SMPS Build Business: The Next B2B Marketing Transformation

The Next B2B Marketing Transformation: Post-Digital and Human

B2B marketing is undergoing an unprecedented change that impacts every aspect of what marketers need to know, do and become in order to succeed. Over the past few years, “digital” dominated the marketing conversation and defined Modern Marketing. And while technology continues to disrupt our lives and business and push the boundaries of what’s possible, it’s now simply the cost of entry.

As marketing transformation continues beyond “digital,” we are entering the next phase that balances high-tech and high-touch and is centered around human connections. A/E/C firms will need new ways to reach more-than-ever empowered B2B customers – creating differentiation through contextually relevant, emotionally resonant communications that create value for the customer while also creating value for the firm.

The primary focus of professional services marketing in the years ahead will be creating 1-to-1, highly personalized and personal connections with customers – and doing it at scale.

And this will require a fundamental shift in perspective – away from company-centric and channel-obsessed communications to being more obsessed with customers and their needs.

The session will reveal what this all means for A/E/C and help create a roadmap for how to prepare for, and conquer, this next marketing frontier.

About the SMPS “Build Business” Annual Conference

Hosted by the Society for Marketing Professional Services (SMPS), this annual conference is the premier educational event for marketing and business development professionals in the architecture, engineering, and construction industries (A/E/C).

Build Business brings together A/E/C clients, content experts, principals, business developers, and marketers to learn from and challenge one another to think differently about business.

The three‐day conference will blend the concepts of Build Yourself, Build Your Firm, and Build the World, which, when leveraged together, create a better person, a better company, and a better industry. Those selected to speak at Build Business will be chosen because of their ability to inspire, challenge, and support the success in the participants’ careers and lives.

Ida Cheinman will present “The Next B2B Marketing Transformation: Post-Digital and Human” on Thursday, August 16, 2018, 10:30 AM – 11:45 AM.