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  • Pages
  • Editions
01 Cover
02 Contents
03 Introduction
04 Thoughts from the CEO
05 Survey Poll Results
06 Market Views
07 James McCormick
08 Suresh Balasubramanian
09 John Steinert
10 Melissa Alonso
11 Trinity Nguyen
12 Peter Isaacson
13 Kay Kienast
14 Nick Panayi
15 Juliana Pereira
16 Kacyn Goranson
17 Andrea Palten
18 Paige Asady
19 Lara Daniel
20 Kevin Alansky
21 Leslie Murdock
22 Leela Gill
23 Ellie Ahmadi
24 Josh Linard
25 Heather Larrabee
26 Joseph Lee
27 Erin Marks
28 Kenneth Dec
29 Lisa Viselli
30 Carla Sierra Fitzgerald
31 Randy Latimer
32 Rosina Feser
33 Rohit Wadhwa
34 Aash Sood
35 Gloria Zhu
36 Prash Shenoy
37 Dana Salman
38 Sidi Saliu
39 Avi Bhatnagar
40 Harsha Kotikela
41 Jeff Platon
42 MJ Patent
43 Jake Knight
44 Vicky Cunningham
45 Chris Collier
46 Payal Mathur
47 Jayashree Rajan
48 Seth Steinman
49 Michael Baer
50 Shaleen Dhrobra
51 Carmen Goldstein
52 Chris Leger
53 Joe Bresler
54 Moira Van den Akker
55 Matt Hummel
56 Rusty Bishop
57 Stephen O'Brien
58 Anastasia Shegidevich
59 Andrew Davies
60 Diana Henderson
61 HiIlary Oliver
62 Katie Draper
63 Kevin Rippon
64 Olusegun Ekundayo
65 Laurence Baker
66 Annie Wissner
67 Melissa Liedkie
68 Josh Harris
69 Wayne Gratton
70 Rich Smith
71 Three Tips
72 A Brief Exploration
73 About Network Sunday
74 About TechPros.io

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INTERVIEW WITH


Joe Bresler

Chief Digital Strategist

B2B Customer Acquisition: The role of human engagement in a world of digital-first enterprise marketing

As salespeople are becoming more proactive in a digital-first marketplace, marketing teams also need to find ways to own and manage these new channels.

How should enterprise B2B sales processes adapt to a remote sales model?

Many companies are struggling with marketing and utilising marketing data to drive better performance. When we consider digital marketing, it’s vital to recognise that digital is more than a website. It needs to be underpinned by marketing automation and technologies that drive customer experience, campaigns, activities and content. Digital empowers sales to engage proactively with customers at the right time, rather than triaging inbound leads.

We see a similar challenge in marketing, where there is often a mode of operation that you work on a project and then move on. As salespeople are becoming more proactive in a digital-first marketplace, marketing teams also need to find ways to own and manage these new channels. That will involve moving away from a once-and-done approach to engagement to a recognition that digital channels are ‘always on’ and can’t be treated in the same way as traditional channels.

We already see smaller, more nimble companies bringing sales and marketing together as a ‘revenue ops’ team, often reporting to a CEO, COO or CFO.

Is there an argument for the sales and marketing functions to be brought together in this digital-first world?

We often see that sales and marketing teams believe they’re speaking the same language, when they’re completely misaligned. At the very least, we need to stop talking about “sales plays” owned by Sales and “marketing campaigns” owned by Marketing, and build a culture of shared success in Sales and Marketing, where both teams come together for joint planning and joint sharing in the success.

There is an argument that sales and marketing can be brought under the same roof, with customer success, so that these teams are working to a shared strategy and using common data to drive cost efficiency and improve prospect engagement. We already see smaller, more nimble companies bringing sales and marketing together as a ‘revenue ops’ team, often reporting to a CEO, COO or CFO. It will be a matter of time before larger organizations adopt similar organizational structures.

Getting to this model requires business to solve three challenges - how to get marketing teams working together, and then getting marketing and sales teams working together, and then solving for how the joined-up revenue team communicates their influence and value. There is also a need for massively increased data rigour, to demonstrate the value of marketing in a digital realm, where you can’t say you influenced a sale in more than one of ten touches.

If we use AI to create the best SEO article or an amazing visual design, we will see how things change over time.

JOE BRESLER

Chief Digital Strategist

ROCKRIDGE DIGITAL

How will AI change the role of marketing in the B2B world for marketing teams and prospects?

AI is certainly a tool for now, and not just for the future. We are seeing lots of marketing teams starting with generative AI to create writing, editing and visual design, and there is some nervousness about how that impacts people doing those jobs.

It’s worth considering that since generative AI is newer on the market, most business people haven’t yet had much time to test the results of AI tools for their projects. In our company, we’ve tested several such tools, and our early findings are that AI has a lot of promise, but users should not expect that results will be perfect in the early stages of testing. The models need time to learn and adapt before the results will improve. In the overall marketing function at-large, we will need time to see where the biggest bang for our buck will come from. Our recommendation is that companies should not yet fire their writers and designers, with the hope that AI will immediately replace these workers. Further, if we use AI to create the best SEO article or an amazing visual design, we will see how things change over time.

Rockridge Digital helps companies turn sales and marketing data into insights that help them drive strategic actions to expand into new markets, increase revenue, drive efficiency and deliver a better brand experience. The company works closely with customers to embrace the potential of digital experience, through digital insights, data science and workforce transformation.

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Up next: Market View 48

Moira Van den Akker, DEMANDBASE

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