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The Realities of B2B Marketing in 2023:
👉 Lengthier purchasing process with more decision-makers and approvals involved.
👉 Buyers are not interested in superficial content, they expect high-quality, expert content to evaluate vendors.
👉 Intense competition to capture demand, while existing demand is shrinking.
👉 Budgets and resources are being slashed.
What Does This Mean?
1️⃣ Focus on existing accounts to expand revenue and prevent churn, as it is often the easiest way to grow.
2️⃣ Build a clearly defined Ideal Customer Profile (ICP) and understand how your best customers are buying by analyzing their journey and conducting interviews. Create content and activities aligned with key buyer journey stages.
3️⃣ Demand generation requires consistent efforts across multiple touchpoints, ensuring valuable content is shared through channels used by buyers. Never stop nurturing.
4️⃣ Foster alignment on ICP, buyer journey, key programs, and metrics. Develop common actions to warm up, nurture, and activate target accounts. Set up regular pipeline reviews and account engagement statuses.
5️⃣ Build a cohesive full-funnel marketing model.
6️⃣ Generate opportunities with potential customers who might not be actively buying but have challenges that your product can solve.
7️⃣ Define sources of engagement and intent data, segment accounts into tiers based on revenue potential, and create personalized solutions and activation programs by mapping your value proposition with their challenges.
