Presenting The Marketing Reset Playbook for SaaS
Download your free copy of The salesXchange B2B Marketing Reset Playbook by clicking here or the image below.
In this revealing video, I, Nigel Maine, founder of salesXchange, delve into the stark failures of B2B marketing and uncover the fundamental issues at their core. I share some alarming statistics to shed light on the severity of the problem, such as 40% of businesses folding post-investment, 75% failing to turn a profit for their investors, and a staggering 95% not meeting their projected performance. Moreover, half of the top 20 reasons for startup failures are linked directly to marketing.
I attribute this high failure rate to a combination of laziness and the advent of marketing automation software. Cast your mind back to the 1950s when new business was drummed up through telesales and cold calling, practices that persisted right up to the mid-2000s before email automation and the era of spam took hold. Around 2008-2009, marketing automation platforms like Eloqua, Marketo, and Pardot came onto the scene and quickly became popular, eventually being snapped up by giants such as Oracle, Salesforce, and Adobe.
Yet, the flaw in marketing automation lies in its assumption that top-notch content is being produced, which, sadly, is often not the case. The friction between marketing and sales teams exacerbates this issue, creating a significant void in content creation and implementation. I stress the need for meticulously crafted content, categorised into primary, secondary, and product-focused articles. Primary pieces should showcase thought leadership, product pages need to deliver exhaustive information, and secondary articles should cover a wide range of subjects.
SEO plays a vital role in ensuring that the right content is discovered by search engines, and it's imperative that content is regularly reviewed and refreshed to stay relevant. I've put together the B2B Marketing Reset Playbook, a detailed strategy for refining marketing strategies. This playbook provides insights into talent acquisition and organisational structures with the goal of boosting profitability without the need to expand the workforce.
Key Takeaways:
- B2B marketing failures are prevalent, with many businesses not generating revenue or achieving forecasted performance, and a significant number of startup failures being marketing-related.
- Laziness and the rise of marketing automation software contribute to the failure rate, as exceptional content creation is often overlooked.
- The tension between marketing and sales departments can create a gap in content creation and execution.
- Well-structured content is essential, divided into primary (thought leadership), secondary (miscellaneous topics), and product (comprehensive information) categories.
- SEO is crucial for ensuring content is found by search engines and must be continuously evaluated and updated.
- The B2B Marketing Reset Playbook provides a comprehensive guide for optimizing marketing plans, focusing on talent acquisition and organizational structures to increase profitability without increasing staff numbers.
Conclusion:
To wrap up, I offer a crucial reality check for companies grappling with B2B marketing challenges. By pinpointing the underlying reasons for these failures and presenting a comprehensive playbook for enhancing marketing tactics, I furnish essential advice for businesses aiming to elevate their performance in this demanding field.
The author and founder of salesXchange, Nigel Maine is a B2B marketing and sales expert with a proven track record in scaling up growth for Technology, SaaS, and Professional Services organisations. With 30 years hands-on experience and unique approach, Nigel has developed an effective strategy that dramatically increases exposure and profitability for B2B organizations.
