We just wrapped up 3 intense days at the Content2Conversion convention, in Scottsdale, Arizona. Here are 3 quick insights for marketers:
Everyone is searching for that Buyer Intent
Marketing technology is a very competitive field, with more than 2,000 companies in the fold. As it keeps evolving, it blends more and more with adjacent fields, such as Ad Tech and, more recently, Sales Tech. This is evident in the industry’s buzzwords – Account-Based Marketing and Personalization being the latest trends that better align marketing and sales – but also in the industry’s focus. Identifying Buyer Intent seems to be the one thing everyone was thinking and talking about.
Breaking through the early adopters’ ceiling
This was my 3rd event as sponsor over the past 9 months, and it seems I keep meeting the same faces. Most of the Tech startups I spoke with were really feeling the pressure from investors to break through the early adopters’ ceiling – and selling to bigger companies and better known brands. But it also means new market positioning, for both add-on and stand-alone solutions. Better integrations with the market leaders – Salesforce, Marketo, HubSpot – are where most marketing tech startup seek their answers. But it might be that bigger, more wholesome solutions are the game changer. Time will tell, meaning, in this fast evolving field, that we’ll know soon enough.
The importance of services
Marketing agencies play a key role in helping bigger companies adopt innovation. Yet innovation is not always at the heart of their business model, as illustrated perfectly by this sign, from David Meerman Scott’s keynote:
This creates a situation where marketers are looking for solutions they don’t have the time to master, and agencies are often called upon to fill that gap. What follows is a lose-lose scenario, in which companies pay for solutions but do not have the proper service layer, which means they do not get the full value on their investment. Building that service layer may play a crucial role in this competitive market.