The B2B marketing model created decades ago has become overly simplistic. Successful businesses today embrace corporate social responsibility. And while the four P’s of marketing might once have served a purpose, smart companies know that adding people into the mix, or purpose, is an integral component of success.
Eduardo Conrado, SVP and CMO of Motorola Solutions, will delve into how purpose should serve as a core of today’s marketing strategies during BMA-Kansas City’s upcoming luncheon on May 10.
Conrado will share Motorola’s own experience as a case study. Earlier this year, the company split into two firms. Motorola Solutions subsequently launched an internal and external rebranding campaign, focusing on purpose: “to help people be their best in the moments that matter,” according to BMA-Kansas City. “This rallying cry for employees helped to focus the company on service to government and enterprise customers.”
It’s that sort of example that demonstrates how much marketing has changed. Regardless of the business or industry, marketers and senior leadership alike must internally define (and continually redefine and fine tune) the organization’s purpose, creating the framework that will drive the pursuit of external objectives. This approach goes beyond simply running marketing campaigns and selling more stuff to more people. Instead, in order to keep and attract clients as well as to attract and retain talent, organizations must strive to create a purpose-driven, socially responsible culture.
This excerpt from an infographic created by YourCause shows the impact of corporate social responsibility on an organization. Research shows that when companies focus on CSR, the business performance is positively impacted. Employees are happier and more productive, customers are happier and more satisfied, it’s easier to attract and retain great talent and it all pays off when it comes to the bottom line.
BMA-Kansas City’s event is a great opportunity to not only network with other business marketing professionals, but also hear from a great marketer first-hand on how corporate social responsibility and purpose are impacting and can impact business. Conrado has been named one of BtoB Magazine’s Best Marketers for four consecutive years and leads a global team that’s fueled the company’s move toward online and digital marketing, as well as sales enablement and thought leadership.
There’s no doubt you’ll leave the luncheon inspired and filled with ideas that you can apply to your own marketing strategies, so be sure to register for the event today. And look for me, because I wouldn’t miss this!
Image via UBM TechWeb
Shelly Kramer is a Principal Analyst and Founding Partner at Futurum Research. A serial entrepreneur with a technology centric focus, she has worked alongside some of the world’s largest brands to embrace disruption and spur innovation, understand and address the realities of the connected customer, and help navigate the process of digital transformation. She brings 20 years’ experience as a brand strategist to her work at Futurum, and has deep experience helping global companies with marketing challenges, GTM strategies, messaging develoment, and driving strategy and digital transformation for B2B brands across multiple verticals. Shelly’s coverage areas include Collaboration/CX/SaaS, platforms, ESG, and Cybersecurity, as well as topics and trends related to the Future of Work, the transformation of the workplace and how people and technology are driving that transformation. A transplanted New Yorker, she has learned to love life in the Midwest, and has firsthand experience that some of the most innovative minds and most successful companies in the world also happen to live in “flyover country.”
