“Being a B2B marketer is a piece of cake,” said no one, ever. “A real walk in the park. Easy-peasy.”
The truth is, no marketer has it easy — but sometimes, it seems like B2B marketers have it especially tough. Their work doesn’t always get the same kind of spotlight that B2C marketing might, especially when it comes to things like word-of-mouth. Industry figures reflect this: Only 30% of B2B marketers say their organizations are effective at content marketing, for example.
But that’s not to say being a B2B marketer has to be tremendously difficult. And there’s no reason why it can’t be fun, too. It seems like much of that success exists in marketing to the customer — not entirely unlike account-based marketing. That’s the philosophy behind Koyne’s 2017 State of Customer Marketing Report:
Customer marketing is not just renewal or repeat purchase efforts, but the complete set of activities undertaken by a company following a customer’s purchase of products and services in order to help those customers be successful and productive, as well as advocate for the company.”
Sounds good — but what does that look like? What are some of the best ways for B2B marketers to execute customer marketing, and why? To answer that question, Digital Marketing Philippines pulled some of the most interesting data from Koyne’s report and compiled it into the infographic below. Read on to learn more.