Issue 8.4.06

A quarterly newsletter for B2B sales and marketing professionals by Extraprise featuring industry news, research, and insight.  To learn more about Extraprise, visit our website at www.Extraprise.com

CEO Spotlight- Thoughts from Ken Marshall

We've no doubt come to a critical juncture in the evolution of business-to-business marketing. According to Forrester's recent 'Marketing Technology Adoption 2006' report, one third of B2B marketers will significantly increase their marketing technology spend this year, while only 20% of B2C companies plan to do the same.  B2B marketers are realizing that there is a fundamental difference in how they approach customer acquisition and retention from how B2C companies.  Customer data in B2B companies is far more complex due to the myriad of hierarchies, mergers/acquisitions, and economic developments that exist in today's ever-changing corporate landscape.  When investing in technology, companies need to seek B2B-centric tools and partners that support and understand complex and volatile B2B data issues and customer needs. 

 

The processes and theories of marketing to businesses are similar to the traits marketers share within industries. For example, two pharmaceutical firms go to market with similar regulations impacting their marketing the same way two B2B firms must keep up with the complexity of their data with similar models and processes. Also, B2B companies in different industries have a lot more in common than one might think. A chip producer and a payroll automation company may not sell to the same person, but they both must account for multiple divisions, hierarchies, and changing roles in order to up-sell and cross-sell effectively within a single client. The abundance of data that surrounds that one client (transactional, sales, marketing, etc.) must be supported by a robust B2B data model and technologies that will allow marketers to analyze and leverage the data effectively across the enterprise.

 

As we've all been told and have come to understand, data is king because it is the key to garnering more meaningful insight into your customers.  The B2B model is unique, and customer information is at the root of analysis, segmentation, campaign management, and sales interactions.   Companies are realizing that to understand your customers you must understand your data.  Thanks to the analysts and trades that are now dedicated to covering the B2B market exclusively, there will be more value placed on the importance of thinking 'outside the vertical' and more about who you are marketing to.

 

-Ken Marshall

  Insights

Top 5 Trends in B2B Sales & Marketing  Extraprise recently held an executive dinner at Spago in Palo Alto featuring renowned B2B marketing author John Coe.  John revealed to executives from leading Bay Area B2B companies his 5 biggest trends impacting sales and marketing today.  They included:

1. Marketing and Sales Integration--Finally

2. Enhanced Sales Lead Processes

3. B2B Data is Improving

4. We are Finally Catching Up to All the New Technology

5. Measuring Results, Not Activities

The group discussed these issues and the trends that are emerging to solve them.  Please contact us here to receive a copy of the full report.

                                                                                                             

MARKETING BLOG:  The Bark in B2B Marketing  Valuable contributions from Extraprise executives and senior consultants around the topic of B2B marketing.

Click here to go to blog {>>}

 

Privacy, Security, and Data Architecture  Extraprise contributed this article to DM Review highlighting some of the policies, standards, and ideas B2B companies should consider when planning their data-related initiatives. 

Click here to go to article {>>}

 

Featured Events

DMA '06 

Direct Marketing Association Conference and Exhibition, October 15-18, 2006

 

Your customers are searching, communicating, and connecting in brand new ways. To succeed, you must learn to engage them at every turn — becoming their guide, companion, and destination! Join thousands of the world's most successful marketers at DMA06 and discover how to improve your marketing, engage your customers, and reap the rewards.

 

Extraprise will be exhibiting in Booth #337.  For more information visit the DMA '06 website.

                                                                             

Oracle OpenWorld 2006

October 22-26, 2006, San Francisco, CA         

 

Oracle OpenWorld 2006 is the world's largest event dedicated to helping enterprises understand and harness the power of information.  Connect with the people, products, and trends at the forefront of business and information technology in San Francisco.

  • Experience the latest in Oracle applications, technologies and solutions

  • Network with your peers and business partners

  • Gain inspiration from industry thought leaders and featured keynotes

Extraprise will be exhibiting in Booth #320 Moscone South.  For more information visit the OpenWorld home page.

 

NCDM Winter 2006

National Center for Database Marketing, December 11-13, 2006, Caribe Royal in Orlando, FL  

               

NCDM provides the tools and techniques you need to achieve higher response and measurable customer value by keeping you up to speed with the latest industry trends. Incisive sessions and real-world case studies will deliver the know-how you need to align your message with the right consumers at the right time.        

 

Extraprise will be exhibiting in Booth #338.  for more information visit the NCDM home page.