My profile featured on B2B Big Plays by Kimon Lycos in Marketing Magazine.
B2B BIG PLAYS: IBM SMARTER CITIES, DELL AND MARKETER IN THE SPOTLIGHT: WALTER ADAMSON
On 27 June 2013
B2B Marketer spotlight
Name: Walter Adamson
Position: GM Victoria
Company: KINSHIP digital
When did you get into B2B marketing?
1990
Your biggest B2B marketing high?
Past: Winning first big B2B Contract with Tata Steel India, more recently winning Enterprise Social Network contract with Telstra.
A forgettable marketing moment? (Or someone else’s!)
Admitting our own inbound marketing was not working especially well when attempting to sell them a digital marketing / social strategy for improve their inbound sales!
What 3 challenges do you have as a B2B marketer?
- Making the complex sell resonate the the simplest way.
- Creating messages and themes which are as simple as possible but no simpler.
- Getting past the education stage of how powerful social business intelligence and sales can be for B2B.
What is the most useful book you have ever read?
Predictive Analytics by Eric Siegel because he described with clarity and humour what “big data” can and cannot do and it reminds me of my past when I spent 7 years as a consultant in computational statistics.
If you were a brand, which one would you be?
SAP – a rising B2B brand star, and in my core domain of mobile, cloud computing, social and big data.
When not marketing, what else do you do?
I give a little time to Berry Steet which provides a refuge and family and children services and which awarded a “Friend For Life” certificate for 30+ years continuous support. Spend as much time as possible with my 3 year old daughter. Keep fit – Bodybump, Spin, Bodyweight exercises, Spin.
Your big B2B marketing prediction for the next 12 months?
More B2B organisations will become painfully aware that a lack of brand awareness, brand articulation, and social presence is holding back their sales as decisions are made more widely across and organisation and with more outside influencers appearing in the buying process than the previous single department or business unit.
Thanks Kimon,
Walter Adamson
Circle me on Google+
Follow me on Twitter
Connect with me on Linkedin
