RV154 - “The Largest Issue in B2B Go-To-Market is DATA” | Demand Decoded
Mar 15, 2024
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Exploring modern B2B go-to-market strategies, Chris reveals the biggest issues in B2B marketing. He highlights the need for strategic investments, the role of outbound marketing, and the opportunity for forward-thinking marketers to make an impact. The podcast delves into evolving sales and demand gen strategies, challenges in SaaS businesses, and the importance of data-driven decisions for effective marketing programs and business growth.
Traditional inbound marketing methods are encountering pitfalls due to a disconnect between lead generation tactics, leading to ineffective outcomes.
Underinvestment in data analytics hampers companies' ability to align marketing efforts effectively, emphasizing the importance of holistic data analytics across departments.
Websites are often undervalued as crucial components of demand generation engines, hindering companies from maximizing digital presence and ROI.
Deep dives
Evolution of Inbound Marketing Strategies
Companies have encountered pitfalls in traditional inbound marketing methods. The disconnect between traditional lead generation tactics like lead nurturing and lead scoring resulted in ineffective outcomes. Customers were not converting in the expected manner, leading to a shift in approach towards inbound strategies. The transition involved focusing on aligning marketing efforts with evolving customer buying behaviors to improve conversion rates and overall marketing effectiveness.
Data-driven Decision Making and Marketing Investments
The significance of leveraging data to drive strategic decisions in marketing operations is underscored. Companies tend to underinvest in operations and data analytics, hampering their ability to align marketing efforts effectively. The challenge lies in reconciling marketing investments with tangible results and reevaluating traditional metrics to ensure a holistic view of performance. Emphasizing holistic and aligned data analytics across departments to make informed decisions and drive efficient resource allocation is deemed crucial.
Website Optimization and Investment Strategy
The podcast highlights the underinvestment in websites as crucial components of demand generation engines. Websites are often viewed as marketing assets rather than integral business assets, leading to missed opportunities for conversion optimization and customer engagement. Suboptimal website investments hinder companies from maximizing their digital presence and potential ROI. Shifting perspectives to enhance website functionality and user experience is essential for boosting customer interactions and driving business growth.
Shift from Traditional Models to Influence Model in Go-To-Market Strategy
The podcast discusses the evolution in go-to-market strategies from traditional sourced models to influenced models over the past three years. Companies have transitioned to influenced models where multiple budget line items can take credit for closing a deal, leading to bloated and inefficient go-to-market processes. This shift has been driven by the influence of attribution vendors and ABM vendors promoting theoretical solutions that often fall short in practical implementation.
Importance of Data-Driven Decision Making and Operational Infrastructure in Go-To-Market
The episode emphasizes the significance of data-driven decision-making and establishing operational infrastructure for effective go-to-market strategies. It highlights the need for accurate data analysis to inform decisions across the entire go-to-market team, ensuring alignment and efficiency. By focusing on core KPIs, forecasting, and tracking, companies can optimize marketing investments, drive customer-centric actions, and enhance overall business growth.
Chris joined Dan Stillgoe and Phil Vallender on the Demand Decoded podcast to to decode modern B2B go-to-market strategies.
As an innovator in B2B go-to-market, Chris shares an inside look at his journey to developing a modern approach to demand gen.
He dives into the biggest problems plaguing B2B marketing today, including where companies waste budgets and where they should strategically invest more. Chris highlights a major opportunity for forward-thinking marketers to make an impact right now and shares some honest thoughts on the role of outbound marketing in an effective go-to-market engine.
Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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