In MarketingProfs’ article, “What Do Top-Performing B2B Marketers Do Differently? Six Things That Might Surprise You,” a fresh look at B2B marketing reveals surprising data on what distinguishes top performers from the rest. Amid endless opinions on marketing best practices, new research sheds light on what truly drives results—often in ways that challenge conventional wisdom.
For instance, understanding customer needs may seem fundamental, yet only a minority of marketers prioritize this. Research shows that just 36% of B2B marketers investigate the makeup of their buying committees, and a mere 18% develop ideal customer profiles (ICPs) or personas. Despite the emphasis on knowing your audience, most marketers rely on partial insights, limiting targeting accuracy and effective budgeting. Those who invest in in-depth customer understanding, however, gain a competitive advantage.
Differentiation also emerges as a major success factor. Top-performing B2B marketers don’t view it as optional but as essential. For example, tech companies with distinct, tested, and customer-validated positioning are twice as likely to excel in areas like lead generation, demand generation, and brand-building. Professional services see an even greater performance boost from a well-defined market position, proving that differentiation is more than a marketing cliché—it’s a powerful driver of success.
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Article with all rights reserved, courtesy of marketingprofs.com
