In an article featured on Newswire.net, Sam Littlefield, President and CEO of Littlefield Agency, offered a fresh yet practical perspective on navigating new trends that constantly meet up against traditional strategies in B2B marketing. Littlefield believes marketing efforts should always tie back to a business’s larger revenue goals. “We talk to so many prospective clients who work with agencies that make things pretty or cool, but are these ultimately driving more leads and impacting a client’s business?” he asked. Littlefield stressed the importance of aligning marketing with measurable outcomes, like increasing annual revenue. His agency focuses on generating qualified leads that show a clear connection between marketing and business growth.
Littlefield also encouraged B2B companies to treat their marketing partners as strategic collaborators rather than just service vendors. “The worst word in the history of language is ‘vendor,'” he said. “We want to be a partner — not just a marketing partner, but your business partner.” He explained that marketing agencies should have a place at the table when companies make big decisions about their future.
When discussing common mistakes in B2B marketing, Littlefield warned against forgetting the human behind the business. “Behind every business is a human just like you or me,” he noted. He emphasized the need for emotional connection with B2B customers.
“We used to have a saying — the worst thing a B2B brand can do is act like one — and it’s still true to this day. Your job as a B2B marketer is to emotionally connect with the human at that business and drive them down the sales funnel to eventual purchase. It’s easier said than done, but we see so many B2B brands not capitalizing on the emotional hook. Those who do that ultimately win the day (from a marketing and sales standpoint!).”
