Joel Harrison, Editor-in-Chief, B2B Marketing
Whether you adopt agile as a discipline or a philosophy, it can deliver the flexibility, speed and responsiveness that today’s marketers need.
B2B brands must be informed, savvy and empathetic, particularly if they are to filter meaning from the tsunami of data they’re being hit by.
Whether you call it ABM or ‘just good marketing’, your customers expect a laser-focused approach to your engagement with them.
For marketing -- and indeed the whole business -- to deliver solid results, everyone must have a clear understanding of the company’s overarching objectives and how to get there.
Does your team have the skills to deliver your current objectives and respond to the fast changing business landscape? What training do you need to provide and where might you need to plug the gaps with external talent?
Ensure your team are learning and adapting – and that they know failure is an accepted part of that.
Think beyond ‘us and them’ to build partnerships between agencies and internal teams.
Your tech stack must evolve to meet the changing needs of the business environment, but the challenge is to ensure you have the insights and skills to harness it.
Understand your customers needs, desires and painpoints. Agree metrics to measure this and actions to improve it.
There is more value in quality than quantity. Deliver personalised content that truly challenges and informs.