Sirius Decisions Summit summed up in tweets


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In the aftermath of the Sirius Decisions Summit 2013, here is a round-up of the current state of B2B marketing and the factors driving the future of B2B marketing.

Content Marketing

Let’s start with the hot topic of 2013, Content Marketing. Whilst the majority of organisations see the need for content, most are challenged with actually producing it throughout their company. Only 5% of employees feel their company is revolutionised when it comes to content creation.


Many companies also focus on volume of content, especially around product releases. However, content should always be around the needs of your buyers, not what we have always produced, or what sales like to use.

And yes, we are aware that there is still a lot of work to do.

Social Media

As with many digital marketing functions, integration of teams is an enterprise-wide challenge. In order to effectively create opportunity, demand and revenue growth, social media must be integrated between strategy, tactics and execution.

And, we mustn’t think that social selling is just sales. A holistic picture is typically required for the buying journey, and this is best delivered through multiple departments.


Simplifying and streamlining tasks completed by sales is required to improve their productivity.

Prioritisation must be given to follow-up of opprtunity, response time and introduction of the human touch, as these are critical to conversion rates.

Always remember to be personable. People ultimately make the decision, not companies. And people are usually swayed by those they buy from. People buy from people.


As modern marketers, we are challenged more than any previous era in managing a broadening range of channels with ever increasing empowered buyers. We are tasked with developing a wider, more diverse range of skills and attributes to meet the needs of the digital environment.

Furthermore, analytics have played an increasing role in driving strategy, communications and messaging. Yet we are now at a point where we are measuring activity with no purpose. Only focus on KPIs and metrics that drive insight and actions.

Go back to integrated basics. The sum of all parts and channels are typically better than just one, especially with conversions requiring many touches. You cannot accurately attribute a sale to just one channel or tactic. Look to deliver consistent touches accross multiple channels, always moving the prospect towards a sale.

To drive performance gains, marketers should focus on three key areas; measuring what we do for optimisation and insight, driving the quality and consistency of content production, and integratation between all functions and departments.

Sales and Marketing Alignment

Coordination, cooperation and understanding is key to driving customer conversion. Sales must appreciate that work typically needs to be done to convert an opportunity, but feeding back to marketing on appropriateness is vital in optimising and improving performance. Alignment should also be driven through buyer persona development with all parties contributing to create a richer persona that everyone buys into.

Over 50% of companies need to work harder to achieve desired levels of alignment between departments.

Only provide information needed to enable teams to get the job done. Simplicity is the key to drive adoption between departments.

As a final thought (as if marketing teams don’t have enough to think about), consider this…

If marketing teams don’t drive alignment throughout the organisation, will product and sales teams ever cease to exist? No. Are those teams likely to drive the change required? Probably not. As marketers we must be big and clever, and realise that alignment and continual evolution is vital to being relevant and adding value to the business.

Republished with author's permission from original post.

Greg Dorban
Greg Dorban is a Demand Generation professional helping global companies to create more opportunities. He is Head of Inbound Marketing with strategic consultation on search, social, web, conversion and content at Ledger Bennett, a specialist B2B agency.


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