B2B Marketing and the Corporate Social Responsibility

B2B Marketing and the Corporate Social Responsibility

By: Shelly Kramer
April 30, 2012

Motorola's approach to marketingThe 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.

Marketing and corporate responsibility

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