Marketers must lead the way in driving B2B sales

Drew Nicholson

This article argues that, as departments outside of marketing are increasingly having regular conversations with clients via digital channels, it is crucial for marketing to remain at the heart of the relationship with the customer.

Marketers must lead the way in driving B2B sales

Drew NicholsonOgilvyOne Business

The Omobono/Circle B2B research (Market Leader, September 2015) identified how departments outside of marketing are having regular conversations with clients, using digital to do so.

This should not be a surprise. Every business is investing in digital to transform from the inside out, so it is only natural that this is enabling every department – from customer service and accounts, to distribution – to get closer to customers.

As has always been the case, there is the need for one voice, but understandably, this multi-department...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands