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I was fortunate to be part of a debate for the 6th IDM B2B Marketing Conference looking at how companies can “survive and thrive in turbulent times”. The day was jam packed with more than 150 people attending and the conversations seemed to be really upbeat and positive which was great given the turmoil in the economy.
The debate looked at whether B2B marketers need to invest in their brand rather than lead generation to survive in these tough economic times. It went really well, with a lot of audience discussion and interaction. Moderated by Joel Harrison of B2B Marketing, the format encouraged us all to look at the extremes of each motion, and to take sides. It also allowed the panel to keep comments more on topic, rather than on their own service offerings, which can sometimes happen at events such as these. I liked the format so much that I am considering using this in our upcoming B2B masterclass on 14th May (you can find out more here).
As for the outcome of the debate, there was plenty of back and forth and in the end lead generation won by a whisker. It was obvious that the real answer was a compromise between the two, and both set of requirements need to be given attention, while we all ensure we prove our worth while delivering short and long term benefits to our organisations.
Will Schnabel, VP International Markets
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