023 - Marketing is responsible for sales
1* Marketing is responsible for sales
“We want revenue accountability for marketing. That's the only way we can scale marketing's impact.”
Our job is no longer providing just “leads”, website copy and running ads.
Modern-day B2B marketers are responsible for revenue, as much as the sales team.
The more ingrained you and your marketing team are in the buyer's journey, the greater the impact and influence your marketing will have on sales.
2* 25 things buyers do all the time that NEVER get tracked by attribution software
This LinkedIn post from Chris Walker reiterates the evolving behaviours and actions of your buyers that won’t be tracked by HubSpot, Salesforce or any other attribution software you use.
Attribution platforms play a key role in your measurement framework, but it shouldn't dedicate all your marketing decisions.
Rory Sutherland coined the phrase “the more you measure, the less you can profit from the immeasurable”.
This of course doesn’t dilute the importance of being data driven, but don’t succumb to analysis paralysis over every single marketing decision.
The point is, that your buyers are being influenced by immeasurable actions.
If all your thinking, time and energy are being ploughed into marketing efforts that need to be accounted for, tracked and have direct ROI attributed to them, then you’ll be missing out on huge opportunities for growth.
3* Are pandemic behaviours here to stay
This fantastic piece of research identifies emerging behaviours from a pandemic era.
This 15-minute video shares some truly interesting insights around the challenges we marketers face from a more demanding customer.
Expectations from brands are at an all-time high, competition has increased, our buyers are under more pressure and the landscape is more complex than ever.
As a result, we’re seeing some emerging trends from the pandemic, the question is, are these here to stay.
Here are 5 key takeaways from this piece.
The sales cycle is taking longer
Customers want ALL decision-making information readily available on their terms
Customers have more brands in mind when they come to purchase
Expectations from more insight and an experience when customers speak to sales
Ethically brand positioning has less influence on sales vs marketing expectations
Conversations You Should Read
“What POSITIONING is and isn’t”
Making the switch from leadgen to demand gen
6 mistakes when planning B2B marketing campaigns
If you don't know how to build a marketing strategy, focus on fixing what already exists
Tools & Platforms
Each week I share a tool I have used, plan to use or I find interesting.
We don’t have one tool to share this week, but a curation of the “Ultimate Tech Stack”
My favourites from this list include Hotjar, Unbounce and SquareSpace.
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