Why "marketing nerds" are important
Over the course of this week, I realized that the division into traditional marketing and digital marketing is unnecessary - there is no need for a wall in between. Rather, it's about looking at the marketing field from different angles and seeing today's highly digital marketing as an organic development from classic marketing. Both fields are mutually dependent. Due to the scarce talent pool in Switzerland, walls between the specialist domains would further exacerbate the situation - who wants that?It's time for marketing nerds In the vernacular, the term nerd has somewhat negative connotations - one imagines a casually dressed, pale code hacker who hardly participates in social life. In software development circles, the term nerd is understood as a compliment. A person who is passionate about solving a problem and won't let go until the goal is achieved. Ed Catmull, founder and president of Pixar Studios, attributes Pixar's success not least to the cooperative collaboration between computer scientists and marketing people. Pixar is therefore probably the first company that was able to celebrate global success with its award-winning animated films with marketing nerds back in the 1990s. Marketing nerds are also important because marketing requires more and more understanding of technology. In his crystal-clear keynote speech, Ed Catmull also made it clear that the concept of creativity is far too narrow. For him, creativity means solving problems in all areas of business and life, and his second key message was that preventing mistakes kills creativity. In a creative process, mistakes are natural and absolutely desirable.
MK In your opinion, what are the relevant sales trends in German-speaking countries? GREGOR HUFENREUTER Because customers update themselves from various sources before their first contact with the provider, the role of the salesperson is changing to that of a consultant. As a consultant, the customer must be offered added value and the presentation of the business situation must have a medium-term perspective.MK How do you assess HubSpot's current market position in the DACH region?CHRISTIAN KINNEAR We are in an early phase of market positioning. For the past two years, the aim has been to adapt the English content material to the German-speaking region. The opening of the office in Berlin underlines the importance of the DACH region for HubSpot.MK What is your key message to your sales colleagues in German-speaking countries?HUFENREUTER Become a trusted advisor for your customers, ask good questions so that you understand the customer better and be available when you are needed.MK Where do you see the biggest challenge on the way forward?KINNEAR The development from a company with one product to a platform with three solutions requires a great deal of synchronization - something we are working on intensively.INBOUND 2017 is drawing to a close, so here is a final report from Boston.Inbound 2017 BostonOur correspondent Christoph Oggenfuss writes daily this week from the Inbound 2017 marketing conference in Boston. With 21,300 participants from around 100 countries and almost 300 speakers, Inbound is probably the largest marketing conference in the world.
MK In your opinion, what are the relevant sales trends in German-speaking countries? GREGOR HUFENREUTER Because customers update themselves from various sources before their first contact with the provider, the role of the salesperson is changing to that of a consultant. As a consultant, the customer must be offered added value and the presentation of the business situation must have a medium-term perspective.MK How do you assess HubSpot's current market position in the DACH region?CHRISTIAN KINNEAR We are in an early phase of market positioning. For the past two years, the aim has been to adapt the English content material to the German-speaking region. The opening of the office in Berlin underlines the importance of the DACH region for HubSpot.MK What is your key message to your sales colleagues in German-speaking countries?HUFENREUTER Become a trusted advisor for your customers, ask good questions so that you understand the customer better and be available when you are needed.MK Where do you see the biggest challenge on the way forward?KINNEAR The development from a company with one product to a platform with three solutions requires a great deal of synchronization - something we are working on intensively.INBOUND 2017 is drawing to a close, so here is a final report from Boston.Inbound 2017 BostonOur correspondent Christoph Oggenfuss writes daily this week from the Inbound 2017 marketing conference in Boston. With 21,300 participants from around 100 countries and almost 300 speakers, Inbound is probably the largest marketing conference in the world.
