Over the last several years the majority of B2B marketers have seen their customers move online in terms of brand discovery, engagement and ultimately sales. This has become even more accelerated with the pandemic forcing businesses to move their entire customer journey’s online. Gone are the days of throwing spaghetti at the wall and hoping it sticks as you would with mass-media marketing. Digital transformation has positively influenced how we go to market, engage our stakeholders, and analyze our success at every stage of a customer’s journey.
Comprehensive Decision Making
The goal of marketing in mass media was to spread the most messages that would reach numerous demographics. In modern times, analytics allow marketers much more control over who will see their messages. Along with this, real-time reporting allows for much more comprehensive results about who your audience is and what lands with them. All of this gives way to a high level of granularity and opens the door to a customized and targeted marketing strategy.
As I’ve said before, to plan effectively B2B marketers must build a comprehensive matrixed strategic marketing plan. That is, every element of your strategy must be documented across multiple personas by multiple key editorial messaging themes. A matrix for the matrix, if you will.
In the past, marketers tried to fit different marketing channels into the same framework. Modern B2B buyers leave a digital trail that can then be used to create a targeted marketing approach. Since so many systems can be linked through API’s to speak the same language, B2B marketers must create a holistic marketing picture of how their strategy is being received.
To build your holistic marketing picture, you must ensure the tools in your marketing stack are integrated and each marketing point solution (e.g., sales enablement tools) are in alignment with your overall technological and marketing use case and tech stack vision. Many companies fail to do this simple homework and waste millions of dollars on under-utilized marketing technology.
The Modern Funnel
As a B2B marketer of today, you understand how critical it is to tailor content consumers in each stage of the funnel. Your audience expects you to meet them where they’re at – a far cry from our past approaches of relying on mass-produced content that “hopefully” lands in front of the right audience. The modern funnel provides a way for you to create an immersive experience across channels, devices, to interact and engage with potential buyers.
As such messaging / editorial planning is not just a creative brief, but a sophisticated matrixed framework of inter-dependent storyline arcs that are purpose-built to drive your prospects, customers, other stakeholders through a well-thought-through experience or journey to drive their brand engagement or desired business outcomes.