B2B Marketing Strategist Helps Companies with Complex Sales Get Relevant and Grow | Speaker | Author of 2 Books | Workshop Instructor
If your #B2B buyers take 6 months to purchase your solution, they're spending 4 of those months (on average) researching, educating themselves, and internally discussing options to create a Day One list before they ever talk to your sales rep. B2B marketers have a huge opportunity to drive pipeline but somehow we've lost the unifying thread for orchestrating compelling buyer experiences. This is evident by the growing length of buy cycles and opportunities that end in no decision. Somewhere along the way, we thought it was a good idea to divide up marketing into siloed areas of tactical execution. - We separated brand from demand. - We created standalone social marketing teams. - We decided lead gen was a download. - Then we needed growth, so we added a performance marketing team and an ABM one. - And even more teams, more silos, more disconnection, and friction. We have turned the problem-to-solution quest into a convoluted maze that confuses more than it helps — not only us but our buyers. Rather than one voice, we speak in many tongues. Buyers who visit us on one channel can feel like aliens have landed when they run into our brand on others. It's time to take orchestration seriously - and that means building from a strategic foundation. Given that 62% of CMOs say they don't have budget to execute their 2024 plans, the efficiency and relevance gains from well-orchestrated marketing can help turn the tide... #b2bmarketing #contentstrategy #buyerpersonas