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Solutions to the problems of keeping B2B marketing directors awake


PHOTO: Kate Stone Matheson | unsplash

Like many other marketing and business leaders, I have had my fair share of sleepless nights because an upcoming challenge or initiative consumed my mind. Last month, I looked at the top five challenges keeping B2B marketing managers from sleeping at night. This month my goal is to help marketers and practitioners rest better.

In this conclusion of my two-part series, I share solutions to overcome these challenges, successfully launch into the second half of 2021, and be ready for a successful 2022.

Think outside the box with your marketing strategy

The pandemic has made it impossible for companies to do things the same way and expect favorable results. Developing new innovative marketing strategies to stimulate demand, engage buyers and generate income was not only necessary but essential. While a more stable environment may be on the horizon in some industries, marketing innovations, taking calculated risks and sustaining the current momentum will remain critical to the continued success of marketers.

B2B marketing leaders and practitioners have adapted to the new business environment and will need to remain diligent. Not only do they need to dedicate resources and technologies that will allow them and their team to build ideas and initiatives around proven tactics, but they need to launch new initiatives that will set them apart.

Actionable tips:

  • Deepen the customer experience to create more human commitments.
  • Get even more out of your technology and data by creating more responsive, personalized experiences that build trust.
  • Improve content to better align and support decision-making and purchasing processes and the challenges your buyers face.
  • Double down on marketing analytics and attribution to make sure every dollar is spent.

Related article: When Did B2B Marketing Get So Complicated?

Beat the competition with content innovation

The competitive landscape for marketers continues to intensify year after year. Marketing leaders must grow and enter new markets and gain new net customers, in addition to strengthening relationships with their existing customers.

Marketing managers can position their brands as industry leaders by engaging their audience with relevant, innovative and engaging content that the buyer can use to learn and grow and your offering within their organization.

I’ve seen our B2B clients engage the most elusive audience and increase their engagement by 30% by generating timely, valuable and educational content. Your target audiences visit a myriad of content resources when they search – yours and those of your competitors. By investing in the development of exceptional thought leadership content, you are delivering something of real value. Think about how you are going to align your content with the unique needs of the buyer and share it across different media to make your post easy to consume and promote internally as buyer interest intensifies.

Actionable tips:

  • Consider and plan both the message and the medium into your content marketing strategies.
  • Matrix your content based on the customer journey and try to reverse your image of content marketing to see things from the customer experience (it takes time to do really well – you can fail if you just use your gut instincts) or what you already know).
  • Move content from afterthought to foresight. As we see clients making this change, they are reaping the rewards of this approach.
  • Report how your content is performing every step and step, from every angle.

Related article: Rethink Your Content Strategy for a Headless CMS

Differentiate yourself with the customer experience

Over the next few years, Customer Experience (CX) will continue to emerge as a primary differentiator. In our day to day life, we tend to spend our money with the companies that give us the best shopping experience. Your customers are no different. It is their experience with your business and its products or services that makes the difference.

To get an Amazon-style experience that builds customer loyalty, marketing needs to become the leader in customer experience. We call this the Marketing Driven Customer Experience (MLCX). MLCX supports a more cohesive and intuitive experience by placing the customer journey in the hands of the CMO, partnering with each customer-facing team within their organization.

Power your business MLCX with a stack of marketing technologies capable of generating, managing and protecting meaningful, accurate, and reliable data that informs and supports the entire journey. If you effectively harness the transformative power of data collection, integration, and analytics methods, this insight will help you get to know your buyer better and deliver a customer experience that builds loyalty and drives conversions.

Actionable tips:

  • Improve the way you use your website and other online channels to capture more behavioral data.
  • Make sure your practices comply with all global regulations.
  • Focus on what you really need to create a truly remarkable experience for your audience (sometimes less is more) and enable strong rapport.

Related article: The Customer Experience Begins – And Ends – With Emotions

Evaluate what works and what doesn’t

The impetus for some businesses in a downturn is to find the easiest areas to cut spending and start slashing. Although sometimes unavoidable, these cuts can be accompanied by unexpected repercussions for your business and your customers. Be proactive in the face of impending budget changes.

To support your future planning, perform a strategic assessment of your initiatives and internal costs. Cut out any initiatives that yield little or no results, such as live events during a pandemic. Keep doing the basics, like optimizing your processes. Evaluate where you can add some of these high yielding innovative initiatives mentioned above. the Cut, maintain, accelerate the decision matrix is a great resource to support you in this process.

Prove Marketing Success With Attribution

Even as many sectors begin to recover from the pandemic, CMOs will continue to be expected to do more with less. They will need to account for the effectiveness of every dollar spent and be able to quantify the benefits of their marketing initiatives.

For senior executives, revenue attribution provides hard evidence and confirmation of important marketing contributions and allows marketers to connect their business to revenue. It allows marketers to extend their reach beyond brand value and engagement. It offers a unique opportunity to examine both lagging and leading indicators, as it enables faster decision making and execution.

  • Make sure your data is ready for reporting by managing it properly, from acquisition to augmentation.
  • Maintain an organized and integrated technology stack to extract and leverage data from all sources in your organization to deliver attribution reports.
  • Create a 360-degree view of the customer that supports your initiatives and connects to analytics.

I can’t guarantee that you still won’t feel a fuss every now and then, but understanding the challenges of today, analyzing the changes, and developing strategies to help turn the dial are all essential to success and success. better night’s sleep.

Rhoan is the co-founder and CEO of DemandLab, an agency she launched in 2009 in response to the disruptive impact of technology in marketing. She is a leading marketing-focused customer experience authority and continues to explore next-generation technologies and analytics that accelerate revenue, prove marketing impact, support engaging customer journeys, and deliver insights. valuable customer information.

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