Newsletter | October 6, 2021

10.06.21 -- Does Your B2B Marketing Need A Tune-Up?

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I recall many years ago when I first began to drive a car, my father instructed me on how to take care of an automobile so that it remained healthy and operational throughout its life. Keeping an automobile clean, checking and rotating tires, and changing the oil were all part of being a responsible car owner.


Occasionally, trips to the maintenance shop for tune-ups was also important. For older model cars, that meant listening to the engine for unusual noises. Automobiles now come with built-in diagnostics that tell us when something may be wrong.


B2B marketing and sales operations are like cars, we must pay attention to how they’re running, because they need regular tune-ups. Perhaps there are some odd noises coming from the marketing department or your marketing efforts aren't getting you to the destination you envisioned.


This edition of the Follow Your Buyer newsletter focuses on how to determine if your B2B marketing and sales needs a tuned-up and some ideas on what to do.


Thanks for reading!



Perry Rearick

Chief Editor | Follow Your Buyer




  Exclusive Content From Follow Your Buyer  
Are Your Marketing Tactics Supporting Your Business Strategy? If You’re Not Sure, Try Task And Purpose

Marketing is intended to be the process organizations use to engage target audiences, nurture customer relationships, develop business, and, ultimately, generate revenue. But too many organizations are drowning in tactics that are not linked to their business strategy. To gain clarity, think task and purpose.

The Data Problem Marketers Don’t Know They Have

B2B marketing and sales teams have robotic data-related issues that are silently wreaking havoc on their ability to understand buyer’s journeys and engage their prospects.

Do Your Marketing Reports Actually Matter?

Marketers can prove their value to sales and executive teams by showing data-driven metrics that are important (not just interesting) to the overall goals of the organization.

B2B Marketing Around The Web
Good Leaders Give Directions; Great Leaders Give Direction
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According to David J. Collis and Michael G. Rukstad, "most executives cannot articulate the objective, scope, and advantage of their business in a simple statement. If they can’t, neither can anyone else."


The results are that B2B marketing teams often work with an incomplete understanding of their company's strategic goals. When marketing professionals are forced to operate this way, the negative impact is felt across the market in the form of communications that are not aligned with strategic opportunities and goals. Valuable time and resources are spent communicating things to current customers and prospects that contribute little to nothing to the organization's business, and marketing becomes an expense rather than a sales enabler. 


To read more about what David Collis and Michael Rukstad have to say on the subject, you can read it here: Can You Say What Your Strategy Is? (