B2B marketing: a screenplay

INT. DAY. THE MEETING ROOM OF A NONDESCRIPT B2B BUSINESS.

A gruff looking CEO is meeting with marketing to discuss strategy for the coming year…

CEO:
What’s the goal of this strategy then?

B2B MARKETER:
Leads!

CEO:
Okay, let me rephrase that. What results are you going to deliver over the next 12 months?

B2B MARKETER:
Leads!

CEO:
Let’s try again, shall we? What’s the benchmark for success here?

B2B MARKETER:
Leads!

CEO:
Are you taking the piss? Just tell me what you plan to do and why!

B2B MARKETER:
Our research shows 99.9% of businesses conforming to our ideal customer profile are located within a tightly defined geographic area of northern England. We think a combination of direct mailings, local radio and a dedicated landing page should help raise TOFU awareness by ten points. All things being equal that should extrapolate out through the funnel to an increase in YOY revenues of just under 20%.

CEO:
Now, that’s more like it! Tell me – where did you say we’ll find 99.9% of our ideal customers again?

B2B MARKETER:
Leeds!

🙄

I’m not saying all B2B marketers are focused on one thing… but it really does feel like it sometimes, doesn’t it?

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