What steps can be taken to attain digital maturity in the realm of B2B?
As your organization's marketing capabilities evolve, reaching greater levels of digital maturity becomes evident. Within the realm of digital marketing, three pillars—the customer, the business, and the technology—must harmonize and thrive together to enable growth. In practical terms, B2B companies progress through two stages of digital marketing maturity: the foundation and the acceleration. These stages determine the specific challenges, goals, and areas of focus. Which stage does your organization currently reside in?
At the core of digital marketing lies the customer, as comprehending their needs allows for optimal alignment with your products or services. By excelling in this area, your company generates greater value. Technology plays a pivotal role as the facilitator bridging the gap between business and customer, shaping the entire process. It enables crucial functions such as collecting and analyzing customer data, as well as facilitating efficient and seamless delivery of your products and services.
The essence of digital maturity lies in the intricate interplay between the customer, business, and technology pillars. However, identifying the weakest link is essential. For instance, you may possess a strong understanding of your customers but struggle with ineffective channel selection. Alternatively, your services may suffer due to numerous silos that hinder a seamless customer journey. Outdated technology might limit your team's capabilities, lack organizational alignment, or result in an incomplete customer view.
In practice, B2B companies typically undergo two phases of digital maturity: foundational and acceleration. Each phase presents its own set of common challenges, necessitating specific solutions viewed through the lens of the customer, business, and technology pillars. To illustrate, I will provide a customer example from daily practice.