B2B Marketing: What Separates The Best From The Rest?
A gulf has cracked open in the world of marketing and it’s only getting wider. The successful marketers are getting better, and the rest are being left behind.
So which side are you on?
Industry leading marketing automation software company Marketo, an Adobe Company, has had a look at what separates the good from the bad in Australian B2B marketing in this free report.
And it turns out successful marketing can be as easy as crunching some numbers and planning ahead.
Best-in-class marketers are those measuring ROI.
But this isn’t just spitting out a number at the end of a campaign.
It’s a clear focus on methodical, end-to-end measurement that includes pipeline performance reporting, sales qualification/close rates, campaign attribution and customer engagement.
Best-in-class marketers were three times more likely to measure ROI effectively, however, only 17 per cent of respondents described their marketing ROI as “measured and communicated”.
It is little wonder that the number one marketing challenge for Australian marketers is proving marketing impact and ROI.
Marketo, an Adobe Company, head of marketing ANZ Lauren Adam took on her role at the beginning of last year.
She described the importance of establishing clear objectives from day one.
“I was tasked with getting my house in order immediately,” Adam said.
“This meant being clear on ROI and marginal ROI to justify additional, incremental funds and finding hacks to stretch the technologies we had further.”
Betting on the future
The top marketers are adopting an account-based marketing (ABM) approach… but this doesn’t necessarily mean it’s working.
ABM – defined as a strategy that focuses on sales and marketing resources on personalisation – is one of the hottest trends in 2019.
The research shows 38 per cent of respondents are using ABM, while in large companies this figure is 45 per cent.
Although popular, its effectiveness remains unproven.
Only 27 per cent of respondents said ABM is delivering ROI.
But with long B2B sales cycles, it might be wise to wait a little longer before you put a line through ABM.
Technically speaking
It is no secret digital technologies have and will continue to change the very nature of marketing.
But for many marketers, implementing these technologies remains a key challenge.
Many are unaware of the time and cost required to effectively by these deceptively intricate systems.
B2B Marketing Leaders Forum founder Emma Roborgh described her experience.
“We spend at least three times the stack cost on support and training per year, something we didn’t understand was necessary when we originally made the investments,” she said.
“These systems are complex and you must have the right skills in or outside of the business to manage them.”
What’s more, with the abundance of ‘martech’ solutions now available on the market, marketers are struggling with choosing and optimising their selected technologies.
And similar to measuring ROI, the ability to implement marketing technologies is emerging as a differentiator between best-of-class marketers and the rest of the field.
Automation is leading the way when it comes to these technologies.
The research shows 57 per cent of respondents are now using a Marketing Automation Platform (MAP), with 65 per cent of these having integrated their MAP with their CRM.
Programmatic media advertising, dynamic content marketing, chatbots, predictive data analytics and campaign recommendation engines – all systems backed by artificial intelligence technology – are now used by Australian marketers.
Think of the customer
As the balance of power in B2B marketing continues to shift from seller to buyer, Customer Experience has emerged as the ‘new frontier’.
And the research shows respondents want to understand their customer’s needs, with 70 per cent developing CX journey maps, personas or both.
Optimising customer experience was listed as a top challenge by 46 per cent of respondents, while on the flipside, 64 per cent listed it as one of their key objectives for 2019.
There is also a demand to utilise data and deliver a personalised experience to customers.
Deakin University head of department and marketing Professor André Bonfrer had this prediction for marketing in 2019: “B2B CMOs will be incorporating more B2C approaches and B2C mindsets,” he said.
“The divide between the two domains of marketing is narrowing.”
For all the answers on what separates good and great B2B marketing, you can check out the full report here.
Please login with linkedin to comment
automation B2B Customer Experience marketing automation platform marketoLatest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.