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Making B2B marketing indispensable to the business

Only 8% of CFOs trust marketing’s ability to spend its budget wisely. Contrary to popular belief, this cannot be fixed by channel tactics or technology.

It can be fixed by a change in approach. In this SlideShare, we recommend three changes senior marketers can make to transform the way their department performs and is perceived.

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Making B2B marketing indispensable to the business

  1. 1. The Marketing Practice Making B2B marketing INDISPENSABLE TO THE BUSINESS SCROLL
  2. 2. B2B marketing has an uncomfortable truth. SCROLL 002
  3. 3. B2B marketing has an uncomfortable truth. It’s this: Despite all the progress in recent years, business leaders are still sceptical of the value of B2B marketing, and are still quick to cut its budget. SCROLL 003
  4. 4. Why is this?And here it gets even more uncomfortable... SCROLL 004
  5. 5. B2B Marketing budgets get cut because business leaders can’t see the return on their investment. SCROLL 005
  6. 6. B2B Marketing budgets get cut because business leaders can’t see the return on their investment. “Just 8% of CFOs trust marketing’s ability to spend its budget wisely.”CEB SCROLL 006
  7. 7. This isn’t just a measurement problem. Though it’s not perfect, B2B marketing has come a long way on measurement. SCROLL
  8. 8. And we’ve got better at plenty of other things too... At content. At technology. At managing suppliers. At managing AQLs, MQLs, SQLs, SALs, and so on. SCROLL
  9. 9. Yet despite all this progress, the actual ROI marketing delivers, whether measured or not, just isn’t high enough on too many programmes. SCROLL 09
  10. 10. Marketers have tried plenty of fixes over the years to solve this: CRM SCROLL 010
  11. 11. CRM MARKETING AUTOMATION Marketers have tried plenty of fixes over the years to solve this: SCROLL 011
  12. 12. CRM MARKETING AUTOMATION INBOUND Marketers have tried plenty of fixes over the years to solve this: SCROLL 012
  13. 13. CRM MARKETING AUTOMATION INBOUND CONTENT MARKETING, lotsofcontent marketing Marketers have tried plenty of fixes over the years to solve this: SCROLL 013
  14. 14. CRM MARKETING AUTOMATION INBOUND CONTENT MARKETING, lotsofcontent marketing Marketers have tried plenty of fixes over the years to solve this: Or the latest big hope: PROGRAMMATIC ABM Strange how often these involve buying software SCROLL 014
  15. 15. If any of these silver-bullet solutions were as effective as claimed, why are marketers’ ROI challenges as acute as ever? And why are B2B marketing budgets still under such scrutiny? BUT SCROLL 015
  16. 16. B2B marketing needs to raise its game. The challenge is brutally simple: SCROLL 016
  17. 17. For marketers to win respect in the boardroom, we all need to deliver results that matter to the business. That means more than just a new martech stack. It needs a change in approach. SCROLL 017
  18. 18. OFFER THE BOARD DIFFERENT KINDS OF VALUE TAKE DOWN YOUR SILOS CONTINUAL IMPROVEMENT 1. 2. 3. A change in approach. SCROLL 018
  19. 19. OFFER THE BOARD DIFFERENT KINDS OF VALUE Different business leaders have different priorities… 1. SCROLL 019
  20. 20. If your business worries most about differentiation and margin… • Explore how a premium-level positioning might help justify higher prices. • Or how marketing can influence help your sales teams land larger, more strategic deals. OFFER THE BOARD DIFFERENT KINDS OF VALUE SCROLL 020
  21. 21. If your business worries most about hitting this year’s sales plan… • Recommend marketing takes a more central role in the bid process on must-win deals. OFFER THE BOARD DIFFERENT KINDS OF VALUE SCROLL 021
  22. 22. • Analyse your total pipeline by offer, or by geography. • Compare the percentage breakdown of your pipeline to the growth ambitions of your business. Or try this to start a conversation about strategic growth goals and how marketing can contribute: OFFER THE BOARD DIFFERENT KINDS OF VALUE SCROLL 022
  23. 23. TAKE DOWN YOUR SILOS A quick test: 2. SCROLL 023
  24. 24. A quick test: • Are your campaigns organised around customers rather than products? • Do insights from other functions – sales, solution architects, product development – reach your content, digital and inside sales teams? • Do all functions do their bit for priority products or segments? • Does your segmentation run through everything you do? If you can say ‘yes’ to those questions, good for you. TAKE DOWN YOUR SILOS SCROLL 024
  25. 25. A quick test: • Are your campaigns organised around customers rather than products? • Do insights from other functions – sales, solution architects, product development – reach your content, digital and inside sales teams? • Do all functions do their bit for priority products or segments? • Does your segmentation run through everything you do? For everyone else, your silos are hurting your ROI. TAKE DOWN YOUR SILOS SCROLL 025
  26. 26. Great marketing happens when different functions share information and objectives, identify problems and opportunities, and collaborate on solutions. TAKE DOWN YOUR SILOS SCROLL 026
  27. 27. CONTINUAL IMPROVEMENT Sometimes a proposition, campaign, channel or tactic will deliver great results first time. But this is no formula for ongoing high performance. 3. SCROLL 027
  28. 28. CONTINUAL IMPROVEMENT Plan, test, measure, pore over the data, and learn. SCROLL 028
  29. 29. Plan, test, measure, pore over the data, and learn... again. CONTINUAL IMPROVEMENT SCROLL 029
  30. 30. When your marketing results are just not quite good enough, all your functions – each one of them – need to come together to pore over the data. To find whether the problem is with the proposition, creative, content, data, the customer journey, inside sales calling, or sales handover. This is only possible once you’ve taken down your silos. CONTINUAL IMPROVEMENT SCROLL 030
  31. 31. And when your numbers are good, the work still isn’t finished... Work out how to make them even better. CONTINUAL IMPROVEMENT SCROLL 031
  32. 32. This atmosphere of improvement and collaboration doesn’t just boost performance, it motivates. SCROLL 032
  33. 33. This atmosphere of improvement and collaboration doesn’t just boost performance, it motivates. Excitement grows. EXCITEM ENT SCROLL 033
  34. 34. This atmosphere of improvement and collaboration doesn’t just boost performance, it motivates. Excitement grows. Purpose grows. PURPOSE SCROLL 034
  35. 35. And the whole marketing team walks a little taller. SCROLL 035
  36. 36. In summary... ALIGN WITH WHAT MATTERS MOST TO THE BUSINESS ENSURE MARKETING WORKS WELL AS A WHOLE. FOCUS RELENTLESSLY ON RESULTS. 1. 2. 3. SCROLL 036
  37. 37. None of this is revolutionary. But to prove marketing’s value to the board and earn their trust, that’s a game-changer. SCROLL 037
  38. 38. MAKING B2B INDISPENSABLE TO THE BUSINESS The Marketing Practice’s mission is to provide marketing that delivers the best commercial outcomes. To make B2B marketing accountable – and famous – for the results it delivers. To do that, we bring the full range of skills and specialists together in one place to solve the toughest marketing challenges, from strategy to creative to delivery. themarketingpractice.com info@themarketingpractice.com 038 END

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