“Many B2B technology and service providers approach go-to-market (GTM) strategy in silos. First, they develop the product and identify the market segmentation, then they create sales and marketing strategies. But buyers increasingly expect more.”
Here’s a better way: “Overcome Data-Driven Agile Marketing Shortfalls.”
According to the latest worldwide market study by Juniper Research, the total value of B2B cross-border payments will reach $35 trillion in 2022. That’s up from a COVID-related low of $27 trillion in 2020, representing 30 percent growth.
“It is simply impossible to determine the success of marketing on the basis of leads or accounts. It’s time for B2B marketers to make the shift from leads to buying groups and opportunities. Here are the top three concepts B2B marketers need when moving to buying groups.”
“Today we are witnessing a profound shift in how B2B leaders use digital to consume information, make informed buying decisions and engage with suppliers. COVID-19 has accelerated this shift, which will not abate when the pandemic recedes. Although the shift is easy to see, addressing it isn’t straightforward.”
In the survey of more than 500 buyers and 500 salespeople, active listening was cited as the #1 trait that buyers value in salespeople (42%) with problem-solving at 38%. Other top traits included confidence at 38%, relationship building at 34% and oral communications at 27%.
via Marketing Charts
This crisis is bringing to the surface all kinds of innovative ways to use technology and other means to serve customers. In many cases, new solutions and products might have already been in your pipeline or on your mind, but current needs are giving you a reason to accelerate development and launch.
Digital transformation was a buzz phrase prior to the coronavirus crisis. Since then, it has become a reality in many cases — and a necessity for all. The consumer sector has, in many cases, moved fast. The bigger opportunity is in B2B applications, particularly manufacturing, where physical distancing can be challenging.
Market research and competitive insights, plus marketing analytics, now absorb more than 13 percent and 16 percent of marketing operations budgets, respectively. However, evidence from Gartner’s latest survey indicates investments are often mismatched with their output, presenting a significant risk to the ongoing investment.
via Digital Polymath
“B2B marketers cling to structural strategies of the past: 36% organize around industry segments; 43% organize by channel-specific domain expertise such as email, advertising, or social. And behaviors and execution conform to structures, not the other way around.”
According to the latest research insights from Gartner, marketers need to focus more on the few high-potential ideas that can really show value for the customer and the rest of the business. They must also raise the profile of the marketing organization as a key innovation partner.
via Digital Polymath