B2B now enters an experience era with data driven marketing and advertising as measurement and analytics are the new way of taking decisions on a business and at the marketing leadership level.
Success in today’s fast-changing global business-to-business (B2B) environment requires more than simply ensuring sales volume or wider territory coverage. To increase revenue
growth and help their organizations stand out from lower-cost rivals, B2B executives must understand how to move away from price-led marketing in favor of a value based marketing and sales approach with greater focus on the customer.
Better meeting the needs of different customer groups is a critical source of competitive advantage in a B2B landscape where industries across the board are experiencing the increasing pressure of current digital transformation.
B2B marketing strategies opportunities and challenges
A positive B2B customer interaction is integrally linked to creating positive collaboration
experiences. B2B companies can create value and differentiation when they view their
clients ecosystems as an extension of their business. This means being able to pivot from mere sales to partner management and than to adopting an ecosystem model — one that
enables companies to work with partners to co-create new experiences that engage customers and accelerate growth.
As an effective B2b leader, either in marketing or a business development position, you need to build a strategic plan and leverage technologies and tools to lead a more productive sales and marketing team and reach your ambitious goals. You will also need to better integrate digital marketing plan into your company’s strategy, creating added value for your customers and unleashing growth for your firm. As a B2B leader you are required to:
- Create compelling offers and develop distinctive new services and product offerings, customer solutions that create more value and stand out from competition
- Explore new business models that accelerate growth by moving from products to customer experiences and solutions
- Discover how to deploy emerging marketing and sales technologies such as artificial intelligence, machine learning, augmented reality robotics to create outstanding customer experiences across social media, digital sales channels and touchpoints
- Understand and plan on the value you can deliver for your customers and how you can leverage it and monetize it across the buyer journey.
- Adopt a suitable B2B digital marketing strategy framework for accelerated growth with latest agile methodologies adopted for marketing and sales departments and functions
- Learn how to build your buyer persona and masterfully craft buyer journeys considering the importance of segmentation as a starting point of your strategy considering your B2B customer and their evolving needs and expectations in the digital environment
- Understand and leverage customer communities and external partners to identify new growth opportunities
- Benchmarking competitive activities to overcome any competitive obstacles in a digital world
- A value-based approach for creating competitive creating value for (and with) your customers
- Scale your marketing efforts and results by leveraging new technologies that tap into the power of marketing automation, and cutting edge technologies. Improving campaign effectiveness and sales alignment are keys for B2B marketers these days but there is little information up there on how to achieve this
- Understand how to differentiate your organization from the competition
- Learn to compete on outstanding customer experiences across multiple channels, rather than focusing on selling better
- Recognize the role of new platform-based businesses and learn how they differ from traditional product, service - or pipeline businesses
- Integrate seamless omni-channel approach along the customer journey
- Develop a digital, content-driven strategy that enables you to better engage with customers and create outstanding customer experiences
- Understand the digital trends that are disrupting your business and why digital should be the default approach to customer engagement and not just a bolt-on
- Leverage digital trends and technology at the most important touchpoints in the customer journey
- Assess your current organizational capabilities and flexibility in the light of potential changes needed for you new plan to work
- Tap into new pricing models, leverage the power of value-based pricing, new pricing models in a digital space and how to deal with low price competition.
B2B marketing strategies
Leading and implementing effective B2B marketing strategies means constant change: new customers, disruptive competitors, new channels to markets, innovative pricing approaches. To grow into your role as a marketing transformation and change agent share with peers some best practices of leading marketing organizations, embedding transformation as a core principle in your marketing organization. Reflect on your role as a marketing leader and change agent and define your roadmap for leading your team tomorrow.
Key priorities for B2B marketing leaders
Some key priorities for B2B marketing leaders when considering a successful marketing strategy are:
- Marketing and Sales alignment
- DevOps panning and strategies as well as adopting new strategies around DevOps
- Marketing Automation and integration of marketing technologies across the board
- Personalization at scale for customer experiences
- Automation in advertising to achieve more results with less effort and budget
- Multichannel Marketing or omnichannel marketing
- AI driven customer journeys that adopt to ever changing customer behavior
- Conversational Marketing
- Campaigns and revenue attribution
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