{"id":12853,"date":"2017-07-27T06:07:06","date_gmt":"2017-07-27T06:07:06","guid":{"rendered":"https:\/\/directiveconsulting.com\/uk\/?p=12853"},"modified":"2025-03-21T14:10:51","modified_gmt":"2025-03-21T18:10:51","slug":"why-your-b2b-marketing-plan-stalls","status":"publish","type":"post","link":"https:\/\/directiveconsulting.com\/uk\/blog\/why-your-b2b-marketing-plan-stalls\/","title":{"rendered":"Why Your B2B Marketing Plan Stalls: How to Break Down the Silos in Your Organization"},"content":{"rendered":"

Digital marketing has been run in silos since the beginning of time.<\/span><\/p>\n

The SEO people \u201cdo SEO.\u201d The PPC people \u201cdo PPC.\u201d<\/span><\/p>\n

And there\u2019s never a whole lot of overlap between the two, despite them being only a few pixels from each other on a Search Engine Result Page.<\/span><\/p>\n

That approach is continuing to fail today, however. Running with the same old silos restricts you to only 33% or 66% of your potential.<\/span><\/p>\n

Compartmentalizing your marketing efforts seems like a logical first step, but when your campaigns, activities, and teams don\u2019t talk to each other, you risk jeopardizing results in the process.<\/span><\/p>\n

The answer lies in reorganizing the way you think about marketing today, including how campaigns are run, tactics are used, and even where team members sit.<\/span><\/p>\n

But before we can look at these departments in detail, we first need to address what exactly these marketers will be doing. And more importantly, the potential problem with what they\u2019re doing already.<\/span><\/p>\n

How Do Your Customers Shop Today?<\/b><\/h2>\n

Your B2B marketing plan should mimic how customer shop.<\/span><\/p>\n

It makes sense in theory but is rarely practiced in reality.<\/span><\/p>\n

It takes anywhere from <\/span>6-8 touches<\/span><\/a> (on the low end) to \u201cgenerate a viable sales\u201d lead according to Salesforce.<\/span><\/p>\n

However, that doesn\u2019t mean 6-8 cold emails. Or 6-8 search ads.<\/span><\/p>\n

Instead, people are jumping from <\/span>channel to channel and device to device<\/span><\/a> before making a decision.<\/span><\/p>\n

They\u2019re browsing and researching and learning and evaluating.<\/span><\/p>\n

And this only becomes more common as the <\/span>cost of your products or services rises<\/span><\/a>, too. <\/span><\/p>\n

Google\u2019s very own <\/span>Customer Journey to Online Purchase<\/span><\/a> visually illustrates the path your customers are taking (right now) before they ultimately decide to buy.<\/span><\/p>\n

\"\"<\/p>\n

This is like your sales funnel laid out horizontally.<\/span><\/p>\n

 <\/p>\n