Reinventing B2B marketing to a Digital Environment
Reinventing B2B marketing to a digital environment to accelerate your multi-channel B2B marketing strategy and Adapt with today’s B2B marketing techniques is a must in order to be adaptive and responsive in dynamic B2B marketing environment whether in Voice Campaign, Email Marketers, Social Media, Website B2B marketing. Accelerate the time in making your prospect into customer is just another Tuesday in any B2B marketing company out there.
A recent survey found that only 16% of pharma execs are satisfied with their companies’ current digital activities, and 84% consider it crucial to have a digital health strategy in place by 2020. Only 13% believe it is crucial to have such a strategy in this present day.
These numbers represent a stark reality: pharma execs are “behind the curve” in exploiting digital B2B marketing, not surprising given the key bottlenecks facing the industry including regulatory and legal issues, ROI questions, insufficient internal knowledge and lack of clear vision.
The paradigm shift to digital requires a serious rethinking of the B2B marketing function and organizational design, and must involve all relevant internal stakeholders (B2B marketing, medical affairs, legal, regulatory, corporate communications, etc.). Cross-functional teams must review, update and improve the broader customer relationship strategy while simultaneously refining tactics that target specific segments within patient and practitioner communities.
Each company must decide on the appropriate design that best fits its structure and available resources. These choices can be based on both the size and needs of the company, together with the degree of internal digital expertise available in the organization or the willingness to invest in external expert resources.
A successful digital strategy must provide true business innovation that addresses the four key bottlenecks. A design that breaks down organizational silos – a huge challenge to most global pharma companies – is vital to achieving optimal success in the digital realm.