B2B marketers increasingly looking long term as traditional playbook fades
According to Marketing Week’s exclusive new research, many B2B marketers are taking on an increasingly strategic role. But for those who are still fighting for recognition and investment, internal marketing and collaboration are key.
B2B marketers have not always sat at the strategic heart of business. Historically, many have worked more tactically, measuring the shorter term impact of objectives or focusing mainly on performance marketing techniques rather than long-term strategy.
But things are changing. According to Marketing Week’s exclusive state of B2B survey – over half (62%) of B2B marketers feel their role has become increasingly strategic over the last 12 months. Many B2B marketers are standing at the front, taking on a more pivotal role in driving business growth and long-term vision.
Kelly Singsank, director of marketing at financial tech start-up M3ter, says that the “traditional B2B playbook that worked for so many years isn’t working anymore to grow and capture demand”. She says there is a new playbook which requires even more strategy, creativity and internal alignment.
