An Introduction
In the world of B2B marketing and sales today, targeted campaigns need to leverage complex tech ecosystems to effectively keep up with their modern buyers' needs and digital behaviors.
The MarTech industry has seen over five thousand percent growth from the period between 2011 to 2020.
If we think about that then it surely sounds like we’ve come a long way, and in many ways, we have.
However, just because our technological landscapes are growing doesn’t necessarily mean our businesses or our relationships with others are any better off.
On the contrary, with all the new technologies popping up left and right it’s all too easy to believe that they can solve all our problems. Not so.
Successfully finding the right solutions to our different human needs never starts with tech; this process needs to start and continually be centered on the problems and the goals of people.
B2C Marketing and Sales seems to understand this principle in ways that its B2B counterpart does not... yet.
As B2C consumers, we not only constantly want and expect increasingly better experiences, products and services. We also know that today’s level of tech and innovation can make it available to us.
However, if we look beyond the consumer perspective and extend it to B2B buying scenarios, it's clear that buyers expect much more than what most B2B companies can currently provide.
B2B organizations simply get too stuck in old processes that are difficult to scale, are too dependent on physical presence, and remain stubbornly reliant on offline assets or hard-coded procedures.
B2B marketers and sellers say they're all about technology and “digital transformation”, but how and if that actually materializes is a different story.
In this ‘new’ digital-first era, we need to ask: How can we do better?
Well, we turn to the leaders at the forefront of marketing technology to offer guidance and vision.
NEW! Manny Medina from Outreach explains how B2B buyers now expect the same experiences of B2C buyers, which he says is only possible with the right digital transformation, driven by data.
Jim Kaskade from Conversica uses a cultural lens to explain the growing need for augmented workforces that blend both human and AI capabilities to meet the needs of today's buyers.
Etai Beck from Folloze calls on B2B brands to rethink their strategies with a more buyer-centric mindset that's not only supported by next gen operational models and MarTech stacks, but also led by what he calls "The Frontline Marketers".
Jeremy Bloom from Integrate provides insight on the shift from Account-Based Marketing to Precision Demand Marketing – advice on omni-channel demand strategy that no B2B leader can risk ignoring.
David Cancel from Drift talks us through our progression from the Brand and Demand Gen Eras to the Revenue Era of today, where Conversational Marketing and AI are paramount to success.
Nick Mason from Turtl sheds a light on the emotive and psychological dimensions of B2B decision-making and information processing – a seemingly intuitive yet traditionally overlooked approach.
Read on to discover more about how these leaders believe B2B organizations can blend conventional wisdom with challenger vision to ultimately seize new opportunities up ahead.
