Best Practices for Generating Quality Leads and Growth for B2B Companies: A CMO Discussion
Chief marketing officers have never had it easy. In today’s tight economic climate and with transformational shifts in marketing technologies and trends, some would say the job of CMO is tougher than ever. But those same shifts create exciting new tools and opportunities for reaching and motivating B2B buyers.
In this conversation with seasoned CMO Mike Mitsock, we explore his thoughts on meeting today’s challenges and practical approaches for creating strong brands and generating measurable growth.
I’ve been reading a lot lately about a rapidly growing business trend called, “Design Thinking,” a practice widely popularized by global innovation and design consulting firm, IDEO, which describes the close collaboration of analytical and creative people who are addressing a product or service innovation problem. “Design Thinking” is often characterized by rapid prototyping or iteration until one has arrived at an innovative solution. Enterpreneurial types call it “design by failure,” with the understanding that it is through multiple failures that success is born. It is the model companies like Apple have taken and one that is headed toward the tipping point of becoming common corporate business practice in the digital age, which is tracking toward becoming the “age of innovation.”
