Marketing Land says this is what B2B marketers can look forward to in 2021

by WarriorForum.com Administrator
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A new article on Marketing Land reckons that in 2021, B2B marketers will become growth drivers, and they'll also own the digital journey.



Nick Heys, CEO of Jabmo, says it's a fantastic time to be a B2B marketer - but it's also time to take back control of the buying cycle. The pandemic and the resulting economic crisis are forcing more and more businesses to look at how they use digital marketing and examine their sales strategies. Marketing Land speaks to Heys and Stacy Greiner, who has worked for IBM and Cisco, and is currently a CMO at Dun & Bradstreet.

Heys says:

"Before the pandemic, there were two big trends in our customers' space. One was that the buying groups were getting bigger. We've had customers telling us that, ten years ago, they were selling million-dollar deals to two or three people after playing golf; now they're talking twenty, thirty, forty people involved in a buying decision. That was already a big trend, leading to a demand for account-based marketing. The other trend was buyers doing their own research anonymously, without filling in the web forms."
Greiner adds:

"It's been several years now that B2B buyers have been doing the majority of their purchase decision-making online. Also, over the last few years, you've seen marketing be the stronger decision-makers in the overall martech-salestech stack itself; so even if they don't own the overall budget for sales technology, I've seen them be the decision-makers over what that end-to-end stack looks like - because it needs to all integrate together. Sales and marketing have long worked together on [in-person] events. Often an event is thought of as not necessarily lead generation but lead progression, and an opportunity to connect with your customers in person. What we're seeing now is more an upfront collaboration with sales - let's build this webinar together to help sales have more opportunities to interact in real time with prospects and customers."
Heys says he created Jabmo so it could offer technology that allows ABM to businesses outside of the technology space:

"When I founded this company, I noticed that most of our competitors were focused on the tech space - tech selling to tech. I decided to focus the business on the manufacturing space, and in particular life sciences. That alone made us unique, because their requirements are quite different from tech. Tech tends to be very much focused on organic growth, driven by winning new names."
Heys says it's different for larger organizations:

"They know who their target accounts are. They will typically expand, either by acquiring another company, or through research and development. This arms them with new products for their sales team to sell -- to the known accounts, but often to different buyers within those accounts. They need to reach these new buyers, and that's where we come in. We help complex sales organizations of larger, more mature companies, accelerate account expansion."
Greiner adds:

"As organizations that have been less digitally savvy are coming up the curve, they're also looking for platforms that make it easy. If you look at the martech landscape, it's hyper-fragmented, with best-of-breed tools to do every little niche of marketing that you can imagine. That's a steep curve for companies that are trying to accelerate into digital transformation of marketing. For organizations that have not been embracing digital as fast as others, they relied a lot on out-sourcing to agencies: paid search to this agency, programmatic display to another agency, even out-sourcing SDRs, tele-sales, or even email. One of the opportunities digital gives you, because there's so much data if you can harness it, is this ability to create a picture across this entire journey; and when you're out-sourcing it to third-party players, not only is the message getting lost as it's translated by people who aren't living and breathing in the digital halls of your company - but also that journey is getting broken, because the hand-offs aren't as clean."
Marketers set to get a seat at the table in 2021

Heys reckons marketers will be increasingly important to companies in 2021:

"They're going to move from the back seat to being co-pilots with the sales organization - I think that's new. They're taking responsibility now for what the sales people can't do, and that's digital selling. ABM is all about digital selling: doing what sales people used to do on the golf course, in face-to-face meetings, and trade shows, is now being done through highly personalized, sequenced messaging. More and more responsibility for the marketing people to drive growth. Our customers' space is typically very sales heavy; marketing has traditionally been there to do the trade shows and make the website look nice, but it's never been a growth driver in the business."
Greiner adds that the role of marketers is becoming less segmented:

"Historically, marketing has often been organized into functions - your email marketing team, your paid media team, your event team, your web team, etc. One of the things we did early on was recognize that all those pieces are part of this journey, so we brought those skills together to bring one conversation to their prospects. That's a trend I saw start this year, and I think that will continue to accelerate into 2021, because it brings the subject matter expertise and the agility into the teams that are carrying this conversation digitally to the people you're trying to reach."
#2021 #b2b #forward #land #marketers #marketing
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  • Profile picture of the author Darryl Smith
    What a few smaller business owners have said to me is that the service providers they traditionally booked to do their marketing are now not as affordable as they once were. (These business owners have suffered badly - mostly small Mom and Pop style - so do not have the finance available) so there is a small opening to train them how to do basic marketing for themselves.

    For them its either that or get left behind. Where once they had no time to learn these skills, now with their business mothballed they are able to make the time, so this is a small opening I have explored.

    Look around and there is opportunities to be taken care of to coach - once you have the skills!
    These are basic skills affiliate marketers learn first off, so just pivot and see the opportunities around you.
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  • Profile picture of the author jamessmithpro
    Such a great informative article you have shared with us and the details you have shown. I really love the article you have mentioned and it looks great to see such amazing content in 2021 with such amazing references.
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  • Profile picture of the author milliejack
    It's a good read, especially for B2B marketers. I believe the marking landscape is expanding with each day and there are countless trends and opportunities for marketers.
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  • Profile picture of the author writeaway
    Looks like any B2B outreach campaign needs a firm foundation of SOCIAL PROOF.

    Good thing social proof can be 'accelerated' through outreach and content marketing
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  • Profile picture of the author Eagle07
    "They're going to move from the back seat to being co-pilots with the sales organization - I think that's new. They're taking responsibility now for what the sales people can't do, and that's digital selling. ABM is all about digital selling: doing what sales people used to do on the golf course, in face-to-face meetings, and trade shows, is now being done through highly personalized, sequenced messaging. More and more responsibility for the marketing people to drive growth. Our customers' space is typically very sales heavy; marketing has traditionally been there to do the trade shows and make the website look nice, but it's never been a growth driver in the business."

    I love this.. most of us marketers here can now position ourselves easily in assisting this traditional businesses go digital and share a good profit on the process.
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  • Profile picture of the author Asim Arman
    Understanding where your cosumer attention is and using the right leverage to gain them has never been easier and less costly. If business are not in the social space they will not be relevant in the new world
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  • Profile picture of the author brettb
    I made a fortune in B2B software. All you need is some expertise of a specific vertical and someone to code a solution to a problem.


    If you want to make billions (rather than millions) then choose a niche that's awash with cash (law, insurance = good, education, medicine = bad).
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