Our Thoughts on the Latest B2B Marketing Trends
Jun 4, 2015
Ad Age recently published the article, Forrester Analyst Says Relationships Are the ‘Key Thing’ in B2B. The interview with Laura Ramos, VP-principal analyst at Forrester Research, focuses on trends in B2B marketing, highlighting relationships, and more specifically, customer experience.
We’ve added our own thoughts to Ramos’ key takeaways from BMA15 and her insights on the latest B2B marketing trends.
“It’s so refreshing and telling of our times to hear marketing leaders start talking about the marketing organization as a strategic component of the overall marketing mix. 100% of the time, the environment (organizational structure, prioritization of tasks, processes, leadership, cultures of data and measurement) will make or break your marketing. More and more of us are beginning to understand that all marketing problems are well-cloaked people & org problems. Empowering your people within a modern marketing org (people-centric, digital, agile, playbook-oriented, transparent, data-driven, systemically organized and results-oriented) is truly the recipe for success.”
Steven Keith, Executive Director – Strategic Consulting
“Ramos has identified a shift in the marketing landscape that many businesses have either skirted or fully ignored…the growing importance of favorable customer service experiences and ultimately, the role these play in the overall marketing of the brand.
It no longer suffices to only have marketers focus on the front end, as Ramos pinpoints, marketing has to become “a steward for the customer’s entire lifetime” from building awareness to ensuring a positive, ongoing experience.”
Meg Crawford, Content Strategist
“I liked Ramos’ perspective on marketing’s role beyond the initial point of sale…our role in helping to shape the continuous customer experience with a brand (a flat, linear buyer’s journey that ends with “purchase” vs. a messy, non-linear journey that has no end point). Instead of marketing as a lead generating machine, marketing as a system that continuously cultivates experiences, conversations and relationships with other humans: prospects, influencers (internal and external), as well as customers.”
Cait Smith, Executive Strategy Director
“When working with influencers to connect to your customers, it’s imperative to make it a mutually beneficial experience. So it’s not just what we (or our clients) want to say or get out of it, the influencer needs to get something too – what that is definitely varies with who they are and what they care about.
It starts with simply being transparent about what the engagement and relationship is for and asking, “what can we do to supplement or assist in anything you may be working on or would like to work on?” Maybe they really want to conduct a survey on something their readers really care about and just need a sponsor or brand to partner with. Or maybe they have always wanted to get a behind the scenes look at a facility or a one on one conversation with a usually unobtainable executive that their audience would like to hear from.
You don’t know the answers to those questions until you ask. And I’m totally with her on not being so reliant on technology to create relationships – go out and have a cup of coffee or a drink with someone once in awhile (or better yet, once a month or more)!”
Brittany Kotary, Influencer Relations Specialist
What do you think about points made by Ramos throughout the article? Would you add anything? Reach out to us on social media and let us know!