BMA Conference – Marketing Transformation

post.pngIs b-to-b marketing moving to post modern era?


  • pre modern: magic, superstition
  • modern: industrial revolution, constant change in the pursuit of progress
  • post modern: all logic is confining… constant change is status quo


  • pre modern: magical, great leaps of faith
  • modern: scientific, constant change in pursuit of progress; technology and analytics
  • post modern: rejection of Spock’s logic and earning for Kirk’s passion; Spock + Kirk, or Mad man + Mad Scientist


The result is “post modern magic” – a combination of emotions and measurement.

Examples of the approach – “a field trip to Mars” – a new technology is presented in a very inspiring way, in a very “human” application, easy to understand and connect.

Another example “be the bean” – demonstration of food processing equipment from “the point of view” of a bean in full-blown virtual reality experience.  The effort generated 50% of the demand gen goal.

Advertising Age described the campaign in more details.

“From a visual standpoint, this is so radically different from anything in the market, in the competitive set and at Pack Expo,” Mr. Ruby said. “They gave us permission to let this be awesome. We were allowed to be proud and go bold.”

Ms. Funk added, “Our industry tends to be very conservative and not highly creative when it comes to marketing. In the trade pubs, the ads are kind of catalog-like — a lot of stainless steel equipment and pictures of food processed in that equipment. We really wanted to step outside the box with this campaign.”

Next presentation continued the topic of brands capitalizing on human needs and connecting these needs to brand’s positioning.

Norton (digital security) – RFID-Blocking Jeans and Blazer

Volvo (safety) – Life Paint designed to help cyclists to be noticed on the road

“Marketing as a service – marketing so good, people will pay for it”

I think ABM presentation can also be connected to post modern marketing.  We, as an industry, measured results, and discovered that our efforts are not that effective.  We also discovered that we can generate interest from the prospects that are not targeted by sales.  ABM is solving this problem: it connects sales and marketing (defining accounts targeted), it measures marketing outcomes and business outcomes (rather than activity metrics), from another side, it does pay attention to the activity in general for the targeted accounts and uses combination of marketing tactics, often designed to inspire target audience, in concert.

Marketing is definitely changing, change is constant, and our “target audience” are “feeling machines” rather than rational beings that we sometimes tend to believe 🙂

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