On Friday, I presented at BMA Blaze, the Business Marketing Association's annual conference. I delivered a mini-keynote and then led a panel In the Moment: How and Why to Do Real-Time B2B Marketing with:
- Matt Petitjean, Vice President, Corporate Marketing, ADP
- Rich Jurek, Group CMO, The Inland Real Estate Group of Companies, Inc.
- Jeff Beringer, Global Practice Leader, Digital + Social Media, GolinHarris
During my talk, I used an audience response system to get a sense of the 500 or so senior B2B marketers in the room. My question was "How long would it take you to respond online to a news item related to your company or industry?"
I was surprised that nearly half of the people said they take a week to respond or they don’t respond at all.
Gone are the days when you could plan out your marketing programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance.