Dr. Subhendu Pattnaik’s Post

B2B has evolved, and it's time to abandon the antique marketing methods. Welcome to B2B 2.0 - let me guide you through it. ↴ Here’s what’s changed ⚡️: Separate teams for sales/marketing etc → 1 core GTM team Manual → Automated in executing processes Talking abt product → Talking abt ROI for business Long term → Short term in Planning Outbound → Inbound (Controversial, lemme explain below) Activity focused → Outcome focus Omnichannel → 1 target channel where ICP hangs out Spray & pray → Personalised targeting Manual ABM → Attribution / User journey based ABM Now coming to the Outbound vs Inbound debate, You need to understand that, A typical B2B Buyer in 2024 has all the information they need before even engaging with your brand. In fact, 95% of buying happens without the seller (Based on Gartner data) That means only 1 thing, your core focus is to create content that attracts your ICP. This includes: → Benchmark reports w/ high quality data → Podcasting → Newsletter → Courses → Webinars → Community → Revealing strategies on LinkedIn → Focus on UGC content → Running thought leader ads with the UGC content. etc. The way people buy in B2B has changed dramatically. Don’t sell the same way! So, old way or the new way? Would love to know your thoughts on this 👇

Go-To-Market plans are critical for success...here is a blueprint.

The first step for any successful GTM in the SMB space in India is identifying and finalizing the target market. With 65M+ SMB’s in India, it’s important to sharpen the exact TG profile – whether its industry, location, size of company, products they sell etc.   This allows a company to target efforts more sharply, create a compelling value proposition for that specific target segment vs. a spray and pray approach. Once you know the exact profile of an SMB that you’re targeting, you can work towards enriching the data you have and how much you know about these potential customers and create sharply targeted communication using AI to nurture base and increase conversions. Set a goal of what revenue you want to target for the year, see what type of SMB’s will help you get there and what gives you confidence, work towards cracking them – at least you will have confidence that your efforts are going in the right direction. Great article on this topic: https://lnkd.in/gtS3RmCH

In the fast-paced world of B2B sales and marketing, a well-structured Go-To-Market (GTM) plan is essential for success. Starting with a clear strategy that identifies key departments—typically product, marketing, and sales—and outlines specific goals and timelines ensures that every step is purposeful and aligned. This approach prevents misalignment and ensures that everyone works towards the same objectives. Understanding the root of misalignment between sales and marketing, which often stems from differing approaches to their responsibilities, is crucial for fostering better collaboration and achieving common goals. To bridge the gap between marketing and sales, marketers should adopt a sales mindset, shifting from nurturing leads to actively hunting for opportunities. This involves creating more relevant, stage-based content that aligns with the sales process. In the ever-lengthening B2B buyer’s journey, compelling content remains king, making it vital to educate potential customers about new products and features effectively. Additionally, embracing AI on an individual level without feeling overwhelmed by the evolving landscape is crucial. Selecting AI tools that best fit specific needs and leveraging their capabilities can enhance GTM strategies, helping businesses stay ahead in a competitive market. Demand Gen Report | Kelly Lindenau | #B2BMarketing #SalesAlignment #GTMStrategy #ContentMarketing #AIinMarketing #Activate_ms

The Hidden Pressures Facing CMOs in B2B Marketing B2B CMOs are grappling with budget cuts, extended sales cycles, and staffing challenges amidst an “underground recession” affecting marketing departments. The evolving landscape forces CMOs to demonstrate value, streamline operations, and adapt roles, often with reduced resources. To navigate these challenges, leaders are advised to expand metrics, incorporate AI, and focus on strategies that emphasize efficiency and innovation. #CMOChallenges #B2BMarketing #DigitalTransformation #MarketingInnovation

Insights for 2025: Transforming the B2B Landscape As we look ahead to 2025, Forrester’s latest predictions highlight significant shifts in B2B marketing and sales that organizations need to embrace. Takeaways: Digital Self-Service Dominance: More than half of large B2B purchases (over $1 million) will be processed through digital self-serve channels. As Millennials and Gen Z buyers take charge, companies must focus on creating impactful interactions that enhance the buying experience. Reorganization Challenges: While CMOs and CSOs will aim to reorganize for better performance, nearly half may struggle to address underlying issues. Only 12% of marketing leaders feel their current structures will meet revenue targets effectively. Influencer Impact: Over 50% of younger buyers will involve 10 or more external influencers in their purchasing decisions, leveraging social media and their value networks to guide their choices. AI ROI Realities: Many enterprises are realizing that ROI from AI investments will take longer than expected. Premature scaling back on AI initiatives could hinder long-term growth. Read Forrester's latest predictions here: https://hubs.li/Q02Y3x8Z0 Do you agree? What are your 2025 predictions? #B2BMarketing#2025Predictions #DigitalTransformation #RenderTribe

