Monday, December 6, 2010

The 5 Major Shifts of B2B 'New Marketing Evolution'

A very interesting 2010 is wrapping up, and the marketing industry is facing some major changes moving forward. 2010 was nowhere near as financially tough for many as 2009, but the recovery, while starting to show signs of hope, is still hampering firms. In response to the economic downtown, as well as new, emerging technologies, companies have undergone a major shift from the old marketing regime in a process we’ve coined New Marketing Evolution.

We’ve identified 5 major consequences of New Marketing Evolution to consider as we head into 2011.

1. The definition of marketing, transformed: During the last 2 years, the marketing industry has undergone a significant shift. The mindset of the potential clients has changed and if you or your company continue employing the old methods, you may quickly fall behind the curve. The key changes:

Old Marketing Regime

New Marketing Evolution

5-year marketing plan

Real-time, here and now: Marketing strategies, technologies, and techniques are evolving every day, so companies are now sticking to a 6-12 month outlook.

Mass approach

Customized to the prospect: If you’re pitching a one-size-fits-all package to a potential client, odds are that they’ve seen it before, they can do it themselves, or they can find a better options by searching Google. A customizable, personal option is the way to make leads stick around.

Spend big bucks

WOM (Word-of-mouth): Why spend thousands on an ad campaign that you’re not even sure can reach the right people? B2B marketing strategy based around word-of-mouth saves money and can drive real, relevant leads.

Controlled sales environment

Welcome to the Wild West: Whatever your business, there are likely twenty others just like you, hungry for your business. Just like the Old West, you need to constantly stay on your toes and constantly adapt.

Push marketing (Tell me what I need to do)

Pull Marketing: Businesses are bombarded with marketing every moment of their lives. This isn’t the death of the cold call, but the new marketing strategy is: don’t interrupt me, I’ll call you when I've done my research.

Use of traditional offline media

Use online and offline media: Integration is a key for the success of marketing campaign. Combining the power of online marketing with some of the proven traditional media may yield the 1+1=11 effect. Just make the proper planning.

Mostly manual

Automated process: There’s an app for that. Just like about everything else, marketing automation software has become extremely prevalent and it allows you to do more with less.

No ability to measure

What is the ROI?: Calculating return-on-investment has become more sophisticated and easier, paradoxically at the same time. Invest in the marketing activities that would make an impact on your sales.



2. The competitive landscape is more spirited than ever, for three reasons: (A) the economic situation leads to less buying power, thus decreasing the number of potential consumers or clients, (B) a smaller world approach brings a lot of new competitors from international markets that were not present in our market before, and (C) the high pace of changes and the consolidation of technologies creates inherently new competitors, both direct and indirect. For example, the introduction of Apple's iPad imposed competition not only on eBook readers, but also on laptop, notebook, wireless phone, and portable entertainment devices. And in the first quarter of 2011, iPad will have its own breed of competitors; already, just two weeks ago, HP released the Slate.

3. Internal pressure to use fewer resources and deliver faster: Marketing budgets usually shrink or almost disappear in slow economies, but the need for good leads to fill your pipeline is still there. You just need to work harder with the limited resources you have in hand. Look again at the table above and notice how new B2B marketing strategies are designed for efficiency and cost-effectiveness.

4. The new marketer must master technology and create original content: While a lot of marketing is performed online nowadays, there are a hefty amount of tools that can be used to research, measure, and automate the marketing process. You need to learn them quickly, master them, and on top of that produce creative content. Here is the shift in the approach:

Old Marketing Regime

New Marketing Evolution Approach

Static Content

Authentic and valuable content

Monologues and speeches tone

Share, interact and collaborate

Isolated campaigns

Integrated strategy across channels

No data, no worries

Prospect data should be analyzed and drive improvements


If you’re not producing creative, original content through a company blog, or a Twitter account, or a sales presentation, or any other part of your marketing campaign, then why should a client listen?

5. Delivery = ROI: After you’ve spent time developing and implementing a well-targeted, carefully-researched, meticulously-refined marketing solution, you’ve only just begun. It is not enough to just spend time on delivering marketing activity; you must listen to your target audience, collect and analyze marketing results, deduct what the return on investment is and how it can be improved for future marketing activity.

Marketing Evolution may have created a more competitive and constantly changing environment, but it has opened the door for customization, unique interpretation, inspiring interaction, and creativity. New technologies and techniques allow new B2B marketing strategies to build closer relationships with clients than ever before. How your company evolves with New Marketing Evolution is up to you.


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