4 Lessons From B2BMX

March 7, 2019 Karen Steele

B2BMX was a stellar event this year. With so many sessions focused on accelerating revenue through new strategies that create the best buyer experience possible, there were new themes that came into the mix that have been garnering more spotlight in the last few months. Most were around internal strategic alignment and creating an ideal customer experience. Here are four of the most important takeaways to consider as you build your strategy for 2019 and beyond.

Revenue Operations is Happening

Marketing, sales, and customer teams are starting to align under the concept of revenue operations. Revenue drives business and, operationally, it has been the elephant in the room for years, but we’ve trudged forward, looking at it in a siloed fashion. Until recently, these teams have owned their own revenue goals. But with new technology, enhancing the buyer’s journey, internal teams are coming together to build greater alignment and a better, more seamless experience for the complete customer lifecycle.

Revenue operations is the umbrella that is uniting each organization to optimize efforts, reduce inefficiencies, and scale effectively. Data and automation are playing a big part in creating an effective revenue operations process. Companies are realizing the details are in the data and accuracy is king. Connecting accurate data to an automated process is helping alleviate any roadblocks or missteps that could be hurting their bottomline.

Engagement Starts on the Inside

As demand gen and sales teams looks for new ways to engage prospects, their number one priority today is breaking through all the noise buyers currently experience. How can companies stand out?

It takes a well-orchestrated string of efforts to create the optimal customer experience. From prospect to customer, and even more—customer renewal—the go-to-market (GTM) motions executed by any company requires deep coordination internally. We haven’t seen the end of account-based GTM strategy; it’s just getting smarter and requiring more coordination within before any external execution. Marketing, sales, and customer teams are working together to create a unified strategy that keeps them engaged throughout the customer lifecycle. Gone are the days of the marketing to sales handoff and the sales to customer success handoff.

Data or Death

Data is the lifeblood of every business. Having the right data means your team can make smart decisions. It means the account-based methods you are leveraging are accurate; it means the attribution models you are running are correct; it means you have the right information to build your roadmap. Cleaning up dirty data is one thing, but building it into an automated process is another. This allows your business to work at the speed of life, without unnecessary hold ups that slow down process and tarnish the buyer experience.

Even more, as marketing, sales, and customer success teams continue to align on their GTM execution, the metrics they use to measure success is also changing. Shared goals require data alignment and transparency. Siloed organizations have a greater interest in gaining full visibility across the entire customer lifecycle. Data accuracy and transparency has become critical for companies looking to scale their revenue operations.

Content Experience is King

Blogging is still an important part of the buyer’s journey. Demand Gen Report’s 2018 Content Preference Survey shows that 71% of buyers refer to blogs during the decision-making process and 74% consistently share blogs with colleagues. The world of prospects having the desire to find helpful content is still relevant.

But with the rise of content marketing, has come a flurry of noise. Businesses today are looking to break through that clutter to attract buyers. While meaningful content is key, new channels and better experiences are emerging. AI, messaging apps, and experiential content are on the rise as ways to field more opportunities, meet buyers on their terms, and increase engagement.

Marketing, sales, and customer teams are looking for ways to achieve personalization better than the rest. They are looking to attract and maintain engagement in a way that is meaningful beyond securing a deal. They are taking a consultative approach to help retain customers through the renewal process, offering content that elevates customers to become experts in their field and helping them master industry challenges.

These key B2BMX lessons are a big part of the planning process for marketing, sales, and customer teams to leverage in their 2019 (and beyond) strategy. Alignment from planning through execution is key to making strategy a success. It’s about leveraging data, automation, and smart engagement to secure deals, and continuing to nurture them into lifelong customers.

About the Author

Karen Steele

Karen is responsible for all aspects of product marketing, brand strategy, demand generation, customer and employee advocacy, and the customer journey. Prior to LeanData, Karen was Group Vice President of Corporate Marketing at Marketo, where she led the pioneering marketing automation company through its transformation from a public to private company and successfully introduced the New Marketo internally and externally.

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