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Last week we braved the inclement weather for our #B2BTalks event held at Mike’s Place in Ramat Hachayal. There, our three panelists – Efrat Fenigson, Senior Director of Marketing Communications at Viaccess-Orca; Guy Hilton, Head of Marketing, Amdocs Portfolio, at Amdocs; and Yifat Mor, Director of Marketing, ClickSoftware – discussed the differences between traditional and digital marketing, the challenges companies face when shifting to digital marketing, as well as the technologies needed for a marketing organization to go digital.

We heard many interesting points, starting with Efrat who disrupted the panel by saying that there is no difference between traditional and digital marketing. What she meant was that today’s traditional marketing has many digital components, and it’s important to look at the tactics that are employed to bring the best results, whether at a physical event or over digital channels.

Guy echoed that sentiment with the point that digital is now just another tool in a marketer’s toolbox. So in addition to utilizing digital channels on their own, now traditional elements are getting a digital upgrade allowing for smooth collaboration.

But before traditional and digital are able to play together, you’re going to need a budget. And as most of us know, in order to receive additional budget for digital you need to justify your request. Run small tests first in order to prove that leads can be generated. For example, try using LinkedIn to schedule meetings for your sales team at an upcoming exhibition.

You know that digital marketing works, but what about your team? Although it may take some time to get everyone (especially management) on board, a surefire way to get them to come around is to prove that it works. While you can’t always concretely show how many leads were generated directly from an exhibition, you can show how many leads were generated from a white paper that was downloaded, or an email campaign that was distributed using marketing automation.

Stay tuned for the video recordings of the panel where we’ll discuss marketing budget growth in recent years, and learn what technologies our experts can’t live without.