For all the how-to guides, blog posts on best practices, tips and tricks, there is a simple reality to modern marketing that we often overlook. In our rush to use the technology, spend our budget and brief our agencies, we forget that good marketing is established on firm foundations.

A recent study by B2B International found that the top business challenges relate to growth:

  • 62% of marketers are focusing on growth
  • 59% of marketers are driving / needing innovation.

But in the area of out performing the competition, there are two significant weaknesses:

  • Sophisticated segmentation
  • Unique selling proposition.

In the research, on 43% of respondents indicated that they were using a sophisticated approach to segmentation. This means that almost 60% are leaving the door open to their competitors who double down on segmentation, audience analysis and journey mapping.

Furthermore, B2B marketers are rating their USP as a weak 6.3 out of 10.

Yet on the surface, all these things are under the immediate control of the B2B marketer.  Growth and innovation have tactical and strategic elements and can be tackled through short and medium term activities (yes, this is where those blog posts and tips and tricks can come in handy). Segmentation and analytics is a burgeoning field, and while skilled practitioners may be hard to find, they do exist. And there are great sources of training, conferences and even courses available in convenient online formats.

Messaging and the strengthening of your value proposition can be hard work – but again – there are agencies who can help, freelancers and brilliant techniques that can help you land on a compelling and differentiated messaging architecture.

But the data in this report makes me wonder whether we are looking at the right things. Are we valuing the right things. And are we looking for answers everywhere that we should not? I am convinced that the best marketing investment we can make is in our own skills. And that we should seek out a deep appreciation and understanding of the foundations of modern marketing, get back to basics and make our customers delightfully happy.

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