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Round table
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Go to www.b2bm.biz/eloqua-roundtable for WebTV report
Adapt to survive
The rise of integrated marketing and the pressure for measurement are having far-reaching
repercussions according to roundtable panelists. The discussion was chaired by Joel Harrison
Joel Harrison: Why is integrated
Attendees
JM: Sales and marketing work in different
marketing so popular? ways and in isolation from one another.
Peter McEvoy: It’s important in helping us The following practitioners participated in this And how they work varies from country to
measure more traditional aspects of roundtable discussion: country. More than anything, the web is
marketing which weren’t possible 20 years making different disciplines work together
ago. These days, by putting a URL on the
•
Justine Arthur, formerly marketing in a unified way.
bottom of an ad we can get an manager, BSI PM: The key is ensuring customer
understanding of the ad’s value.
•
Catrina Clulow, marketing coms experience is aligned. Too often, people
Deb Smith: For the people we target manager, Panduit think through a well-constructed integrated
there’s an expectation for integrated
•
Andy Coughlin, director of online services, campaign and it’s like a flow chart. Where
marketing. You can’t get away with Jordans they fail is to test the optimal way of
doing something standalone. If you open
•
Louise Hewlett, marketing assistant, executing that in terms of different
up a magazine and see an interesting ad FRS Global messages, incentives, creative or content.
you look for a website so you can learn
•
Peter McEvoy, corporate marketing manager, What people have the opportunity to do
more. People want to research something Computerlinks online is test that upfront. The other failing
before they actually meet you face-to-face.
•
Derek Owen, marketing director, NEC from not doing testing is when marketing
•
Deb Smith, head of marketing, Tibco blitzes a campaign which floods sales and
JH: Decision makers are hard to get hold
•
Sally-Anne Smith, marketing manager, Tectura they can’t cope, which damages the brand.
of. Do you hedge your bets and spread
•
Stuart Wheldon, director customer success,
your risk across different channels? EMEA and Asia Pacific, Eloqua JH: The web presents you with an
Sally-Anne Smith: Absolutely. Our target opportunity, but this doesn’t mean it’s
market is small, so integrated marketing is The discussion was chaired by Joel Harrison, going to be taken. Is it marketing’s job
key. It means we can identify contacts and editor of B2B Marketing, and took place at the to make sure it happens?
send them DM and emails, and set up offices of B2B Marketing in April 2008. To Stuart Wheldon: If you go back ten years,
personalised landing pages to maintain view Web TV footage from this event, go to marketing was about upfront awareness.
dialogue. We’re looking at personalisation www.b2bm.biz/eloqua-roundtable Then sales took over. Now marketing is
by type of company and job, and changing forced to get involved earlier because
dialogue depending on that. The next stage everyone’s being educated online. It’s a big
is to understand what that person’s interest change and new technology allows that.
is and change the dialogue so it’s specific the ability to measure – would you all Marketing is being looked at as part of the
to that person. agree this is crucial? sales process.
Catrina Clulow: It allows us to tailor PM: It is crucial. Sometimes there’s a PM: The common conundrum is that there
specific messages to specific levels in the struggle to apportion the conversion to the is a marketing director and sales director
organisation. marketing activity you’re doing. You and no-one looking at the whole picture.
SAS: But there’s also a downside in terms understand who’s clicking through, who’s Sales has to be fundamentally laced into the
of getting it wrong. I receive lots of emails completing an online form, but then it goes process of integrated marketing.
addressed to Sally rather than Sally-Anne, into a black hole and it’s hard to tell which Justine Arthur: But the head of digital in
and it annoys me. message turned the prospect into a more and more organisations is the conduit
Andy Coughlin: If you’re going to do it, customer. You need feedback from sales, between them all. They are the one who are
make it relevant and get it right. from the people on the phones, that you’re bringing everyone together.
JH: A key driver for going integrated is getting the right quality of people. DS: The technology that is available makes
Justine Arthur From left to right: Andy Coughlin, Catrina Clulow, Deb Smith Peter McEvoy and Sally-Anne Smith
B2BM MAY 08 – www.b2bm.biz
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