What do you do if your B2B marketing relationships are not standing the test of time?

Reevaluate your B2B marketing relationships by engaging in open dialogue to understand partners' current challenges and objectives. Tailor your services/products accordingly to strengthen the relationship and adapt to evolving needs.

You may want to consider reevaluating your value proposition. Are you still meeting your customers' needs and growing together? If you are, strengthen communication and adapt. If not, explore other partnerships that are better aligned with your goals

If we are pressed for time, it means that we are struggling with other business priorities and may not be able to give attention to current clients. Perhaps we have forgotten that it is more expensive to find new clients than to take care of and create new solutions for the current ones. So, I recommend including the most important clients in our agenda every week, visiting them, and listening to them. Introducing new launches or products that they don't have yet can help them.

If B2B marketing relationships are faltering: Communication: Address concerns openly and transparently to resolve misunderstandings. Value Alignment: Ensure offerings align with client needs and expectations to maintain relevance. Relationship Building: Invest in nurturing relationships through personalized interactions and proactive support. Feedback: Solicit feedback to understand areas for improvement and demonstrate commitment to partnership. Adaptability: Stay agile and responsive to evolving client needs to sustain long-term relationships.

When your B2B marketing relationships with partners are faltering, a probable cause is that target group and value propositions have diverged over time. Engaging in open communication to compare Ideal Customer Profile (ICP) and value proposition is an obvious first step. Beware that it is likely that the documentation of your own ICP and value proposition needs to be updated to reflect current reality. And same for your partners.

Initiate open communication to address any misunderstandings or concerns in your B2B relationships. Transparency about capabilities and limitations fosters trust, while regular check-ins ensure alignment and adaptation to changing goals or market conditions, potentially reviving the relationship.

Getting close to the key clients after being absent, with a commercial business proposal, is the next step. My recommendation is to create a yearly business plan, negotiating new launches, new promotions, and sell-out plans.

Being involved in the commercial plans and understanding the consumer insights during the process enhances the commitment between us and the client, creating trust in this new partnership.

Understanding their consumers' insights, how their distribution channel works, who the key influencers are in the counter sales team, and what the main needs are, will help us create the most effective commercial plan and adapt the tactics to solve implementation challenges.

Exploring channels of engagement is super important. Build those relationships and "keep in touch" with them. It's easy to become an stranger when your networking has been solely online. Increase your channels, build follow up sequences with them, provide value, and see how you can help others. It will always be a positive outcome and contribute with you and your career.

Elevating your relationships to withstand the test of time demands a commitment to proactive communication and continuous improvement. By actively seeking feedback, adapting strategies based on client or partner input, and consistently delivering exceptional service, marketers can reinforce their value proposition and solidify their position as trusted allies in the industry.

When B2B marketing relationships falter, it's important to take a step back and critically analyse the situation. Start by reassessing both your own needs and those of your customer or partner - have they changed over time? Direct and transparent communication is essential: Address concerns, solicit honest feedback and establish a continuous feedback loop for course correction. Don't underestimate the power of adjusting strategies based on this feedback - it signals responsiveness and agility. Focus on consistently delivering value beyond the initial transaction. Consider the long-term relationship: prioritise nurturing relationships through personalised communication and anticipating future needs.