B2B marketers – Join the revolution!

The revolution is here. We are in the midst of a change that challenges the definition and future of the marketing function. A new era of marketing started, also in B2B. According to Lisa Arthur, Chief Marketing Director at Aprimo (B2B marketing software solution supplier) we have no choice: “You have to join the revolution.”

Before we saddle our horses on our way to victory, we must determine our strategy first. What does our journey look like? Who is in the frontline and who will fall? Lisa Arthur gives us some insights and an approach in times of great change.

A revolution is considered as something big and threatening, but Lisa Arthur is primarily excited: “A revolution is frightening, but the marketer as a change marketer should be excited!” The market has changed dramatically because of social media and the changing needs of the buyer. And the market is still changing every day. But with every threat come possibilities. Lisa defines three types of marketers:

1. The marketer who realizes that the revolution has begun and who is facing the battle in the frontline. These marketers drive the new era of marketing.
2. The marketer who realizes the revolution has begun but is waiting for the frontline to free up the path.
3. The marketer who is putting his head in the sand and who is still driving the business ‘as usual. These marketers will fall.

The frontlines are the data geeks

The front-runners have guts and are not only embracing the change, but they are also driving it. We have to stand on the frontline. But how do we equip for that? What skills do we need to go to battle? Lisa has only one answer: We have to become data geeks.” We must seek an alliance with IT and technology and see them as an essential partner in this battle. If we don’t, we have already lost the battle in advance.

This means we, marketers, have to change and learn new things, especially when it comes to technology. That will not be an easy task. Technology is not embedded in our DNA. We are raised with guarding our brand and we are using our creativity to chase the crowd with slogans about how great our brand is. This doesn’t work anymore.

The outside world can no longer be influenced by our marketing propaganda. Buyers will base their decisions on different criteria than we are used to and buyers have to feel personally engaged with our brands. The way we used to practice B2B marketing has completely changed. We have to start listening to our buyers. Therefore, technology will be your new best friend.

By using smart technology software, in our case marketing automation, we can optimize processes and are able to listen to the outside world. We can discover what our buyer expects from us and stay up close to the changing marketing landscape. It is clear we have to change our strategy, but where do we start? Lisa Arthur: “It is a journey, you can’t do it all at once.” We must not have the ambition to win the battle in one go. We have to give ourselves time to chase small victories.

Collaborate, listen and ‘keep moving’

“The first step is breaking down the silos between IT and marketing”, Lisa says. We must work together with IT and understand their language. We have no choice. Because we no longer control our brands and without embracing technology we have no clue what buyers say about us or want from us. According to Lisa, we have to start our battle where it hurts the most and we have to realize that it is a journey.

• First of all, make it about your customer and not about yourself. Listen and ask questions. Try to find out what your buyers’ needs are.
• You need everybody within your organization on board. Think about a creative compelling vision. Where do you emotional strike everybody with your anthem?
• Minimalize your risks for big failures and begin your journey step by step.
• Realize that you will make mistakes, but keep in mind – every small step is one step to success.
• It is all about doing, it helps us to learn to get better along the way. So, keep moving.
• And, share your victories. The more people engage in your revolution the sooner the battle is won.

Create ambassadors

Engaging with people is an important aspect. Marketing is no longer about the transaction itself. We have to make fans of our customers. The relation aspect is as important as the transaction itself. The power of creating ambassadors should no longer be underestimated. They are crucial in a believable revolution. Lisa: We don’t longer control our brands or what people say about it, but you can control transparency and engagement to make it right.” That’s all we can do. And B2B marketing technology will be our strongest and most compatible partner in this battle.