Emerging trends and challenges in B2B Marketing
Marketing has become synonymous with Customer Journey Management – especially when connecting with B2B Business Decision Makers (BDMs). In B2B Media and Marketing, one of the core challenges we face is that there is no single purchase decision maker. In B2B purchase decisions, vendor selection is by the committee and often spans multiple functional areas. So it is vital that we fundamentally understand the individual roles involved, their needs and where they choose to consume and engage with content. Bringing all this together means aligning messaging and channel to specific roles in the process -understanding which departments and which roles come into the process and at what point is key to ad management and optimizing media performance. We typically see three types of B2B purchase committee members from multiple departments—Finance, IT, Operations, and Marketing 1. The Researchers. Buying committee members who take part in initial research and identifying solution criteria