奥美（Ogilvy）：2024B2B的未来：适应性GTM策略-B2B营销体系实践指南（英文版）（22页）.pdf

1、THE FUTURE OF B2B:ADAPTIVE GTMA practical guide to a B2B marketing system that works and keeps workingPRO-LOGUESince that time,weve worked alongside marketers and business executives to make practical shifts and move their organizations toward this future.Yet there is still work to do.Gartner has si

2、nce identified that“only 29%of strategists say their organization pivots effectively in the face of disruption,”and they need guidance to build a plan that“allows your business to adapt.”01 Did someone say“adapt”?While validation is appreciated,were more interested in how we move forward.Based on ou

3、r work,weve been able to articulate a new type of planning system that is built around adaptive dynamics.Allowing B2B marketers to continually evolve with their buyers and the marketplace at large.A system,or more properly a go-to-market(GTM)planning system for advertising and marketing,that is made

4、 for this Adaptive Era.Lets start with why it matters.Read more at:https:/ our original piece,The Future of B2B:The Adaptive Business,we identified the Adaptive Era of B2B.We posited that B2B marketers,emerging from the technological transformation of the past decade and the accelerated period of ch

5、ange during the global pandemic,would need to reorganize around new customer buying dynamics.THE FUTURE OF B2B:ADAPTIVE GTM2OGILVY CONSULTINGINTRO-DUCI-TONB2B sales is a long game,so why is marketing a short game?Less than 25%of all marketing campaigns run for more than six months at a time.INTRODUC

6、TIONDoes this sound familiar to you?Your teams are fast at work producing a fresh set of deliverables that are reminiscent of the campaign you just launched a few months ago.Targeting the same audiences as before,with the same goals to achieve.Whether spurred by a fresh set of internal priorities,a