3 Things Successful B2B Marketing Teams Do Differently

What do high-performing B2B marketing teams know that most marketers don’t? That’s what a brand new Salesforce study of over a thousand B2B marketers sought to find out.

The study broke respondents down into three categories based on their levels of satisfaction with “the current outcomes realized as a direct result of their company’s marketing investment.” Here’s how the resulting categories of marketers are defined:

  • Underperformers are slightly or not at all satisfied with the outcomes.
  • Moderate performers are very or moderately satisfied.
  • High performers are extremely satisfied.

This week at Connections 2016 in Atlanta, Mathew Sweezey, Principal of Marketing Insights at Salesforce, shared the fascinating results of the study and explained what top B2B marketers are doing to stand out from the crowd. Let’s take a look at three of the biggest differentiators.

1. Top marketing teams use more technology.

High-performing B2B marketers use, on average, 13 tools and technologies in their marketing execution, compared to only 5 by underperformers.

More and more marketing teams are using a wide variety of technology to get a 360-degree view of their customers — and it’s paying off. Marketers that are unsatisfied with their current levels of marketing success use an average of five tools, while high-performers use thirteen.

But how you use those tools is just as important as how many you use. It’s crucial to use tools and technologies that integrate well with one another in order to get a complete understanding of your prospective and current customers. Consider, for example, how much easier our jobs as marketers are when we have access to data from our webinar program, a history of social media interactions, and information about past customer service cases — all within our marketing automation platforms and CRMs.

2. Top marketing teams have full executive team support.

82% of high-performing B2B marketers have their executive team's complete commitment to their marketing strategy.

82% of top B2B marketers have their executive team’s complete commitment to their marketing strategy, versus only 32% of underperformers — and this makes perfect sense. If you have a solid marketing strategy and a way to prove the ROI of your marketing efforts, your execs are bound to get onboard.

Need some help demonstrating ROI to your executive team? Check out the blog post 5 Marketing KPIs the C-Suite Actually Cares About — & How to Calculate Them.


3. Top marketing teams know where to invest their time.

High performing B2B marketing teams are able to see at least 2 to 3 times the value from the same channels as underperformers.

In this case, it’s not all about the Benjamins. Two companies in the same industry with the same budget can get vastly different results from the same marketing channels. When it comes to digital marketing, best-in-class companies know where to invest their time and money. In the SlideShare, Mathew Sweezey shares some striking statistics:

  • 57% of high performers use web personalization (like dynamic content) extensively, versus just 5% of underperformers.
  • 49% of high performers extensively leverage user-generated content, versus 7% of underperformers.
  • 52% of high performers extensively use agile marketing methods compared to only 6% of underperformers.

To see more brand new research about the current state of B2B marketing — and what top marketers are doing to succeed — click through the slides from Mathew Sweezey’s Connections session below.

Get on their level.

If your marketing team falls short in one or more of these areas, have no fear! As the data shows, even top marketing teams struggle with some aspects of their marketing strategies. Download our Complete Guide to B2B Marketing, an e-book full of worksheets and best practices to help you make better use of your marketing technology and reinvigorate your strategy.

Download The Complete Guide to B2B Marketing