• Marketing as a Service: A New B2B Marketing Model

    A major shift we are living in B2B marketing is Marketing as a Service (MaaS).  This emerging model has been driven via many discussions and real marketing work with CMOs, marketing practitioners, marketing technology providers and industry experts, igniting a healthy debate about the future B2B model.

    As marketing goes through its biggest revolution in the last 75+ years, the laws of physics – reach and frequency, branding and call to action – have been upended.  A new “mash-up” of  lead generation & nurturing, content marketing, social engagement and analytics is creating a new era in marketing.  Marketing as a one-way broadcast model, done in a series of campaigns simply doesn’t work anymore.

    Successful marketing today requires a content-centric, conversational approach that engages and sustains a community of prospects, customers and influencers. Once a brand has engaged prospects and customers with a compelling story, this “community” needs to be sustained and nurtured. This shifts B2B marketing from a project and campaign orientation to marketing as an ongoing service – integrating on and off line.

    What exactly is Marketing as a Service (MaaS)?

    Marketing as a Service is a rapidly-emerging model for B2B marketers to accelerate their time to market, rapidly scale resources and deliver accountable ROI.  Modeled on the Software as a Service paradigm, this go-to-market approach fuses quality content, engaged audiences, user experience, and business analytics with the latest digital technologies to cost-effectively deliver sustainable marketing programs.

    An example of MaaS can be found through advanced, integrated editorial communities such as www.internetevolution.com, http://www.enterpriseefficiency.com/, www.allanalytics.com sponsored by companies like IBM, Dell and SAS.  MaaS is being applied through the many integrated, virtual environments and online events we host.   And, it can also be seen with advanced work on revenue-driven marketing and marketing automation initiatives.

    While we believe this is an emerging model, the demand, and expectations, is coming fast and furious.  We would appreciate any feedback and thoughts on the MaaS model and the broader, real-time shifts happening in B2B marketing.

    Please see our recently-released Tech Marketing Best Practices paper we developed on a major shift we are living in B2B marketing: Marketing as a Service (MaaS).

    Scott Vaughan is the Chief Marketing Officer for UBM TechWeb, the global leader in technology media and business information. UBM TechWeb Marketing Services deliver integrated marketing campaigns and programs including media solutions, lead and demand generation, events, online communities, content development and custom solutions.

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