Article

Vincent Manlapaz
Vincent Manlapaz 5 July 2017

How adaptive strategy gives a remedy for the top B2B challenges

Based on the survey, approximately half of all sales and marketing representatives considered that not generating enough leads is their top marketing challenge. Learn how adaptive strategy gives a remedy for the top B2B challenges.

Based on this recent survey from InsideSales, approximately half of all sales and marketing representatives claimed that generating enough leads for their business was their top marketing challenge.

The report also indicated top B2B challenges most B2B companies were facing and rallying cry for a solution. Those are as follow:

  • Generating More Leads – 49%
  • Converting Leads to Customers – 43%
  • Improving Lead Quality – 39%
  • Reaching decision makers – 37%
  • Increasing Product Awareness – 31%

 Every marketer in the B2B space will face at least one of these challenges, if not, most of them. 

According to Dana O’Donovan and Noah Rimland Flower - "creating strategies that are truly adaptive requires that we give up on many long-held assumptions. As the complexity of our physical and social systems make the world more unpredictable, we have to abandon our focus on predictions and shift into rapid prototyping and experimentation so that we learn quickly about what actually works".

The image (below) illustrates how to develop useful strategy which you can adapt and put into practice.

Let's look at the prime tactics/strategies and how it should work or resonate best with Adaptive Strategy's method (taken from the same report).

  • Company Website – 83%
  • Email – 74%
  • LinkedIn – 69%
  • Tradeshows – 62%
  • Blogs – 53%

1) Company Website

The company website should help the business circumscribe what is working well, and what needs to be improved. In the Sales 1.0 period, prospects had to talk to those in Sales in order to get information about products and services. Today, they check out the websites first, quickly making the first impression. If the website works & does well, it will become the go-to’ resource throughout the buying cycle.

Hence, during the Experiments and Pattern stage, it must satisfy the following questions:

  • Who is getting to our site?
  • How are they finding?
  • What are they doing while they're browsing?
  • How long are they staying?
  • Do they return at a later date?
  • Did we gather an email, or lead from them?

After identifying the challenges and its results, the next stage (Execution by the whole) can augment and resemble from Experiments and Pattern stage into cascading and illustrative strategic measurements, as shown below:

The adaptive strategy should allow you to ascertain the following:

  • How to truly get to know your audience
  • How to find out what interests your ideal prospect, what gets them to click, to read, to buy and to advocate certain products/services
  • How to find out when they will be online and which channels they’ll be consuming content
  • Whom they trust and what media are they reading
  •  What changes or types of articles grab people’s attention and cause them to read on vs. hitting the back-button

The 3 stages of Adaptive Strategy will show us where your ideas are wrong, and where you need to double-down, while each stage is an ongoing process of its own right.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
The Importance of Customer Relationship Management Within a Business

The Importance of Customer Relationship Management Within a Business

In a world where competition is becoming ever fiercer, businesses need to implement customer relationship management, or CRM, strategies in order to stay ahead of their rivals.

Emma Newbury
Emma Newbury 18 April 2016
Read more