Last week we kicked off the Business.com Growth Tour of America. From San Francisco to New York, we initiated the first of a series of meetings with our audiences; leaders in small-to-medium enterprises, our marketing customers and our partners in media, technology, search, social and design that make up our ecosystem. Our goal is to learn, share ideas on digital media marketing and technology and get input on the new Business.com.
Our meetings in New York City illuminated that we are at an inflection point in digital media and marketing. The convergence of marketing automation and media has created a time of complexity and transformation yet also a time of incredible opportunity. Marketers are looking to figure out several key things:
- How to balance branding and lead generation marketing initiatives?
- How to deal with too many marketing options?
- How to shift from pushing products to providing solutions?
- How to identify and engage prospects?
- How to deal with complex and costly analytics?
- How to accurately evaluate campaign effectiveness?
Media partners are also working through several key questions:
- How to drive subscriptions and engagement with audiences in an increasingly digital world?
- How to balance digital display and brand advertising with lead generation?
- How to evaluate the role of ad networks and exchanges?
- How to harness the myriad of advertising technology platforms and services?
- How to deal with Social, Local and Mobile technologies?
- How to better leverage data?
My thanks to our friends at Digitas, iProspect, MEC and Performix, MediaVest as well as Bloomberg, Dow Jones Conde Nast and Penton for their time and input. We learned a ton. We had a blast.
My next stop is the American Business Media Conference where I’ll be leading a panel on “The B-to-B Media Company of the Future.” Clearly I’m biased as I think we’ve already answered that question with the new Business.com. I’ll be learning from my panelists – Bizo, Scount Analytics, Penton, 1105 Media and Desilva Philips – and will share what I learn in a future post.
Simply put our mission is to help people grow their businesses and we feel it’s time to broaden the discussion so we can learn more, share more and ultimately serve our customers better.
We look forward to continuing to work with our customers and partners to help them answer these questions as they continue to grow their businesses. To view the learnings from our Director of User Experience at a recent design conference, click here. And, as always, feel free to offer your thoughts and follow the tour via @b2bonlinemktg.