ABM and ABX: Unlocking B2B Growth for SMEs Account-Based Marketing (ABM) and Account-Based Experience (ABX) are powerful strategies for B2B businesses, but adoption in India—especially among SMEs—remains low. 💡 ABM focuses on targeting high-value accounts with personalized efforts, while ABX extends this personalization across the entire customer journey. Together, they help businesses build deep relationships that drive growth. Best Practices for ABM & ABX: 1️⃣ Identify and prioritize high-value accounts (e.g., Adobe’s focus on enterprise clients). 2️⃣ Use data to personalize messaging (like Terminus does with targeted ads). 3️⃣ Align sales and marketing teams for consistent communication (as seen with Slack). 4️⃣ Create relevant content for target accounts (HubSpot excels here). 5️⃣ Engage across multiple channels (e.g., Salesforce’s Dreamforce event). 6️⃣ Measure results and optimize efforts (like Marketo with its platform analytics). 7️⃣ Provide personalized onboarding and support (Zendesk’s approach). 8️⃣ Encourage satisfied clients to advocate (AWS uses case studies for referrals). SMEs in India can stand out by adopting these strategies to build meaningful customer relationships and achieve sustainable growth. #ABM #ABX #B2BMarketing #SMEGrowth #GTM #B2B #SMEs #SalesStrategy #BusinessGrowth

🚀 Elevate Your B2B Marketing Game! 🚀   In today's fast-paced digital landscape, B2B marketers must innovate beyond traditional strategies to succeed. Driving demand, amplifying brand presence, and nurturing lasting customer relationships require a fresh approach.   Join us for an exclusive ExpertEdge #AMA with Shine, featuring Mohit Dhingra, Head of Field Marketing India at MongoDB, with 15+ years of experience in B2B marketing, digital strategy, and business development. Mohit has led global demand generation and strategic marketing initiatives across diverse industries and is a thought leader in channel marketing, account-based marketing (ABM), and content creation.   📅 When: 26th October 2024 (Saturday) ⏰ Time: 11:00 AM - 12:00 PM 📍 Where: Virtual (Teams)   What You’ll Learn: 🔹 Key strategies for successful B2B marketing in today’s digital landscape 🔹 Balancing demand generation with brand-building efforts 🔹 Insights into driving partner and employee engagement   Don't miss out—reserve your FREE spot via the link https://lnkd.in/gTriHAcb Harsh Singh | Shubhangi Upadhyay | Vasundhara Sobti | Silky Verma [B2B marketing strategies, digital marketing innovation, demand generation, brand presence, customer relationships, account-based marketing (ABM), content creation, channel marketing, field marketing, business development, marketing leadership, B2B growth hacking, marketing automation, lead generation, sales enablement] #B2BMarketing, #DigitalMarketing, #DemandGeneration, #BrandBuilding, #CustomerRelationships, #AccountBasedMarketing, #ContentCreation, #ChannelMarketing, #FieldMarketing, #BusinessDevelopment, #MarketingLeadership, #B2BGrowthHacking, #MarketingAutomation, #LeadGeneration, #SalesEnablement

My lukewarm takes and observations for #B2BSaaS going into 2025: - “The Future of ____” is overused. Everybody is the future of everything now, making it way less impactful of a statement - B2B brands are leaning more into the creative marketing styles of B2C & DTC brands. They’re becoming less corporate-y & instead building more unique, fun campaigns (ex: Klue’s ‘Klueless’ mockumentary). Love this bc it brings some personality and life into tech - Since everything has gone digital, there’s a trend now of going back to physical in order to stand out (ex: WINN.AI’s irreversible music campaign & UserEvidence’s ‘The Customer Evidence Gap’ report) - Product Marketing is becoming an increasingly essential role, even being the first IC marketing hire at some startups (which traditionally would’ve been Growth) - Companies who are more transparent and forthcoming with their product receive more business. Prospects appreciate a free trial, freemium product, or even an interactive product demo (Navattic 🫶) so they can test before they buy. - Customer advocacy and retention is an even bigger focus. It’s always been said that it’s cheaper to keep existing customers than acquire new ones, but more brands are coming to this realization now and (should be) putting more efforts behind that. Ex: ➡️ Level 1: improve user activation/adoption & ensure existing customers are happy 🔁 Level 2: propel these customers into a growth engine for your business via references, referrals, etc. What do y’all think? :)