A Recap of the February BMA MN Learning Program
The revolution in marketing technology, data analysis, and the resulting innovations and insights are having an impact on B2B channel marketing. In Minnesota, we are fortunate to have a number of creative marketing executives at the forefront of these developments. Several shared their insights and guidance as panel members at a BMA Minnesota breakfast event on February 3, 2015 in Minneapolis.
Here are a few of the provocative and valuable comments shared by panel members. I’ve only skimmed the surface of the 2-plus pages of notes I took during the hour-long program.
Photo courtesy of Brendon Dennewill, CSO @denamico From right to left: Cory Rogers, event moderator and Vice President Business Development, SmartBase Solutions; Heather Anfang, Vice President, Marketing, U.S. Dairy Foods Land O’Lakes; John Peters, Director of Marketing, NuAire; Barbra Merwin, Senior Vice President, Strategic Product Development and Marketing, AmTrust Consumer Services; Chris Hawver, Director of Marketing – America Seagate
1. Capture sales rep/distributor mindshare to drive collaboration
“Know key accounts within all relevant verticals, not just generalities for the segment overall,” advised Chris Hawver, Director of Channel Marketing, North and South America, Seagate. Chris explained that one aspect of this approach is to size each account based on location and number of employees. He then suggested a focus on actual sales penetration versus potential. This account specific approach can help capture sales rep “mindshare” for each target account. “Offering more than a standard profile, helping the distributor understand its own ‘sweet spot’ requires sharing deeper data with the distributor,” will drive closer collaboration, he believes.