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How to turn the great buyer resignation into B2B career opportunities

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Create a B2B GTM strategy that buyers, execs and revenue teams love

Marketers play a large, proactive role in the buying-selling process to generate revenue across the entire buyer lifecycle – from generating a new customer, to contract renewal, to solution expansion and cross-sell/upsell.

This is no small task, especially when B2B buyers, barraged by untimely automated messages, random cold calls and lackluster outreach from both sales and marketing, are opting out of vendor conversations. B2B marketing expert Tony Zambito calls this the “Great Buyer Resignation.” This phenomenon has progressively intensified over the last five years and is both a challenge and an opportunity for B2B marketers.

A reality check

Let’s tackle the B2B challenge first by capturing today’s reality. The B2B buying process has gone primarily digital; most B2B sellers and teams have not. Sales has limited access to prospects and customers. We know the facts. According to Gartner, more than two-thirds of the buying process is complete before buyers engage directly with a brand rep. Only 17% of the B2B buying process time is spent with a salesperson across all suppliers. And this scenario is only accelerating as digital native professionals become influencers and decision-makers.


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To contribute to revenue and customer generation, B2B marketers are cranking out “leads” to help sales generate revenue. Marketers are often using legacy marketing automation-centric practices developed during the first wave of marketing technology and lead generation. The teams are pushing out random campaigns in a world where prospects and buyers already know what’s coming when they download a white paper or attend a webinar. Cringe — here come the automated nurture and cadenced phone calls.

Compounding the challenge, prospect and customer outreach happens in silos via one-off campaigns, isolated channels and focused functional teams. And data is being used to justify spending rather than apply buyer and account intelligence to deliver more timely information, better buyer engagement experiences, and more creative outreach.

The change and challenge revenue teams face are real.

Marketing’s impact opportunity in the buyer and customer generation lifecycle

With change comes opportunities for B2B marketers who understand, embrace and develop a smarter approach to identify, engage and delight buyers. And it should be emphasized that B2B teams and marketers have begun their transformation as marketing works across their entire company to play a more proactive role in all revenue and customer generation aspects.

From talking with progressive B2B go-to-market (GTM) leaders, here are strategies to stop mass buyer resignation, advance your career and have a much more significant impact on revenue growth.

1. Drive the shift from push to pull marketing

We often focus our effort on pushing email, cranking out business development representative calls, blasting ads and putting up forms to engage B2B pros. The breakthrough strategies are built around moving from pushing stuff at prospects and customers to pulling buyers through their process. Give them control. Provide options and let them guide their own journey, based on their needs, with value-added assistance. This is an art and science to master. This playbook and skill-set is, and will continue to be, highly coveted.

2. Focus on moments we create, not just those touchpoints we capture

Capture” is primarily what we do today in the form of paid media engagement to generate leads, drive web traffic and white paper downloads, and sponsor events to scan and swipe badges. The best marketers are flipping this model and asking, “How can we create moments for the buyer?”

Moment creation requires a proactive, experiential mindset putting ourselves in the shoes of our most coveted buyers and accounts. Breakthrough moments and experiences can be done through:

  • Product-led growth (PLG).
  • Interactive and self-guided applications and videos.
  • Personalized workshops for prospective buying teams at your target accounts.
  • Curated web pages that feature topical and popular content aligning with themes your buyer has been researching or engaging with over the last quarter.

It doesn’t have to be over complicated.

3. Master the full customer lifecycle

Today’s market realities and company growth mandates underline the need to build GTM models, strategies and resources around the entire customer lifecycle. With today’s prevailing Annual Recurring Revenue (ARR), Software-as-a-Service (SaaS) and cloud subscription customer financial models, 50 to 70% of the profit comes from existing customers.

For a deeper perspective, a five percent increase in retention results in an estimated 25 to 95% increase in revenue.

4. Embrace data intelligence and science

We will not be effective marketing leaders or pros without the ability to access, use and interpret data. At a minimum, we must be proactive in using data to understand markets, customers, accounts and market trends. The ideal case is to be confident in turning data into insights and actions and applying data science to help guide investments, programs and experiences. Data cannot be used simply to justify or defend marketing spend.

The most in-demand marketing skills in a B2B buyer-driven world

Let’s look at a few past examples of marketing career breakthroughs to plot the future. Ironically, the emergence and mastery of marketing automation tools, data and campaigns created a generation of what turned out to be the marketing operations (MOps) profession. It’s become a well-compensated, highly respected and in-demand role. In another example, the rise of account-based marketing (ABM) created a shift of sales support-focused field marketers to revenue generation-focused members of the GTM team.

Based on the Great Buyer Resignation reality and market shifts, here are a few high-impact career opportunities for talented pros who want to up-level their professional world while positively impacting their company’s growth. It is important to point out these re-imagined roles all focus across the customer lifecycle and obliterate internal silos whenever and wherever possible.

