Navigating B2B Inflation: Why Marketing is Taking Three Times More Effort
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Combatting B2B Inflation: How to Thrive Amidst Digital Noise and AI-Powered Spam
As we get closer to wrapping up another quarter, it’s hard to ignore the changing landscape of the marketing world. It’s like the good old days of effortless campaigns and quick wins have given way to a new reality where success requires three times the effort, three times the resources, and three times the patience––something CMOs are calling “B2B inflation”. So, what’s causing this shift, and how do we navigate it? How do we set ourselves up for success?
The explosion of poorly targeted digital “garbage” blasts
Remember the days when your inbox was a place of anticipation and excitement? Now, it’s often a graveyard of poorly targeted email blasts trying to sell you services you don’t need, scaling up DG services you’re not ready for, and telemarketing support that couldn’t be further from your priorities. It’s no wonder that the overabundance of generic pitches has left us feeling jaded and quick to hit that “delete” button. It’s unfortunate that some of the “good” emails fall through the cracks and often go unnoticed.
Blame it on the bots: the rise of AI-powered spam
If you’ve noticed that some of these unsolicited emails strangely mention events from a year ago, don’t worry––you’re not losing your mind. AI-powered algorithms are behind these eerie strolls down memory lane. They’re mining public data to craft messages that sound eerily personalized but are often far from the mark. It’s like they’re trying to play catch-up with your company’s milestones, but they’re a year late to the party.
Some CMOs will say for the reasons above that “email is dead”. However, I think there’s another way to think about it: let’s consider “email is changing” instead.
Genuine engagement with your audience
The explosion of generic digital pitches has made it harder to stand out in a sea of noise. Genuine engagement with your audience requires a strategic approach that goes beyond the generic spray-and-pray tactics. Crafting meaningful messages that resonate with your target audience now takes three times the effort because you’re not just competing for attention––you’re competing for trust. You’re now focused on building a relationship with the person on the other end vs. capturing their attention. Snappy subject lines and promos for gift cards will no longer cut it. It’s about a real connection that is carefully written in a personified tone.
For example, the other day I received an email regarding a talk I participated in at a roundtable. It was from a fellow CMO and the subject line was, “Hope this makes it to the top of your inbox, Nima”. It was a real person that was asking to make a real connection and referenced a real event that I was a part of. It did in fact make it to the top of my inbox, and we ended up meeting for lunch a few weeks later. There was no selling, but they definitely have a platform I may evaluate in the future. In my mind, I’m expanding my network. In their mind, they’re expanding their network and building trust with a potential lead (the first step in their buyer journey).
Navigating the new normal: embracing authenticity in a world of digital clutter
The landscape of B2B marketing is undeniably changing, characterized by what industry experts are calling “B2B inflation.” The era of easy campaigns and quick victories has transitioned to a climate demanding triple the effort, resources, and patience. In a digital world flooded with generic messages and AI-generated spam, cutting through the noise to make a genuine connection has never been more challenging or more crucial. Yet, by acknowledging this shift and proactively changing our strategies, we can forge authentic relationships that are not just transactional but transformational. The key lies in creating targeted, meaningful interactions that resonate with your audience, not just capture their attention.
Are you ready to navigate the choppy waters of B2B inflation? Do you want to reclaim the genuine engagement that’s been drowned out by a sea of digital clutter? If the answer is “yes,” then it’s time to take your marketing efforts to the next level by contacting Aventi Group today. Don’t just adapt to the new normal—thrive in it.
