🕵🏻‍♂️ 5 main differentiators for B2B marketers

Dear Trencher,

In today’s newsletter, we’ll walk you through 5 main differences between marketing-mature and marketing-amateur B2B companies.

Let’s get right into it.

1. Goal Setting: Chasing Numbers vs. Chasing Growth

Ever play whack-a-mole? That's what marketing can feel like for some B2B companies. They're constantly focused on getting leads, MQLs (Marketing Qualified Leads), and SQLs (Sales Qualified Leads) – basically, anyone who shows a flicker of interest.

Now, don't get us wrong, those metrics are important! 

But for truly marketing-mature companies, the focus shifts. They set their sights on the bigger picture: revenue and sales pipeline velocity. 

This means they're all about how quickly qualified leads are moving through the sales funnel and turning into paying customers. It's a proactive strategy, one that drives sustainable growth for the business.

2. Short-Term Sprint vs. Long-Term Marathon

Slow and steady wins the race. This is not just an idiom. It applies perfectly to marketing, especially in B2B.  

Amateurs often get caught in the trap of short-term campaigns. They can run a quick social media campaign or throw together a one-off email campaign, hoping for a quick win. But those fleeting efforts rarely stick.

Marketing-mature companies, on the other hand, are in it for the long haul. They focus on building long-term programs that nurture relationships with potential customers. 

Think of it like planting a seed and watching it grow into a strong, fruitful tree. 

They'll use a mix of strategies, content, and consistent communication to build trust and brand loyalty, ultimately leading to sustainable success.

3. MARKETING PLANNING.

• Amateur: 

  • They implement a bunch of tactics.

  • Switch quickly from one tactic to another.

  • They try to be on every channel.

  • Most of them lack focus and dedication. Inconsistent and chaotic marketing activities.

• Mature: 

  • They usually excel at 5–7 programs in a few core channels their buyers use for education and research. 

  • They develop joint playbooks for marketing and sales 

  • They run consistent and regular programs.

4. Evaluating Marketing: Beyond the Last Click

When it comes to understanding what's driving sales, marketing-amateur companies often rely solely on last-click attribution. 

This model credits the final touchpoint (e.g., a LinkedIn ads) with the entire conversion, even if other marketing efforts (like blog posts or social media mentions) played a role earlier in the buyer's journey.

In contrast, marketing-mature companies leverage a blended attribution model. This approach takes a more holistic view, considering various touchpoints along the customer journey. 

It incorporates data from self-reported sources (where customers indicate how they heard about the company), website behavior tracked through digital analytics, and even customer interviews to build a clearer picture of marketing effectiveness. 

This allows them to optimize their marketing efforts for long-term success.

5. GTM Strategy: Targeting the Right Audience, the Right Way

One of the main differentiators between marketing-amateur and mature B2B companies is their Go-To-Market (GTM) strategy. 

Amateurs often focus on lead generation/sales-led motions. They prioritize broad targeting and volume-based campaigns, hoping to capture as many leads as possible - regardless of their fit with the company's ideal customer profile (ICP). 

But the truth is, this approach can lead to wasted resources and frustrated salespeople.

On the other hand, marketing-mature companies take a more strategic approach. They invest time in understanding their ICP, the specific type of company that is most likely to benefit from their products or services. 

This allows them to develop targeted marketing programs that resonate with the buyer's journey. These programs nurture leads across all stages of the funnel, from awareness to consideration and ultimately, purchase. 

By focusing on the right audience with the right message, marketing-mature companies achieve greater efficiency and effectiveness in their Go-To-Market (GTM) strategy.

6. Bonus: STACK - building on a strong foundation

Marketing-amateur companies often make the mistake of purchasing an expensive marketing technology stack (collection of marketing tools) without proper planning. 

Maybe they’re swayed by flashy features, hoping technology alone will solve their problems. 

But in fact, without a clear understanding of your marketing and sales processes, these tools can quickly become underutilized or even hinder progress.

What do marketing-mature companies do? They prioritize building a strong foundation. They start by developing clear processes for their marketing and sales teams. This allows them to identify areas for improvement and determine which aspects can be streamlined or automated. 

Consequently, they can choose a lean and inexpensive tech stack that caters to their specific needs. This measured approach ensures they get the most value out of their marketing technology investments.

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See you in Trenches 😉

Adechina Odjo