  • Growth marketing: This high-impact role is the next level of demand marketing, which today has largely been focused on digital and paid media spend to generate qualified leads or pipelines. Growth encompasses the full customer/buyer lifecycle of revenue generation in today’s Annual Recurring Revenue (ARR) and Software-as-a-Service (SaaS) subscription world. It also focuses on identifying and activating the markets, drivers and industries to grow revenue and expand the company’s total available market (TAM).
  • Journey architects: To align with best-fit buyers and accounts, this craft is an ability to use buyer and account intelligence to create experiences to more naturally pull a buyer or buying group through their journey. With a full view across buyer channels and company touchpoints, this role expands beyond marketing to ensure more timely information. For perspective, this is the buyer-driven outgrowth of what was integrated marketing.
  • Revenue ops: It is very difficult to identify and engage buyers and target accounts if your view is only on sales, marketing, customer success or finance. This progressive function demands a full view of buyer and customer lifecycles. It unifies and analyzes data to empower the rest of the front-line, customer-facing players to act on intelligence and insights.

The bottom line on what buyer resignation means for our marketing careers

Now is an opportunistic time to capitalize on market and marketing shifts and commit to buyer-centric GTM strategies and tactics. If you see a new role or transformation opportunity inside your organization or at a new company, raise your hand and dive in. These are the times when careers are made and energized.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About The Author

Scott Vaughan is a B2B CMO and go-to-market leader. After several CMO and business leadership roles, Scott is now an active advisor and consultant working with CMO, CXOs, Founders, and investors on business, marketing, product, and GTM strategies. He thrives in the B2B SaaS, tech, marketing, and revenue world.

His passion is fueled by working in-market to create new levels of business and customer value for B2B organizations. His approach is influenced and driven by his diverse experience as a marketing leader, revenue driver, executive, market evangelist, speaker, and writer on all things marketing, technology, and business. He is drawn to disruptive solutions and to dynamic companies that need to transform.

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HubSpot to cut around 7% of workforce by end of Q1

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HubSpot to cut around 7% of workforce by end of Q1

This afternoon, HubSpot announced it would be making cuts in its workforce during Q1 2023. In a Securities and Exchange Commission filing it put the scale of the cuts at 7%. This would mean losing around 500 employees from its workforce of over 7,000.

The reasons cited were a downward trend in business and a “faster deceleration” than expected following positive growth during the pandemic.

Layoffs follow swift growth. Indeed, the layoffs need to be seen against the background of very rapid growth at the company. The size of the workforce at HubSpot grew over 40% between the end of 2020 and today.

In 2022 it announced a major expansion of its international presence with new operations in Spain and the Netherlands and a plan to expand its Canadian presence in 2023.

Why we care. The current cool down in the martech space, and in tech generally, does need to be seen in the context of startling leaps forward made under pandemic conditions. As the importance of digital marketing and the digital environment in general grew at an unprecedented rate, vendors saw opportunities for growth.

The world is re-adjusting. We may not be seeing a bubble burst, but we are seeing a bubble undergoing some slight but predictable deflation.


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About the author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space.

He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020.

Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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Advocate | DigitalMarketer

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Advocate | DigitalMarketer

Happy customers love to share their experience, but sometimes they need some encouragement to do so. The cool thing is, once they do, they become even more loyal to your brand.

So, at this stage of the Customer Value Journey, ask people to share their positive experience with your brand by writing a review or sharing a social media post.

Once you get to stage seven, the Customer Value Journey is going to get a whole lot easier for you. This stage is all about learning your customer’s experience, and building up your testimonial database. 

The most important part of this step is asking these four questions. 

What Was Your Life Like Before Finding Our Solutions? What Challenges Were You Facing That Caused You to Consider Us? 

These questions are great not only because it gives you some really good stories, but because it gives you some insight on how you can provide similar prospects with that AHA moment. Understanding the average day of your clients is important in reflecting on your Customer Value Journey, and helps you understand what really set you apart from your competitors.

What Key Features Had the Biggest and/or Fastest Impact?

Not only is this going to get you to really specific stories, you will understand the specific things you provided that gave the biggest impact. The answers to these questions will not only give you great insight and testimonials, it will provide you with ideas for new lead magnets. This part is a new Entry Point Offer goldmine! 

What Has Been the Impact or Results in Your Life or Business Since Using Our Product or Service? 

This is a fairly broad question, and that’s why we put it after the others. You will have already gotten all of the specifics out of the way with #1 & #2. But when you ask this question, this is where you get the most valuable stories. You can use this part as testimonials, as an order form, as a sales page, this part is testimonial gold. 

If You Were Asked to Justify this Purchase to Your Boss or a Friend, What Would You Say? 

This is our favorite question by far. If you had to go back in time and justify this purchase, what would you say? I promise you what we’re going to find is a lot of great ideas for the jobs that your product or service has done. You’ll get a lot of great ideas for your core message canvas. This question is about backfilling all of the assets that you may not have. Here you’re going directly to the customer who are already happy, and using their justifications to help you sell to new customers. 

