Tag Archives: CMO

The Changing Role of the CMO in the Building Products Industry

21 Oct

CMOs Roles are Evolving at a Rapid Pace – Make Sure You’re Ready

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“We’re all working in beta.”

- Kathy Button Bell, CMO, Emerson

Chances are, as a building products CMO, you’re feeling overwhelmed. In fact, 34% of CMOS are overwhelmed by the fast pace of change. What’s more: 97% expect the pace of change to accelerate even more moving forward.

This quote from Malcolm Frank, executive VP at Cognizant Technology Solutions sums up this intense shift:

“We’re at a time of dramatic change. I love that old saying ‘if you don’t like change, you’re going to like irrelevancy even less. No change is called Kodak, it’s called Newsweek, it’s called Blockbuster. So for individual organizations, if you don’t change in the next five years and change in some pretty significant ways, that where it’s all going to end up. Embracing change means also embracing failure.”

A big part of this change is realizing you don’t know what you need to know… yet. And that’s OK. You need to be open to new ideas and constantly seeking out new information. Another scary statistic: 21% of marketers said the skills for which they were hired are now obsolete. And nearly everyone – 97% of marketers – are doing things they’ve never done before.

What’s more, the CMO role continues to evolve. Kathy Button Bell describes the CMO role: “We are no longer simply CMOs. We are Chief Transformation, Integration, Inspiration Officers.”

And it’s true – 78% of marketers now have greater input on corporate strategy and 77% have a seat at the executive table.

So whether these stats leave you feeling inspired to make a change or nervous about the future, get ready. Change is here and its not going anywhere!

All statistics from research conducted by the BMA and Forrester Research, in partnership with Erickson Research. See more here.

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Are the 4P’s relevant anymore in building products marketing?

26 Mar

Internet Being Left Behind

B2B has changed – the 4P’s don’t apply

Most marketers today know or knew of the 4Ps. They are the traditional marketing mix–product, place, price, and promotion. But these narrow views are increasingly battling with the essential need to deliver solutions.

In a recent article in the Harvard Business Review, Richard Ettenson, Eduardo Conrado, and Jonathan Knowles outline how B2B marketers need to adopt a new framework focused on solutions, access, value, and education–SAVE.

Having heard Eduardo, the SVP of Marketing and IT for Motorola Solutions, present how they transformed their marketing and in turn their company by utilizing the SAVE method, I wanted to share some of the key points from their article.

In a five-year study involving more than 500 managers and customers in multiple countries and across a wide range of B2B industries, they found that the 4P’s model undercuts B2B marketers in three important ways:

  1. It leads their marketing and sales teams to stress product technology and quality even though these are no longer differentiators but are simply the cost of entry.
  2. It underemphasizes the need to build a robust case for the superior value of their solutions.
  3. It distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.

Eduardo explained how Motorola Solutions used SAVE to guide the restructuring of its marketing organization and its go-to-market strategies in the government and enterprise sectors. Along the way the firm identified three requirements for successfully making the shift from 4 P’s thinking to SAVE.

  1. Management must encourage a solutions mind-set throughout the organization.
  2. Management needs to ensure that the design of the marketing organization reflects and reinforces the customer-centric focus.
  3. Management must create collaboration between the marketing and sales organizations and with the development and delivery teams.

Notice how all three of his points begin with Management. This type of fundamental shift must be embraced at the highest levels. Eduardo contributes a lot of success to the fact his CEO fully endorsed and supported this new way of thinking.

It also won’t happen overnight, but as marketers its our job, now more than ever, to help drive the company in new directions and to shape our message both internally and externally.

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Creativity in the Building Products Industry

22 Mar

Practice Creativity to Get the Best Results

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“To live a creative life we must lose our fear of being wrong.”

Creativity is a funny thing. People often label themselves as creative, or more likely they say, “Oh, I’m not the creative type.” If you’re in the former category, its time to rethink your creative position.

Especially in the building products industry, creativity is more than designing a great product, putting together a fabulous sales presentation or making your meetings exciting.

Creativity sparks innovation. Have you heard of the artist Henri Matisse? Old age and illness made using his hands more difficult and he became bedridden, but he didn’t let it be a hindrance. In fact, he made a breakthrough in his final years with a new form of art. He found that he could still hold and use scissors, so he cut out colored paper to form beautiful work. He made creativity a choice. He opened his mind to being creative and reached outside of his comfort zone. Are you doing the same thing? Here are some tips to add creativity to your life:

  1. Stretch yourself. Be like Matisse and don’t accept limitations. Set a goal that makes you make choices that you haven’t had to make before. This could be as simple as going for a walk over lunch, meeting in a new spot or rearranging the furniture in your office.
  2. Choose to connect with life and other people. Start a creative network of people that you can share ideas with and provide support to each other. This could be a professional organization in your area, a handful of like-minded people in the office or a new group waiting to be formed.
  3. Change. Think about the rules in your life… Do they need to change? Change can be scary, but it can also be powerful. The building products industry has been doing a lot of things because ‘it’s the way its been done’ but our industry is changing and now is the time to make changes to thrive in the future.

