the future of b2b marketing belongs to the long...

© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved.

The future of B2B Marketing belongs to

THE LONG

& THE QUICK

© The Marketing Practice, 2019. All rights reserved.

Q&A

#IgniteB2B

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The marketer’s dilemma

Scorecard Story

#IgniteB2B


Since 2008

Short termism has risen

Effectiveness has fallen

Source: IPA Databank, 1998-2016 cases

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Efficiency

Effectiveness

What about B2B?

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Outstanding B2B marketers think long

Outstanding marketers are

2x✓ Invest more than 60% of their budget in

long term goals

✓ Run campaigns for more than six months

✓ Measure campaigns for more than six months

✓ Partner with agencies for more than 2 years

more likely to…

Source: The Marketing Practice and Marketing Week, survey of 600 B2B marketers


The long and short of it

Market share

Market penetration

Profitability

Revenue growth

Retention

Stuff that takes

time to change

£/$/€ pipe

MQLs, SQLs

Form fills, contacts

Web traffic

SOV

Stuff we can measure

in the short term

Are we doing the right things?

#IgniteB2B


How can we connect long and short term?

Balance Agile executionPsychology

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What does this guy have in common with Les Binet & Peter Field?

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Binet & Field on B2B

46%Brand

54%Sales activation

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Ends or means?

46%Brand

Emotional

54%Demand

Rational

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© The Marketing Practice, 2019. All rights reserved.© The Marketing Practice, 2019. All rights reserved. Credit: Jason Drury, Thomson Reuters

Strong Brand Development

Customer / purchasing experience

Value of your solution

Do you spend all of your

B2B marketing time and

energy here?Sales

Lead


What do we know about the psychology of the B2B buying decision?

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The brain is a lawyer not a judge

Instinct comes first and we post-rationalise.

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Two insights from behavioural science

Context is king

We consistently underestimate the importance of context in decision-making


So…

People are not making objective, economic buying decisions…but they will be post-rationalising, especially at work

We can reinforce and even modify buyers’ preconceptions, but they are very hard to change, especially at work

Rather than persuade people of our point of view, help them build status.

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Give a little career cachet…

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Modern marketing

Tribal belief

• Marketing needs updating for the digital age

Experience

• You are a modern marketer like all these people

Post-rationalisation

• 67% of the buyer journey is now done online

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Effectiveness will come

from coordinated

communications across a

spectrum of roles, over

the long term

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Stephen King’s Scale of Immediacy



THE LONG

& THE QUICK


The accidental agile advocate

Small multi-disciplinary teams working on short feedback cycles

Long-term goals & positioning

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Field

MQLs

Digital

Conversions

Content

Downloads

Campaigns

Responses

Corporate, PR and Comms

Brand awareness

Functional silos undermine long-term performance

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Win rate

6th to

2nd

Pipeline per £ spent on demand gen.

The long & the quick results

Brand recognition



THE LONG

& THE QUICK

the future of b2b marketing belongs to the long...

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