Why you should stop forcing your B2B marketing organizational structure on your buyer

This piece by Marketing Land says that B2B marketing organizational structures interfere with our ability as marketers to connect with buyers and create good experience-based campaigns.

The idea here is that although we've built our B2B marketing teams and respective budgets with specialists who know their marketing discipline and channel inside and out - which works well for individual performance - that doesn't work so well for marketing teams that ultimately need to deliver revenue results. Some of you may find this to be an interesting read.



The author suggests that a siloed marketing structure artificially creates gaps and friction. We're also led to believe that, in turn, affects our ability as marketers to identify and engage with potential customers. We're told how current practices see marketers stuck with outdated organizational structures, which has a negative impact on engagement. That there are not enough cross-channel campaigns and we stick far too much creating on single channels.

Breaking down silos breaks down barriers between marketers and customers

The author suggests that one way to do this is delivering cross-channel campaigns, so we deliver just-in-time for buyers. The piece says data-powered, digital-led experiences are the path to increased success and making sure we make meaningful connections. It's all about breaking down the silos both within marketing teams and your campaigns by connecting the data to the channels. Worth a read.