As award-winning B2B marketing technology pioneers, there’s very little we don’t know about the B2B marketing world – what makes it tick, where’s its heading and what’s on B2B marketers’ minds.
Having helped shape the B2B marketing arena for more than a decade, there isn’t much we haven’t seen or heard first hand. The same can be said for the B2B marketing leaders, including Louis Fernandes, Vice President and Country Manager, Basware, who we’ve forged valuable links with over the years.
We recently caught up with Louis to ask him about his thoughts on the need for smarter marketing intelligence. Here’s what he had to say:
Louis on providing marketing ROI:
In order to deliver value, B2B marketers need to align their outcomes with the revenue that’s delivered back to their business. There’s always been a temptation for marketers to look at metrics that are easy to qualify, but where it gets tricky is when they try to tie those metrics back to top-line revenue.
For most B2B organisations, or certainly the ones I’ve ever dealt with, the main thing that matters is how marketing functions deliver on that top-line. Not only that, but this approach ties marketing back to sales, making it a really important way of delivering value back to the business by aligning the marketing function with those metrics – the top-line revenue.
Louis on customer engagement:
There’s a danger that if you don’t transform how you engage with your audiences or understand why you’re engaging with them, you get left behind and become irrelevant. There’s a temptation that we do things the way we’ve always done them because it leaves us in our comfort zone, and actually, consumers move on. They want to have experiences that they can relate to, as an emotional connection’s involved when they buy things and make purchasing decisions.
People still buy from people, so if they’re making a purchase decision that involves spending millions of pounds, that’s something they care about and marketers need to bear that in mind.
Louis on the ever-growing availability of data
There’s such a host of data that’s out there at the moment that can paint really rich portraits of the customers that we want to target. Marketers can use that data to really understand the needs and wants and emotional connections that people have with the brands that they represent.
They can then start to see how people are buying, why they buy and then target their messages, marketing, their raison d’etre, back to those things that matter to them and their values.
To see the full interview with Louis for yourself, click here.
If you’d like any further details or would like to find out how we can help you find more customers and sell more to existing customers, contact us on firstname.lastname@example.org or 01295 724120. In the meantime, discover why Pete Jakob, Marketing Consultant, Purple Salix, thinks marketing automation isn’t a silver bullet in our next B2B marketing leaders spotlight video.
If you’d like any further details or would like to find out how we can help you find more customers and sell more to existing customers, contact us on email@example.com or 01295 724120.