IABM A BUSINES
The move to software has enabled all kinds of changes such as new infrastructure options like cloud and new business models for vendors like SAAS
Keynote: Don’t be invisible: doubling your pipeline with effective social selling “In a world of social media and social selling, much of your current marketing effort is wasted and most companies remain invisible to potential customers,” says Alexander Low. “It’s no longer enough to publish the occasional press release or LinkedIn status update: social selling needs to be a strategic part of your sales and marketing operation, driving new leads into your pipeline and maximizing the use of effective content.” Alexander Low, Director of Social Selling & Account Based Intelligence, Digital Leadership Associates
n You said: “Anything that cannot be digitized or automated will become very valuable.” Can you give us some examples of the kind of things you mean? It seems that every day something that one thought couldn't be digitized or automated, is – just look at the very recent news on DeepMind and learning chess and the Boston Dynamics robot doing a backflip – google it: amazing and scary at the same time. For me, this is looking at the very essence of what makes us, well, us. No one can define what consciousness actually really is, that gut instinct based on life experience. That said, we are moving more and more into data-led decision making, so who knows what the future will hold.
n Whose or what kind of jobs will be safe – or is that the wrong question? For me that is the wrong question – yes there will be some roles that will be lost – just look at driverless cars and lorries as to where that may take us. One could argue that fighter pilots’ jobs have been lost – but new ones are created: they now fly the drones remotely. Social Media roles didn’t exist 10 years ago, Data Science roles were for people in lab coats – now they are mainstream. Those that choose to want to learn, understand what this means for them in their roles, then look at how they can have the technology augment what they do. Then if your role morphs into another, you will be well placed to morph with it.
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n I heard a number of very senior people in the room 09 09.00 .00
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say they’re not on social media. Assuming that you As broadcasters broadcasters and op developing new de veloping ne w technolo technolo think they all should be, how would you advise adopting disciplines Lik innovation innovation project project at lea lea them to get started? development approach velopment appr de oach m Give me a call. deliver deliver a new new consumer consumer
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n You talked about ‘making your personal digital
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How Ho w do vvendors endors rrespon espon brand reflect your human-only traits that make in the cconference? onference? What you, you’. Many people are wary of crossing the industry? we can w el industry? What can analysis for for the SWOT analysis line from professional to personal. Any guidelines a SWOT forward how IABM forward – and how you can give on this? Intelligence: telligence: Ho How wa I find this so bizarre in today’s world. I do not see Using In IABM has led led the way in this as crossing the line between professional and state market, state of the mark et, thro thro report. With the recent recent l personal. I do not share anything ‘personal’ online report. information information more more acces acces from my professional brand, what I do share are my and what’ what’ss in sstore tore ffor or 2 professional thoughts and views in exactly the same Inside Lib Liberty erty Global Global:: RRes es way as I did on stage, or in a face-to-face meeting. Liberty Gl Global obal is one of operators ators and cconstantl onstantl Your digital presence (if you have one) is likely to be oper European markets. 12 Eur opean mark ets. where you are first met – so why would you not wantHo How operators like w ccan an oper ators lik e proliferation of cconsume onsume that to reflect who you are in your professional life? proliferation all of this mean for for the c Sales directors don’t follow their reps to every singleengagement model with keynote sets out th meeting to make sure they are saying and doing the This keynote technology technology suppliers suppliers mu right thing, so why would you not have that same trust online? Be Beyond yond Broadcast: Broadc : Findin
n Finally, what were your top takeaways from other
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sessions at the IABM conference? Hearing the IABM CEO talking about the disruption the industry is facing, when he had the slide up showing the different themes that have been Ano Another ther BRIC in the W Wall all – discussed – I could have been sitting in a Financial While trends While many tr ends are are s between gl obal markets markets between global Services, Legal, Business Services industry increasingly ccoming oming from from increasingly conference – no business, in any industry, is exciting places places in the wo wo exciting Middle Eas t, India, Rus East, Russs immune to this. Then hearing Adrian from Liberty Middle Global speaking 10.50 Networking Break about how the demands of their customers are changing, so they have to change to meet these, and they expect their vendors to recognise and change the way they do business.
IABM JOURNAL 63