Fresh from Forrester B2B Summit, Anne Marie Kilgallon, Head of Partnerships at PathFactory, shares five key takeaways she learned after spending the week in Austin among some of the best and brightest in B2B.

If you don’t have a Partner program, it’s time to start one. Partners will drive the revenue ecosystem for B2B companies. Results don’t lie; partners are delivering over 80% of revenue for large companies. According to Demand Gen’s 2022 Partner Marketing Benchmark Survey, 96% of B2B leaders expect to increase revenue directly attributed to their partner ecosystems in 2022. 32% expect to see significant increases in their primary measures of channel program success, while 54% are confident they’ll see a marginal increase. Partnerships are becoming a bigger piece of the pie, so make sure you’re getting a slice. In PathFactory’s case, we’ve partnered with Well Planned Web, Inverta, Relationship One, and Aprimo in the last year alone!
AI is table stakes for GTM teams. AI was all the rage at Forrester. This isn’t shocking on its own, but what is interesting is how quickly AI has been adopted and incorporated. Over the next two years, I think we’ll see the emergence of some really great companies that are winning in the AI space, but there will also be a lot of confusion and fallout from the race to developing AI-powered solutions.
New technology means buyers hold all the power. AI has changed the game for B2B buyers. This might sound bold, but we haven’t seen a buyer revolution like this since the invention of e-commerce or Google search. Because of AI, everything we do (and how we do it) stands to change: how we research, how we buy, how we interact with sellers, etc. With tools like ChatGPT at our buyers’ fingers tips, they can ask for comparisons, value props, or simply what the best product is; within seconds they’ll get a response that has been pulled from an entire web of uncontrolled Information.

What does this mean for B2B marketers? Now’s the time to start tagging your content, make sure your solution’s value props are up to date,  and adjust your SEO strategy.  All that really old content you think is hidden? It’s completely discoverable.

With personalization, less is more. It took us a while, but we’ve finally learned that you don’t need 100 campaigns running at a given time to see meaningful business impact. Sometimes 10 highly-targeted, personalized campaigns will do the trick, and might even deliver 50% more revenue and responses than if you had hundreds of campaigns. It comes down to quality vs. quantity, and PathFactory is one of the best ways to make sure you’re delivering quality, personalized content experiences to your buyers.
Point solutions are dead. Attending Forrester B2B Summit taught me a lot, but what really stood out is how crowded the martech space is, and how confusing and overwhelming messaging can be. One thing is for certain, you need technology to be successful in B2B. Especially now, your prospective buyers are trying to figure out how to get more out of their tech stack without adding more technology to the mix. Vendors really need to demonstrate the full end-to-end, multifunctional value of their platforms.

Curious how PathFactory’s multifunctional B2B Content Intelligence platform can help your go-to-market teams drive pipeline growth, accelerate deal velocity, and provide content experiences your buyers expect? We’ve got all the information you need here.


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