{"id":5226,"date":"2024-12-12T11:16:45","date_gmt":"2024-12-12T10:16:45","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=5226"},"modified":"2025-01-20T10:08:39","modified_gmt":"2025-01-20T09:08:39","slug":"marketing-strategy-jon-millers-rules-for-the-new-b2b-playdbook","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/marketing-strategy-jon-millers-rules-for-the-new-b2b-playdbook\/","title":{"rendered":"Marketing strategy: Jon Miller&#8217;s rules for the new B2B playbook"},"content":{"rendered":"<p>The rules of modern B2B marketing were largely shaped by Jon Miller in the early 2010s.<\/p>\n<p>These principles have provided the framework for many marketing strategies for almost 15 years.<\/p>\n<p>Today, Jon Miller warns us that this once groundbreaking manual has become obsolete.<\/p>\n<p>But why? Because the model has worked so well that it has become a victim of its own effectiveness.<\/p>\n<p>What can we learn from these years of B2B marketing? And above all, what does this new playbook look like, adapted to a saturated market and savvy buyers?<\/p>\n<p>Inspired by an interview with Jon Miller on the <em>Growth Driver<\/em> podcast, this article explores the eight pillars of tomorrow&#8217;s B2B marketing.<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/-5kAxa-TR_c?si=yzR24BVOq8ru9j36\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2>Let&#8217;s be clear about the old B2B Marketing Playbook<\/h2>\n<p>I still remember downloading all the Marketo ebooks when I first got into it back in 2011-2012. It was the Bible of Marketing back then.<\/p>\n<div class=\"su-custom-gallery su-custom-gallery-align-center su-custom-gallery-title-hover\"><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/definitive-guide-to-marketing-automation.png\" alt=\"definitive guide to marketing automation\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">definitive guide to marketing automation<\/span><\/a><\/div><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Definitive-Guide-to-email-Marketing.png\" alt=\"Definitive Guide to email Marketing\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">Definitive Guide to email Marketing<\/span><\/a><\/div><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Definitive-Guide-to-Event-Marketing.png\" alt=\"Definitive Guide to Event Marketing\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">Definitive Guide to Event Marketing<\/span><\/a><\/div><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Definitive-Guide-to-Marketing-Metrics.png\" alt=\"Definitive Guide to Marketing Metrics\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">Definitive Guide to Marketing Metrics<\/span><\/a><\/div><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Definitive-Guide-to-Lead-Nurturing.png\" alt=\"Definitive Guide to Lead Nurturing\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">Definitive Guide to Lead Nurturing<\/span><\/a><\/div><div class=\"su-custom-gallery-slide\" style=\"width:140px;height:70px\"><a><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Definiitve-Guide-to-Lead-Scoring.png\" alt=\"Definitive Guide to Lead Scoring\" width=\"140\" height=\"70\" \/><span class=\"su-custom-gallery-title\">Definitive Guide to Lead Scoring<\/span><\/a><\/div><div class=\"su-clear\"><\/div><\/div>\n<p>Let me briefly summarize:<\/p>\n<ul>\n<li>construct content that will <strong>bring traffic<\/strong> to your site<\/li>\n<li><strong>capture the prospect&#8217;s email<\/strong> and other information through a form<\/li>\n<li>continue to educate the prospect (the &#8220;<strong>nurturing<\/strong>&#8220;) via an email drip campaign focused on the subject that interests him<\/li>\n<li>implement a <strong>scoring<\/strong> system that will score all automatically collected interactions, show prospect appetence and rank them<\/li>\n<li><strong>advance prospects<\/strong> in the marketing-sales funnel thanks to statuses shared between Marketing and Sales<\/li>\n<li>Pass hot prospects to &#8220;SDRs&#8221; \/ &#8220;BDRs&#8221; \/ &#8220;Inside Sales&#8221; &#8211; each company has its own terminology &#8211; for an initial qualification call<\/li>\n<li>The purpose of this call is to obtain the BANT: Budget \/ Authority \/ Need \/ Timeline. Only prospects who pass the filter are sent to a sales rep<\/li>\n<li>The sales rep takes over and manages the opportunity through to completion<\/li>\n<li>Upstream, once the machine is set up, use <strong>Google Ads and social networks<\/strong> to attract prospects to your pages<\/li>\n<\/ul>\n<p>And it worked! It allowed marketing to start acquiring its letters of nobility.