What’s Changing for B2B Marketers? An Interview with Greg Ott


It’s no secret that B2B and B2C marketing are very different animals, and those of us on the B2B side know all too well that it can be a tough code to crack. But as technology advances, it’s shining a light on the path B2B marketers need to follow in order to position themselves as key revenue drivers.

This week, our CMO, Greg Ott, talked to CMO.com on this very topic, sharing thoughts on the innovations in both technology and strategy that are changing the landscape for B2B marketers. While certain things about the B2B buying process will never change, marketers now have opportunities to approach campaigns the same way sales does: with a specific focus on accounts.

B2B digital technologies are catching up, and may even leapfrog B2C

When sales and marketing align on the same account-based strategy, the long B2B buying cycle can actually be accelerated. By leveraging technology to identify accounts and segmenting based on how their companies look at prospects, marketers can personalize every touch and engagement. Not only can they, they need to. As we all know, digital changed everything for both marketing and sales because prospects have started doing most of their research online long before a hand-raise. If you were sitting around waiting for that hand-raise, you were likely missing opportunities to grab a prospect’s attention and get their buying signals. Frankly, you were probably missing revenue. On the other hand, with account-based marketing, marketers can deliver effective and relevant content throughout this research process so that by time sales actually speaks to a prospect, it’s a highly qualified lead.

Account-based marketing strategies are also the critical first step to transforming the role of the display ad in a B2B marketing campaign. Targeted display ads leveraging account-based marketing techniques work to drive only the accounts you care about to your website, where you can further expedite the buying cycle by connecting the conversation with personalized content and offers. At this convergence of marketing strategy and advertising strategy is an immense opportunity for marketers to reach the accounts that are most likely to buy. Now more than ever, B2B marketers are empowered to own and drive the key elements of the sales cycle that have shifted online. With the right technology strategy, B2B marketers can become critical link in the revenue chain.

Greg Ott discusses this shift in greater depth in his interview – read the full piece on CMO.com.

By Rachel Balik