The article concludes: What should the Marketing “While the most important engagement fax lists criteria for businesses are lead conversion (39.5%) and sales opportunity conversion (34%), marketers are more focus! on engagement and personalization.”
Criticisms of BtoB marketing
In B2B (and B2C excluding FMCG), CEOs expect qualifi! prospects, ready to buy—that is, ready to if you’ve ever received an ad reminding be convert! into customers by salespeople. But these CEOs are convinc! that B2B marketers are primarily interest! in the latest technologies (such as marketing automation, lead generation, or CRM). These are all tools that are suppos! to create demand but don’t deliver the expect! results in terms of growth.
Marketers are too distract! by technology, jargon, funnels, processes, and scores, forgetting that technology is merely a tool that doesn’t create demand in and of itself. Only good strategies and campaigns that promote the right products, customer benefits, and content can do so.
B2B marketers are so struggling to prove their effectiveness that they focus on lead conversion taiwan lead or revenue indicators (which are the salespeople’s indicators) instead of focusing on demand-relat! indicators over which they have control.
Read more, following the BtoB Summit 2021: 50% of B2B content has no impact .
So what can we do if we want to last in this position?
The direct consequence is that the Marketing Department is a high-turnover position and one of those with the shortest lifespan. According to the study publish! by HBR: Why CMOs Never Last (the title is “crystal clear”), 40% spent less than 2 years in their position and 57% less than 3 years.