This rather provocative title is actually "borrowed" from a series of very insightful BLOG posts by Laura Ramos of Forrester. She just published a great research piece entitled "How to Avoid B2B Marketing Obsolescence". This marks the final piece that started with a series of Forrester BLOG posts by Laura in October 2008 that asked if B2B marketing will become obsolete.
Her final BLOG post yesterday summarizes the research study (in case you want the short version of the research report above). I could not agree with Laura more on her conclusions. Rather than jump on the band wagon with more comments from me, I welcome your feedback on this topic.
I would especially like to hear what approaches you are prioritizing now and what type results you are seeing. You can either post your comments here or shoot me an email.
Thanks for listening (and reading).
I just spent the morning preparing for this post by reading all the predictions from all of the so-called experts on what will happen in B2B marketing in 2009. The number of BLOG posts and predictions is endless, but taking the time to read them is worthwhile. I listed the best below, but just google "2009 B2B Marketing Predictions" and you can have a field day!
Why read them? Because it provides insights into where the various experts in all aspects of marketing feel things are heading. More importantly, I find that the predictions are more of a precursor to what B2B marketers should be focusing on to succeed in what will easily be the toughest market in my life time.
Rather than take the predictions approach, my list will focus on where B2B marketers should place their bets in 2009. I already weighed in on this topic with Andrew Gaffney in last week’s issue of the DemandGen Report in an article entitled, “Demand Gen Experts Suggest Shifting Campaign Strategies to Create Prospect Dialog in 2009”. It is clear that marketing budgets are being reigned in as the recession takes hold which creates the challenge of how to do get greater results with less funds and resources. Believe it or not, that goal is not so hard to attain if we are clear on our strategic goals and match our marketing investments accordingly.
So here goes:
So here goes:
Now more than ever, buyers of technology solutions and services are only interested in hearing from and speaking with experts for the problems they are most interested in solving. Without exception, all of companies I deal with have expertise that buyers value. The problem for many is to develop and deliver that expertise to a target audience in a meaningful and differentiating manner to capture that audience’s attention.
Now is NOT the time for knee-jerk reactions where you pull back from marketing programs that clearly deliver results. Phil Lay at The Chasm Group Advisors wrote one of the better pieces on turning the current downturn into an opportunity. Phil states that, “these are times when, to echo Warren Buffet’s famous saying, sound – even contrarian – thinking can guide you to strategy that differentiates your company from its closest competitors, while most of them are still taking refuge in the bunker.”
What I have seen in the past 90 days is many B2B marketers have pulled back and reduced the number of campaigns, while the smart and committed ones have actually increased their lead nurturing campaigns to existing leads. I believe that buyers are trying to figure what they should do more of and less of during the recession to deliver results to their bosses and companies. Now is the time for B2B marketers to ensure they have strong thought leadership content delivered online that emphasizes repeatedly their expertise and how they deliver value in solving their audience’s problems.
I would love to hear your thoughts on this topic and for you to share how you plan to combat the effects of this recession.
Here are links to the top posts on 2009 B2B marketing predictions: