One of the best resources available to marketers today is a healthy list of engaged, happy customers. Research from Demand Gen Report shows that nearly two-thirds (65%) of B2B buyers will turn to peer review sites when selecting and evaluating new technology. Customer success is paramount to both maintaining current revenue streams and attracting new business.
The business consumer has become more self-focused than ever before, challenging marketing and sales teams to give up the reins of their buyers’ journeys and adapting their go-to-market strategies to fully embrace buyer expectations. This concept was discussed in detail during B2B Marketing & Sales 2018, an event hosted by Forrester Research in Austin on October 25-26. During the opening keynote, Forrester’s VP and Research Director Caroline Robertson detailed how B2B buyers today have grown even more indifferent to sellers — expecting to be the center of any form of engagement and to have outcomes that align to their own business goals.
Ongoing shifts in buyer behavior and rapid developments in technology are not only having an impact on direct marketing initiatives — they are also affecting the role of indirect channel partners in the B2B marketplace.
The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for sales. But at companies such as Oracle and CenturyLink, there is a growing priority for marketers to generate pipeline metrics, including velocity, which can provide key insights to accelerate deals and streamline customer retention and advocacy.
When ARO, the fluid management division of Ingersoll Rand, implemented a new partner relationship management (PRM) solution to support its channel ecosystem, a delighted partner called the company’s partner platform “the holy grail. No other manufacturer we carry is doing this,” they said.
Noticed a lot of company mergers and acquisitions these days? Well the good news is you’re not alone and there’s no need to get your glasses checked. The trend of B2B company mergers and acquisitions has remained steadfast in the early months of 2018 and no, this isn’t fake news.
Millennials have long been disparaged and dismissed as “lazy and self-centered.” But marketers can no longer afford to overlook Millennials, who now comprise the largest generation in the workforce, according to the Pew Research Center, and are positioned to influence B2B purchasing decisions, according to insight from Forrester and LinkedIn. Progressive B2B companies, such as Oracle + Bronto and The Pedowitz Group, are rethinking their marketing strategies to include mobile-friendly, highly-visual content that caters to Millennial preferences.
Calling all marketers: it’s time to abandon an outdated mindset around content marketing and embrace change. For the last ten years, we’ve been inundated with the term “content marketing.” While it seems to mean something different to everyone, we can all agree that when it comes to using content marketing to secure and engage leads, sometimes less is more.