<\/p>\n<p>For the first time, we could measure marketing results in terms of :<\/p>\n<ul>\n<li>&#8220;Marketing Qualified Leads&#8221;<\/li>\n<li>&#8220;Conversion rate&#8221;<\/li>\n<li>&#8220;Pipeline Velocity&#8221;&#8230;<\/li>\n<\/ul>\n<p>and have some semblance of a <strong>predictive pipeline<\/strong>.<\/p>\n<p>What a change from the early 2000s!<\/p>\n<h2>15 years on: the &#8220;Gumball machine&#8221; effect<\/h2>\n<div class=\"su-row\"><div class=\"su-column su-column-size-2-3\"><div class=\"su-column-inner su-u-clearfix su-u-trim\">Corporate management has become accustomed to the &#8220;Pipeline&#8221; effect:<\/p>\n<p>&gt; <strong>If I put XX euros into marketing, I&#8217;ll get YY MQLs.<\/strong><\/p>\n<p>The next logical step was to maximize the machine by injecting :<\/p>\n<ul>\n<li>always more list purchases and Ads at the top of the funnel,<\/li>\n<li>more nurturing,<\/li>\n<li>more outgoing emails<\/li>\n<li>If conversion rates drop, we switch from &#8220;less hot&#8221; leads to sales to compensate for the lack of MQLs. Never mind, you&#8217;ve got to meet your quotas<\/li>\n<\/ul>\n<p>Without questioning the drop in conversion rates.<\/p>\n<\/div><\/div>\n<div class=\"su-column su-column-size-1-3\"><div class=\"su-column-inner su-u-clearfix su-u-trim\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5238 size-medium\" title=\"Gumball effect of the old Marketing B2B playbook\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/ai-generated-vintage-red-gumball-machine-free-png-153x300.webp\" alt=\"Gumball effect of the old Marketing B2B playbook\" width=\"153\" height=\"300\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/ai-generated-vintage-red-gumball-machine-free-png-153x300.webp 153w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/ai-generated-vintage-red-gumball-machine-free-png.webp 501w\" sizes=\"auto, (max-width: 153px) 100vw, 153px\" \/><\/p>\n<\/div><\/div> <\/div>\n<h2>Why B2B marketing strategy based on the old manual is outdated?<\/h2>\n<h3>Prospect indifference<\/h3>\n<p>15 years of marketing practices have educated buyers. We all know that if :<\/p>\n<ul>\n<li>I click on this button, I&#8217;ll receive a litany of unwanted emails, if not a call from a aggressive SDR.<\/li>\n<li>I reply to this solicitation on Linkedin, within three seconds, I&#8217;ll receive a message offering me an appointment.<\/li>\n<li>I fill in this form, I&#8217;ll be put in a sequence of emails I can&#8217;t get out of<\/li>\n<li>I click on this ad for shoes, I&#8217;ll be followed for two weeks by shoe ads everywhere I go.<\/li>\n<\/ul>\n<p>Not only are prospects educated, they&#8217;re also indifferent or even hostile to marketing techniques.<\/p>\n<p>This means fewer clicks, less traffic, fewer forms filled in&#8230;<\/p>\n<p>This is the advent of the &#8220;<strong>Zero Click Content<\/strong>&#8221; trend: I want to be able to consume content without having to click.<\/p>\n<h3>The focus on &#8220;pipeline generation&#8221; instead of &#8220;revenue generation&#8221;<\/h3>\n<p>The role of marketing has often focused on generating &#8220;<strong>new business<\/strong>&#8221; to the detriment of developing existing customers.<\/p>\n<p>Success indicators are &#8220;New Business&#8221; oriented:<\/p>\n<ul>\n<li>number of Leads acquired by marketing,<\/li>\n<li>number of MQLs sourced by marketing<\/li>\n<li>&#8230;<\/li>\n<\/ul>\n<p>Targeting often excludes customers: as soon as you&#8217;re a customer, you&#8217;re out of the campaigns. Or you&#8217;re treated by a separate team.<\/p>\n<p>Tools are &#8220;New Business&#8221; oriented, via the &#8220;<strong>Lead<\/strong>&#8221; object found in all CRMs, which is used to carry and qualify new prospects. But this prevents any reconciled statistics between &#8220;new business&#8221; and &#8220;renewal&#8221;.<\/p>\n<p>And even in &#8220;New Business&#8221;, the focus is on <strong>pipeline generation<\/strong> (i.e. input quantity) and not on improving <strong>conversion rates<\/strong> at each stage and the <strong>speed of progression<\/strong> of prospects in the funnel.