Is B2B marketing really this bad?

Posted on October 2, 2006 by Dave J.

I’ve certainly picked on enough B2B marketers over the years here at B2Blog, but do we need a makeover? Laura Ramos, vice president of Forrester Research has just published a report titled: B2B Marketing Needs a Makeover — Now. Really?! Let’s see.

The executive summary of the $249 report reads:

“Business marketers cling to marketing tactics that they admit fail to work as well as they would like. It’s time to leave these outmoded methods behind, embrace interactive media, address prospects directly, and measure the impact of marketing on revenue and market share. By moving their marketing online, business-to-business (B2B) marketers will evolve from tactical demand generation to strategic ownership of the customer relationship, and they will regain their rightful place as the corporate head of customer experience, knowledge, and influence.”

Keep in mind the source of her data: 569 top marketing/corporate executives with 50% from companies with over $1 billion in annual revenue, and 30% spending at least $10 million per year on marketing alone. Not exactly the typical reader of this blog.

No, the typical reader of this blog would probably be satisfied in reading this review at 1to1media.com: Where Does the Customer Fit in the B2B World?

“To fix B2B marketing’s woes, Ramos suggests looking at online marketing as a crucial but integrated component of the company’s overall branding and lead generation efforts…There needs to be a plan to distribute your message and position the whole company, and those tactics need to be thought of consistently, across all channels.’”

I’m probably a bit more pragmatic and positive that she apparently is. My response:

The survey is flawed because it forgets two key groups in the marketing process:

1. Salespeople
B2B marketing has to be more tactical because it supports a field sales staff (that most B2C doesn’t have). Some of B2B products get sold without a customer ever looking at a website, while others are web-intensive. You can’t just “leave these outmoded methods behind,” because they are designed to support a sales staff, and can’t be duplicated any other way. Salespeople love the web because it makes their jobs easier. But if embracing technology means going to webinars, WebEx meetings, and PowerPoint, I don’t agree.

2. Customers
Going online won’t guarantee “strategic ownership of the customer relationship”…in fact the customer likely sees the internet as giving them control of the relationship. The true 21st century B2B marketer needs to have the information prospects need where and how they want. Yes, the web is a great resource for this, and is already being used in this way.

Okay, maybe I’m over-reacting. Or maybe I missed something by not buying the report. But, if “tactics need to be thought of consistently, across all channels” is the summation of the report, it seems a bit overpriced.

What do you think–Does B2B marketing really need a makeover? Or have we adjusted well to the internet over the last ten years?

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  • hemartin

    Our clients have changed / adapted their processes, communication and interaction (without much help from service providers). B2B marketing offers and platforms from B2B services (especially publishers) did not keep pace with this changes and needs.Imagine B2B service provider (e.g. publisher) would facilitate this changes and provide additional value … Yes a makeover – better a continuing improvement process – could / would be beneficial for all parties.

  • hemartin

    Our clients have changed / adapted their processes, communication and interaction (without much help from service providers). B2B marketing offers and platforms from B2B services (especially publishers) did not keep pace with this changes and needs.Imagine B2B service provider (e.g. publisher) would facilitate this changes and provide additional value … Yes a makeover – better a continuing improvement process – could / would be beneficial for all parties.

  • patmcgraw

    Another good reason to take anything said by an analyst with a grain of salt. Having focused on B2C clients the past 6 years, I can tell you that interactive media is not the panacea analysts and ad agencies say it is. Successful marketing comes from knowing your target audience, developing a relationship and consistently offering a unique, valuable solution to a problem or need.In the B2B world, that typically means having a salesforce that is extremely strong at relationship development and management. They are responsible for the dialogue with the buyer and they need to listen and solve.As for so many survey respondents stating disappointment over campaign performance, welcome to marketing. Never be satisfied. Keep aiming higher and pushing. The moment you don’t, you get passed by the competition.

  • Michael Anders

    I would agree in saying that B2B marketing strategies must be integrated well especially when selling online. It’s not like B2C where the prospect can find you online, like your product, and make an order under 10 minutes all without every speaking to live person from your organization. In B2B marketing and sales, it is still very crucial to build the personal relationship. However, I do believe that new web technologies are making this easier. I am only 19, and I feel that my generation uses the web to build personal relationships (Myspace and Facebook for example). As we come of age in the corporate world, I believe that we will continue to use the internet medium.

  • Michael Anders

    I would agree in saying that B2B marketing strategies must be integrated well especially when selling online. It’s not like B2C where the prospect can find you online, like your product, and make an order under 10 minutes all without every speaking to live person from your organization. In B2B marketing and sales, it is still very crucial to build the personal relationship. However, I do believe that new web technologies are making this easier. I am only 19, and I feel that my generation uses the web to build personal relationships (Myspace and Facebook for example). As we come of age in the corporate world, I believe that we will continue to use the internet medium.

  • Dave J.

    Thanks all for the comments. All very valuable, and from different perspectives.Herman, you are right that B2B services has been slow. I think their business models are under attack.Pat, I liked your statment ‘never be satisfied’. It puts this report in the category of ‘so much has changed, so much still the same’.Michael, I’m very curious to see where the myspace/facebook usage carries as your age-group enters the B2B workforce.As long as we marketers are pragmatic and open to change, integration with the internet will be seamless and successful.

  • Dave J.

    Thanks all for the comments. All very valuable, and from different perspectives.Herman, you are right that B2B services has been slow. I think their business models are under attack.Pat, I liked your statment ‘never be satisfied’. It puts this report in the category of ‘so much has changed, so much still the same’.Michael, I’m very curious to see where the myspace/facebook usage carries as your age-group enters the B2B workforce.As long as we marketers are pragmatic and open to change, integration with the internet will be seamless and successful.

