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DR. YORAM WIND: In May 6, 1954, Roger Bannister broke
the four minute mile.
Until then, it was generally believed that no human being
can run the mile faster than four minutes.
That it's the physical limit on human ability.
Within three years, there were 16 other runners that broke
the four minute mile barrier, clearly showing that this was
a mental barrier and not a physical barrier.
My premise is that every one of us here have our own four
minute mile barriers.
Because everything that we do, everything your customers do,
everything your partners do, they are all driven by the
mental miles that they have, not necessarily reality.
We have to understand the mental miles and we have to
make sure that our mental miles are not constraining us
like the four minute mile.
SAM SEBASTIAN: 71% of the folks that we talk to use the
internet on a daily basis for their
business purchase decisions.
The internet clearly is now the new trade show.
So if you go to a trade show, it's your one opportunity to
get all of the detailed information about a vendor, a
particular product, a service.
And you have all this stuff coming at you.
You now can do that on the web.
Search is effectively the registration desk, the door to
the convention floor, and the aisles of that trade show.
You guys get it.
The folks that are working on this every day get it.
And you need more and more material to take internally to
kind of sell these concepts up the chain.
JASON SPERO: From 2007 on, we have seen a dramatic increase
in the number of people who are accessing mobile data.
There are 310 or thereabouts million Americans.
By the end of the year, more than half of them will have a
smartphone in their pocket.
Who are the user's on mobiles?
It's not really Grandma just yet, but it's everybody else.
So mobile has become an absolutely critical part of
how your customer finds you.
If it's 20%, that's one in five.
That's one week day each week that the customer can't find
you if you don't have a proper site.
So I say it's like not being open for business on Tuesdays.
Please invest in it.
The user is trying to find you.
And if they don't find you, they'll find someone else.
MIKE YAPP: You know your brand.
You know your target audience.
But the question is, do you know digital behaviors?
I'm a huge advocate of a new kind of advertising, which is
advertising 3.0, which requires and is mandated with
user interaction and social.
It's not about the audience anymore.
It's about people using advertising as a tool.
I don't care if it's B2B or B2C.
If it doesn't entertain, inform, or provide utility,
you got problems.
Here are the three principles of digital creative.
Can I own it?
Can I riff on it?
Can I share it with others?
Turn passive viewers into active brand advocates.
Because no matter who you want to motivate, whether you're a
brand or you're an individual, you now have
a voice and a means.
LAURIE TUCKER: Traditional marketing organizations can't
work anymore.
We have to change the way we think, the way we're wired,
the way that we act, the way that we're organized.
We have to organize around how our customers are doing
business with us.
Not just in terms of how they ship or how they use us, but
how they run their business, their own diversification,
their needs.
So there are so many different ways to
segment customers today.
And I think what's important from a marketing standpoint is
that we utilize all our channels and all of our
capabilities to, therefore, communicate to customers in
the way that they want to be communicated to and served.
ANDY MARKOWITZ: One of the things that plagues B2B is not
really understanding behavior and not really understanding
the insights.
You can not treat digital differently than how you treat
other media.
We go to sales forums, and we do some sales training.
And they say, I just want to talk to my customer one to one
all the time.
And my response back is, I'm pretty sure your customer
doesn't want to meet you every week.
So what are you going to do?
You know?
I mean, what are you going to do about that?
There are other ways that your customer wants to communicate.
It can't be about what you want.
FEMALE SPEAKER: As a marketer, you need to look at best
practice from B2C and put that right in to the B2B world.
Because now we know social media.
Now we know a lot of other channels.
And it's really about making ourselves work together in a
way so that everyone is working towards the same
channel-neutral goal.
And making sure that each part of the mix is working at the
right time at the right speed.
PAUL MILLER: We had less than 10,000 keywords in our
inventory when I got to Grainger.
Now, think about the fact that we have about 900,000 products
that we sell.
That math doesn't work, you know?
They're looking for
information about our products.
They're looking for information about us.
You're absolutely right.
Get out there.
Reach enough customers with the right kind of information
as a starting place.
It's OK to step out.
It's OK to test things, and to have multiple tests going on
at the same time.
Because a lot of the stuff that we're doing, we're
finding out isn't working.
But I'd far rather learn that by doing some campaigns,
realizing things aren't working and switch than to not
do anything at all.
DR. YORAM WIND: In today's changing environment, there is
no single bullet.
There's no silver bullet.
And there is no single optimal strategy.
Forget the concept of optimal strategy.
Create a culture of innovation.
Because the minute you go through experimentation,
everyone knows not every action will be successful.
And you're providing an OK in the organization to fail.
Something that most organizations
don't have as a culture.
And, therefore, they don't innovate and don't have a
culture of innovation.
The major obstacle to effective transformation are
the mental model of the executives involved.
Not technology, not money.
The mental mile are the obstacle to transformation.
Let's identify them.
Let's break them.
Let's move forward.