DFB2B 2016 - Hoe je als markteer waarde toevoegt aan je bedrijf.
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@henryrobben marketing strategy Marketing With Balls reinventing the way marketers do marketing Prof.dr. Henry ROBBEN Nyenrode Business Universiteit
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Transcript of DFB2B 2016 - Hoe je als markteer waarde toevoegt aan je bedrijf.
@henryrobbenmarketing strategy
Marketing With Ballsreinventing the way marketers do marketing
Prof.dr. Henry ROBBENNyenrode Business Universiteit
Nice to meet you! Let’s stay in touch.
Professor of Marketing ● Advisor ●
Catalyst ● Strategic decision processes ●
Reading ● First-Person Shooters ● Cycling ●
Oranje
+31 626 556 572
Henry Robben
henry_robben
henryrobben
henryrobben.com
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@henryrobbenmarketing strategy
It’s a page-turner, innovative, fast-
paced, normative, eye-opening,
science-based, and sphincter-
tightening.
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discover
manage
respect
maintain
reclaim
embrace
passion ● curiosity ● imagination
vision ● decisiveness ● execution
authenticity ● balance ● openness
our raison d’être
the impact we have lost
in a transparant society
@henryrobbenmarketing strategy
dear marketer!5
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There’s something rotten in the state of Marketingn o t s e e n a s l e a d e r s ! n o t i n t h e b o a r d ! n o t l e a d i n g
@henryrobbenmarketing strategy
@henryrobbenmarketing strategy
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marketing is: building sustainable
businessa competence, not a
departmentby definition, it is people
business
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@henryrobbenmarketing strategy
The Bright SidePassion
Curiosity
Imagination
Vision
Decisiveness
Execute
Authenticity
Balance
Openness
@henryrobbenmarketing strategy
Com
pany
Per
form
ance
Characteristic / Behavior Characteristic /
@henryrobbenmarketing strategy
The Offside The Bright Side The Dark Sideapathetic passionate obsessed
disinterested curious paranoid
sterile imaginative disconnected
purposeless visionary fundamentalist
undecided decisive arrogant
paralysed executive bully
subjugated authentic fake
meaningless balanced instrumental
unreceptive open rude
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What is the value
proposition of the
marketerin the digital
arena?
Leadership Behavior
social ● on all levels ● situational
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Marketing Leadership
Behavior = ⨍(Personality, Environment)
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@henryrobbenmarketing strategy
So what should I do as a marketer?
@henryrobbenmarketing strategy
Look at yourself as a Piece of Art
Self-Management
Discovery
Respect
BHAGR&RC2C
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discoverpassion●curiosity●imagination
@henryrobbenmarketing strategy
Marketers need to pay more attention.20
Making something great is the goal—Ed Catmull
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Markets have become arenas.If you don’t win, you die.
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@henryrobbenmarketing strategy
Globalization!Digitization!Responsibilization
AnalogCustomer
ExploitationClosed
DigitalArena
ExplorationOpen
a marketer faces four paradoxes.
@henryrobbenmarketing strategy
managevision●decisiveness●execution
we know what to do,we know why we
should do it, and we know how to do it
yet most businessesand individuals don’t
dowhat’s good for them.
@henryrobbenmarketing strategy
@henryrobbenmarketing strategy
Explorationchanging the business
Exploitation
running the business
Capturevalue@company
Creationvalue@customer
@henryrobbenmarketing strategy
Disruption is everywhere.
“Disruptive Innovation?” by Christensen, Raynor & McDonaldHarvard Business Review, December 2015
Retailing: Amazon (1994) Auctions: eBay (1995)
business disruption
Search & Advertising: Google (1998) Television: YouTube (2005)
“Now that the asteroid of digitized information has hit, the global
economy has changed forever. The era of traditional, hierarchial
market domination by dinosaur companies is coming to an end.
The world now belongs to smarter, smaller and faster-moving
enterprises. This is certainly true now for information-based
industries, and it will soon be true for more traditional industries as
well.”
Salim Ismail – p. 135
The new Cambrian
explosion?
@henryrobbenmarketing strategy
respectauthenticity●balance●openness
De Volkskrant, April 23, 2016
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Marketing LeadershipBe on the forefront, creating a significant positive and enduring difference.
@henryrobbenmarketing strategy
Thank you!That’s it folks!
Let’s stay in touch.+31 6 26 556 272
