B2B sales and marketing are becoming more challenging — especially in EdTech — where contact information is widely available, but the problems and priorities vary greatly by school and school district. Outbound marketing is becoming less effective because of poor targeting that results in buyer fatigue (see blog post).
At the same time, the traditional startup organization of leads for product development, customer support, customer success, marketing, and sales is giving way (see blog post) to a more automated and holistic organization centered around Rev Ops (see blog post1 and blog post2). There is a greater focus on inbound marketing where carefully crafted social media content attracts and reinforces the brand. It is about slowly building up the value of your solution in the heads of prospects. It is a form of incremental relationship building (see blog post).
What proof do you have that outbound marketing is flagging? I’ve talked to companies that have open rates between 30 to 60 percent, but the click-through rate is less than 3 to 4%. Below are some statistics about B2B marketing with my recommended actions.
