How to Market in an Increasingly Digitized Industry

B2B Buying Journey Has Transitioned Online

As we’ve seen, the marketing and sales funnel has dramatically changed, especially since Covid 19 hit. Traditionally, marketing has been accountable for only awareness and interest, and maybe driving a little consideration. In the new paradigm, the marketing function drives sales all the way through the funnel to evaluation.

Some Marketing Functions Have Permanently Changed 

I asked the 80+ CMOs at my company, “What are your top predictions for what’s going to be permanently changed?”

How to Develop a New Marketing Strategy

If B2B business providers really want to have solid marketing execution—which is their website, SEO, and lead generation

• The company, truly understanding its strengths 
• The customers, what do they truly value 
• The competition, understanding what strategies are being deployed, especially digitally 

That then informs the strategy:

• How are we different?
• What is our unique value proposition 
• How are we positioning ourselves against competitors? 
• What do we need to do in pricing?
• How do we segment our markets?