Ups and downs in "Marketing x Teams x Entrepreneurs" newsletter N°07

Hi everyone,

"Ups and downs" is the common thread of this "Marketing x Teams x Entrepreneurs" newsletter N°07.

It will be about obsolete practices and the ones that matter today, thought leaders, what motivates us, and the fragile tech giants.

Happy to read your comments!

#marketing #brand #advertising #futureofwork #tech

x Marketing

The end of the traditional B2B Sales and Marketing

Today, most B2B companies still follow a pretty linear approach through the customer Journey. They usually focus on seamless integration between marketing and sales. For Brent Adamson, distinguished Vice President at Gartner and a coauthor of several books, this is ignoring the multi-channel buying and the fact that information matters more than the sales moment:

"Helping today's B2B buyers buy isn't a sales challenge, nearly so much as an?information?challenge (or, alternatively, an information opportunity)."

Indeed, nowadays, B2B customers prefer a rep-free experience.

In his article published in the Harvard Business Review, Adamson enhances his thoughts and looks at the needed shift in the organizational structure, detailing the example of a Canadian company.

Messaging consistency isn't sexy, but it sells

I am a big supporter of brand consistency, so I immediately liked the article of Shachar Meron on Branding Mag. He sums up:

"Consistency isn't sexy. It doesn't turn heads or win awards. But, in the world of brands, consistency means clarity. Opportunity. A greater chance to make an impression and build a reputation."

However, it is easier said than done, as challenges are numerous: lack of alignment and discipline, unclear strategy, silos, etc. But following the 5 Meron's recommendations should definitively be an invaluable support to convey your messaging more consistently.

Super stats for the Super Bowl

The Super Bowl is not only a sports event, but it is an advertising show too, and a massive one! Sarah O'Neill on MarTech Alliance shares numerous up-to-date numbers, some of them very surprising (at least for me), like:

"the survey found 42% tune in specifically to enjoy the advertisements. In fact, 50% of viewers have purchased a product or service based on one of these commercials."

Crazy.

The stats follow six topics: consumer behaviour, social media, advertising spend and the Super Bowl, commercials, audience and viewer numbers, and consumer purchases.

ROI is king

Building campaigns that deliver ROI is the topic of the next workshop of The Next CMO on the 4th of March. The goal is to help marketers develop strategic marketing campaigns that deliver measurable business value. In my opinion, one of the most promising learnings will be how best to apply marketing channels to campaigns.

Certification offered.

Linkedin Top Voices in Marketing & Advertising available

The last top voices selection just came out! The list is a great way to discover new valuable marketers. Among my favourites are Katie Mitchell, Margaret Molloy, and Diego Oquendo.

x Teams

What bring top performers down

It is sometimes hard to understand why top performers suddenly disengage from their work. Whitney Johnson gives us some clues:

"Learning—or rather, the brain activity and chemicals associated with learning—is the oxygen of human growth. At the high end of the S curve, where we are in mastery, our actions are automatic, our competence is high, but our brain rewards are low."

In her article published on Fast Company, the author shares research pieces from neuroscientific insights. She definitively brings valuable light on a phenomenon to look at even more carefully during this Great Resignation time.

Boosters for remote work

One of my friends asked me if I had some tips regarding remote work, as he was about to start a new position in a remote environment (mainly). I gathered my 14 best pieces of advice in an article around mindset, collaboration, and well-being. Due to my Linkedin post's massive success (at my scale), I assume the article should be helpful too.

x Entrepreneurs

€3.5 billion for European Tech to scale up

As Robin Wauters reports on?Tech.eu, the 'European Tech Champions Initiative' launched at the Scale-Up Europe Conference in February. EU countries and the European Investment Bank agreed in:

"spur[ring] a significantly increased availability of growth capital for European tech champions (as well as diminish the growing influence of US and Asian-based investors)."

Curious to see the sort of projects to be selected.

When the big tech giant Facebook starts to break apart

This article from The Economist explains why the technology-industry narrative of the 2010s no longer stacks up for the big-tech companies, among them Facebook. The start of a new era?

Gated content.

If you reach these lines, it means you read my newsletter: thank you!

I hope you enjoyed it.?

Happy to read your comments!?

Lucie.