Five Silicon Valley Marketing Trends
Silicon Valley is all about CHANGE. And new digital media and technologies, largely driven by Silicon Valley innovation, have definitely CHANGED the roles and responsibilities of marketing departments worldwide.
So we’d like to provide insight into how marketing departments within Silicon Valley are actually using the technology themselves. Here’s Five Silicon Valley Marketing Trends that we see.
Multi-channel Inbound Marketing is the Norm
Of course emails, events, and other outbound marketing is needed for your early stage funnel building activities, but Valley companies are finding that multi-channel inbound marketing builds brand, market position, and industry credibility. Activities like SEO, search ads, sponsored posts, industry content, and blogs are deemed to be more emotionally satisfying and stickier than unsolicited emails—making it easier for companies to be found, to communicate value, and to accelerate prospects through the sales pipeline.
Account Based Marketing (ABM) is All the Rage
Several technology vendors are touting rapid sales growth for companies deploying account based marketing strategies and systems. So what is ABM? It is a multi-channel marketing effort that is specifically focused on a larger, major accounts and prospects. Think of it this way, if 80% of your revenue comes from 20% of your customers/prospects, doesn’t it make sense to build assets, landing pages, and offers just for these companies? ABM provides the tools to target specific major account(s) with programs designed just for that account(s).
B2B Marketing is Now More Strategic, with Bottom-line Impact
Traditional B2B marketing was largely viewed as a cost center needed for the building brand and presence. In contrast, digital marketing is viewed as a key element the influencing of customer and prospect sales activity. And as Marketing has become more closely associated with customer purchasing behavior, Valley marketing groups have gained more influence and power within their companies. Marketing is becoming a key player in the planning and meeting of company revenue goals.
Be Agile, and Just Do It
Valley companies are short on marketing staff by design. There are so many skill sets needed to properly run and manage today’s digital marketing mix, that most start-ups and smaller companies cannot keep the necessary skills on staff. They hire a small but experienced full-time team to plan, manage, and run day-to-day activities, and employ outside agencies and consultants to provide the expertise lacking within their own teams.
Good Valley marketing teams tend to be lean and agile. They are highly adaptive, seeking outside expertise to develop digital assets, deploy new technologies, and run multi-channel campaigns. They are focused on getting good work done fast, and they have found that smaller teams complemented by outside experts are best at getting the job done.
Measure, Improve, and Measure Again
Digital marketing offers great insight into our marketing activities. Good marketing teams measure and analyze their results to gauge ongoing activities, test new ideas, and fix things that are broken. Strong marketing leadership are data geeks. They love numbers, track them with dashboards, and know their key performance indicators (KPIs) by heart.
These five trends can be seen throughout the Valley, especially in the more accelerated worlds of high tech start-ups and smaller companies. We’d be very curious to know if you are seeing similar trends in your marketing organization. And we’ll continue to provide this view from Silicon Valley as the digital marketing environment continues to morph and grow.