Exploring the lasting effect the pandemic has had on the B2B buyer's journey. Learn how companies can meet buyers where they are looking for solutions by providing valuable content for every step of the journey.read more
The effort to apply B2C tactics to the B2B sale has hurt B2B marketing significantly, created false expectations, and underserved our customers. Here's where B2B marketers should be focusing to see results.
It’s critical to understand the role that cheap capital and a growth-at-all costs mentality have played in creating a culture of unrealistic expectations from executive leaders on their go-to-market teams, specifically in venture backed technology companies. Shortsightedness and impatience are the achilles heel of many upstart and growth stage companies. At best, it yields burnout and a rapid depletion of cash that’s critical for survival. At its worst, impatience can lead to impulsive decision making, and in many cases, the premature death of a company that never really had the proper chance to show its value to the market.
In this post, we’ll explore six tactics B2B marketers can implement to adapt to the shift in customer behavior and position themselves to be in an ideal situation when client budgets come back.
Though a recession might seem less likely than it did around New Year’s Eve, most companies are still keeping an eye on unnecessary spending, and marketing departments accustomed to hearing “yes” maybe be increasingly hearing something else, or at least be getting used to defending spend.
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