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 |