{"id":14728,"date":"2015-08-26T08:03:45","date_gmt":"2015-08-26T13:03:45","guid":{"rendered":"http:\/\/exob2b.com\/?p=14728"},"modified":"2015-08-26T08:03:45","modified_gmt":"2015-08-26T13:03:45","slug":"b2b-marketing-no-trends-only-challenges","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/","title":{"rendered":"In B2B marketing, there are no trends, only challenges."},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">There is one thing that always bothers me a little when talking about trends in our profession, which is the specialized field of marketing for businesses that sell to other businesses. I find that trends, in many of the considerations and decisions that managers or marketing decision makers take, can have precedence over what really has to be done in marketing and sales, namely, addressing the real challenges the company has to face.<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Macro trends<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Of course, there are emerging <i>marco<\/i> trends in B2B marketing. But, we must recognize that there are so many growing segments and niches in the vast ocean of B2B companies that trends can\u2019t possibly apply to all of them.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">The real debate and the solutions lie in the methods you use to meet your own business challenges. You may find these within a trend, but then again, you might not!<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">What is a challenge?<\/span><\/h3>\n<p class=\"p3\"><span class=\"s1\"><i>A challenge is an element to be addressed at the corporate level to overcome the weaknesses of the company and counter threats using the company&#8217;s strengths and market opportunities.<\/i><\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">To deal with our challenges, we must understand our internal and external environment while humbly recognizing our weaknesses, and proudly recognizing our strengths. You must be methodical, rigorous and uncompromising.<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Attack!<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">I often tell our customers that rising to their challenges means going to battle. Would you go to battle armed only with your impressions? I hope not &#8230; You will need to prepare according to what is at stake, which is the starting point of all your strategies.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Each niche has its own specificities and should be attacked based on what you discover during your research and analysis. Depending on your strategy, you can develop your game plan, which includes the choice and development of the appropriate <a href=\"https:\/\/exob2b.com\/en\/distinguishing-strategy-and-tactics-in-marketing-and-b2b-sales\/\"><span class=\"s2\">marketing and sales tools<\/span><\/a>. Then, you will be ready for the implementation of your plan, whether through the web or in traditional media. Most importantly make sure that it\u2019s all integrated and includes a vision and a 360-degree plan.<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">Optimization by measuring<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">The endgame here is this: How will you measure your marketing and sales return on investment (ROI)? You\u2019ll measure your actions individually and globally, using performance indicators and measuring tools that you\u2019ll have chosen when developing your strategies. That covers the quantitative aspect of the measurement. But we mustn\u2019t underestimate the qualitative impacts that live both internally in your company, and externally. Eventually, they will result in quantitative value.<\/span><\/p>\n<h3 class=\"p2\"><span class=\"s1\">In conclusion<\/span><\/h3>\n<p class=\"p1\"><span class=\"s1\">Perhaps you will use trendy tactics, but they won\u2019t be the ones that will have dictated your choices. Fortunately!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There is one thing that always bothers me a little when talking about trends in our profession, which is the specialized field of marketing for businesses that sell to other businesses. I find that trends, in many of the considerations and decisions that managers or marketing decision makers take, can have precedence over what really [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":14706,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[43,108],"tags":[],"class_list":["post-14728","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-market-research-2","category-strategic-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>In B2B marketing, there are no trends, only challenges. - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In B2B marketing, there are no trends, only challenges.\" \/>\n<meta property=\"og:description\" content=\"There is one thing that always bothers me a little when talking about trends in our profession, which is the specialized field of marketing for businesses that sell to other businesses. I find that trends, in many of the considerations and decisions that managers or marketing decision makers take, can have precedence over what really [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2015-08-26T13:03:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2025\/08\/exob2b-marketing-b2b-meeting.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Lynda St-Arneault\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Lynda St-Arneault\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\"},\"author\":{\"name\":\"Lynda St-Arneault\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/741f2408fe6b302d41801b7c8957aafe\"},\"headline\":\"In B2B marketing, there are no trends, only challenges.\",\"datePublished\":\"2015-08-26T13:03:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\"},\"wordCount\":446,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/#primaryimage\"},\"thumbnailUrl\":\"\",\"articleSection\":[\"Market Research\",\"Strategic Development\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\",\"url\":\"https:\/\/exob2b.com\/en\/b2b-marketing-no-trends-only-challenges\/\",\"name\":\"In B2B marketing, there are no trends, only challenges. - 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