Consumer habits and business needs have changed dramatically over the past 5 years in Costa Rica and around the world.
Therefore, changing the way of doing Marketing and adapting to the new needs of the market is a real competitive advantage; even more so in those companies that have long sales cycles, such as B2B companies.
In Costa Rica, where we have a growing supply of companies that provide services and products of this nature, this ability to adapt is essential.
Given this background, it is worth asking:
What are the consequences of maintaining the Traditional Marketing model in your B2B company?
- Marketing Departments seen as cost centers:
One problem with maintaining the Traditional Marketing model in a B2B company is that the Marketing Department is frequently associated with a cost center and rarely as a strategic ally , focused on generating commercial results.
Furthermore, in companies with these difficulties, 73% of executives believe that Marketing teams are not focused on increasing demand from their consumers.
This can be avoided with growth-oriented actions such as:
Innovating the objectives of the Marketing Department
Create lasting relationships with customers and leads.
Develop, edit, create and promote effective content that conveys the company's core messages.
Use metrics that reflect the Department's valuable contribution to the organization's bottom line, such as:
-Customer Acquisition Cost CAC: Metric used to determine the average total cost to acquire new customers.
-CAC Payback Time: Reports the number of months that must pass to obtain the necessary earnings to offset the initial expense of acquiring new customers.
-% of customers generated by Marketing: Determines what percentage of customer purchases are directly generated by marketing efforts.
-% of customers influenced by Marketing: Calculates the job function email list number of new customers, at any stage of the sales process, have interacted with marketing while they were sales opportunities.
- Strategies and campaigns with little or no ROI:
Maintaining a traditional marketing strategy results in brand strategies and advertising campaigns with little or no return on investment, since, in addition to being costly processes, they are difficult to measure.
According to the State of Inbound 2017 , only 29% of sales reps believe that marketing provides them with quality leads. In fact, most sales reps rank marketing-generated leads last, behind sales-generated leads and referrals.