Rethinking the B2B marketing playbook: Five cornerstones of modern marketing

There’s a lot of talk about the old and new B2B marketing playbook, and I’m here for it. For high-value solution providers, how their customers are buying is radically different today than it was five years ago, let alone 15. Trust has declined to almost non-existent levels, which has a significant impact on brand building. It’s time to rethink what is needed to outperform in this market. 

Here are my five cornerstones:

Balancing long-term reputation and short-term sales

Clients should be viewed as collaborative partners within enduring relationships, not mere accounts or transactions. Effective marketing requires a delicate balance between long-term reputation building and short-term sales activation.

Human interaction in the buying process

It's easy to rely heavily on technology and automation, but nothing can really replace the human touch. Use insight to orchestrate human interactions – they make as big a difference, if not more, than how you’re showing up digitally.

Channel and messaging consistency

The market is already noisy enough for buyers, and how consistent you are has a huge impact on reputation and revenue. A unified message across all channels reinforces trust and credibility. 

Intent alone is not enough

In high-value deals, intent as the only North Star is fundamentally flawed. They require a deeper understanding of the account's needs, pain points, and decision-making processes. Relying solely on intent data can lead to missed opportunities and ineffective targeting. 

Relevance over personalization

Personalizing just to personalize isn’t helping your reputation or your accounts. Deliver value in the context of the customer's current situation and challenges. It's about providing solutions that address their specific needs and demonstrating an understanding of their business. 

I believe these five cornerstones are essential for modern marketers navigating today’s complex landscape. Embracing these principles can help you build trust, drive revenue and enhance brand reputation. By staying agile, informed and customer-focused, marketers can adapt to evolving marketing strategies and achieve sustained success.

Read the full article on Forbes