'BtoB's' Leading Edge: IBM's Preschern on art, science of marketing

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New York—Matt Preschern, VP-demand programs for North America at IBM Corp., said in a world where the customer is increasingly in control, marketers need to bring more science to the art of marketing, during the closing keynote address at BtoB's daylong virtual trade show Leading Edge: Demand Generation in the Digital Age. “Today, the Web is an aggregation of people who are looking for peer networks for interactions,” Preschern said. “Most of our existing or prospective clients are very well-informed, they are socially connected and they are very demanding. This empowered customer will continue to drive many requirements for us as marketeers.” Preschern said three trends are emerging for marketers as a result of empowered customers: “We in marketing and communications are the voice of the customer; we are increasingly being asked to innovate and think through how new technologies can be applied to whatever business we're in; and our business leaders are expecting us to deliver business outcomes.” To meet these needs, IBM is using marketing automation technology from companies it has recently acquired, including campaign management software from Unica and Web analytics from Coremetrics (both now divisions of IBM). With these technologies, IBM is, for example, able to identify leads generated from marketing campaigns—then passed off to lead-development reps—that are converted to sales, Preschern said. “As we have different technologies and predictive models at our disposal that add a level of insight, the science of marketing and the art of marketing are no longer two separate things; they are coming together,” Preschern said.
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