In today's digital age, buyers have become more digitally oriented and have a whole internet world of choice in which to find the information they seek. As such, for an organization's go-to-market (GTM) processes to be as effective as possible, it's essential that core players understand how integral each piece is to the success of the whole. Weakness anywhere can lead to failure everywhere. Marketing plays an important role as an insights provider, a content creator, an executor, and an enabler, connecting the essential processes necessary to produce better products and roll them out more successfully.
One of the biggest challenges for marketers at many B2B companies is that they often become overly focused on the tactical execution of demand generation campaigns, utilizing only a subset of the levers necessary to substantively improve business outcomes. To succeed more often, marketers need to be empowered to address the reality that, after the click, their targets are evaluating their content on measures like: “Does it address my problem? Does it fit my situation? Can someone else do it better?” GTM success requires a continuous cycle of iterative examination and improvement.
Marketers must support many moving parts and tasks as diverse as product functionality prioritization, positioning and messaging development, feature rollout plans, managing insight sources, and enabling their use, building campaigns, capturing demand, and more – and all of it more-or-less simultaneously. To achieve optimal results, companies should adopt a data-driven approach to execution, utilizing data insights to inform and optimize their omnichannel distribution strategy, targeting the right audience, and delivering relevant content to them at the right time and in the right context.
With buyers moving more and more of their pre-purchase research online, great content has exploded in importance, especially in the enterprise tech space where buyers must navigate multi-million-dollar investments in critical infrastructure, increasing security requirements, complex decision variables, cross-functional organizational challenges, and more.
According to Forrester, the number of digital interactions in a B2B purchase decision before a buyer will consider any particular vendor has jumped by 60% just in the last two years. And their research says it’s now an average of 27 interactions per solution category. It's also clear that within buying teams, enterprise purchases are being scrutinized more than ever and that the many players involved require more justification from technical and business angles alike. When buyers seek out information on the web, they are doing it to fulfill a whole host of pre-purchase requirements that, together, make up a long list of buyer’s journey “jobs to be done.”
Great content trumps “qualification” and even BANT (budget, authority, need, and timing) qualification framework that is no longer adequate in accounting for how purchase processes have evolved.
Optimal prospecting outcomes today demand that teams improve at identifying those buyers in a target buying center who are most likely to benefit from your solution and have the most pressing needs. Emphasizing on delivering relevant content to buyers at the moment they're looking for it, that addresses their problem and fits their situation, will increase chances of influencing the buyers.
In conclusion, data-driven execution is crucial for success in the B2B space. By utilizing the strategies discussed in this blog post, you can improve your business outcomes and gain a competitive edge. From understanding the importance of omnichannel distribution and relevant content to identifying key players within a target buying center and continuously improving your GTM strategy, these strategies will help you connect with your target audience and convert more leads. Remember, GTM success requires a continuous cycle of iterative examination and improvement. Empower your team to work on key areas as needed and take a holistic view of all the GTM levers. By following these strategies, you will be well on your way to achieving your business objectives.
Among TechTarget’s many customers, we’ve seen that improving GTM performance at particular points can be critical to maximizing business outcomes. And as marketers, there’s a real opportunity here for each of us to serve as a bridge between the several pillar functions (and task-sets) that support the go-to-market. We can all inspect and help optimize core marketing areas like those examined in these materials. Further, by taking on the broader opportunity, we can help increase process cohesion end-to-end, there by meaningfully strengthening the alignment necessary to deliver better on strategy. Recognizing that content and campaigns represent only two pieces of the entire continuum, we’ll be adding to this discussion in subsequent pieces.
Whether its upstream strategic GTM elements, or downstream tactical actions, we’ll be sharing from our over two-decades experience working across thousands of client GTMs.
To discuss these observations further with an expert, reach out to your TechTarget representative. For additional material on topics like these, visit techtarget.com today.