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B2B CMOs: From „The Lead“ to the Buyer’s Journey

Marketing needs to stop focusing on “The Lead” and start acting as a trusted resource not just for prospects and customers but also internally. Social media, transparency and buyer control have fundamentally changed marketing. Branding has been replaced by buyer enablement and delivering on expectations of outcomes, proof proofs, value and experience.

The buyer expects that suppliers intimately understand their business, how they define value and deliver on those expectations throughout the lifetime of the relationship. Any change in that experience impacts trust, credibility and, ultimately, the buyer’s confidence. Only by being relevant, responsive and reliable can B2B CMOs turn hard earned credibility into trust, internally as well as with buyers.

Ironically, the starting point for becoming a trusted partner is the same as beginning the transformation into a customer-obsessed organization. It begins with an intimate understanding of the buyers’ journey and operationalizing it externally as well as internally.

via What Successful B2B CMOs Will Do in 2014.

Take the statement in bold: I am not sure if the majority of our CMOs have got this. Seems, we are still living in the world of old metrics, lead and pipeline counting. Measurement is important, but we should adapt  the means to the  end and not do measurement for measurement purpose only.

Filed under: English language articles, Marketing, Werbung & mehr

About the Author

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... arbeitet in Communications bei Kyndrl Deutschland, dem weltweit führenden Anbieter zum Management kritischer IT-Infrastruktur. Den gelernten Journalisten hat seine Leidenschaft für das Schreiben, Beobachten, Kommentieren und den gepflegten Diskurs nie verlassen. Diese Passion lebt er u.a. in seinem privaten Blog StefanPfeiffer.Blog oder auch als Moderator von Liveformaten wie #9vor9 - Die Digitalthemen der Woche und Podcasts aus. Digitalisierung in Deutschland, die digitale Transformation in der Gesellschaft, in Unternehmen und Verwaltung oder die Zusammenarbeit am modernen Arbeitsplatz sind Themen, die in leidenschaftlich bewegen. Vor Kyndryl hat Pfeiffer in der IBM im Marketing in unterschiedlichen internationalen Rollen gearbeitet. Seine weiteren beruflichen Stationen waren FileNet und die MIS AG. Auf Twitter ist er als @DigitalNaiv „erreichbar“. 

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  1. Pingback: [DE] Marketing im ‘Sozialen Zeitalter’ – Meine Blogbeiträge als eBook « Digital Naiv

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