April 2, 2012: At the recent Digital Cream event at Emirates Stadium in London, England, B2B marketers engaged in roundtable discussions about best practice, measurement, ROI, recruitment, business processes, budgeting and more, Econsultancy reports.
A few issues were highlighted at the event, such as the lack of acceptance by senior-level executives of current digital practices, the news source notes in a separate article. Because these people tend to be older and more traditionally-minded, they're more conservative and set in their ways, and thus don't feel they need new technology to succeed. They've been successful in the past with trade magazines, brochures, direct mail and courtesy calls, and don't understand how email or social media platforms can help them.
"There was a feeling that perhaps digital marketing was viewed as something of a poor relation within the marketing mix by those in senior management," one member stated at the integrated search roundtable, as quoted by the news source.
Another challenge that needs to be addressed is the potential conflict that arises between sales and marketing sectors. The customer relationship management (CRM) table discussed how sometimes, marketers felt like they "owned" the data, while sales "owned" leads and customers. This disconnect did not allow companies to work proactively together.