Jasmine Gruia-Gray’s Post

Marketing budgets are shrinking. ⏬ Sales cycles are getting longer. ⏳ Buyer behaviour is changing. 🌊 Marketing leaders are under increased pressure to do more with less, and many are feeling the strain. How can B2B marketers avoid the trap of assuming they already know what their customers want??? We created this handy little guide to help you avoid bias-driven disaster. https://lnkd.in/eh4RcZKd

Marketing budgets are shrinking. ⏬ Sales cycles are getting longer. ⏳ Buyer behaviour is changing. 🌊 Marketing leaders are under increased pressure to do more with less, and many are feeling the strain. How can B2B marketers avoid the trap of assuming they already know what their customers want??? We created this handy little guide to help you avoid bias-driven disaster. https://lnkd.in/eJyQf_Rf

𝐂𝐡𝐞𝐞𝐫𝐬! A recent survey of CMO's states: driving top-line revenue is the highest priority. That's not a surprise (well a little, it took some time for this to hit the top). What is surprising? Most said they either met (46%) or exceeded (17%) expectations for their marketing campaign performance - combined 63%!! We've come a long way from a few years ago. 👏 👏 cheers to the teams that made this happen! Caveat: 70% of these companies were enterprises - so the argument could be "they have the budgets" - but budgets are only part of the equation. Solid event/content/contact strategies are core to B2B marketing success. If your organization is still throwing tactical darts - you might be in the 37% that did not meet goal. Need more insight - let's connect. https://lnkd.in/dQdDTTEr

The C-suite expects marketing to drive a larger percentage of sales — particularly in an era of inflation, shifting customer behavior, and fragmented media and sales channels. David Paul Stocks and Jeff Mosier explain why CMOs need to change their approach to combat marketing ineffectiveness. #marketing #CMO #sales #B2B #innovation WongDoody infy.com/3x8rtJG

Just completed reading Exclaimer's recent blog on the Top 7 Marketing Trends for 2025, and completely agree with their forecasts. "Customer-led growth" is already transforming strategies, and emphasizing brand in B2B seems very timely. 2025 is poised to be transformative for marketers; explore all the predictions here: https://gag.gl/BIXnIB #email #emailsignature #exclaimeremail #branding #marketing #B2B #marketingstrategy #emailmarketing #digitalmarketing #contentmarketing #onlinemarketing #marketingdigital

Buyers have changed. Marketing hasn't. The impact of evolving buyer behavior goes beyond just sales. The best B2B strategies address the entire customer lifecycle: ↳ Understanding anonymous buyer behavior ↳ Breaking down marketing silos ↳ Implementing lifecycle revenue marketing Here’s how B2B marketers can adapt: 1. Embrace anonymous engagement ↳ Buyers prefer to stay anonymous longer. ↳ Use tools like intent monitoring and identity resolution. 2. Break down marketing silos ↳ Coordinate across all marketing teams. ↳ Align sales and marketing for a seamless buyer experience. 3. Use a single view of the customer ↳ Integrate multiple data sources. ↳ Create a unified customer profile across the lifecycle. 4. Develop customer-centric campaigns ↳ Understand and address buyer needs. ↳ Translate those needs into relevant marketing programs. 5. Orchestrate full lifecycle engagement ↳ Engage all audience types: anonymous, pseudonymous, and known. ↳ Ensure consistent interactions across all touchpoints. 6. Share engagement insights ↳ Collect data from both marketing and sales interactions. ↳ Use these insights to refine strategies and improve engagement. 7. Influence the entire buying journey ↳ Coordinate efforts from acquisition to retention. ↳ Focus on upsell and cross-sell opportunities. 8. Foster strategic frontline marketing ↳ Frontline teams must lead lifecycle revenue marketing. ↳ These teams include demand, account-based, field, and customer marketing. 9. Provide strategic leadership ↳ Frontline marketers need to be proactive. ↳ They must manage up and drive strategic initiatives. 10. Focus on customer-obsessed growth ↳ Align marketing efforts around the customer lifecycle. ↳ Adopt a holistic approach to drive revenue growth. 11. Lead the change ↳ B2B marketers must adapt to the new buyer reality. ↳ Embrace change to avoid disruption. 12. Become a revenue engine linchpin ↳ Frontline marketing must be the core of growth strategies. ↳ Strategic leadership at all levels is essential. Know a marketer who’s leading the change? Tag them below to show your appreciation! ♻️ Repost this to help others understand the new B2B marketing reality.

I love the image on this article from Marketing Week about marketing people and budget seen as a cost centre rather than an investment - marketing throwing money away. Unfair, yeah, but pretty realistic when you talk to key roles outside of marketing. The report found that just under half of B2B marketers feel their work is seen as a cost to the business, with just a quarter believing it is understood to be an investment. The really worrying bit - 17.1% of this B2B sample don’t believe marketing is understood by the business. In B2B marketing especially, we need to spend time with the leaders in the business to ensure they understand what marketing does - from demand gen to thought leadership and customer marketing. It is imperative that the impact to the business is understood over and above delivering leads to sales. This is why the first thing to get cut is the marketing budget and team when there is financial issue in the business. #B2Bmarketing

Chief Marketing Officers are facing a new era of marketing transformation. As we 'hit refresh,' customer-centricity is key. Across industries, B2B customers now expect B2C-like experiences. How are you tackling these challenges? #MarketingStrategy https://hubs.la/Q02nrBqF0

The Evidence Gap isn’t just another marketing buzzword. It’s a real problem. Our original research found that 67% of sellers say deals stall because they can’t find relevant customer proof. We introduced the Evidence Gap this past fall, naming the problem marketers and sellers face when they can’t deliver proof that buyers need to make decisions confidently. You can’t just name a problem and call it a day as a B2B marketer. Well, I guess you could, but that's just bad marketing. You have to show your audience how to solve the problem, too. That’s why we created a new guide (Closing the Evidence Gap) that builds on our original research and shows you exactly how to: - Prioritize surveys over case studies to capture targeted proof points - Build processes to surface exactly what sales needs, when they need it - Make sure your work doesn’t go to die in a Google Drive folder This guide isn’t just theory. It’s a tactical, step-by-step playbook based on what’s worked for our marketing team at UserEvidence. It’s built to help you close stalled deals and create customer proof that sales teams actually use and buyers can’t ignore. And the best part? You don’t need to be a UserEvidence customer to implement this playbook. It’s for every B2B marketing team looking to deliver the right proof at the right time and win trust when it matters most. Because closing the Evidence Gap isn’t just about better proof. It’s about earning buyer trust and winning more deals.

64% of B2B marketing leaders don't trust their organization's marketing measurement for decision-making. Is this really a surprise? According to Forrester's Marketing Survey, 2024, it's not. Over the last few decades, we have endeavored to whittle down the "art and science" of marketing to a mere formulaic algorithm. Companies have invested millions of dollars in technology in order to gain more visibility into metrics and the buyers' journey. Great strides have been made, but there are multiple ways to slice data to tell a story and the buyers' journey is no longer linear, making the data even more difficult to weave together. Data is a tool we should definitely use to help guide decisions, but let's not forget about the "art" that also fuels good marketing. How a customer "feels" about your brand, the image and values that a company stands behind, and products that solve problems are just as important. Let's find the balance between science and art to make informed decisions. #b2bmarketing #b2bmarketingmetrics