Stop forcing your B2B marketing org structure on your buyer’s journey

We’ve built our B2B marketing teams and respective budgets with specialists who know their marketing discipline and channel inside and out. Social Media rock stars, organized events pros, sales-driven field marketers, demand gen maestros and digital gurus deliver on their campaigns. This approach works for individual performance and, well, if you are competing in the Olympics for individual medals. It doesn’t work for marketing teams tasked with creating demand and revenue opportunities with … Read more from the source: Stop forcing your B2B marketing org structure on your buyer’s journey Read More

Data driven operating model

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Digital transformation is a challenge that every company in the experience era must face. People buy experiences not products, yet in the pursuit of becoming a truly customer centric organization, companies face many challenges. From needing to understand the connection between customer experience metrics to financial metrics, limited accountability over KPIs to inconsistent measurement of customer interactions with the business. Data is the lifeblood of experiences. More here: https://blog.adobe.com/tag/data-driven-operating-model/ Read more from the source: landing.adobe.com Read More

How AI Helps B2B Marketing and 8 Strategies to Use Almost Instantly

How much do your Marketing Tech Stack use AI to improve the way you go to market? #theb2bbuzz#b2bmarketing Artificial intelligence is everywhere you look online – from Amazon and Etsy to Netflix and Facebook. Your B2Bs know the technology exists to create hyper-personalized experiences because they use it every time they open an app. They expect a similar experience from your B2B website. 69% of customers expect connected experiences across multiple channels. Remember, your B2B buyers are consumers for the 16 hours they’re not at work every day. AI isn’t optional anymore – and your competition … Read more from… Read More

3 Reasons Why B2B2C is Brilliant B2B Marketing

Over the past several months consumer package goods companies making cleaning products and hoteliers / restaurant owners have joined forces to create cleanliness brands for consumers. For example, Proctor & Gamble started CleanPlus, Reckitt Benser & Hilton created CleanStay. This will continue to be a trend as consumers clearly are using sanitization as part of their travel decision making. From a b2b marketing perspective these initiatives are brilliant for 3 key reasons.  Reason 1: Creates Incremental Revenue As an industry focused brand marketing effort these programs typically drive incremental activation of purchases for that industry for both partners. In these… Read More

3 Keys to Successful Business Marketing

Telling your story in the B2B marketing world is challenging. It is a complicated landscape with many stakeholders, complex relationships, and multiple customer needs. Based upon my experience doing just that for the past 20 years, I’ve come up with 3 keys to achieve success in this daunting world. Key #1: The CRO is Your Friend When I’m inside firms that sell Business 2 Business, I can’t believe how often I see the disconnect between sales and marketing. Business Marketing has one objective: driving revenue (see my previous post). So a good head of marketing not only must have a… Read More

3 Keys to Grow Revenue

Marketing and selling to the “buy-side” is complex. There is a duality in the way we sell ourselves to brands and their agencies. On one hand, we need to market at scale across the 10s of thousands of business decision makers. On the other, it is still very much about individual relationships. So, how do we create scalable and personable marketing and sales efforts in the complicated landscape? Over the course of the last 20+ years working at and with brands and their agencies, I have learned 3 Tips that help media, marketing and ad tech companies be more successful in connecting with brands and their agencies, as follows: Revenue… Read More