Even during turbulent times, predictable revenue growth is still the highest priority for CMOs and marketing leaders. This means B2B marketers must shift their strategies to meet these expectations and cope with a rapidly changing business environment.
Want to take a peek into the minds of marketers to see how they’ve kept up? Check out our latest ebook, The State of Revenue-Driven Marketing.
This survey and market report sheds light on the challenges B2B marketers face during crises such as the COVID pandemic, how they manage pipeline plans, trends in digital spending, and more. We also provide recommendations for making informed, data-driven decisions that can improve marketing performance and pipeline.
Here’s a quick look at what the ebook has to offer:
The Shift to Digital
Over 75% of our survey respondents said their marketing spend has either increased or stayed the same during the COVID pandemic.
However, with increased digital tools and tactics, marketers need greater visibility into buyer intent data so they can better prioritize their channels and tactics for best revenue outcomes. They’ll face an increased need to demonstrate marketing ROI, too.
Pipeline Tracking and Martech Applications
Nearly half of respondents said they still use spreadsheets to create pipeline plans and forecasts, and nearly 20% use a homegrown solution. In addition, 86% reported they also use CRM software, and 40% use business intelligence tools.
Around half of respondents also reported having between six and ten marketing tools in their tech stack.
Recommendations
Based on the results of our State of Revenue-Driven Marketing report, here are a handful of recommendations:
- Make sure your digital marketing organization, processes, tools, and data are robust and future-proof, because the shift to digital is permanent.
- Remain agile. Change tactics if the leading indicators suggest what used to work is no longer the best solution.
- Measure what matters. Make sure your marketing tools are reporting the relevant KPIs and accurately tell you what is and isn’t working to generate predictable pipeline growth.
Check Out the Survey
The economic climate will always change, but leadership’s expectations to build pipeline never will. It can be hard for B2B marketers to keep up, but if they stay agile and adapt to face their challenges head on, it’s certainly possible.
If you’re ready to see what marketers have been doing to adapt, as well as recommendations for what marketers could be doing differently to be more efficient and effective at generating pipeline, check The State of Revenue-Driven Marketing now.
