Marketing Execs Get B2B Vision - Exploring the Shape of Marketing in 2013

Online, October 9, 2012 (Newswire.com) - Ramping up for growth in the 2013, marketing executives from several Atlanta technology companies gathered for a special breakfast session on October 2, 2012 at the City Club in Buckhead.

Co-hosted by Joellyn "Joey" Sargent of BrandSprout Advisors and Jeff Sheehan of Sheehan Marketing Strategies, the event was focused on providing chief marketing officers and other marketing leaders with insight into marketing trends for the coming year.

Participant Bret Rachlin, vice president of marketing for Wren Solutions said the breakfast was "an excellent opportunity for a small group of marketing professionals to engage each other about the technology trends we're seeing and how to leverage them in our organizations." Rachlin continued, "Being able to collaborate with peers who face similar challenges helped me think through new ways to overcome my company's marketing and sales obstacles."

The group discussed technology trends that impact B2B marketing and explored "5 Marketing Imperatives for 2013" which include:

1) Speak Finance - It is essential for marketing executives to have a good rapport with the CFO and to be able to approach them as an ally rather than an adversary. If your relationship isn't strong, this is one you should aim to improve in 2013.

2) Be The Brand Champion - Marketing leaders need to be the champion of their brand inside and outside the organization. This means educating employees about how their roles influence perceptions of the brand, and making sure that the story customers hear is the one you want them to remember.

3) Leverage Technology - Marketing executives are highly engaged in technology decisions, and it is critical that they are both smart and objective about their choices. Understand what technology investments can and can't do, and manage expectations among users and management teams.

4) Help Drive Sales - In the B2B world, marketers can spend more time courting buyers than their sales teams do. The marketer's role is to facilitate the sales process, and to be effective they must collaborate with sales on lead generation and management efforts create a shared vision of success.

5) Build and Sustain Strong Customer Relationships - Fostering close connections with customers is a key success factor for B2B organizations. From going on sales calls to customer scorecards or advisory boards, marketers should create a community of customers to better understand their needs.

"We had a great discussion about the issues marketing leaders are facing in the B2B space," said Sargent. "Leading a B2B marketing team can be a challenge and it's important that CMOs to take time
to sharpen their strategic vision."

"It was an interesting look at how some B2B marketers are coping with an ever changing environment," said Sheehan. "What impressed me most was how far along they were in establishing a 'closed loop marketing system' to facilitate adjustments on a daily basis to significantly contribute to their ultimate success."

This was the first of a series of quarterly breakfasts for senior marketing leaders. Held by invitation only, interested executives should visit learn.brandsproutadvisors.com/cmo-breakfast/ to request an invitation for future sessions.

About BrandSprout:
BrandSprout LCC is an Atlanta-area consulting firm dedicated to helping organizations achieve Maximum Market Impact™. Founded by Joellyn "Joey" Sargent, a former corporate marketing executive, BrandSprout works closely with CEOs, CMOs and their leadership teams, turning daunting business challenges into compelling success stories. From early-stage Startups to the Fortune 500, BrandSprout paves the way for clients to build strong brands, improve marketing performance and accelerate revenue growth. For more information, visit www.BrandSproutAdvisors.com or call 678.823.8228.

About Sheehan Marketing Strategies:
Sheehan Marketing Strategies is an Atlanta-area consulting firm is dedicated to helping companies, professionals, and non-profits maximize their online visibility and marketing reach. Founded by Jeff Sheehan, a former high-tech and B2B corporate marketing and sales executive, Sheehan Marketing Strategies works ensures that organizations have the right strategies in place to take advantage of the constant changes in the marketing and social media arenas. With a strong focus on marketing ROI, Sheehan Marketing Strategies makes sure that money is wisely spent while maximizing the possibility for significant revenue growth. For more information, visit www.SheehanMarketingStrategies.com or call 770.366.1047.

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