As I talked with many marketers at the recent SiriusDecisions 2017 Summit, I heard a similar theme repeated in several of my conversations. The pace of change in B2B marketing. It’s fast. Really fast.
Marketers are stepping up their game, and they’re doing it in record time. So much the better! Today’s buyers’ expectations don’t stand still. Neither should we.
But while change is exciting, it can also be intimidating: What exact areas should you focus on? What concrete steps can you take to ensure you’re using the best strategies, techniques and technologies available? Are your peers leaving you behind, taking your potential buyers with them?
To help you answer these tough questions, we’ve created a modern marketing assessment that evaluates your marketing in seven different areas. We then average users’ scores into real-time benchmarks you can use to see how you stack up.
Based on those benchmarks, we can see that today’s marketers are modernizing fastest in two areas. Are you keeping up? Read on to find out.
1. Creating Buyer-centric Experiences
“Know your buyer” is a great mantra for truly modern marketers. According to Gartner, 64% of buyers make purchase decisions based on overall experience, not on price. Those buyers want an experience that speaks to their unique wants, needs and concerns. If they don’t get it, they’re likely to choose another seller who understands them better.
Successful marketers put buyers at the heart of their marketing strategies. They use detailed buyer personas to create tailored, buyer-centric experiences. And they’re doing it well. “Marketing strategy” was the second-strongest category for marketers who took our assessment, with an average score of 57/100. For top-performing marketers, that number increased to 69/100.
There’s still room for improvement there. But if you aren’t basing your marketing strategy on B2B buyer personas, it’s past time to start.
2. Leveraging Marketing Technology
With thousands of solutions on the market, martech can be tough to wrap your head around. But these days, it’s almost impossible to do your job without it. According to SiriusDecisions, today’s buyers advance through 70% of the purchase journey online, without contacting a salesperson. The right tech foundation can help you create digital marketing programs that reach and engage buyers where they are.
But no one platform can do it all. The most effective martech foundations have multiple integrated systems that engage buyers at every point in the digital purchase journey.
Getting your tech together isn’t always easy … but many modern marketers are making it work. Marketers who took our assessment scored highest in our “technology” category, earning an average score of 58/100. For top-performing marketers? An impressive 81/100.
Has marketing technology been on your company’s back burner? Now’s the time to zero in on your martech foundation. Your peers already are.
If you’re ready to modernize your marketing faster, you’re in luck. The first step is simple: Find out where you stand by taking our modern marketing assessment. In just five minutes, you’ll get access to live benchmarking and custom tips to improve your marketing. Plus, follow-up is user-driven, so you’ll get only the level of support you need.
Want to learn more? I recently recorded a short video walk-through that introduces the assessment’s main features. Check it out below.
Then, when you’re ready, take the assessment and put the pedal to the metal on your modern marketing journey!