The B2B software industry is no stranger to disruption. But amidst this next AI-fueled wave of digital innovation, one area that has undergone a particularly dramatic transformation is marketing. No longer a siloed function focused on generating leads, marketing has evolved into a strategic force multiplier for companies seeking to drive deeper customer relationships, supercharge growth and deliver lasting value to investors.
Technology customers expect a different level of digital engagement with B2B software companies. Marketing exists to build meaningful customer engagements and relationships through compelling, always-on experiences that measurably increase the value of the business. The foundation for its execution is built on a sophisticated web of technologies that deliver that engaging and holistic customer experience end to end.
Drawing insights from my new book Power of Surge, I’ve outlined five ways marketing has changed, requiring B2B software companies to rethink their strategies and embrace a new era.
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The Rise of the Techsumer: B2B Buyers Have Consumer Expectations
The lines between B2B and B2C are blurring. The next generation of B2B buyers bring those same expectations to their professional lives. They demand personalized interactions and frictionless experiences. This new breed of “techsumer” has higher expectations about getting what they want when, where and how they want it.
B2B companies must prioritize customer experience, deliver value quickly and proactively manage their online reputation. Marketing teams must now do much more of the heavy lifting in the sales funnel than ever before and work closely with product teams as well.
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Customer-Led Digital Experience Has Upended Functional GTM Roles
Moving from linear sales-led models to customer-led engagements enabled by AI and more advanced technologies is disrupting siloed functional paradigms strongly held by companies for decades across marketing, sales and customer success.
The emphasis has shifted from marketing creating top of the funnel pipeline in the traditional models to cultivating long-term relationships through a complex web of interconnected touchpoints. This is collapsing silos and disrupting traditional roles within organizations. Companies that can quickly reimagine and reengineer functional responsibilities in these terms will come out on top as they embrace new AI technologies.
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The Power of Brand Positioning in B2B: Differentiation Beyond the Technology
For too long, a misconception persisted that branding was irrelevant in the B2B world. But this is a dangerous assumption. In today’s crowded software market, where companies often seem to offer similar products or services, a strong, strategic brand position is more critical than ever.
As technical B2B buyers are acting more like consumers, there is much to learn from B2C and apply when it comes to the direct correlation between improved share of voice (SOV) driving rate of growth and market share—a concept B2B software companies traditionally resisted.
Furthermore, most brand positioning tends to be done solely at the product level, which misses the point in today’s customer experience-oriented journey. Companies that strongly position themselves at a company level will do better in this new wave, because the overall customer experience is often a major differentiator when there’s product parity.
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Marketing is a Complex System: It’s an Investment, Not a Cost Center
The antiquated vending machine paradigm of marketing (invest dollars, get leads) is no longer sufficient. Modern marketing is now an ‘always on’ complex system and requires a strategic focus and precision execution. With new technology and tools, a complex web of interconnected customer and buyer touchpoints, there are more ways than ever to spend money and waste time. Marketing can no longer afford to be without strategy, and investments must be directed and prioritized based on points of conversion in their customer journey. This is not a sales funnel orientation; it’s a customer journey orientation.
Also, because modern marketing is ‘always on’ digitally, there’s no longer the luxury of cutting costs when times get tough. Marketing must be viewed as a strategic investment, not a cost center, and it must have a focused strategy to execute on—not just run a bunch of activities and tactics.
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The CMO Redefined: From Tactician to Strategic Growth Driver
The role of the CMO has expanded dramatically thanks to new AI-based tools fueling this new phase of digital transformation. Today’s CMO must be a data-driven strategist, a technology expert and a customer champion. CEOs need to embrace the idea that marketing, sales and customer success roles are converging and reinvent their GTM model to meet the requirements of the next generation of B2B techsumers. The answer isn’t to tuck marketing under a CRO function; it’s to rethink the entire motion to match a customer led journey—outside in.
It’s time to empower CMOs to better operate as strategic partners, capable of driving growth and creating lasting value.
Holly Rollo is a former CMO and the founder of Surge Strategies, a strategic marketing advisory firm helping B2B software CEOs drive growth and scale.
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