Cela peut impliquer une stratégie de croissance agressive, comme un achat important pour augmenter la capacité de production de votre organisation. Cela signifie peut-être proposer un nouveau produit aux clients ou mettre l’accent sur quelque chose de différent dans votre portefeuille. Cela signifie peut-être commercialiser dans un nouveau pays. Tout ce qui précède tend à indiquer que « nous ne nous contentons plus de survivre : nous allons réussir et grandir ». Si vous ne grandissez pas, vous mourez, alors trouvez un moyen de rester rentable grâce à une forme d’expansion.
Sometimes, aggressive business tactics and survival tactics present similarly. Continued volatility in the healthcare sector could lead to more mergers and acquisitions; aggressive spending in the tech sector could yield the same strategy. In either case, the ethos is the same: if you aren’t growing you’re dying, so figure out a way to stay profitable through some form of expansion.
The top marketing trends for 2024 emphasize agility and aggressiveness in its many forms:
Identifying better, more actionable data ― and putting it to use
Marketers are constantly gaining new ways of collecting data on their customers and clients. But not all data is created equal. Sorting through it all to form an actionable strategy is perhaps the top challenge of the information age. That’s particularly true in an aggressive strategic environment.
One-third of marketers believe decisions take too long at their company. Using data to uncover what works and why is essential to speeding up decisions and demonstrating impact. For marketers who feel like they have the data they need, that data might come from disparate sources. Some of it, they control. Some, their vendors control. Some of it is actionable, some is not.
Say you want to increase your combined social media following through your brand’s various channels by 50 percent. If your main priority is to sell more of a specific product, social media growth doesn’t necessarily align with that specific objective. Hone in on the data that matters, and figure out what to do with it. The organizations that do this best will gain a tremendous competitive advantage.
The buyer’s journey takes an alternate route
Customers want a personalized, “self-serve” experience that doesn’t require speaking to a salesperson every step of the way. It’s a lasting if unintended consequence of the COVID-19 pandemic when organizations of all stripes figured out how to operate electronically or remotely. For marketers, an important question persists: Do we really need a salesperson meeting with the customer or client at every step of their journey? Or should we wait, let the customer use our digital tools to do her research, then meet with her when she has a question?
Increasingly, the latter route presents more favorably to consumers and the brands they do business with. Deciding how to adapt it for your organization can help sell more, manage a travel budget better (instead of chasing every lead), and manage customer relationships further down the sales funnel. This should come as good news for salespeople who formerly had to memorize complicated scripts, but now might only need to answer a few questions specific to a prospective client’s business.
Pour lire l'article complet : https://techstartups.com/2023/11/14/5-b2b-marketing-trends-to-watch-in-2024/
