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We’re sharing the B2B marketing articles that got our attention last month. Among the October topics:

  • Gen Z jumps into the B2B fray
  • Marketers look to bring that B2C customer experience to the B2B world
  • Sales-marketing alignment

And more.

1. Nintex Research Shows Gen Z Have Influenced Purchases in 80% of Businesses — Shane Schick via B2B News Network

Unlike Millennials, many of whom witnessed the rise of technology and the adoption of now ubiquitous devices like smartphones, Gen Z has never known anything else. And that’s one of the reasons why they are starting to influence business purchases. Their colleagues recognize that they are simply more comfortable and knowledgeable about technology than any previous generation, and their opinions are therefore valued.

That means you need to start thinking about Gen Z in your approach to marketing. And that isn’t going to be easy. They use non-traditional media sources and they are easily distracted, which can make them difficult to target.

Key quote:

“Marketing groups are challenged to break through this noise and communicate a motivating message. The messaging must be laser-focused on specific pain points and needs,” Simpson said. “As tech brands identify opportunities, they should specifically focus on Gen Z as potential buyers and purchase influencers.”

Nintex Research Shows Gen Z Have Influenced Purchases in 80% of Businesses — Shane Schick via B2B News Network

If you thought Millennials were tricky, Gen Z is going to be a real challenge.

Read the rest: https://www.b2bnn.com/2019/10/nintex-gen-z/

2. B2B Marketers Look to Match B2C in Level of Customer Experience – Jennifer Cannon via MarketingLand

Data – its collection, governance, and management – remains the biggest obstacle for organizations trying to create a customer experience that woos prospects and generates loyalty among customers. In B2B, however, the challenge is multiplied because you’re not talking about buyers, you’re talking about committees.

According to research from Dun & Bradstreet, nearly 90 percent of B2B marketers think their organizations need to be as focused on customer experience as their B2C counterparts. But more than one-third cited the inability to use the data and tools they already have in place as an obstacle.

Key quote:

“Without the ability to centralize the many aspects of customer and prospect data, it is very difficult to see customers holistically at both an account and individual level and deliver a personalized and consistent customer experience to each. Simply put, informed and personalized omnichannel experiences mean more sales, stronger loyalty and greater long-term customer value.”

B2B Marketers Look to Match B2C in Level of Customer Experience – Jennifer Cannon via MarketingLand

Read the rest: https://marketingland.com/b2b-marketers-look-to-match-b2c-in-level-of-customer-experience-269366

3. The Rebirth of Enterprise Sales – Hank Barnes via The Gartner Blog Network

One thing that often gets left out of claims that buyers are 70 percent or 80 percent through the purchase process before they engage with sales is what exactly they’re buying. Complex sales require talented sales professionals. No one is dropping budget on major purchases without some human interaction.

Gartner found that among the most successful B2B tech purchases – the ones that are delivering for the buyers – sales plays a vital role in helping customers sort out information and make the right choice.

Key quote:

Customers are leaning on sellers to help them learn about new solutions and make sense of all the information out there. Sellers are as important to them, or even more, as trials, detailed product content, and even independent sources. This is particularly true for the best situations–the high quality deals where customers are succeeding and vendors are in a good position to retain and grow accounts.

The Rebirth of Enterprise Sales – Hank Barnes via The Gartner Blog Network

Read the rest: https://blogs.gartner.com/hank-barnes/2019/10/22/rebirth-enterprise-sales/

4. The Great American Love Affair: B2B Sales And Marketing – Ray Schultz via MediaPost

No one will confuse sales and marketing with Bogie and Bacall (historical reference for the younger among us), but in certain circles, the dance of these two vital functions has drawn quite a bit of attention.

What we see here is that it’s pretty easy for sales and marketing to say they’re aligned. And it’s also fairly easy for them to agree on what it is they are aligned about. But there’s another aspect at play here: Are the things you’re aligned on actually working to grow the business?

Key quote:

Almost all companies think their sales and marketing teams work well together. But 66% of those who say they are well aligned and 66% of those who feel they are very well aligned show negative performance and pipeline growth, according to a new benchmarking study by LeadMD and Drift.

The Great American Love Affair: B2B Sales And Marketing – Ray Schultz via MediaPost

Read the rest: https://www.mediapost.com/publications/article/342568/the-great-american-love-affair-b2b-sales-and-mark.html

5. B2B Tech CMOs on Leveraging Data to Strategically Cater to Buyers – Lucy Koch via eMarketer

Five tech CMOs weigh in on how data and technology are changing the job. There are some familiar themes here that go beyond the raw data and technology angle, such as customer centricity, community and storytelling.

As you invest in the science of marketing, it’s important to remember that there’s art to this industry as well.   

Key quote:

“Ultimately, marketing is a combination of art and science, so unless you have a compelling story, what good is all the other stuff? And when I’m thinking about crafting that story, I don’t just look at customers and prospects. I also focus on our employees because they articulate our culture, and our culture is our differentiator.”

B2B Tech CMOs on Leveraging Data to Strategically Cater to Buyers – Lucy Koch via eMarketer

Read the rest: https://www.emarketer.com/content/b2b-tech-cmos-on-leveraging-data-to-strategically-cater-to-consumers