What have we learned in B2B marketing in the past decade?
Think about it. From 2010 to 2020, the role of marketing changed from creating a division of brands, products, and t-shirts to one that offers new levels of business impact (yes, there is still a lot of work to be done). I skip the historical stage or it comes to me and I go straight to the point.
Being a CMO is hard work. As a former CMO and now director of growth, my main role in the last decade was to turn a marketing professional focused on the brand and the product into a professional driven by sales and customer satisfaction. For me, the decade started with the martech revolution and the adoption of Eloqua, the dream of marketing automation (MA) as revenue management (and the use of HubSpot, Marketo, and the Salesforce cloud over the decade) until the end of 2010 Now. I know that MA was indeed a marketing database, basic connection, and email system, but the vision and potential were misleading and attractive. Most importantly, he helped publicize his role and gave me clear leadership on the board.
We are in 2021. In the next ten years, we need to maintain our headquarters and expand our operations, as the role of marketing in the buyer-seller process needs to be expanded. B2B buyers and our ideal target accounts are much more adept at researching, evaluating, and identifying sellers and partners. They meet less frequently with providers, have a lot more options for independent online surveys, and can call you back via peer-to-peer networks.
The good news is that resources are available, but we must learn from the past and accept the new way forward. We have access to data strategies, technological efficiency, machine learning models, accurate marketing solutions, and different ways to apply content to buyers, identify market accounts, and generate measurable revenue and business value.
For perspective and a bit of nostalgia, here are some of my insights from the past decade that have shaped B2B marketing for a generation of B2B marketers and brands. Most importantly, these students can help us become better, smarter, and more influential marketers in the next decade.
The demand for brands: better, faster, and more authentic. Effective demand generation requires careful and effective brand marketing in everything you produce. Each touch should make sense and introduce your company to the public. Make sure you have a brand strategy and a dedicated plan that everyone in the company understands, gives, and believes in. It goes beyond logos, color palettes, and mission statements. And don’t let the company’s marketing team take care of that. Most importantly, each employee, regardless of their role, plays an important role in the growth and protection of brands.
Technology doesn’t matter if you don’t have the right strategy or the right talent. Technology supports strategy, not the other way around. And we need people who apply the tools and systems creatively, albeit exclusively and with motivation. They can be internal and/or service partners who are an extension of your team. Many teams believe that marketing technology is necessary for any initiative or to manage it. We have served technology a lot and mistakenly believe that any new strategy or effort requires the latest technology. The ABM strategies that many uses today are proof of this misunderstanding.
Invest in data, talent. Make sure your data is correct. Apply data knowledge and experience analysis and let them transfer knowledge so that your entire team can apply the data for greater impact. There is so much wealth in your website data, your programs, your customers, and your systems that you can use it to provide better experiences and more effective and efficient marketing. Invest in creating a data model in your central systems and in tools that support your data, customers, and market strategy. The secret is to develop an in-depth panel on the main systems accessible to those interested in marketing management as a company.
Stop chasing business details. Intuition wins relationships. The B2B award has inadvertently become a marketing game recognized for its most powerful and anticipated role in understanding and improving operating performance and results. To emphasize, measuring the impact of money and investing in resources is essential for marketing, but infinite resources are spent allocating each dollar to California.
Silos on the impact of marketing on the tendons of everyday life. Be a silo destroyer. The separate development and management of sales, customers, and marketing activities, technology, processes, and data is a recipe for a poor customer experience and a lost opportunity to find and attract ideal customers. Worse, marketing teams, organized by channel/function, regularly compete to attract the attention and perspectives of our customers. For example, look for events that want to be better than digital and compete with content distribution. Then marketing and marketing focuses on the problem and creates both stacks of technology to automate databases and unique processes. Ultimately, we should all be on the same path and towards the same end goal.
Forms and other interesting “conversion techniques” are not effective in the long run. I understand. We want to prove and justify our value. Finally, we set up barriers and barriers to collecting clues, names, and contacts. We will therefore try to place these names in qualified submissions by sending them by email, also known as spam. And while there is nothing wrong with creating an email or exchanging contact information for quality content, there is a better way to do it. Today, we can use our third-party data and data to connect the dots so that potential customers and technology can reach and understand them at a better time with an appropriate message (note that this is not perfect for the right message ), definitely not Tempo “!)
What have you learned in the last decade? And what do we accelerate and do more, and what must be done? This is the ideal time to constantly design and map a new path to be relevant to your potential customers and to be a reliable business engine.