As we all know, B2B Marketing is challenging — to say the least. But for B2B marketers there are three trends that we should be thankful for.
Trend 1: Going Digital
While digital B2B marketing is more difficult to orchestrate and implement, we should be thankful for this evolution. Why? Simply put, if measured smartly, digital interactions with prospects, customers, employees, and other industry stakeholders contain to a treasure trove of insight to improve the way we go to market.
Also, a great by-product of moving to digital – which a lot of SaaS marketers already know – is that digital marketing is a great test and learn environment. A/B tests, dynamic content insertion, etc. are all tools that B2B marketers can use to be better marketers at a broader scale. That is we now can make marketing decisions not with “our gut” alone, but with a metrics-based rationale that can measure the impact of those decisions and pivot quickly if needed.
Trend 2: More Sophistication
As B2B Marketing gets more sophisticated, the visibility in the C-suite gets elevated. CMOs – and the c-suite they support – are asking smarter questions about how one marketing program (e.g., content marketing) can affect others. And how to measure one activity in the context of another. This leads to the light focusing on us as B2B marketers to drive growth.
This increase of sophistication requires better planning, measurement, and execution. It also delivers better results, more organizational cohesion, and better teaming both inside and outside of the marketing organization. Overall, this leads to a better business all around.
Trend 3: Quest for Excellence
As B2B marketing becomes the cornerstone – along with sales – for revenue generation and growth, B2B marketers are being asked to up their game. And this creates the desire for most CMOs to build Excellence in their organizations. This improves the people they hire and the partners they work with. B2B marketing is growing up into a predictable revenue generation effort that drives business value.
And excellently run organizations are the ones that deliver better results in terms of shareholder value – at least in theory. Because they impact not only the top-line growth but also margin, brand, and overall company lifetime value which is reflective of the growth the multiples that well-run organizations have over poorly one runs – especially as it comes to M&A and public offerings.