B2B purchases are made by groups of ‘target’ and ‘hidden’ buyers. Brands need to be known by all of them, and suited to the context in which they make their decisions.
B2B brands don’t just need the salience to make it onto buyers’ shortlists, but must also win their confidence during the purchase process.
Marketers never truly know their influence over demand, but for B2B brands what’s more important is choosing the types of revenue to go after.
The boardroom credibility and influence gained in the last ten years by senior B2B marketing leaders is at risk as belts are tightened – unless the right balance between short- and long-term value creation is found.
The evolution from ABM (account-based marketing) to ABX (account-based experience) is far more significant than changing one letter on a client presentation. Done right, it can drive greater value from top customers and demonstrate the commercial impact of a marketers’ work, at a time when ROI has rarely been more important. The good news, though, […]
Account-based marketing’s necessarily small scale makes rigorously measuring its effectiveness implausible, but all that matters is giving sales teams reason to believe.
Successful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
B2B marketers are skilled at generating awareness and driving demand. But if we’re to weather this particular global storm, we’ll all to need to tool up to tackle a growing pipeline problem.
The pandemic appears to have sparked a shift to short-termism, despite the evidence for the effectiveness of a long-term strategy. B2B marketers need to focus on the right metrics to strike a balance as we look to the recovery.
B2B marketers must use the current disruption to shift their habits and focus on more effective ways of working and communicating.
Some of today’s most successful B2B marketers have revealed their winning strategies – with honest insights about the speed, agility and timing of campaigns and warnings about the dangers of siloed environments.
Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.