Disruptive Thinking in B2B marketing
For complex selling organizations
I am often asked what our disruptive vision is for B2B marketing in complex selling organizations.
Over the years, I have refined my list and I thought I’d share it with you.
| Legacy | Modern B2B Marketing |
|---|---|
| Relationship Selling | Digital Relationship Marketing |
| Running Sales Plays | Turning Sales Plays into Marketing Plays |
| Sales & Marketing Alignment | Aligning with Key Accounts |
| Marketing Funnel | Buyer Journey |
| Reaching Known Contacts | Reaching Extended Buying Groups |
| Email Marketing Automation | Omnichannel Marketing |
| More Leads | Engaging Key Account Buying Groups |
| Asking Sales to Convert Leads | Giving Buyer Journey Reports to Sales |
| Click Through Rate | Anonymous Buying Intent |
| MQL’s | Target Account Sales Meetings |
| Downloads | Target Account Pipeline |
| Trade Shows | Account-Based Marketing |
| Ads in Trade Publications | Zero Wastage IP Ad Targeting |
| Third Party Data | First Party Data |
| Local Coverage | International Reach |
| Winning New Accounts | Expanding Key Accounts |
| Promoting New Products | Providing Commercial Insight |
| Tracking Marketing Spend | Proving Marketing ROI |
| B2B Marketing Tech Stack | Comprehensive ABM Platform |
| Marketing Ops in House | Outsource Execution to Specialists |
