What important things should we drive in Marketing during 2017?

I attended the Business Marketing Collective (BMC) Converge event in London last night where a group of seasoned marketers and agencies discussed "what would be Marketing's driving factors in 2017". Four key themes came up during the evening discussion; Digital Disruption, Data, Connected Experience and People to People (P2P). If you've read my past blogs you'll know that I normally write up a prediction blog at the beginning of December for the forthcoming year, so I was looking to glimmer some valuable insights and content from the BMC Converge event that would help solidify some of my marketing thoughts for my forthcoming post, more to follow soon. So, here are the four reoccurring themes that popped up during the evening discussions:

Digital Disruption

Disruption is here to stay, if you don't disrupt then be prepared to be disrupted. Everyday there are starter brands disrupting the marketing place, some survive some disappear. However, we need these disrupters to make a difference and instigate change and development within industries. All agreed change is good, so disrupt or be disrupted. Whay not take a digital risk?!

Data

There were strong views expressed about reporting ROI; "marketers can't continue to make up excuses on reporting ROI". The data is there, the technology is there, so the excuses have to stop. Sounds a bit like "tough love", but that's the reality we work in. As marketers we need to utilise little data more to create those outstanding customer experiences by becoming more confident and bolder in making those data driven decisions internally to drive change.

Effective use of data is a game changer and getting your data practices in order is what will build a best breed marketing department. Data should be used to assist future gazing, change your business practices and support sales. But let's not get bogged down masses of data and reporting, we should find ways to simplify and gain meaning in little data.

A Connected Experience Internally and Externally

Creating those connected experiences is essential. Look at what customers want and then develop the sales and marketing experience to match their expectations is the "nirvana". The following questions came up in discussion; Do you understand your customer? Have you spoken to a customer? Have you spoken to your sales team? Are you creating better relationships internally or externally? Or are you getting distracted by logistics? Common agreement saw that most marketers don't understand their customers' needs. Others admitted to not working in synergy with sales.

What separates good marketers from the average is knowing the customer and having that customer engagement rather than just dealing with marketing logistics and branding.

We receive so many interruptions during the waking day, so marketeers need to become more savvy about what touch points prospects and customers receive during the buying journey. There was a consensus in the room that there are no winners in the sales and marketing war and that the two departments should run as a connected experience. This was sweet music to my ears as I've always tried to develop synergy between sales and marketing in the work I do.

It's P2P not B2B or B2C

During 2017 should we finally get rid of the B2B and B2C categories? Personally I think we should banish those terms to Room 101. After all we are all consumers, marketing is marketing not a category and is all about People to People (P2P). The only differentiator is the buying journey. Decision makers are just like us, they are on the digital and social channels. Marketers need to be more digitally and socially savvy.

These are some of the highlights I managed to document from the evening. If you attended the event and think I've missed something that needs to be shared, then pop it in the comments box below. Finally, I'll leave you with one question to ponder on "What marketing impact will you make in 2017?", please feel free to add your thoughts in the comments box below. Thanks! :-)