As B2B companies face changes in buyer behavior, they are realizing the need for a shift in their marketing strategies to adapt to the evolving landscape. Forrester’s Marketing Survey, 2024, revealed that buyers are taking longer to make purchasing decisions, with 75% of B2B marketers noting the increase in anonymous digital buying behavior. This shift has left many B2B marketing leaders in a challenging position, as traditional marketing tactics are no longer as effective in engaging with buyers.
To address the challenges posed by anonymous digital buyer behavior, emerging B2B technologies such as generative AI, customer data platforms, and intent monitoring are being utilized to improve buyer engagement. However, these advanced capabilities are often hindered by traditional marketing silos, leading to fragmented interactions with buying groups. To overcome these challenges, marketing leaders must adopt a unified, outside-in strategy known as lifecycle revenue marketing, which focuses on orchestrating full lifecycle audience engagement, collecting engagement insights, and influencing buying motions and opportunities.
Frontline marketing, comprising of demand, account-based, field, and customer marketing teams, plays a critical role in implementing lifecycle revenue marketing strategies. These teams are responsible for engaging with buyers and driving pipeline and revenue outcomes. By unifying frontline marketing around the customer lifecycle and adopting a holistic, customer-obsessed approach, B2B organizations can achieve future growth. However, frontline marketing leaders must take the initiative to become more strategic and transform their teams into linchpins in the organization’s growth engine strategy.
Leadership in frontline marketing is crucial for driving revenue growth and implementing lifecycle revenue marketing effectively. B2B organizations are increasingly recognizing the need for marketing strategy, with a focus on enhancing marketing processes. For frontline marketing to become a linchpin in the company’s growth engine strategy, bold changes and a strategic mindset are required. With buyers making decisions to change, B2B marketers must also be prepared to adapt and evolve their strategies to align with the evolving buyer behavior landscape.
Forrester’s B2B Summit North America provides an opportunity for B2B marketers to learn more about frontline marketing leadership, lifecycle revenue marketing, revenue process transformation, and other key strategies for navigating the changing B2B landscape. The event will offer insights and strategies for B2B marketing leaders looking to drive growth and success in the face of evolving buyer behavior and digital marketing trends.
