B2B Marketing Trends and Tactics to Consider for 2011
As 2010 draws to a close, B2B teams are sharing what they've learned from the year's challenges, and forging tactics for 2011.
What lessons have we learned from the struggle that was 2010? And what new wisdom are we applying to 2011?
From the myriad reports circling the Internet, here are a few points to consider.
Results from a recent Fusion b2b survey show that:
- A full 66 percent of respondents plan to increase their marketing plans and budgets for 2011.
- Lead generation is the top marketing priority for 2011.
- All respondents plan to increase their Internet, social media and PR tactics.
Michael Brenner, writing at the B2B Marketing Insider blog, predicts that:
- Marketing automation and automated lead nurturing will become foundational B2B marketing activities.
- Traditional communications media will have a tough time competing with mobile devices for buyer attention.
- Marketing and sales alignment will continue to be the number-one issue impeding marketing's ability to be perceived as a major driver of B2B business value.
John Neeson, writing at the Sirius Decisions blog, offers some tactical advice on better aligning B2B sales with marketing in the new year. He suggests you:
- Create a menu of marketing programs for your sales team. Include a description of each marketing program showing what sales problem it solves.
- Then reverse it. With your menu created, determine the marketing requirements needed to achieve each new sales goal.
- Formulate a dollar-to-demand ratio. Determine the ratio between dollars spent on advertising and demands generated. Add that metric to your ongoing sales/marketing dialogue.
The Po!nt: Tough times create new wisdom. Research the range of B2B marketing insights developed during the downturn, and consider applying a few of them to your 2011 plans.
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