Learn with BinaryM • Monday 27, November 2017
This month I was lucky enough to interview Andy Lark (the ex CMO of CBA and Xero), here is a 2 minute section of the interview where he shares his view on the problem that the average B2B marketer faces today and how demand side marketers are killing marketing.
Start of transcript
We’re keen to get your views and opinions on what keeps B2B marketers up at night and one of the things we keep hearing here at BinaryM is the gap between sales and marketing in the context of longer cycled enterprise sales funnels.
The average B2B and digital marketer today has a real problem, they’re dealing with a bunch of sales people who don’t have the faintest idea about marketing and profess to know everything about it.
On the one hand the sales and marketing chasms there, I think most marketers don’t work hard enough to bridge it and understand the sales process and sales dynamic and living in the actual funnel.
They like talking about the funnel and presenting a funnel but very rarely take ownership of the funnel, it’s sort of like I do the top of funnel but then after that it’s over to you
So I think the average B2B marketer is pretty challenged by that dynamic and really struggling and I see that all over the place there is an enormous drain going on right now.
Demand side marketers are essentially killing marketing in very very bad ways because they don’t understand brand, don’t understand communication, they don’t understand messaging and positioning.
They’re simply looking to produce a bunch of assets they can slam down the funnel and at people and it’s just not what the customer wants.
So on the other side of a lot of people sitting thinking things are working and wondering why their bosses aren’t appreciating it.
And the reason why they are not appreciating it is because it’s actually not working and it’s a real challenge for the average marketer today.
End of transcript.
Are you a B2B marketer? Would love to hear your thoughts, post your comments below.