The world of marketing is in a state of continuous churn. Changes in customer behavior bring forth new paradigms by the day, rendering previous ones obsolete. It is not enough that a marketer simply adapts to change. They have to embrace change as a routine, and more often than not, implement change in real-time. The net effect is chaos, which breeds anxiety and uncertainty.

In a May 2013 study by Forrester Research and the Business Marketing Association, 97% of B2B marketers confess they do not have the necessary skills to take on such new demands. In such a state of affairs, it is no surprise that most online marketing efforts are not meeting the needs of the sales team. About two out of every three marketers confess their current marketing programs do not address buyers’ needs in an effective manner.

Marketers may need to adopt the following to mitigate such a grim scenario:

  1. Invest in a state of the art CRM that leverages the power of big data. The most effective CRMs are those that collect the latest and most relevant data from various sources, and subjects it to analysis on a real-time basis, to offer an integrated view of the customer, as well as actionable insights.
  2. Break down organizational silos to facilitate integration between sales and marketing, and to ensure that information flows freely to the analytical engine.
  3. Invest heavily in social media. Social media has evolved considerably from its days as another messaging channel. It is now a major conduit for lead acquisition and customer support. A study by J.D. Power and Associates reveals that twice as many U.S. consumers interact with brands through social media for service related matters as opposed to marketing.

How you are adapting your business in this fast market? How are you encouraging collaboration between your sales and marketing teams?

The following two tabs change content below.

Lauren Littlefield

Lifecycle Marketing Consultant at Right On Interactive
With over ten years of experience in technology, marketing, public relations and higher education, Lauren joined the Right On team in April 2013. She is a 2013 graduate of the Hamilton County Leadership Academy (Ind.), and a board member of Girls on the Run of Central Indiana. She has previously served as the vice president, programming and the secretary of the Indianapolis Chapter of the American Marketing Association. Lauren earned her BA in Communication from Hanover College. In her free time, she enjoys spending time with her family, running, IndyCar and the Indianapolis Colts.

Latest posts by Lauren Littlefield (see all)

WIN new business. KEEP current customers. GROW the right relationships. Start Now