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5242 size-full\" title=\"Marketing Sales Funnel and Revenue\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue.png\" alt=\"Marketing Sales Funnel and Revenue\" width=\"2047\" height=\"911\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue.png 2047w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue-300x134.png 300w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue-1024x456.png 1024w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue-768x342.png 768w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue-1536x684.png 1536w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/Marketing-Sales-Funnelm-and-Revenue-600x267.png 600w\" sizes=\"auto, (max-width: 2047px) 100vw, 2047px\" \/><\/p>\n<h3>Underinvestment in the brand<\/h3>\n<p>The other bias of marketing automation tools has been to also focus on what is <strong>measurable:<\/strong><\/p>\n<ul>\n<li>clicks on ads or email CTAs<\/li>\n<li>form fills<\/li>\n<li>engagement of nurturing sequences<\/li>\n<li>MQLs sent to sales<\/li>\n<\/ul>\n<p>at the expense of &#8220;<strong>branded content<\/strong>&#8220;, which is less easy to track:<\/p>\n<ul>\n<li>content without CTAs such as blog posts, or &#8220;thought leadership&#8221; articles aimed at establishing your credibility<\/li>\n<li>organic content on social networks<\/li>\n<li>display campaigns<\/li>\n<\/ul>\n<p>Budget allocation has gradually focused <strong>on the bottom of the funnel<\/strong> and the few percent of the market receptive at any given moment.<\/p>\n<h2>The 8 pillars of the new B2B Marketing Playbook<\/h2>\n<h3>Pillar 1: Objectives and strategic priorities<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Growth often translates in the old playbook as <strong>acquisition<\/strong> (more new logos)<\/li>\n<li>The whole system is acquisition-oriented: incentives, KPIs on MQLs, budget allocation<\/li>\n<li>The <strong>credibility<\/strong> of marketing has improved, but not enough to influence management.<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>Unfortunate focus on pipeline generation<\/h4>\n<p>The budget discussion between management and marketing can sometimes be caricatured:<\/p>\n<ul>\n<li>Management: &#8220;We want XX% growth in new logos this year&#8221;<\/li>\n<li>Marketing: &#8220;Okay, given our conversion rates, pipeline speed and the like, we&#8217;d have to invest YY% and that&#8217;s going to be very complicated&#8230;&#8221;<\/li>\n<li>Management: &#8220;Bah, it&#8217;s your job, figure it out&#8221;<\/li>\n<\/ul>\n<p>and the discussion ends with marketing &#8220;doing its best&#8221; but knowing full well that come September, discussions are going to get very heated&#8230;<\/p>\n<p>It&#8217;s a complicated time for Marketing Departments:<\/p>\n<ul>\n<li>the effectiveness of classic campaigns <strong>falls<\/strong>,<\/li>\n<li>the rules of the game have <strong>changed<\/strong> but marketing&#8217;s interlocutors are still in the &#8220;Gumball Machine&#8221; logic: just invest XX in input to get YY in output<\/li>\n<li>The <strong>credibility<\/strong> of marketing management is not yet such that it can contradict management<\/li>\n<li>the result is that the average time in post for a marketing director is <strong>two years<\/strong>. Which is a short time to prove oneself.<\/li>\n<\/ul>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Marketing managers need to evangelize management and explain that the rules of the game have changed.<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>that <strong>investing in the brand<\/strong> with perhaps fewer KPIs is good for the company<\/li>\n<li>that focusing also on <strong>conversion rates<\/strong>, <strong>speed<\/strong> of pipeline, <strong>retention<\/strong> or cross-sell \/ upsell of existing customers is necessary<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 2: Invest in Brand or Demand Generation<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Focusing mainly on everything that concerns and follows <strong>demand capture<\/strong> (activation, conversion, sales), not so much on reputation and brand building (the educational or emotional part).<\/li>\n<li>The focus has gradually shifted to the immediately activatable, whereas +100 competitors are targeting the same people.<\/li>\n<li>Because you don&#8217;t have a strong brand, you&#8217;re no longer visible.<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>Demand generation has taken the lion&#8217;s share of budgets<\/h4>\n<p>Paid campaigns and end-of-funnel content have taken the lion&#8217;s share of the marketing budget. At the expense of content and campaigns at the beginning of the funnel.<\/p>\n<p>Why should this be?<\/p>\n<p>Because pushing your white paper via Linkedin ads or a Linkedin Lead Gen form gives <strong>accurate indicators<\/strong> on the one hand, and on the other because the <strong>cost<\/strong> is out of all proportion to the creation of a blog article. De facto, more budget is absorbed by ads.