What marketing areas are less important in 2011?
Tuesday 25th January 2011
We are members of and contributors to an internet group of B2B marketing professionals. The group has prepared a top ten of key trends that B2B marketing professionals think are shaping B2B marketing in 2011. As telling as the areas of increased focus are the areas B2B marketers consider less important in 2011:
What marketing areas are less important in 2011?
- Lead quantity: (see increased focus on lead quality in the top 10 list). What’s the point of huge quantities of leads if the quality isn’t there or you can’t follow them up effectively?
- Marketing cost reduction: (is there much more to squeeze out of marketing without cutting into substance and choking off growth?)
- Marketing outsourcing: (along the same lines as cost reduction). Can you afford to outsource even more without losing core competencies? Don’t you need to learn how to make the most from marketing yourself?
- Push marketing tactics (see focus on pull marketing in the top 10 list). Buyers can get lots of information to help their buying decisions before you even speak to them. They need a compelling reason to interact with you over time, so simple promotions are less likely to work now.
- Marketing asset management (while still important, many marketers have solved this problem with asset and content management tools)
In summary, the trend is toward developing marketing yourselves which fosters a long term relationship with your target customers. Talk to us to learn strategies and tactics appropriate for your business.