B2B marketers and politicians have one thing in common: the need for quick wins in order to remain in power. Many marketers fall into the trap of “short-term-ism”, focusing on lead generation rather than long-term demand creation and brand-building. Marketers should prioritize long-term health by focusing on the 95% of customers not looking to buy right now, and communicating successes in terms senior leadership will understand.
Research suggests the optimum marketing strategy is a 60-40 split between long-term brand marketing and short-term activation. However, in many companies, most of the budget is spent on leads with little thought given to long-term results or potential downturns. To ensure customers remember the brand when they are ready to buy, marketers should focus on creating brand recognition and demand.
To prove the value of their work, marketers must speak in terms of revenue and growth, not vanity metrics or engagement. By better communicating with senior leadership and demonstrating their impact on pipeline velocity and bottom line, CMOs can build a successful career and have tangible business impact.
... continue reading below
What We've Got Here, Marketers, Is a Failure to Communicate (Marketing's Value)
Don't worry ... it's FREE!
Do managers think artificial intelligence will lead to fewer employees and lower salaries? To find out, researchers conducted a survey of 3,000 adults in the United States in management positions.
GTM captures the essence of B2B marketing and sales. The first critical step—the most vital element of any GTM planning—is to get management buy-in, which hinges on the quality and clarity of your GTM plan. Here's how to develop and communicate a solid plan.
During revenue headwinds and economic uncertainty, CFOs often turn to reducing marketing headcount and budgets. Yet, CMOs must still generate more pipeline and revenue. But how? Enter outsourcing—specifically, marketing as a service.
A survey of 1,252 workers in the United States found that meaning is the factor most strongly correlated with people wanting to stay at their job—ahead of growth, belonging, daily experience, and compensation.
The insights in this article are truly valuable for marketing and creative managers who must find the talent they need. But if you are that talent... it pays (literally) to know what exactly those managers will be considering in the hiring process. Find out how to be more easily hired!
The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.