Why CEOs find B2B Marketers “Untrustworthy, Unimpressive and Disconnected!”

By Chris Fell, Managing Director, g2m solutions

Four out of five CEOs have trust issues with their marketing team and claim to be unimpressed by their work, a study by Fournaise Marketing Group has revealed.

Ouch! As a B2B marketing professional I find those findings very hard to read!

What could be driving such a resoundingly negative perception? The answer it seems is that marketers are disconnected from the core financial metrics of the business.

Fournaise surveyed more than 1200 CEOs in North America, Europe and Asia Pacific finding that 80% admit they don’t really trust and are not very impressed by the work done by marketers, while trust and value in the work of CFOs and CIOs was dramatically higher at 90% of the sample.

Jerome Fontaine, chief executive of Fournaise, believes “Marketers will have to transform themselves into true business-driven ROI marketers or forever remain in what 65% of CEOs told us they call ‘marketing la-la land’.” Continue reading

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B2B: 10 Rules To Generate Leads Via Content Marketing

Content marketing is the new black. It’s just sooooo fashionable!

This is somewhat of a surprise when you think about it, content marketing is hardly new. So why the renewed interest?

Consider this statistic: Marketing Sherpa reports well over 80% of B2B buyers start their purchasing journey online.

Your buyers are researching their options, connecting with their peers, all online and all without referring to you or your competitors. Good, useful, well constructed, valuable content is highly prized by buyers in an online world crammed with information that is little more than simply noise.

Your second job as a B2B marketer is to get your content into the hands of your buyers or at least in front of their eyeballs.

Get these two elements right and your firm will dramatically increase the quantity and particularly the quality of leads. With better quality leads, conversion rates will soar and you lead-to-revenue ratios will significantly increase. In short your funnel will flow more efficiently.

This is why content marketing is receiving so much attention presently.

Building a Content Marketing Strategy

So what is content marketing? It means building valuable content that you give willingly to your contacts, leads, qualified prospects and customers that expand their understanding of the issues they face, assist them to clarify what’s wrong, and help them understand how best to fix their problems – one at a time.

Content marketing should aim to trouble the buyers of your target market about the problems they face, to such a point and in such a way, that they take action. Without creating action, marketing is a pointless exercise.

But here’s the rub. It means you have to stop  Continue reading

The Heart of B2B Marketing Strategy Success

By Chris Fell, Managing Director, G2M Solutions

It’s just SO tempting for B2B marketers to want to target large juicy market segments and market an ever increasing portfolio of products to that audience.

The cold hard truth is that there is nothing less likely to succeed. When I broach this topic with the delegates at ADMAs B2B Marketing Strategy course, I often get quizzical looks. Surely the larger the market the better? There are more potential customers that just have to be a better place for us to fish! Doesn’t it?

In B2B marketing, being a small fish in a big pond isn’t fun. You get pushed around by the big fish, bullied, picked on; it’s tough to win in a fight. Think about the last time you were in a sales call and positioned your company’s value proposition with a client. Did you have to say “Ahhh yes, we are like {insert name of your sector’s dominant player} but cheaper/more flexible service/we bundle heaps of extra stuff for free”…sound familiar? Continue reading