The effects of digital marketing on sales is well-established with individual buyers. But now it is proving to be equally important a medium in the B2B sphere. Buyers these days- individual or industrial- are not dependent on sales teams to strut information but are well-prepared thanks to the internet. B2B companies need to transform their customer engagement, data usage, talent management and skill upgrade methodologies. A study has been conducted by BCG to look into this matter through a paper titled “How digital leaders are transforming B2B marketing”. The buyer’s expectations are already shaped through experiences with B2C leaders like Netflix, Amazon and Apple. To ensure the marketing-sales engine may be propped up, B2B players must start off by investing in customer digital data usage. Then, this data need be integrated across marketing and sales functions. The performance needs to be measured through the entire customer journey. Organizational silos must be done away with as far as possible. Certain marketing operations can even be outsourced to external experts. Finally, as an organizational differentiator, one could invest in team talent and culture.

Source:https://www.bcg.com/en-us/publications/2018/building-an-integrated-marketing-sales-engine-b2b.aspx?linkId=54431359&redir=true

Uploaded Date:26 July 2018