<\/p>\n<p>Conversely, when management asks for the results of display campaigns, or blog posts &#8220;without CTAs&#8221;, we&#8217;re often a little embarrassed, because apart from traffic figures, there&#8217;s little to say.<\/p>\n<h4>A strong brand makes sales&#8217; job easier<\/h4>\n<p><strong>It&#8217;s because you&#8217;ve developed a powerful brand attachment with &#8220;free&#8221;, engaging, educational content that the rest of the funnel will flow easily.<\/strong><\/p>\n<p>Branded content has a direct effect on conversion rates and pipeline velocity, as Marketo showed us at the time.<\/p>\n<div class=\"su-box su-box-style-soft\" id=\"\" style=\"border-color:#290f60;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#5C4293;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>The early days of Marketo<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<p>Jon Miller wrote his &#8220;Definitive Guides&#8221; and suddenly hundreds of marketers were discovering a new facet of marketing, educating themselves, being able to start a discussion with the Board.<\/p>\n<p>The discussions that followed were &#8220;easy&#8221; for Marketo sales reps: prospects wanted to acquire the solution that met the new marketing rules!<\/p>\n<p>No need for 15 sales meetings, the &#8220;brand&#8221; effect was in full effect, making the sales process easier.<\/p>\n<\/div><\/div>\n<p>Over time, less budget was put into free &#8220;emotional&#8221; or &#8220;educational&#8221; branded content.<\/p>\n<p>The focus shifted to end-of-funnel content, which detects a prospect who is mature and ready for a discussion.<\/p>\n<p>The problem is that all competitors focus on the same <strong>1-5% of the market<\/strong> and neglect the other 95%.<\/p>\n<p><strong>Lacking strong brand content, it&#8217;s hard to stand out from the crowd<\/strong>.<\/p>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Marketing departments need to invest 40% in branded content\/campaigns and 60% in Demand Capture<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>it&#8217;s not easy, quite a bit of <strong>education<\/strong> is needed on the CEO\/CRO and CFO side<\/li>\n<li>the marketing department must also realize that it will have <strong>no extra budget<\/strong> to (re)invest in the Brand<\/li>\n<li>So we have to convince ourselves to go from\n<ul>\n<li>&#8220;If I want to generate 100 million euros in demand, I need a budget of 10 million euros for demand.&#8221; to<\/li>\n<li>&#8220;If I want to generate 100 million euros of demand, I need a budget of 6 million euros for demand and 4 million euros for Brand.&#8221;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 3: new definition of audience<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Defining an audience<strong> too broad<\/strong>, which stretches Ads resources and budget over too many leads, and less impact on each of them<\/li>\n<li>Because the target is broad, too much budget is consumed, leaving nothing left for <strong>branded content<\/strong><\/li>\n<li>the <strong>ABM strategy<\/strong> has been a good remedy for addressing desired accounts, but is difficult to apply for Key Accounts<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>The ravages of the &#8220;Gumball machine&#8221;<\/h4>\n<p>The &#8220;Gumball machine&#8221; effect came into full play: I was successful with my first Ads campaign, and converted leads into customers. The natural reaction was to amplify the effort, increase the budget, choose a larger audience to get more customers.<\/p>\n<p>But in subsequent iterations, the effectiveness of the ads went <strong>decreasing<\/strong>, forcing me to increase the budget to keep the targets.<\/p>\n<p>In the end, all the budget was spent on Ads, with a low ROI.<\/p>\n<h4>Progress with ABM strategy<\/h4>\n<p>In response, the B2B marketing strategy was enriched with ABM, allowing the company to re-align its marketing focus on accounts that were important to the company.<\/p>\n<p>But it proved too ungranular to deal with key accounts, which have several teams who may be talking about different needs simultaneously.<\/p>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> How to build your audience strategy from now on<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>Identify people in the market (ICP) and approach them with a personalized, scaled strategy for better impact (Tier 1, Tier 2, Tier 3, not in target).<\/li>\n<li>Work branded content with the rest<\/li>\n<li>Adopt a Buying Group approach to refine ABM strategy.