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How Can B2B Marketers Prove Their Worth to Senior Management?

Driving sales is key, but it takes more than just that

August 17, 2016 | B2B

Proving the value of a business-to-business (B2B) marketer’s role to business leaders can be challenging. According to research, most US B2B practitioners feel distinguishing the brand from competition and driving sales is the best way to get noticed by senior management.

Most Important Roles vs. Objectives According to US B2B Marketers, March 2016 (% of respondents)

In March 2016, the Association of National Advertisers (ANA) and GfK polled 237 US B2B marketers about the best ways to gain a positive reception from senior management.

According to the data, 77% of respondents said positioning their brand vs. the competition is their most important role. This led other responsibilities, such as enhancing targeting (58%) and keeping sales and agency teams informed (55%).

Otherwise, when it came to critical objectives, the vast majority of the marketers surveyed said driving sales and leads was key. More than half also pointed to stepping up brand awareness as well as driving customer loyalty.

Effectiveness of Their Company's Overall Sales Efforts According to B2B Professionals in North America, by Role, Oct 2015 (% of respondents)

A separate June 2016 study from Highspot and Heinz Marketing suggested that B2B practitioners in North America perceive the effectiveness of their sales efforts is mediocre, at best. The data revealed that 40.0% of respondents ranked their sales efforts a 3, and a mere 7.5% gave themselves a 5. However, it does appear that B2B marketers are looking to improve their sales efforts by allocating more dollars to the goal. According to the same research, 36.6% of US B2B marketers said their sales enablement budget increased by 6% to 10% in 2016, compared to the prior year.

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