What's Happening?
B2B marketing is increasingly utilizing consumer channels such as TikTok and Instagram, leading to a shift in measurement strategies. Traditional B2B metrics are proving inadequate due to long sales cycles and complex decision-making processes. Mediasmith's
Lexi Coulter highlights the need for measurement that reflects real-world influence across platforms. The rise of short-form video on LinkedIn and the use of ABM targeting in consumer media channels are driving this change. Brands are encouraged to move beyond last-click conversions and adopt incrementality testing to better understand their impact.
Why It's Important?
The blending of B2B and consumer marketing channels signifies a major shift in how businesses approach their marketing strategies. This change impacts how companies measure success and allocate resources. By adopting new measurement techniques, businesses can better track their influence and effectiveness, potentially leading to more informed decision-making and improved ROI. The shift also highlights the growing importance of platforms like LinkedIn and Instagram in reaching B2B audiences, which could reshape marketing budgets and strategies.
What's Next?
As B2B marketers continue to leverage consumer channels, the industry may see further innovation in measurement techniques. Companies might invest in technologies that provide deeper insights into customer journeys and decision-making processes. Additionally, the success of these strategies could lead to increased collaboration between B2B and consumer marketing teams, fostering a more integrated approach to reaching target audiences.
Beyond the Headlines
The shift towards consumer channels in B2B marketing raises ethical considerations regarding data privacy and the use of personal information for targeting purposes. As companies collect more data to refine their strategies, they must navigate the balance between effective marketing and respecting consumer privacy.
