B2B Excellence - The real driver behind the lack of innovation. Incentive.

B2B Excellence is a weekly newsletter that curates the best B2B marketing content from the brightest minds in our industry.

?We include the perspectives from a variety of enterprise marketers, stories from fast-growth businesses challenging the conventional ways of working and thinking, and the top 1% of B2B marketers shaping modern-day practices.

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Article 1 – The real driver behind the lack of innovation. Incentive.?

The most effective routes to market will differ somewhat from brand to brand, based on market maturity, budgets and category, but the general guidance is well documented, various case research outlines the clear benefits to long-term brand building, the effective use of different channels, the role of emotion led creative, and a healthy balance between brand and performance, the list goes on…

Despite this continued evidence, many B2B brands turn a blind eye to reels of supporting data that reinforce what sits behind successful brands.

To unlock great AND effective marketing you need something that enables you to measure it properly.

Most companies don’t, and it is usually because there isn’t much incentive to change how things have been done before.

?I love this from Chris Walker? - “Marketing teams don’t Create Demand because their attribution models & KPIs don’t incentivize them to do it. And it’s really that simple.”

It takes a lot of bravery to challenge ingrained internal beliefs and the status quo.

And the reality is, that marketing folks are often measured with short-termism in mind, with systems and processes geared towards measuring dated ways of working.?

Companies offer little encouragement to change this process, marketers are remunerated and rewarded based on these historical ways of working.?

?So, what are the incentives to change?

Your buyer’s behaviour has changed.

?Measuring the effectiveness of your advertising needs to evolve to how these behaviours have changed.?

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Article 2 - The most challenging part of your GTM strategy?

Fantastic insight from a recent study delivered from the team over at Wynter.? CEO, Peep Laja shared this insight from VPs and CMOs on the most challenge part of the GTM motion.

In a world where it hasn’t been easier to write code and build products, the role of brand and positioning has never been more important.

This post delves into the 3 key symptoms, which are nothing new and old age problems. Sales and marketing alignment, targeting challenges and difficult articulating differentiation.

However, what’s changed is the landscape, and these issues are now more compounded than ever before.

Peep also goes on to state the 3 contrasts and correlations with those 3 problem areas.

Check out the original post here, with some great debate.

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?Article 3 – The biggest audience category for ad fatigue. Marketers.

There is no shortage of evidence online citing the role that marketers play with the premature change of ads.

Various studies and marketing academics have continuously suggested ads are not given enough time to wear in, before they get a chance to wear out.

Here is another study from System1 that reinforces this statement with an analysis of over 50,000 ads.

This post was inspired by this piece over at LinkedIn, which generated nearly 40 comments. Head over to the debate here.

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Article ?4 - Search Is Broken; Conversational Content Will Save?

Our most engrained internet behaviour has come under threat from disruption.

The end of search has been touted, fake news is getting more manipulative and the generative AI wars have started. This, in just the last year and a half.

How do marketers navigate through a sea of chaos, excitement and fear?

For the one thing that can save us, it can also replace us, or so they say.

Nice piece from Selena Cameron, the CEO over at SJR.

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Conversations, posts or articles I liked this week

?8 points to ensure the shift from lead gen / sales-led to demand gen and ABM

Why is launching a podcast not the next BIG thing when you work at the Enterprise level?

Forget “2024 marketing predictions." If you want to know 3 things I'm 100% doing in 2024 to grow brand and demand

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