The Evolution of B2B Marketing: From Cost to Growth

Since I started my career in B2B marketing—nearly twenty years ago—I’ve seen this industry fundamentally change what it does and how it does it. In this article I want to explore some of these changes and show how they’ve redefined the role of today’s marketer.

But first, let’s remind ourselves how things used to work…

Before I got into marketing, I worked as an auditor in a Big Four accountancy firm. A few months in, I knew it wasn’t for me. I wanted to be creating something rather than checking what other people had done.

Then something amazing happened. I was asked to work on a marketing project. My first thought was… wait, we have a marketing department? That sounds like fun! And right away I realized I’d found my home.

Back then, B2B marketing was mostly seen as a creative endeavor. Metrics and KPIs were general at best, nonexistent at worst. You only really had data on things like who attended an event, how many contacts received direct mail, and so on.

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B2B marketing, CMO, marketing leaders, B2B strategy, B2B Sales, Marketing 2021, Marketing Analytics

Intent data is the future of B2B marketing

Using intent data to gain a better understanding of your audience is fast becoming the future of B2B marketing.

One of the main barriers when it comes to utilising intent data is that it’s hard to define its true value. Intent data provides a deeper understanding of the buyer journey and how customers make purchase decisions. This article covers what intent data is and outlines how you can use this information to implement better lead generation strategies.

What is intent data?

Intent data provides businesses with insight into the process users go through when looking to buy their product or solution. It does this by tracking intent search terms through a combination of IP addresses and cookies and is collated using a range of digital sources. Intent data notifies businesses that their customers are in an active buying journey, allowing them to focus their marketing strategy on those prepared to purchase and boost conversions.

Types of intent data

Intent data can be either first-party or third-party. Third-party data comes from sources and websites other than your own; there are several third-party data providers that collect data from thousands of high-value analyst sites like Gartner, as well as publications like Forbes, and bucket this data into relevant audiences.

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marketing strategy, B2B marketing, marketing leaders, B2B strategy, B2B Sales, Buying intent, Intent Data, Marketing Metrics, Marketing Analytics

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