  • Anonymous

    I have the responsibility of representing Industrial Business to Business publisher ThomasNet. In acting as one of their regional senior contractors, I often find myself in the position as acting as their marketing consultant, responsible for helping them make the transition from traditional to interactive marketing. Recently, Industrial Strength Marketing conducted a Industrial B2B marketing workshop to discuss a recent study by Google and ThomasNet which not only shows the how the industrial buyer is sourcing online but also surveyed the industrial suppliers to see the many gaps in the b2b mix. If you’re interested in the B2B Study, check out http://www.industrialmarketer.com.

  • Anonymous

    I have the responsibility of representing Industrial Business to Business publisher ThomasNet. In acting as one of their regional senior contractors, I often find myself in the position as acting as their marketing consultant, responsible for helping them make the transition from traditional to interactive marketing. Recently, Industrial Strength Marketing conducted a Industrial B2B marketing workshop to discuss a recent study by Google and ThomasNet which not only shows the how the industrial buyer is sourcing online but also surveyed the industrial suppliers to see the many gaps in the b2b mix. If you’re interested in the B2B Study, check out http://www.industrialmarketer.com.

  • Dave J.

    Thanks for the tip, the report sounds interesting. How do I get a copy?

  • Dave J.

    Thanks for the tip, the report sounds interesting. How do I get a copy?

  • Anonymous
  • Anonymous
  • Anonymous

    Everyone agrees that the use of online marketing tools will help B2B marketers do a better job. Particularly those who work for companies with international operations. One of my customers, a leading manufacturer of sound control underlayments, is currently promoting its products in most European countries and in the United States. If it weren’t for the company’s website and specialised web portals (or publishers) the amount invested on marketing tools would be more than triple of what it is. Nevertheless, as David said, online B2B marketing will only be sucessfull if we manage to engage our sales force and if our customers are familiar and comfortable with the internet. From my experience in industrial marketing most companies still find it difficult to use online tools. Same thing happens to customers. But I am sure this will change in the near future.joaohttp://www.joaoplantier.com

  • Anonymous

    Everyone agrees that the use of online marketing tools will help B2B marketers do a better job. Particularly those who work for companies with international operations. One of my customers, a leading manufacturer of sound control underlayments, is currently promoting its products in most European countries and in the United States. If it weren’t for the company’s website and specialised web portals (or publishers) the amount invested on marketing tools would be more than triple of what it is. Nevertheless, as David said, online B2B marketing will only be sucessfull if we manage to engage our sales force and if our customers are familiar and comfortable with the internet. From my experience in industrial marketing most companies still find it difficult to use online tools. Same thing happens to customers. But I am sure this will change in the near future.joaowww.joaoplantier.com

  • Dave J.

    Joao–Thanks for the comments. What we need to use has to be naturally effective, not forced. Then it will be viral.Once we find something that truly works, I think it will grow like YouTube. What is it going to be?

  • Dave J.

    Joao–Thanks for the comments. What we need to use has to be naturally effective, not forced. Then it will be viral.Once we find something that truly works, I think it will grow like YouTube. What is it going to be?

  • Anonymous

    A conversation that focuses on the failure of any marketing matter, B2B or B2C, and points alone to a tool of marketing, the web in this case, is a narrow view of marketing and a simplistic understanding of the sales process.

  • Anonymous

    A conversation that focuses on the failure of any marketing matter, B2B or B2C, and points alone to a tool of marketing, the web in this case, is a narrow view of marketing and a simplistic understanding of the sales process.

  • Dave J.

    Anon–Well said…it is all integrated. Was it Seth Godin who said “We are all marketers now”?

  • Dave J.

    Anon–Well said…it is all integrated. Was it Seth Godin who said “We are all marketers now”?

  • Anonymous

    Good lord, Thomasnet???? Global Spec??? Two of the worst offenders. Industrial Marketer is a newsletter thomasnet produces. They have been fleecing the Industrial Marketplace for generations. Thomasnet buys millions of dollars on google ad words for a reason, Stick with Google, period. You can select your keywords, turn the ads on and off when you want (no year long contract) your reporting shows conversions on every keyword you choose. Oh yeah and you can adjust your budget on your own. Or you can out source it to an agency.

  • Anonymous

    Good lord, Thomasnet???? Global Spec??? Two of the worst offenders. Industrial Marketer is a newsletter thomasnet produces. They have been fleecing the Industrial Marketplace for generations. Thomasnet buys millions of dollars on google ad words for a reason, Stick with Google, period. You can select your keywords, turn the ads on and off when you want (no year long contract) your reporting shows conversions on every keyword you choose. Oh yeah and you can adjust your budget on your own. Or you can out source it to an agency.

  • patmcgraw

    Another good reason to take anything said by an analyst with a grain of salt. Having focused on B2C clients the past 6 years, I can tell you that interactive media is not the panacea analysts and ad agencies say it is. < />< />Successful marketing comes from knowing your target audience, developing a relationship and consistently offering a unique, valuable solution to a problem or need.< />< />In the B2B world, that typically means having a salesforce that is extremely strong at relationship development and management. They are responsible for the dialogue with the buyer and they need to listen and solve.< />< />As for so many survey respondents stating disappointment over campaign performance, welcome to marketing. Never be satisfied. Keep aiming higher and pushing. The moment you don't, you get passed by the competition.