, retention, growth and advocacy.
There were a lot more than 3 points we took away from the 2016 SiriusDecisions Summit but we thought these were the most important. If you’re in the B2B marketing space, we encourage you to attend next year’s summit May 16-19, 2017 in Las Vegas to experience new innovations first hand and network with an elite community of sales, marketing and product leaders just like yourself.