Marketing Agility: Creating a New Beginning for B2B Marketers by refining an agile marketing strategy, an organization will be empowered to work with self-sufficient teams working at a fast iterative pace quickly to make sure they anticipate and stay one step ahead, says Debal Dutt, Chief Executive Officer, Vice President, and Chief Marketing Officer, Intellectual Design Arena.
Over the past two years, the pandemic has spurred B2B marketers to leverage technology in the most innovative ways possible, as most face-to-face interactions continue to be a thing of the past.
According to a recent McKinsey research report, more than three-quarters of buyers and sellers say they now prefer digital self-service and remote human engagement to face-to-face interaction – a feeling has gradually become stronger even after the blockage has ended.
It is a known fact that purchasing decisions within a B2B framework will involve multiple stakeholders, meaning that B2B marketing must not only convince information seekers, but also attract all stakeholders who have the right to influence final purchase decision.
While B2B marketing has always been focused on the needs of the business, in today’s rapidly changing landscape, businesses tend to change their priorities at breakneck speed. B2B marketers cannot afford to keep up as business needs continue to evolve in unprecedented ways.
Marketing leaders around the world have been trying to adapt their ever-changing priorities to better match new challenges to stay ahead of the game.
One of the key insights emerging from Forrester’s 2022 Planning Assumptions report is that B2B marketing executives and marketers need to open the door to cross-functional alignment.
Agile marketing relies heavily on the concept of cross-functional linkage as it emphasizes efficiency through self-organizing cross-functional teams working with rapid iteration. It requires consistent use of data and analytics to find promising challenges and translate them into opportunities that deliver tremendous value to customers.