B2B marketing has the potential to be electrifying, the industry often finds itself paralysed by conservatism. Marketers are stuck in a straightjacket of rational ideas, hesitant to embrace bold moves that could redefine their contribution to revenue generation.

This article was inspired by my conversation on the 'B2B Marketing: The Provocative Truth' Podcast, where we explored the challenges and opportunities of aligning B2B marketing with revenue goals. You can listen to the episode here:

Let’s break down the provocative truths of B2B marketing and strategies to overcome its unique challenges and explore how marketers can align their efforts with revenue goals while maintaining the long-term focus essential to brand building.

1. The Struggle Between MQLs, SQLs, and Revenue Attribution

B2B marketing often lives in the world of MQLs (Marketing-Qualified Leads) and SQLs (Sales-Qualified Leads), creating a siloed perspective that stops short of revenue attribution. Many organisations fail to connect their marketing efforts to tangible financial outcomes, perpetuating the perception of marketing as a cost centre.

Why This Happens:

A lack of alignment between marketing and sales.
Insufficient tracking of leads through the customer journey.
Difficulty measuring the long-term impact of brand-building efforts.

The Solution:

Implement end-to-end tracking: Follow leads from MQLs through SQLs to closed deals, and assign revenue attribution at each stage.
Collaborate with sales teams: Build a shared view of success and establish a culture where wins are seen as collaborative efforts.
Educate stakeholders: Start presentations with marketing’s revenue impact to shift the conversation from cost to value.

2. Why Brand Building Is a Revenue Driver

A recurring theme in the podcast was the struggle to justify brand-building investments. Unlike direct lead generation, brand-building focuses on long-term value, making its financial impact less immediately apparent.

Why Brand Building Matters:

A strong brand reduces customer acquisition costs (CAC).
Brand recognition drives trust and shortlists consideration when buyers enter research mode.
Consistent brand-building sustains long-term demand, creating a future-ready pipeline.

Stat: Research by the IPA shows that brand-building campaigns deliver 60% more long-term profit growth than activation campaigns.

Making the Case for Brand Investments:

Use frameworks like the 95/5 Rule: Recognise that 95% of your potential customers are out of market at any given time. Brand building ensures you’re top of mind when they become active buyers.
Present data on brand awareness influence: Share content engagement, website visits, and social proof metrics to demonstrate future potential.
Align short-term and long-term goals: Balance immediate lead generation with strategies that contribute to long-term demand.

3. Bridging the Gap Between Marketers and Finance

The relationship between marketing and finance is often fraught with tension. Finance leaders demand measurable results, while marketers focus on intangibles like brand sentiment and awareness.

Common Points of Contention:

Difficulty quantifying the ROI of awareness campaigns.
Misalignment on metrics that matter to each team.
Finance’s view of marketing as a cost rather than an investment.

How to Build Bridges:

Speak Their Language: Use accounting frameworks like brand valuation (ISO 10668) to quantify brand impact.
Collaborate on Metrics: Work with finance to define KPIs that balance short-term revenue with long-term growth.
Lead with Numbers: Always pair qualitative insights with data to build credibility.

4. Balancing Short-Term Wins with Long-Term Growth

B2B marketers often feel pressure to prioritise immediate results, especially in challenging economic environments. While short-term wins are necessary, over-focusing on them can jeopardise long-term growth.

Short-Term Tactics:

Target in-market buyers with direct-response campaigns.
Use account-based marketing (ABM) to personalise outreach for high-value accounts.
Leverage testimonials and case studies to build trust quickly.

Long-Term Strategies:

Invest in content marketing to nurture out-of-market buyers.
Use social listening to track brand sentiment and refine messaging over time.
Run brand awareness campaigns to maintain visibility and build future demand.

Pro Tip: Present a balanced scorecard that includes both short-term KPIs (e.g., conversions) and long-term metrics (e.g., customer lifetime value).

5. Educating Stakeholders About the B2B Buying Journey

The B2B buying journey is notoriously complex, involving multiple stakeholders, long decision-making cycles, and a mix of logical and emotional drivers.

Key Insights:

Buyers spend 95% of their time out of market—engaging them during this phase is critical for future conversion.
Decision-making often depends on building trust, not just offering features.
Engaging with the right message at the right time improves the likelihood of conversion.

How to Educate Stakeholders:

Use journey mapping to demonstrate how marketing supports every stage, from awareness to decision.
Share success stories that connect brand efforts to closed deals.
Highlight the role of trust in high-value B2B purchases.

6. The Future of B2B Marketing: Building a Culture of Collaboration

One of the most important takeaways from the podcast was the need for collaboration—across marketing, sales, and finance. A siloed approach no longer works in today’s B2B landscape.

How to Foster Collaboration:

Shared Metrics: Align marketing, sales, and finance on common goals like CAC, CLV, and pipeline growth.
Cross-Functional Teams: Create agile teams that blend marketing, sales, and data analytics expertise.
Transparent Reporting: Provide regular updates that show the shared impact of marketing and sales efforts.

Example: One organisation overcame silos by implementing a quarterly review process where marketing and sales co-presented results to the leadership team, reinforcing shared success.

Conclusion

B2B marketing is ripe for transformation. By embracing bold strategies, aligning with revenue goals, and fostering collaboration, marketers can break free from conservatism and drive meaningful results.

The provocative truth is this: marketing isn’t just a support function—it’s a revenue driver, a trust builder, and a key to long-term growth. As marketers, it’s time to own that narrative and lead the charge toward a more impactful future.

Citations

IPA: "Long and Short of It: Balancing Long-Term Brand Building and Short-Term Sales"
Brand Finance: "ISO 10668 and the Value of Brand Equity"
McKinsey & Company: "Building Trust in the B2B Buying Journey"

Musings

Provocative Truths in B2B Marketing: Bridging Brand Building and Revenue Goals