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Do You Need to Recombobulate Your B2B Marketing?

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Recombobulation is defined as: “The act of putting back into order; removing confusion.” This applies to B2B marketing as it relates to five specific events that can throw off your stride.

1. Unexpected Competitive Pressure
2. New Executive or Sales Leadership
3. Pricing Changes
4. Mergers & Acquisitions
5. Ineffective Strategies

Staying within your comfort zone can be a trap. The discombobulation process can be painful, but the other side (after recombobulation) can be liberating and much more productive.

Published in: Marketing
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Do You Need to Recombobulate Your B2B Marketing?

  1. 1. Do You Need to Recombobulate Your B2B Marketing? Christopher Ryan info@fusionmarketingpartners.com
  2. 2. What is Recombobulation? “The act of putting back into order; removing confusion.”
  3. 3. Recombobulate, America! The sign is at the Milwaukee airport, just beyond the security checkpoint, hanging over where you put your shoes and coat back on and stuff your laptop back in the case. Pull yourself together, tie your shoelaces, and if your pilot is wearing a button that says ‘To hell with the F.A.A.,’ wait for the next flight.” - Garrison Keillor
  4. 4. The Process of Recombobulation 1. The process starts by taking disparate elements and bringing them out of a state of disarray. 2. Then, somewhere along the line, things become discombobulated and chaos or inefficiency reigns. 3. This is the point at which it is necessary to recombobulate – to bring things back into order and alignment.
  5. 5. How Does This Apply to B2B Marketing? Have you ever experienced a time when you thought everything was going along just fine? • You had goals, were achieving them and seemed to be appreciated by your colleagues and executive team. • And, then something happened to throw off your stride. • In other words, you were discombobulated! Read the blog post here!
  6. 6. 5 Events that Can Throw Off Your Stride • Unexpected competitive pressure. This can be a new competitor or an existing competitor that introduces a product that upends the entire category and reduces your awareness, leads and revenue. • New executive or sales leadership. Sometimes, even if you are achieving your stated goals, a new executive decides to go in a different direction. Often, the new strategy doesn’t work as well as the existing strategy, but the new exec feels they must make their mark quickly. This tendency to change what is already working really hurts companies, but it is a common occurrence nonetheless. • Pricing changes. A big change in pricing by your company or its competitors can cause a disruption in your strategy and tactics. For example, when a software company offers its products through a paid subscription model instead of an installed licensing model, a transformation is required in how you market, sell and deliver products and services.
  7. 7. 5 Events that Can Throw Off Your Stride: Cont’d • Mergers and acquisitions. If your company buys another firm, you are probably going to face minor discombobulation, and if another company buys yours, the changes will be greater – perhaps even massive. As in the case of new leadership, it often isn’t an issue of what is right or wrong, effective or ineffective, because whoever writes the checks gets to make the rules. • Ineffective strategies. As a marketer, this is the one factor that you are responsible for. Let’s face it – what used to work loses its effectiveness over time. If your business is dependent on a personal selling model while your potential customers are educating themselves and buying online, you are going to experience declining results unless you change your strategies and tactics. If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue.
  8. 8. Remember • Sometimes the comfort zone can be a trap. • The discombobulation process can be painful, but the other side (after recombobulation) can be liberating and much more productive. Go forth and recombobulate! To read the complete blog post click here! www.fusionmarketingpartners.com

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