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BizReport : Advertising archives : October 22, 2013

Report: B2B message delivery, alignment needs work

New data out today from Corporate Visions and Aberdeen Group indicates a gap between the creation of ads for many business to business (B2B) brands and how those messages are delivered and aligned.

by Kristina Knight

"The results of Aberdeen's survey acknowledge the pain points of many B2B companies today when it comes to increasing qualified leads and revenue," said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. "Marketing and sales teams need to work together to create a more integrated, customer-centric approach to message development and delivery, especially in selling conversations. In other words, only those companies that can effectively tell an engaging and unique story will be successful in capturing the market share they are looking for to meet their revenue goals."

"In the era of the hidden sales cycle and content marketing, the days of marketing and sales working in isolation are long gone," said Peter Ostrow, vice president and group director, sales effectiveness, Aberdeen Group. "The integrated demand funnel demands that marketing design programs and content that shape the buyer's vision, and that sales understands the context of that buyer's journey and how to engage it effectively."

According to the report:

• 68% say their top goal is increasing top line revenue
• 45% say increasing lead quality is their top goal
• 53% say differentiating the messaging adds pressure to their job
• 74% of brands are pushing collaboration between sales and marketing staffs rather than producing ad content in silos

Tags: advertising, B2B marketing, Corporate Visions, message alignment

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  • Kurt Shaver

    IBM C-Suite report says 64% of CMOs want to deliver more personalized messaging. - uh, that's what sales people do. A unified social selling process will deliver professional content via a high-trust personal relationship.

  • Roderick Hunnicut

    With the right execution of B2B social media marketing it helps you gained more customer according to your target clients and increases your revenues.



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