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Posts Tagged ‘David Wieneke’

This week I’m publishing a four-part blog series — based on research I’m doing as part of the updated focus for my marketing book project.  This series takes a look at B2B demand generation today.  The first post provided an introduction to the series.  Parts two through four examine the three major challenges facing B2B demand generation.  The second post identified why technology, alone, is not enough to improve B2B demand generation.  Today’s post looks at the second challenge — exploring our continuing struggle as maketers to link marketing tactics to revenue outcomes.  ~ABN

So what does that average B2B marketing organization look like today?  And what are the challenges that organizations must overcome to get to best-in-class?

 

Challenge #2:  We still struggle when it comes to linking our B2B marketing tactics to revenue outcomes; thus, we have a hard time proving (and better targeting) the specific impact of investments in content offers and demand generation programs.

The Web 2.0 world has substantially changed the dynamics between sellers and buyers – changing the information consumption patterns of B2B buyers and resulting in a new era of buyer power.  One dynamic is the emerging importance of content and the impetus to adopt new content marketing processes

But we need to be able see the linkages between content consumption and revenue outcomes – both elasticity and ‘critical path’ – within a given persona’s buying process if we are going to be able to develop sophisticated content-based nurturing.  Yet seeing this type of linkage is in fact the Achilles heel for many B2B marketing organizations.

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