<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 4: channels and the buyer&#8217;s attitude<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>The strategy is now well known to buyers and prospects, who are wary of it\n<ul>\n<li>Engage your audience on your website, via email and corporate social networks with product-oriented or &#8220;corporate&#8221; communication or end-of-funnel content<\/li>\n<li>Then start the email machine or nurturing campaign<\/li>\n<li>and Paid Media campaigns do the heavy lifting of awareness and demand generation.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/div><\/div>\n<p>It was the marketing manual written in 2010 that worked so well when<\/p>\n<ul>\n<li>the market was immature and unsaturated<\/li>\n<li>prospects responded well to direct approaches and<\/li>\n<li>there was interest in educating themselves on brand sites<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-5248 size-full\" title=\"prospects after 15 years of marketing\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/prospects-after-15-years-of-marketing.png\" alt=\"prospects after 15 years of marketing\" width=\"527\" height=\"499\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/prospects-after-15-years-of-marketing.png 527w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/12\/prospects-after-15-years-of-marketing-300x284.png 300w\" sizes=\"auto, (max-width: 527px) 100vw, 527px\" \/><\/p>\n<p>Today, <strong>no one wants to download an Ebook<\/strong>.<\/p>\n<h4>Zero Clic Content and exclusive content<\/h4>\n<p>Prospects want<\/p>\n<ul>\n<li>on the one hand, to have access to content<strong> without friction<\/strong> (no forms, no CTAs)<\/li>\n<li>and on the other hand to <strong>consume it wherever they discover it<\/strong>: on social networks like Linkedin or Twitter, in an email received directly&#8230;<\/li>\n<li>and finally they want <strong>proprietary content<\/strong> that they can only find from you. Generic AI-generated content is of little interest, and worse, can damage your brand.<\/li>\n<\/ul>\n<div class=\"su-box su-box-style-soft\" id=\"\" style=\"border-color:#290f60;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#5C4293;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Example of proprietary content by Gong Labs<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<p>Gong.io is a platform that captures customer interactions and delivers insights at scale, enabling teams to make decisions based on data rather than opinion.<\/p>\n<p>Gong Labs uses millions of conversations to analyze discussion patterns and produce proprietary content and metrics that only they can produce.<\/p>\n<\/div><\/div>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Build your own audience and communities<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>Go from a philosophy of restricted-access content with a form to a<strong> single portal<\/strong>, then a set of free content<\/li>\n<li>Expose your content on spaces you control (<strong>first party cookie<\/strong>)<\/li>\n<li>Create and animate your <strong>ambassador <\/strong>communities<\/li>\n<li>Find a way to mobilize your ambassadors on third-party sites that talk about you or your competitors.<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 5: Using data with the FIRE framework<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>1st party data only<\/li>\n<li>Buying lists,<\/li>\n<li>Disconnected data sets (marketing\/sales, by funnel stage, by platform)<\/li>\n<li>No automatic deduplication \/ No automatic lead conversion<\/li>\n<li>No consolidated view<\/li>\n<\/ul>\n<\/div><\/div>\n<p>The <strong>FIRE<\/strong> framework is a good acronym to define the data needed for today&#8217;s marketing<\/p>\n<h4>Fit<\/h4>\n<p>Quality firmographic data for initial targeting of key accounts, followed by demographic data to target the right profiles.<\/p>\n<p>Here the keywords for <a href=\"https:\/\/merlinleonard.com\/en\/the-5-keys-to-data-quality\/\" target=\"_blank\" rel=\"noopener\">quality data<\/a> are :<\/p>\n<ul>\n<li>documented<\/li>\n<li>integrated<\/li>\n<li>automated and enriched<\/li>\n<li>fair<\/li>\n<li>compliant<\/li>\n<\/ul>\n<h4>Intent<\/h4>\n<p>Even better than firmographic and demographic data, which provide a &#8220;flat&#8221; view, behavioral and intentional data is the proper way to identify the 1 to 5% of the market that can be activated right now.<\/p>\n<ul>\n<li>Either first-party data, such as visits to your websites, clicks on emails, videos viewed or podcasts listened to, webinar or trade-show attendance&#8230;<\/li>\n<li>Or third-party data, which will enable you to detect the search intentions of all accounts, not just those who visit your site.