Bottom line – choose to be the best you. Take the best ideas around you and improve on them and don’t hold back for the risk of failing.

For more information, check out Sam Harrison of Zing Zone, a creative author and speaker.

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Find time for what matters in the building products industry

19 Mar

Why We Need to Focus on Purpose in Building Products Marketing

Focus on your business, your customers, and yourself

Too often we spend time figuring out how to be more efficient, effective, or impactful in what we do in our lives without determining if what we are doing really matters.

In the rush to check it off the list, or show the boss how great our PowerPoint looks, we don’t ask the really tough question – Does this really matter?

I’m not recommending we all move to Tibet and commune in silence for the next 6 months, but what I am advocating is that as a marketing leader in this industry you need to know how to prioritize what’s key to the business.

You have to answer these 3 questions about your brand/company –

  1. Who you are
  2. What you do
  3. Why it matters

Too often companies have lost sight of these 3 salient points. These 3 answers form the foundation of your brand experience, but more importantly they provide you with the answer to the questions – Is this important? Does it matter? Should I be spending time on this?

Because if what you’re doing doesn’t help support at least the answer to one of these 3 questions, you probably should move on. I’m not encouraging you to tell the board at the next quarterly meeting that you’re not doing something, but I am encouraging you to know why it matters, it at all.

It seems so simple, right? If it were there wouldn’t be thousands of business books written every year. Many of them with titles about Getting More Done, First Things First, What Should I Do With My Life, and many, many more.

A quick Google search of the term ‘What’s Important’ returned 1,130,000,000 results. Yes, there are over 1.1 billion results when Google is asked ‘What’s Important’. No wonder we all are tired or overwhelmed or confused or simply ready to move to that Tibetan monastery.

So stop solving every issue. Focus on those 3 fundamental questions and get the important things done (and hurry because you’re late on everything else).

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6 Trends in 2013 for Building Product Marketers, Part 2

18 Dec

Tools for providing a better customer experience

Personalize Your Message and Create A Mobile-Friendly Experience

Earlier this week, I discussed 2 of the 6 trends to look for in 2013 by SilverPop, and I’m here to discuss 2 more trends to consider in the new year. With technology changing, it’s important for the building products industry to jump on board before being left behind.

Trend 3 – Personalize Your Message

With mobile devices and smart phones readily available, consumers are utilizing social networks, forums, and online reviews to make buying decisions.

  • Before a customer reaches out to your company: The customer has researched your company and product online.
  • When a customer reaches out to your company for the first time: The customer is already more than half way through the purchasing process.

Since customers are making purchasing decisions before ever reaching out to your company, it’s important to make your content more personalized. Utilizing data and information on where your customer or prospect stands in the buying process can help your company create messaging and dialogue. As a building products marketer, take advantage of the prospects or customers status in the buying process to create messaging for communication like emails that focus on their stage:

  • Prospect – Provide your product details and offer an incentive to transform the prospect into a customer.
  • Recently Made a Purchase – Send accessory recommendations or How-To videos for utilizing the product.
  • Post-Purchase – Update the customer with product information, updates, and new models plus invite them to follow you on your company’s social networks.

Trend 4 – Create a Mobile-Friendly Experience

Consumers can access information about your company easily on their phones. It is estimated in the United States there are approximately 120 million people who own smartphones. By 2016, smartphone ownership is projected to increase to approximately 200 million users, and by 2015, tablet ownership is projected to increase to 133 million.

With more and more people using mobile devices each year, it’s crucial to align your company and brand with these devices. Involve your interactive and design teams in the marketing process. Utilize these tactics to optimize your company communication for mobile devices:

  • Easily Scan Emails and Website – Make your content easily scannable by highlighting main points and adding a call-to-action on the first screen.
  • Utilize Tap Instead of Click – Provide a user-friendly experience by increasing font size, adding spaces between links, and adding buttons for tapping.
  • Provide Call-To-Action Buttons – Add a call-to-action button to simplify tapping for more information and make sure it is prominent on the page so it’s easily spotted when scanning.
  • Simplify Your Conversions – Track one conversion as opposed to three or four conversions. Try tracking the number of people who click on the call-to-action button for more information.

Investing time to create a positive customer experience will change your business in the long run. Check out my next blog post, to learn how social media is now affecting every channel of communication and how marketing departments must change to better deliver increased buyer results. If you missed Part 1, don’t forget to review how you can use actionable data and better listen to your customer to increase your customer’s experience in 2013.

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