How to create B2B marketing strategy 2.0?

That fact that there is significant change in the air is no surprise to anyone, but what does marketing strategy 2.0 mean for your and your interaction with customers?

A couple of points that spring into mind:

1) Integrate your sales and marketing with new tools. Just think about marketing automation that integrates snugly with the CRM system and makes it very easy to pass leads from marketing and sales and vice versa. 

2) Communicate with the buying center globally be it Padasjoki or Sydney. The buying center communication is a key differentiator between B2C and B2B as in the B2B world there is always a group making a decision and sales cycles are commonly 6 months plus.

The big opportunity is that sales can be fed with leads that have been properly wetted. This means that they have for example clicked the "like" button for your companies product. As a plus, your marketing could also reach those buying center members that you cannot physically contact.

3) Use marketing analytics. The cost for monitoring your performance has gone down dramatically and it can be done 24/7. If you are not measuring, your marketing is lacking a vital component.

4) Link great strategy with great communication for a succesful implementation. With new tools, we get to see markers for future sales results before your finance director sees it in his spreadsheets. Having this foresight is key for success – with the long sales cycles in B2B we need to know whether we are engaging our customers or not. In B2C campaigns, results are usually seen pretty quickly at the cash register.

I love this change and now I can show to my passed away mother that I am doing something of importance. Here words still echo in my brain "Could you not choose a job where you create some tangible results". 

Enjoy B2B Marketing 2.0,

Mikael