Hopefully you now understand just how valuable the Advocate stage could be, as well as the key questions you need to ask to get your customers talking. Here’s how it works for our example companies.

When it comes to fashion we all love to show off our outfits. So a good example for Hazel & Hems would be to have customers write reviews for a discount code or points towards their next purchase. 

Better yet, follow up with the customers to ask them to share and tag themselves wearing the items in a social media post and providing them with something valuable as a reward.

For Cyrus & Clark Media, hopping on zoom meetings or a streaming service for live talks about them and their business could generate valuable awareness for them, and a live case study for the agency. They can use the questions Ryan provided during this lesson to conduct the interview.



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Drive Conversions and Generate Engagement With Instacart Promotions

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Drive Conversions and Generate Engagement With Instacart Promotions

Through deals and coupons, Instacart has saved consumers more than $700 million in 2022. As we dive into 2023, the leading grocery technology company in North America has big plans to help consumers save even more while also helping CPGs generate sales. Instacart recently announced an advertising solution that helps both sellers and consumers called Instacart Promotions. This exciting feature is designed to help drive conversions, boost sales, and generate overall engagement on the app.

Interested in this feature and how it can help your business on Instacart? Read on as we dive into everything you need to know about this ad solution including benefits, how to get started, and more.

 

What are Instacart Promotions?

 

Instacart Promotions is an advertising feature that’s now available to all brand partners, including emerging brands, within their open beta program. Promotions give CPGs the opportunity to offer new deal structures, promotions, and incentives with Instacart Ad campaigns. With this feature in place, consumers will have access to more promotions, coupons, and deals that are tailored to them within the Instacart Marketplace.

“With the launch of our new Instacart Promotions, all of our brand partners now have the ability to set up coupons and promotions that can drive meaningful business results while also passing on more savings opportunities to consumers. We’re proud to continue expanding our portfolio with additional self-service capabilities, ad formats that drive results, and measurement that brands need to understand the true impact of their campaigns on Instacart.”

 

– Ali Miller, VP of Ads Product at Instacart

 

Source: Instacart

 

How Do Instacart Promotions Work?

 

Promotions, now available in Ads Manager, gives consumers the ability to discover more promotions and savings opportunities within the Instacart app. These promotions now show up directly on product item cards before checkout for easy accessibility. Promotions allow advertisers to customize their campaigns to sync with their goals and objectives whether that be driving sales, building baskets, or boosting trials.

Instacart shared a recent example of a brand successfully utilizing Promotions… 

Athletic Brewing, General Mills, Sola Company, and Wells Enterprises (maker of Halo Top) are strengthening campaign performance by pairing Instacart Promotions with ad formats such as Sponsored Product and Display. Instacart Promotions include two new flexible and customizable structures: Coupons (“buy X units, save $Y”) and Stock Up & Save (“Spend $X, Save $Y”). 

According to Instacart, in the coming months, the company “will work to further enhance the new offering with new deal structures such as Free Gifts and Buy One, Get One (“BOGO”). The new deal structures will help brand partners run “Free Sample” programs that can win new customers and serve personalized discounts for different customer segments, such as “new to brand” and “new to category.”  

 

Example of Instacart Promotions

Source: Instacart

 

Instacart Promotions Benefits

 

Deliver Value and Savings to Consumers

 

With Instacart Promotions, you have the opportunity to deliver value and savings that will have consumers coming back for more. With this savings feature, your brand can stand out among the competition and offer a variety of deals to shoppers ie: “Buy X units, Save $Y”.

 

Hot tip: Ensure you are selecting products for your promotion that are well-stocked and widely available.  

 

Tailor Your Campaigns to Specific Objectives

 

With a variety of savings options available, your brand can structure deals to fit specific business goals and objectives. 

 

Hot tip: If you’re looking to drive visibility and awareness, try pairing promotions with Sponsored Product campaigns. 

 

Access Real-Time Performance Insights 

 

The Promotions beta program is live and can be accessed within Instacart Ads Manager. Within Ads Manager, advertisers can access real-time insights to maximize performance and adjust campaigns as needed.

 

Hot tip: Make sure your budget matches your discount and objectives.

 

“As an advertiser, Instacart’s unique offering to self-manage promotions is so exciting! Historically, making adjustments to offer values and other promotion parameters was a more manual process, but now we’ll be able to easily make optimizations in real-time based on redemption performance.”

Emily Choate

Emily Choate, Senior Specialist, Marketplace Search at Tinuiti

 

Interested in Instacart Promotions?

 

With Instacart Promotions, you have the opportunity to reach new customers, build bigger baskets, and drive sales. Interested in testing out the beta program or looking to get started with advertising on the app? Drop us a line – we’d love to help elevate your CPG brand on Instacart.

 

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