<\/li>\n<\/ul>\n<h4>Relationship<\/h4>\n<p>Takes into account everything you have in your CRM and back office.<\/p>\n<ul>\n<li>Of course, the complete purchase history of your customers\n<ul>\n<li>always appalled to see that some people can&#8217;t target their customers in marketing automation :-(, so I&#8217;m not talking about customers who have bought product\/service A in the last three months<\/li>\n<\/ul>\n<\/li>\n<li>Knowing that this contact who has just changed companies was an ambassador for your brand in his previous position<\/li>\n<li>Identify that such and such a prospect has a relationship of trust with such and such a sales rep at your company.<\/li>\n<li>Bear in mind that such and such an account has asked you for 5 proposals in 1 year, without ever giving you any positive feedback.<\/li>\n<\/ul>\n<h4>Engagement<\/h4>\n<p>This is the notion of Engagement so dear to Marketo: it shows active participation in your campaigns, and that the prospect or customer reacts with interest to what you have to offer.<\/p>\n<p>By combining these four criteria, you can target accounts and contacts according to your objectives.<\/p>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> The perfect data summary<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>Recent, enriched, quality firmographic and demographic data<\/li>\n<li>First and third-party behavioral data to pinpoint prospects&#8217; intentions at the right time<\/li>\n<li>Plus the history of relationships between people, between accounts, the history of quotes and orders, which must be made easily available on the marketing automation side<\/li>\n<li>And finally prospect or buying group engagement.<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 6: the roles of marketing and sales<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Although sales and marketing alignment is declared a national priority, in reality it hardly exists<\/li>\n<li>We&#8217;re in a relay race between marketing and sales<\/li>\n<li>each group has its own indicators of success, incompatible with a team vision.<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>The initial promise of Sales Marketing Alignment<\/h4>\n<p>One of the solutions in Jon Miller&#8217;s Definitive Guides was Sales-Marketing Alignment.<\/p>\n<p>And it&#8217;s true that a solution like Marketo, integrated with the sales force&#8217;s CRM, made it possible to pass on relevant data to Sales so that they could continue the conversation started on the marketing side:<\/p>\n<ul>\n<li>interesting moments in the customer journey, milestones to be noted.<\/li>\n<li>Website pages viewed<\/li>\n<li>emails received, opened, clicked<\/li>\n<li>how scoring has progressed.<\/li>\n<\/ul>\n<p>And sales reps could even engage their prospects with campaigns or emails specially prepared for them!<\/p>\n<h4>The harsh reality<\/h4>\n<p>But we all know that what predominantly drives behavior in business are <strong>in<\/strong><strong>success indicators<\/strong> on the one hand, and <strong>remuneration<\/strong> on the other (the two are supposed to be aligned, but well, that&#8217;s another story&#8230;).<\/p>\n<p>Now, if we look at the typical indicators of the two teams :<\/p>\n<ul>\n<li>Marketing: rather fixed remuneration, with a small incentive based on MQLs (possibly &#8220;quality&#8221;).<\/li>\n<li>Sales: fairly substantial variable portion based on business signed.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-15998 size-full\" src=\"https:\/\/merlinleonard.com\/wp-content\/uploads\/2024\/11\/sales-marketing-alignement-failure.png\" alt=\"sales marketing alignment failure\" width=\"759\" height=\"425\" \/><\/p>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Marketing and Sales must behave like a soccer team<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>you have a soccer team that moves as a team, with a <strong>common goal<\/strong>: getting the ball into the net.<\/li>\n<li>The ball has a <strong>non-linear path,<\/strong> exactly like the actual buyer&#8217;s path, with hundreds of touches (and there are dozens of balls)\n<ol>\n<li><strong>Share information on the pitch<\/strong>, have a feel for the pitch &gt; Share a LOT of information<\/li>\n<li><strong>Get together<\/strong>: bi-weekly meetings, standing up, 5-10 minutes, with marketing, SDR and sales, to talk about this rep&#8217;s account. What&#8217;s going on and what are we going to do about it?<\/li>\n<\/ol>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>Change the incentive model<\/strong>?