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Story-Driven B2B Marketing

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Overcome Data-Driven Agile Marketing Shortfalls

Many CMOs will proudly tell you that their organizations are data-driven -- meaning they make their marketing investment decisions based upon the data that's captured and reported in one or more analytics platforms. But there are significant consequences from the application of this approach. Let's consider the findings of a recent market study and look at the implications.

The coronavirus pandemic is forcing rapid change on brands. Marketing leaders believe that a lack of agility and flexibility negatively impacts their marketing execution, according to a Gartner study.

To remedy this, the study uncovered that 38 percent of marketing leaders report “developed scenarios for planning purposes” as one of the top operational steps they’ve taken to manage a business disruption.
Study the Data, React to the Trends "One key element of effectively building and planning scenarios is data," said Lizzy Foo Kune, senior director analyst at Gartner. "Marketing leaders look …

How B2B Marketers Fuel Predictable Sales Growth

There was a time when vendor marketing executives could choose to focus their attention on branding and related advertising campaigns. From the company's sales leadership perspective, if that eventually resulted in generating new business opportunities, that was a welcomed bonus.

But as time went on, the bar of expectations was raised and marketers were asked to more closely support meaningful new sales growth. Now it's already commonplace. More marketing leaders are expected to directly influence the acquisition of new customers and associated sales revenue.

Besides, they're given the challenge of optimizing their marketing efforts to ensure that they fulfill the customer's fundamental need for helpful information and guidance, during the buyer's journey.
Exploring the Marketing Impact on Growth Meanwhile, industry analysts that support the technology sector are researching and analyzing the relative performance of these marketing activities. To gain a deeper unde…

Demand for Hybrid Sales and Marketing Skills

How do we sell our complex solutions to increasingly demanding customers in order to meet rising organizational growth goals?” -- That's the question that Gartner considered in its recent market study that explored the key challenges they hear most often from chief sales officer (CSO) clients.

Gartner's latest research demonstrates the IT industry buying reality. As business-to-business (B2B) buying behavior continues to change, the traditional IT vendor go-to-market approach will fail to meet expectations.

Therefore, Garner analysts now believe that for CSOs to deliver constant revenue growth, they can’t simply improve their traditional selling skills from a bygone era. They have to evolve and adapt into multiskilled generalists that demonstrate their business and technology acumen.
Deep Analysis of The B2B Buyer's Journey Meanwhile, as IT vendor content marketing capabilities grow, they produce more information resources than ever before. Yet, buyers are overwhelmed by…

The Yin-Yang of Marketing Innovation

The goal of many organizations is to become more customer-centric, so it should come as no surprise that marketing is being tasked to generate substantive digital growth via meaningful innovation. Moreover, creating improved customer experiences tops the list of corporate goals for marketing-driven innovation efforts.

The possibilities for enhancing the B2B customer experience are vast, but the path to progress is problematic. Let's explore the available evidence.

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.
Marketing Innovation Investments Some Chief Marketing Officers (CMOs) have embraced the challenge and are committing financial resources and staff headcount to help drive successful 'digital growth' initiatives. Marketing budgets show …

Buyer Enablement: Digital Transformation Evolution

Digital innovation timelines will double, according to Gartner's latest predictions. Through 2021, digital transformation initiatives will take large traditional enterprises, on average, twice as long and cost twice as much as anticipated.

Large organizations will struggle with digital innovation as they recognize the challenges of information technology (IT) modernization. That said, the enterprise leaders' challenge can also translate into an opportunity for qualified IT vendors that offer help and support.
Buying a Digital Solution is Complicated Given the potential for new upside opportunities, more IT vendors will be focused on revenue growth in 2020. Last year, many incumbent IT vendors continued to harvest revenue from their vast installed base. Looking forward, however, some will need to raise the bar of expectations.

Goal: reach and engage 'new contacts' at existing customers, and net-new clients.
However, the IT Infrastructure market has changed. The buying …