B2B Marketing Has Changed. Are You Ready?
B2B marketing has changed, and so has your team’s role in the account journey. Sellers are taking a much bigger role at the top of the funnel, while marketers must do more at the bottom of the funnel and to support account growth post-sale. More businesses are focusing marketing effort on retention and growth from existing customers in addition to topline growth. Your team must evolve from sequential “lead passing” to provide ongoing guidance and collaboration, working together with sellers on a series of simultaneous plays that move each member of the buying group through an account journey.
Successful B2B marketing requires you to guide account journeys that consist of long-running, coordinated plays where marketers and sellers work together at every step. Be aware of the dynamics changing the role of marketing so you can adapt and thrive.
Marketing No Longer Owns the Top of the Funnel
Privacy regulations like GDPR and CCPA and the growing use of sales engagement tools mean sales may send more email than marketing does. Marketing can help sellers prioritize what to send, what to say, and who and when to call.
Marketers Must Do More at the Bottom of the Funnel
Buyers don’t stop engaging with marketing resources as at later stages of their journey, and Sales can’t cover every person in a complex buying group at all times. Simultaneously engaging multiple personas via multiple channels is what Marketing does best.
Non-Linear Buying Breaks the “Baton Handoff” Model and Metrics
The buying process is increasingly non-linear, which means the old handoff from marketing to sales no longer makes sense. Revenue teams must remain informed and aligned at all stages and measure impact to reflects this shared journey.
Recurring Revenue Puts More Focus on Post-Sale
Most marketers are asked to focus on new business, but in many companies a majority of revenue is generated after initial sale. Whether retention or cross- and upsell, marketing’s toolkit is powerful for account expansion, not just acquisition.
Inbound Marketing Won’t Reach Everyone You Want
Inbound marketing results have flattened at the same time companies are shifting to focus on winning deals at accounts that match their ideal customer profile (ICP). Over-reliance on inbound means marketing won’t reach some of the most important prospects.
Cross-Channel Coordination Raises the Odds of Breaking Through
The explosion in marketing noise has made it difficult to reach buyers through digital channels alone. Coordinated human and digital touches stand raise the odds of delivering experiences that stands out to buyers.
Engagio’s Account-Based Engagement platform arms your team with the data, orchestration tools, and measurement capabilities they need for this new style of B2B marketing.
Run Cross-Channel, Cross-Department Plays
It’s much easier to cut through the noise with plays that combine digital and non-digital marketing tactics and personal outreach from sellers. With Engagio, your team can scale these plays to more of your best-fit accounts.
Engagio customers have experienced:
» 25% of pipeline created from warm prospecting powered by Engagio
» 30% increase in overall pipeline
» 10% improvement in pipeline velocity
Engagio is the only platform that is both people-and account-based, so you can craft interactions that are meaningful to the person you’re engaging in the context of the account that’s moving through a customer journey. You can support multiple go-to-market models and measure them differently too.
Align Marketers and Sellers
Your most important success factor is how well your team can work with sellers. According to SiriusDecisions, when teams are aligned across the revenue organization, they see an average of 19% faster revenue growth and 15% higher profitability.
The most fundamental first step is for marketers and sellers to look at the same data, and Engagio makes this simple. Marketers get an account-based view of their campaigns, and sellers see demand signals, marketing activities, and engagement insights in Salesforce.
Ninety-five percent of customers using Engagio report better Marketing and Sales coordination on programs.
Measure ROI and Impact
Engagio Dash offers multi-touch attribution and advanced journey analytics so your team can measure the impact and ROI of every interaction, including marketing campaigns and sales touches. The only multi-touch attribution solution that’s account based at its core, Dash supports more effective budgeting and gives you a way to easily prove Marketing’s impact, even on early funnel stages.