Organizations finding success in b-to-b marketing’s new wave will be those that invest in new partnerships, data-informed creative and cutting-edge mar tech, which deliver renewed brand value through personalized customer experiences at scale when orchestrated together. To successfully embrace modern marketing’s new rules, b-to-b marketers should incorporate these actions into their next marketing life cycles. Sync with your sales force Digital transformation starts with executive buy-in and sales force collaboration. It’s the CMO’s task to lead the charge in fostering collaboration within his or her organization, along with instilling a customer-led culture that permeates all departments. But because salespeople sit at the last mile when it comes to converting sales of solution-based services, their input should be considered a non-negotiable requisite when planning all owned-media marketing activities. Silo these departments at your own risk. It’ll also protect your solutions from being treated as commodities. Neglecting data in your new intra-departmental synchronicity will leave key opportunities for improvement untapped. For now, though, b-to-b marketers have an outsized opportunity to get and leverage access to product, sales and customer touch point data to put them at the forefront of delivering creative, compelling and transformational b-to-b customer experiences that successfully spark and foster engagement. Please direct all licensing questions to legal@newscred.com.
Most business-to-business organizations have barely reached the starting gate of their digital transformation, much less the finish line, and getting there won’t happen overnight. A recent survey by Accenture Interactive found that while 90 percent of b-to-b sales executives now believe digitally-driven customer experience is crucial to their companies’ strategic priorities, most b-to-b marketers only feel on par with their competitors in what they deliver.
Organizations finding success in b-to-b marketing’s new wave will be those that invest in new partnerships, data-informed creative and cutting-edge mar tech, which deliver renewed brand value through personalized customer experiences at scale when orchestrated together.
To successfully embrace modern marketing’s new rules, b-to-b marketers should incorporate these actions into their next marketing life cycles.
Sync with your sales force
Digital transformation starts with executive buy-in and sales force collaboration. Well before digging into creative and execution, the first and biggest challenge b-to-b enterprises face is ensuring that sales and marketing teams align their success metrics. It’s the CMO’s task to lead the charge in fostering collaboration within his or her organization, along with instilling a customer-led culture that permeates all departments. But because salespeople sit at the last mile when it comes to converting sales of solution-based services, their input should be considered a non-negotiable requisite when planning all owned-media marketing activities. Silo these departments at your own risk.
Differentiate your value
Marketers benefit more when they can shine the spotlight on the value that their b-to-b brand delivers customers, with “value” (not feature or capability) being the operative word. Successfully cultivating this value-centric mind-set drives product innovation and elevates the importance of customer experience. It’ll also protect your solutions from being treated as commodities. In championing the delivery of value, b-to-b marketing ought to tell relatable human stories (a page from b-to-c marketing’s playbook) that describe how the brand helps current and prospective customers achieve…
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