The B2B Marketing Agency of 2030
By Austin LaRoche, ATAK Interactive CEO
Being forward-thinking and prepared for the future is crucial to success. In this episode of B2B Marketing Agency Insights, Austin LaRoche, CEO of ATAK Interactive, gives a glimpse of what B2B marketing will be like in 10 years and how you can start to get ahead now.
Video transcription below:
Welcome back to B2B Marketing Agency Insights. I’m your host, Austin Laroche CEO at ATAK Interactive. Today, I want to look a little bit into the future, 10 years from now. It’s 2030, and god-willing that the coronavirus has gone, or at least somewhat under control, but it’s 2030 and we’re looking at what does a B2B marketing agency look like.
And what’s funny is: the B2B marketing agency in 2030, they are solely committed to being a sales enablement agency. Because, what we’re going to find out over this next decade – with technology, (again, HubSpot and I’m a huge fan of Salesforce. Same thing) – we are going to watch the technology take these silos of sales marketing and bring them together. And we’re going to have, whether you want to call it a “smarketing” department or a growth department, but at the end of the day, what the people who are going to get paid to do what we do in the B2B marketing space are going to be the ones who simply put their value on how much they can help you grow, how their services support your growth, how their KPIs are conversion-focused – well beyond something like an MQL – and, really, are all about “How is our work, how will our support helping you sell more?”
And I don’t really know anybody who thinks differently. If you look at HubSpot and how they’ve been able to change some of their education, they started kind of backing off from the inbound methodology – a lot. And we’re going to talk about that in another video. There’s another time for that conversation. But the reason why they are doing that is because what you’re seeing is marketing agencies transform into these great sales partners. We went over in the Sales Enablement video a little bit about what a sales enablement agency will do, but it’s only going to get more and more intense on this side.
Really the big difference is that expectation, in my opinion. What are you looking for in your marketing agency? I’ve been in so many different meetings with companies who were talking about past agencies they’ve worked with and being really excited about things such as ranking high and searches that are relevant, right. They capture those keywords and then all of a sudden, that didn’t lead to more business. Maybe it was because their landing pages weren’t converting. Maybe it wasn’t because their product was that good. But, the marketing agency didn’t have an answer then: “Well, we brought you the traffic, you know. You didn’t convert it.”
And the thing that I really can’t wait to see with marketing agencies is eliminating the excuses, every excuse along the way that salespeople have hated for so long. They’re all going to go out the window because what really great marketing agencies are going to be able to do is really help enable those sales and they’re going to be able to get those results. And they’re not going to blame the lack of results on a sales team, or some service that they could be offering but they don’t because other agencies are going to be offering it. Other agencies are going to be able to go ahead and get their bases covered so they don’t have outs. So it’s going to be really cool to watch the B2B marketing agency landscape change because in 2030, every great agency is going to be a sales enablement agency. Every great agency is going to plant their flag in the ground, in the fact that they can help you grow. They can show you exactly how to do it. And if something doesn’t work along the way, there’s no way out for them. What they do has to succeed.
That is what a great sales enablement agency is going to do and that is what 2030’s B2B marketing agency is going to look like. All right, thank you guys again for listening today. I’m Austin LaRoche saying, “Good luck growing.”
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