Interesting but not critical for the DGs
Dec 19, 2023 2:06:57 GMT -5
Post by account_disabled on Dec 19, 2023 2:06:57 GMT -5
So many parameters with which we are incapable of proving any impact on demand.. This ties in with the CMO survey of theAMA (American Marketing Association) in collaboration with Duke and Deloitte: the vast majority of marketing directors believe that the impact of social networks on the bottom-line of the company is, at best, mediocre. This also matches the annual reports of the CMI (Content Marketing Institute) in which a high proportion of marketing directors recognize that their investments in content marketing do not really have results. The AMA confirms in a study published in early 2020: The decline of relevant content in BtoB. As a teaser to the study’s presentation text: “Most B2B content misses the mark.
If 36.5% of respondents are rather satisfied with their strategy (55% the previous Email Data year, a drop of 18.5 points in 1 year), the majority note that their BtoB content does not produce results and marketers do not have confidence in their ability to precisely measure the effectiveness of their efforts in this area. ” The article ends as follows: “while the important engagement criteria for companies are “lead conversion” (39.5%) and “sales opportunity conversion” (34%), marketers are more focused on engagement and personalization.” The criticisms made of BtoB marketing In BtoB (and in BtoC excluding FMCG), CEOs are waiting for qualified prospects, ready to buy, that is to say ready to be transformed into customers by salespeople.
But these CEOs are convinced that B2B marketers are especially interested in the latest technologies (such as marketing automation, lead gen or CRM). So many measures supposed to create demand but which do not bring the expected results in terms of expected growth. Marketers are too distracted by technology, jargon, tunnels, processes, scores and forget that technology is only a tool that does not create demand as such. Only good strategies and good campaigns that promote the right products, customer benefits, and good content are able to do this. BtoB marketers would have so much difficulty proving their effectiveness that they focus on lead or turnover conversion indicators (which are the salespeople's indicators) instead of focusing on indicators linked to demand and on which they have the hand.
If 36.5% of respondents are rather satisfied with their strategy (55% the previous Email Data year, a drop of 18.5 points in 1 year), the majority note that their BtoB content does not produce results and marketers do not have confidence in their ability to precisely measure the effectiveness of their efforts in this area. ” The article ends as follows: “while the important engagement criteria for companies are “lead conversion” (39.5%) and “sales opportunity conversion” (34%), marketers are more focused on engagement and personalization.” The criticisms made of BtoB marketing In BtoB (and in BtoC excluding FMCG), CEOs are waiting for qualified prospects, ready to buy, that is to say ready to be transformed into customers by salespeople.
But these CEOs are convinced that B2B marketers are especially interested in the latest technologies (such as marketing automation, lead gen or CRM). So many measures supposed to create demand but which do not bring the expected results in terms of expected growth. Marketers are too distracted by technology, jargon, tunnels, processes, scores and forget that technology is only a tool that does not create demand as such. Only good strategies and good campaigns that promote the right products, customer benefits, and good content are able to do this. BtoB marketers would have so much difficulty proving their effectiveness that they focus on lead or turnover conversion indicators (which are the salespeople's indicators) instead of focusing on indicators linked to demand and on which they have the hand.