【奥美Ogilvy】2024B2B的未来适应性GTM策略-B2B营销体系实践指南_22页_1mb

Summary of "The Future of B2B: Adaptive GTM"

Core Content

Ogilvy Consulting introduces the concept of Adaptive GTM (Go-to-Market) as a new approach for B2B marketers to align with the evolving nature of buyer behavior and market dynamics. The document highlights the inefficiencies of traditional GTM models and proposes a more flexible, ongoing, and responsive system that allows marketers to continuously adapt to changing conditions.

Main Points

Why Traditional GTM Models Fall Short

• Less than 25% of B2B marketing campaigns run for more than six months.
• This short-term focus creates a cycle of inefficiency and fragmented buyer experiences.
• B2B sales cycles are long and complex, often involving multiple stages of self-guided research and personal interaction.
• Only 5% of target buyers are actively in the market at any given time, yet 96% of B2B marketers expect results within two weeks.

The Adaptive GTM Model

• Designed to balance long-term investment with short-term results.
• Focuses on audience motivations, movements, and moments rather than static demographics.
• Embraces a system of programs rather than a series of isolated campaigns.
• Prioritizes ongoing activity and continuous evaluation to maintain relevance and effectiveness.

Key Components of Adaptive GTM

1. Goal Outcome

• A specific and measurable marketing outcome is the foundation of the system.
• This outcome defines what the marketing team is ultimately trying to achieve (e.g., lead generation, sales conversations, brand awareness).

2. Core OS (Operating System)

• Motivations: Focus on the goals, outcomes, and barriers that drive the audience.
• Movements: Activities and tactics that create orchestrated impact and guide the audience toward the goal.
• Moments: Opportune times to engage the audience, such as brand moments, cultural moments, and customer moments.

3. Optimization Waves

• A cyclical process of explorations, experiments, and enhancements.
• These waves are designed to test and refine the GTM system based on real-time data and market changes.
• Minor updates (quarterly) include new tactics, content, or experiences.
• Major updates involve rethinking the system's foundation, such as changing the goal outcome or target audience.

How to Implement Adaptive GTM

• Adopt a living marketing system: Avoid discarding old models overnight. Instead, gradually transition to an adaptive framework.
• Personalize your OS: Define the singular outcome your marketing aims to drive.
• Set your course: Establish a timeframe for your GTM strategy.
• Ready your teams: Assign roles and responsibilities that support the new system.

Example of Adaptive GTM in Action

An enterprise material company:

• Focuses on customer experience, employee experience, and operational efficiency as audience motivations.
• Uses LinkedIn content engagement and "how to" searches as key movements.
• Targets moments before retail spikes to maximize engagement.
• Launches a Core OS with a virtual demo experience and evaluates it through experiments (e.g., guided vs. self-directed demos).
• Based on results, adopts the guided demo as the primary experience and plans the next Optimization Wave to refine triggers for initial engagement.

Conclusion

The Adaptive GTM model is a strategic shift from traditional, short-term campaign thinking to a long-term, responsive, and continuous marketing approach. It enables B2B marketers to stay relevant, drive meaningful impact, and align with buyer behavior in a dynamic marketplace. The model is supported by a system of programs, mixed-model KPIs, and ongoing optimization to ensure long-term success and short-term results.

Supporting GTM Artifacts

• Rather than focusing on traditional planning artifacts (e.g., audience journeys, media plans), the document emphasizes continuous planning inputs.
• Marketing artifacts are seen as tools for execution, not the driving force of strategy.
• The system encourages jointly designing the GTM approach with partners and stakeholders.

Key Takeaways

• Adaptive GTM is a response to the changing buyer behavior and market volatility.
• It is built on three pillars: Goal Outcome, Core OS, and Optimization Waves.
• Optimization Waves are the mechanism for continuous improvement and relevance.
• The model encourages real-time adjustments and ongoing engagement with buyers.
• Marketing is a team sport in the Adaptive Era, requiring horizontal collaboration and flexible execution.

Contact

• Ogilvy Consulting:
  Email: ogilvyconsulting@ogilvy.com
  Website: www.ogilvy.com/work/consulting
• Authors:
  • Michael Lombardi: Global Consulting Principal, B2B Practice
  • Chris Cotter: Group Strategy Lead