<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 7: Indicators and Attribution<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Too many indicators measured, with no focus on what&#8217;s important, which drowns out the lessons<\/li>\n<li>Separate dashboards for each team (marketing, inside sales, sales)<\/li>\n<li>Attribution was a good way of recognizing and respecting marketing, but it <strong>failed<\/strong> to create a sense of belonging to the team, and is overused to prove marketing&#8217;s value.<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>Too much information kills information<\/h4>\n<p>A solution like Marketo has suddenly given marketing access to a host of indicators, from the most granular to the most global.<\/p>\n<ul>\n<li>email open and click statistics, page views on the site.<\/li>\n<li>prospects&#8217; progress and success in campaigns<\/li>\n<li>scoring, which gives a summary of the prospect&#8217;s relevance and appetite for your brand.<\/li>\n<li>lead progress in the funnel, conversion rates at each stage and pipeline speed.<\/li>\n<li>first-touch or multi-touch revenue attribution to identify the pipeline and revenue generated or influenced by marketing.<\/li>\n<\/ul>\n<p>These invaluable indicators helped establish marketing&#8217;s credibility, giving it access to discussions with management, and enabling it to assert itself vis-\u00e0-vis Sales.<\/p>\n<p>The danger came with Business Intelligence tools, which could be connected to Marketo and CRM, making it easy to create dashboards. Companies have sometimes been too heavy-handed, and end up with hundreds of marketing reports.<\/p>\n<p>This can make it difficult to pick out the important signals.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16003 size-large\" src=\"https:\/\/merlinleonard.com\/wp-content\/uploads\/2024\/11\/marketing-dashboard-1024x739.webp\" alt=\"marketing dashboard\" width=\"1024\" height=\"739\" \/><\/p>\n<h4>Dashboards separated by team<\/h4>\n<p>Each team has designed dashboards around its own indicators of success.<\/p>\n<p>There are generally no common dashboards, and dashboard inflation doesn&#8217;t make it easy to want to add one more.<\/p>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Introducing common indicators and compensation<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>Measures based on teamwork: total pipeline target \/ revenue target \/ success rate<\/li>\n<li>Keep KPIs from marketing and sales, but not to prove value, to improve overall performance.<\/li>\n<li>The team wins or loses together, but that doesn&#8217;t mean we don&#8217;t look at individual performance.<\/li>\n<li>We seek to improve overall performance.<\/li>\n<\/ul>\n<\/div><\/div>\n<h3>Pillar 8: Technologies<\/h3>\n<div class=\"su-box su-box-style-noise\" id=\"\" style=\"border-color:#057cb2;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#38AFE5;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>Current shortcomings<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<ul>\n<li>Taking advantage of the exponential growth in the number of SaaS technologies without an orientation strategy<\/li>\n<li>&#8220;Buy it and the ROI will naturally follow&#8221;.<\/li>\n<li>Technologies are under-utilized, with low levels of training, poorly integrated<\/li>\n<\/ul>\n<\/div><\/div>\n<h4>The technology explosion<\/h4>\n<p>The last 15 years have seen an explosion of technologies. It&#8217;s a golden age for marketing, because there&#8217;s bound to be a technology to realize your new marketing idea.<\/p>\n<p>And we know that marketing can be full of ideas!<\/p>\n<p>As a result, we&#8217;ve seen numerous technological solutions arrive in the company, sometimes without the involvement of the IT department (the famous &#8220;Shadow IT&#8221;), with little or no integration with the rest.<\/p>\n<p>This led to numerous manual data transfers, with low quality (duplicates, mapping errors&#8230;).<\/p>\n<p>When the person who bought the technology leaves, the solution is likely to be abandoned, but still paid for.<\/p>\n<h4>The importance of integration for a better customer experience<\/h4>\n<p>From the prospect&#8217;s point of view, disparate, non-integrated technologies often mean a frictional customer journey. This is no longer acceptable today.<\/p>\n<div class=\"su-box su-box-style-soft\" id=\"\" style=\"border-color:#290f60;border-radius:3px;\"><div class=\"su-box-title\" style=\"background-color:#5C4293;color:#FFFFFF;border-top-left-radius:1px;border-top-right-radius:1px\"><strong>An example with Marketo - TwentyThree integration<\/strong><\/div><div class=\"su-box-content su-u-clearfix su-u-trim\" style=\"border-bottom-left-radius:1px;border-bottom-right-radius:1px\">\n<p>We offer videos on our site, hosted by TwentyThree, because this allows us to finely measure who has seen our videos, how many times, and which passage.