News: 86% of traditional marketers fail to align marketing with their business goals

Some 86% of traditional marketers are failing to align their marketing needs with their business goals, according to an industry report by Bright. 

The report claims that the future of B2B marketing is agile, as businesses are looking to keep up the pace with increasingly demanding markets. Tactics that are more traditional were reported to delay the time to market, making it more difficult to validate marketing value to the business. In contrast, 60% of those using agile ways of working, feel more confident demonstrating ROI. In addition, one in three marketing leaders were likely to adopt agile ways of working in 2020. 

The report defined traditional marketers to be focusing on the sales cycle, moulding the customer’s needs to assumptions and sales expectations and using long-term strategies and campaigns to meet marketing goals. However, the report cited agile marketers as those who focus on the customer’s buying process, learn what works with them through trial and error and use of adaptive strategies and campaigns to get results.

Bright is a strategic marketing consultancy, which conducted the research. Almost 100 UK-based senior business and marketing leaders in tech and business services were surveyed, including CEO’s, CMO’s and other senior leadership positions.

Zoe Merchant, Bright managing director said: “Agile marketers are winning the argument against traditional techniques, as proven by the range of benefits – from stronger, data-driven decision making to streamlined task prioritisation. They’re seeing benefits in less than a year of practice and their potential only gets stronger with experience and maturity.”

Those who would like to download the full report can find it here. 

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