Should B2B Marketing Be Responsible for Revenue Generation?

In the B2C world, marketing is tightly aligned with revenue generation. Marketers are always looking at sales figures and campaign analytics asking things like “How much lift did this particular campaign create?” and “How much product did we sell between this time period and this one?” B2C marketing and revenue generation are like perfectly in-sync dance partners.

But in the B2B world, the lines are more blurred. It’s not that revenue generation marketing in B2B is a completely new frontier — the concept of it has at least been around for a decade or so. But these days, everything is measurable and that begs the question:

“Just because something can be measured, does that mean it should be?”

And as a B2B marketer, you already know that trying to measure the impact of every action on every campaign and marketing initiative ends up taking you down some pretty complex rabbit holes.

B2B Marketing Finally Evolves

That being said, traditionally B2C digital marketing vocabulary and vernacular has definitely entered the B2B world. We’re looking at analytics and drawing conclusions based on correlations and tying it all back to campaigns and initiatives. Everything is much more transparent and we’re able to directly see what has brought about the greatest change and contributed the most to growth of the bottom line.

In short, in the B2B world, marketing is finally becoming more measurable and actionable, and delivering greater value as a whole to the organization. But by the same token, that also means that B2B marketers must think more closely about how their initiatives and campaigns will align with their overall revenue strategy.

Two Paths to Revenue Generation

The good news is, B2B marketers don’t have to muddy the waters by chasing every conceivable revenue generation idea. At its core, there are two paths to revenue generation. Either you create new business or you create additional revenue from existing businesses. The important thing to remember is that you don’t have to choose one or the other. You can do bost and create a host of workable strategies in the process.

But this also means having to work more congruently with your sales team in crafting the funnel, understanding the customer journey. See where the bottlenecks and obstacles are, strategically create messages that speak to customers in every segment of the funnel, and create content accordingly that keeps prospects’ forward momentum going strong.

And if you need a hand in creating the type of content that gets results, reach out to the experts at Workdom. Our chat-based content creation strategies have helped both B2C and B2B businesses take charge of their digital marketing to-do list and get more done in less time while seeing greater results.

Contact us today to learn more!

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