Mi6 Agency Round Up February 2018

Round Ups are published twice a month and feature summaries and opinion on 6 handpicked articles that caught our eye in the areas sales and marketing; technology and the c-suite.

Sales and Marketing

How Much To Spend on Events in 2018?

Events rule when it comes to B2B marketing and sales. Over 40% of marketing budgets are allocated to events as compared to other tactics to generate awareness and demand. The research may be considered bias, since it was from the Center for Exhibition Industry Research (CEIR), but it’s been corroborated with other research sources from: Forrester and Demand Gen. Companies averaged sixteen events per year with an average spend of $20,000 per event.

Who Do People Trust … Today?

The Edelman Trust Barometer is something we keep track of yearly. Their most recent Trust Barometer report revealed some interesting changes in who we trust and from what sources. In the past, B2B buyers, turned to peers and extended networks for advice on what technology solutions and vendors to consider. They’ve relied on search and social to find solutions to her questions. But, today, they are looking for technical and academic experts to get information, ideas and recommendations from. They are also giving weight to what the CEO and Board of Directors have to say

Technology

Uber and Lyft’s Unintended Consequences

In 2014, the founder and then CEO of Uber said: “Just imagine a city where traffic speeds along smoothly and quietly, even at rush hour — this is my dream”. But in 2017, according to various studies the opposite is happening. More people are choosing to use Uber or Lyft instead of walking, biking or taking public transit. This is creating more congestion.

Sources:

Leblanc, Steve. “Uber and Lyft Ride-Hailing Services Are Increasing Traffic Congestion, Studies Show.” Thestar.com, 26 Feb. 2018

Kosoff, Maya. “The Vision Uber’s CEO Has for His $50 Billion Company Suggests the Startup Is Only Beginning to Scratch the Surface.” Business Insider, Business Insider, 4 June 2015

It’s a plane, it’s a bird .. no it’s Super Clusters!

Here’s the reality in today’s world. Countries are competing against countries to become industry leaders in whatever the “next” industry revolution is. Countries, companies and entrepreneurs are in a race to become the “leaders in….” or the next Silicon Valley arguably one of the first “superclusters”. Many believe that the path to innovation, next generation jobs and the future middle class relies on having regional superclusters. The Canadian government has committed about $1B to five organizations that will be responsible for the development of five superclusters in Canada. This could be good news but there are some concerns about  Canada’s ability to compete when it comes to talent and how the superclusters will provide opportunities for small tech companies.

C-Suite

Data, Data, Data?

This post raises more questions than answers. We’ve not drilled into the report but on the surface it has us scratching our heads! All marketers and sales professionals must use data to make better decisions about how they spend money, time and resources. Period. Many simply don’t know where to start and can feel overwhelmed. So, where do you start? It begins with the end in mind and it’s the universal goal of any company: get and keep customers. There are key data sources (web analytics, support calls, sales pipelines etc.) that you need to help you know if you’re on the right track. But, don’t lose sight of the most important source of “data”… your customer. A simple way of gathering it is to have a conversation with them and listen.

Chris HerbertChris Herbert is the founder of Mi6. Mi6 is a B2B (Business to Business) marketing and business development agency dedicated to helping companies build their brands and develop commercial relationships. He is the founder of ProductCamp Toronto and the Hi-tech community Silicon Halton. He tweets under the handle @B2Bspecialist.