<\/p>\n<p>TwentyThree also allows us to reserve our longer videos for readers who agree to give us their email address.<\/p>\n<p>Marketo and TwentyThree are well integrated, including in terms of cookies.<\/p>\n<p>This means that if I&#8217;m known in Marketo (my email and cookie are associated), I&#8217;ll be recognized when I watch a video in TwentyThree.<\/p>\n<p>The advantage?<\/p>\n<p>We don&#8217;t ask people known to Marketo to fill in any TwentyThree forms. The process is seamless.<\/p>\n<\/div><\/div>\n<h4>The gaps in training<\/h4>\n<p>I sometimes work at a customer&#8217;s site and discover people working on Marketo without any training (often apprentices or trainees on whom we don&#8217;t &#8220;want to invest&#8221;).<\/p>\n<p>It always feels like leaving the keys to the Ferrari to your best friend, who has never been on a racetrack.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-16017 size-full\" title=\"importance of marketo training\" src=\"https:\/\/merlinleonard.com\/wp-content\/uploads\/2024\/12\/importance-de-la-formation-marketo.png\" alt=\"importance of marketo training\" width=\"743\" height=\"415\" \/><\/p>\n<h4>The arrival of AI is changing the nature of Marketing Ops<\/h4>\n<p>Artificial Intelligence will very soon become our co-pilot, but soon it will be our auto-pilot.<\/p>\n<p>We can imagine that tomorrow<\/p>\n<ul>\n<li>marketing will be in charge of creating the best possible experiences: videos, podcasts, blog posts, webinars, &#8230;<\/li>\n<li>and that AI will orchestrate prospect and customer journeys based on their profiles, interests, hot reactions&#8230;<\/li>\n<\/ul>\n<div class=\"su-service\"><div class=\"su-service-title\" style=\"padding-left:48px;min-height:34px;line-height:34px\"><i class=\"sui sui-check\" style=\"font-size:34px;color:#38AFE5\"><\/i> Introduce common indicators and compensation<\/div><div class=\"su-service-content su-u-clearfix su-u-trim\" style=\"padding-left:48px\">\n<ul>\n<li>AI is your co-pilot, but it will soon be on autopilot.<\/li>\n<li>The go-to-market strategy must be the driving force behind the technology you buy.<\/li>\n<li>Prefer highly integrated technologies<\/li>\n<li>Don&#8217;t skimp on training<\/li>\n<\/ul>\n<\/div><\/div>\n<h2>Conclusion<\/h2>\n<p>B2B marketing is at a turning point. Traditional strategies, while effective in the past, no longer meet the demands of a saturated market and savvy prospects.<\/p>\n<p>To thrive in this environment, it&#8217;s essential to adopt the eight pillars of the new B2B marketing handbook:<\/p>\n<ol>\n<li><strong>Redefine strategic objectives<\/strong>: Go beyond simple lead generation by focusing on conversion, retention and customer satisfaction.<\/li>\n<li><strong>Rebalance brand and demand generation<\/strong>: Invest equally in building a strong brand and capturing demand to differentiate and naturally attract prospects.<\/li>\n<li><strong>Redefine the audience<\/strong>: Segment targets according to their potential and adopt a buying group-centric approach to better address decision-makers.<\/li>\n<li><strong>Rethink channels and content<\/strong>: Offer frictionless content accessible directly on the platforms where prospects are located, to meet their need for immediacy.<\/li>\n<li><strong>Exploit data to the full with the FIRE framework<\/strong>: Use Fit, Intent, Relationship and Engagement data to identify and prioritize the most promising prospects.<\/li>\n<li><strong>Align marketing and sales<\/strong>: Work in synergy with common goals and fluid communication to optimize sales effectiveness.<\/li>\n<li><strong>Simplify metrics<\/strong>: Focus on relevant KPIs that reflect collaboration and the real impact of actions taken.<\/li>\n<li><strong>Integrate technologies<\/strong>: Ensure consistency between tools to deliver a fluid, personalized customer experience.<\/li>\n<\/ol>\n<p>By adopting these principles, companies will not only be able to adapt to market changes, but also anticipate customer expectations. The era of modern B2B marketing demands a more human, transparent approach focused on creating real value for the customer. It&#8217;s time to turn the page on the old manual and write a new chapter, more in tune with today&#8217;s realities.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Revamp your B2B marketing strategy with Jon Miller&#8217;s new rules. 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