Time To Update Your B2B Go-To-Market Strategy

“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.

If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.

Increasingly, sales reps must provide an experience, not just info.

“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”

Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.

“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”

The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, customer experience, sales strategy, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Sales Cycle, Go-to-market

B2B marketing: Solving the big five challenges

Let’s face it, as a B2B tech company, marketing isn’t easy.

With typically longer sales cycles, multiple key stakeholders involved in every decision, fierce competition within the industry, and many B2B businesses selling complex solutions rather than single products, B2B tech marketing is… well, it’s complicated. But it’s not impossible.

To help you succeed, we’ve broken down 5 of the most common marketing challenges faced by B2B tech businesses today, and how you can solve them.

B2B tech: it’s a fast-paced industry
With the tech industry evolving so fast, marketers need to be agile; pivoting quickly and adapting effectively when faced with changes or growing competition within the market.

To stay on the leading edge of the industry, be sure to keep your ear to the ground at all times. This means keeping an eye on your target market and your competition, and monitoring reputable sources for any announcements, opportunities or potential threats to your brand.

Changes within the market can present a real problem for businesses who aren’t paying attention. But they can be a boon to brands who are prepared to change and adapt.

Sometimes being just a little quicker than the competition may be all you need. For example: being the first to start talking about a rising trend or new cutting edge technology may help your brand define itself as a thought leader in your industry.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021

Three steps to level up your B2B marketing in 2021

2020 was full of disruption and fast pivoting across the marketing spectrum. But for B2B marketers—whose plans are often anchored around in-person events—this period changed the playbook on how to reach crucial business decision-makers. To learn more about how the business decision-making process has changed—and how marketers are adapting accordingly—Twitter partnered with Bain on a new research study.

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content marketing culture, marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, content creation, content marketing, marketing leaders, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021

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marketing, CMO, business, executive, product marketing

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CMO, organizations, Uncategorized, cio, digital transformation

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marketing, tools, CMO, Uncategorized, customer engagement

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local, CMO, content marketing, strategy, Uncategorized

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The consumer decision journey is complex, with multiple online and offline channels where people interact with your brand. How can you create a strategy that connects the dots – and measure its effectiveness?

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CMO, content marketing, strategy, tips, Uncategorized

How Artificial Intelligence Could Change Attribution Tools

The marketing technology landscape is busy, but there isn’t a solution out there for everything.

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marketing trends, AI, CMO, content marketing, marketing leaders, Uncategorized

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