Not like within the siloed days of promoting yore, success at this time requires a holistic method that integrates the wants of different enterprise segments and aligns with the bigger objectives of the corporate. And whereas nearly 9 in 10 B2B advertising and marketing leaders are extra targeted on enterprise aims at this time than 5 years in the past, solely a couple of quarter begin the planning course of by figuring out these desired enterprise outcomes, finds new analysis from B2B advertising and marketing company Walker Sands—and this disconnect is on the core of the problems the analysis reveals..
Surveying greater than 150 advertising and marketing leaders and 50 non-marketing C-suite executives, the agency’s new Final result-based Advertising: The Case for a Perspective-Shift in B2B Advertising report unveils the highest challenges B2B entrepreneurs are dealing with to attain outcomes that contribute to enterprise outcomes, particularly because the panorama continues to evolve.
As corporations navigated a number of transitions in the previous few years, together with distant work and the Nice Resignation, and now battle rising inflation and financial uncertainty, typical B2B shopping for processes have been disrupted. That is compounding the challenges confronted by B2B execs, nearly all (98 p.c) of whom mentioned that in comparison with 2019, they and their groups extra closely consider advertising and marketing’s success based mostly on its contributions to key enterprise outcomes—and 79 p.c of promoting decision-makers are feeling extra strain from C-suite execs to measure advertising and marketing success based mostly on key enterprise outcomes.
Further highlights from the report embody:
- 74 p.c of C-suite executives reported feeling that advertising and marketing groups wrestle to know the enterprise outcomes that they count on to see from their advertising and marketing actions, and 58 p.c of entrepreneurs agreed they wrestle to know these expectations from the C-suite.
- 86 p.c of C-suite executives really feel their advertising and marketing groups wrestle to display the influence advertising and marketing actions have on enterprise success.
- Whereas 87 p.c of entrepreneurs prioritize overarching enterprise aims over channel-based KPIs, solely 27 p.c start by specializing in outcomes earlier than recommending particular channel activations. The bulk (73 p.c) first deal with activating particular advertising and marketing channels and attaining KPIs, after which join metrics again to the outcomes.
“Regardless of claiming to know the significance of enterprise outcomes, B2B entrepreneurs nonetheless take a channel-first method to technique,” mentioned Dave Parro, co-CEO of Walker Sands, in a information launch. “This leaves them working backward to attach the dots between channel-based KPIs and enterprise efficiency—and struggling to fulfill govt expectations. It’s time to flip the script and lead with outcomes.”
Walker Sands not too long ago launched its personal new company method
Final result-based Advertising (OBM) is a brand new strategy to design B2B advertising and marketing packages, main with outcomes as a substitute of channels. OBM proposes a easy, extra environment friendly strategy to craft B2B advertising and marketing technique: first, identify the end result (Why), then craft a technique (How) to get there as shortly and effectively as attainable, contemplating each the message (What) and the media (The place) with an audience-obsessed mindset. The agency now approaches each engagement with an OBM mindset, shifting companies and advertising and marketing initiatives ahead.
”By researching, defining, and introducing OBM, we’re shedding mild on a shift that advertising and marketing leaders have felt for some time however struggled to place a finger on,” mentioned Ann Hagner, SVP of Built-in on the agency, within the launch. “We hope to redirect the dialog in the direction of an outcome-first mentality so CMOs, their groups, and fellow C-suiters can get on the identical web page and maximize their advertising and marketing investments.”
