B2B Companies Often Run Into Critical Challenges Linked To Marketing Budget and Resources

    B2B Companies Often Run Into Critical Challenges Linked To Marketing Budget and Resources

    The pandemic-induced digital marketplace sees B2B marketing leaders’ alignment with the sales team to meet the increasing market challenges.

    B2B digital marketers are working actively than ever to generate a return-on-investment; however, they still encounter diverse challenges amid the evolving customer preferences in this uncertain market.

    A recent study from Fortella reveals that B2B marketers confront different complexities as they seek to reach their revenue goals along with marketing objectives. According to the statistics from the “State of B2B Marketing 2021” report, budget and resources (roughly 64%) top the top digital marketing challenges list.

    B2B organizations are stacked against, as marketers attempt to establish an ROI. The other important aspects are measurement or tracking (46%), quality of data (42%), and talent (36%). In fact, marketing and sales associations (with almost 33%) have also made it to the list – this is a critical area that companies have been attempting to advance upon for the past several years.

    Also Read: Top Strategies for Successful Sales and Marketing Alignment in an Enablement Role

    Given the current market outline, only a portion of B2B digital marketers can successfully cooperate with sales – in order to deliver the appropriate content at the right time (for converting leads). At present, it is no secret that this abrupt rush to digitization has long been a crucial element for sales teams’ achievement.

    It was valid even before the disruptive technologies made digital transformation a global imperative. Indeed, in the face of the on-going pandemic, digital selling is more prominent than ever before.

    Again, a similar study from Altimeter reveals that approximately 47% of the top-performing B2B marketers have indicated the same. But only 36% of B2B marketing decision-makers noted that sales, marketing, and service teams efficiently work together to support the sellers with real-time data intelligence upon the prospect activity.

    It is suitable for finding cross-functional alignment in order to accomplish a seamless customer experience – which is often made possible with the help of leadership alignment and other business factors.

    Also Read: Four B2B Marketing Challenges that CMOs Face in 2021

    As companies continue to build digital excellence, boundaries between sales and marketing teams are most likely to blur. Indeed, as sales become more digital-focused and data analytics, it will invade the territory of modern marketing.

    Many brands plan to move inside sales to marketing, and as a result, sales operations taking a more decisive role while lead prospecting. It is even most likely to diminish the significance of a marketing-centric lead.

    Furthermore, the new report titled “State of Digital Selling” from Altimeter reads – “The COVID-19 pandemic has accelerated the adoption of digital selling, and we found top performers were using digital tools to outperform less digitally mature sales organizations. While the pandemic has added focus to transform sales digitally, it has also laid bare the challenges businesses face as they transition.”

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    Sudipta Choudhury
    Marketing professional with experience in B2B and MR industry. Skilled in Marketing, Strategy Making, Copywriting and Content Creation, Sales, and SEO with excellent Communication Efficiency. Holding dual master's degree focused on Marketing from IBS, Pune and ICFAI University.