Where is your B2B marketing strategy headed?

by Vin DiGioia

Similar to their B2C counterparts, the past decade has seen many B2B marketers move en masse from traditional channels to online/digital channels – many times with less than remarkable results due to poor execution and other tactical failures.

While online strategies such as content marketing may have begun to wane in certain sectors, a recent study has shown that many B2B marketers are expect to shift the focus of their future efforts back to the buyers. The results, released by eMarketer, show that a whopping 85% of respondents plan to spend more of their resources on understanding buyers and their needs, as opposed to “brand and positioning”, which is their current primary focus:

The Future of B2B Marketing

While this may sound like common sense to most, I think it really illustrates how many B2B marketers have rushed to market with shiny marketing automation tools in hand and simply took the spray-and-pray approach to content marketing. The emphasis was placed on producing a large volume of content to distribute, rather than determining whether or not the content was the right content for the job (i.e. content the customer needed or wanted.) Content strategy was thrown out the window and that simply can’t happen.

It does not matter what type of marketing you engage in or the medium with which you choose to execute it, there always needs to be a sound strategy in place before you do it. Otherwise you are simply engaging in an exercise of “let’s throw stuff at the wall to see what sticks” – and that is not what truly results-oriented B2B marketing is about.

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