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B2B Marketing and Sales: Four Directives for Change

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TLDR:

Business heads were asked what would they change about B2B marketing and sales if they could change anything. The top four answers were: Market to humans, teamwork includes marketing and sales, invest in workers, and don’t focus on technology to the point of paralysis.

Growth is not a means to an end. It is, rather, the process of continually expanding. That means change. B2B business leaders were asked through LinkedIn, “If you could change B2B marketing and sales, what would that change look like?”

As a whole, their answers reflected one of four common themes.

The first theme these business managers spoke of was marketing to humans. Although it might seem obvious to some, especially given that marketing is a science designed to help others through appeal, there are a great many who treat it as a purely mechanical process. Marketers have the responsibility to bring back natural conversation without spam. It may be why Adobe is trying to put forward a B2E model: Business to Everyone.

The second thread that the LinkedIn responses played to was the call for organizational unity. The whole goal of AABM, in fact, is to foster better collaboration been marketing and sales. But ABM is so much more than just marketing and sales working together. It’s everybody functioning as one to achieve the same goal,

Next in the procession of common ideas found in the LinkedIn responses was the habit of investing in workers. Too often, workers are hired with the expectation that once they arrive, they’ll be able to solve everything that has gone south in the organization. If companies don’t have the proper internal and external structures in place in their organization to help these new people succeed, not much is going to be fixed.

The last habit the business executives referred to on LinkedIn was the pain in the side of B2B marketers ever since ABM began—tech focus. In ABM, many organizations think it’s all about the technology—so much so that these same organizations are crippled by the very technology that’s supposed to help them.

Taken together, business heads would have B2B marketing and sales teams work together better by investing in each other so they can make better choices marketing to humans.

Original article from MarTech Advisor on 17 May 2019. 

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The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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