🕵🏻‍♂️ The new game of B2B marketing

Dear Trenchers,

Forget everything you thought you knew about B2B marketing. The game has changed. A lot. 

Gone are the days of chasing and tossing leads over the wall to sales teams. Today, marketing teams are builders of brand and architects of revenue. 

But that's not all!

In this newsletter, we'll unveil all the new rules of the game. 

Let's get right into it!

1. THE ROLE OF MARKETING TEAMS

The old game:

Marketing teams were primarily tasked with:

• Generating website traffic.

• Delivering a high volume of leads.

• Broadcasting company news or events.

• Executing tasks at breakneck speed.

The new game:

Marketing teams are now expected to:

• Develop a comprehensive Ideal Customer Profile (ICP).

• Collaborate closely with sales teams to ensure alignment.

• Formulate a strategic approach tailored to the target audience.

• Create compelling messaging that resonates with potential customers.

• Generate both awareness and demand for products or services.

• Directly contribute to revenue generation.

• Identify and eliminate any obstacles or friction in the buyer's journey.

Today's marketing landscape demands a more strategic approach. Marketing teams are no longer just traffic generators; they are architects of revenue. 

They start by crafting a detailed Ideal Customer Profile (ICP), thereby laying the foundation for targeted marketing efforts. Then they align with sales teams to ensure a unified approach towards achieving common goals. 

Beyond generating leads, the focus is on driving revenue and eliminating any friction in the buyer's journey.

2. LONG-TERM VIEW

The old game:

• Each marketing activity was assessed based on its immediate ROI.

• There was a narrow focus on short-term gains, often overlooking long-term strategies and investments.

In the past, every initiative, from campaigns to content creation, was scrutinized for its direct impact on revenue, leading to a short-sighted approach.

But things have changed.

Here’s the new game:

Marketing now takes ownership of strategic activities such as:

• Brand development.

• Comprehensive customer research.

• Mapping out the buyer’s journey.

• Crafting precise positioning and messaging.

• Establishing thought leadership.

Today, there's a shift towards understanding the cumulative value of these efforts in driving sustained growth and success in the long term. So, these strategic initiatives are recognized as force multipliers, amplifying the impact of all marketing campaigns and activities.

Let's dive into the third point of comparison: landing new clients. This is where the rubber meets the road, right? 

3. GETTING NEW BUYERS

Here's how the game has changed:

Old way:

• You'd herd as many prospects as you could into your funnel.

• Once they were in, you'd toss those "leads" over to the sales team and hope for the best.

• No attribution? Don’t do it.

New way:

• Marketing teams are now all about precision targeting. Instead of herding, think of it as strategically placing breadcrumbs where your buyers are most likely to find them. You drive awareness and demand on platforms and channels where your buyers hang out. Think niche communities, industry forums, social media, you name it.

• Content is king, but context is queen. We're creating content that guides our buyers through every step of their journey. Whether they're just starting to research a problem or they're ready to sign on the dotted line, we've got them covered with relevant, helpful content.

• And let's talk about nurturing. It's not a one-and-done deal anymore. We're setting up always-on, omnichannel nurturing programs that keep our brand top of mind without bombarding our buyers. It's about building relationships, not just pushing products.

So, if you're still playing by the old rules, it might be time to switch things up. The new game of B2B marketing is all about precision, relevance, and building genuine connections with your buyers. 

Let's embrace the change and crush it out there!

If you want to elevate your B2B marketing game in 2024, join the Fullfunnel online academy and unlock the keys to B2B marketing success with our comprehensive courses.

You'll join a dynamic community of marketers dedicated to driving revenue growth.

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QUESTIONS FROM FELLOW TRENCHERS

• Hi all, as a B2B technology company with complex and long sales cycles with a limited budget, what is a better approach to fill top-of-the-funnel leads: Content Syndication or Zoom info contacts?

• Does anyone have an example of a sales playbook they created for their ABM efforts? Even if it's just a high-level outline of what was included...

• Hi! Could you provide me with some examples of well-structured selling B2B webinars? Why do you think it was good?

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See you in Trenches 😉

Adechina ODJO