Welcome to the Spookiest Edition of Not-so-B2B News!
It’s Halloween, and we’re diving into the real horrors that keep B2B marketers awake. In this special B2B Scaries issue, we asked you what monsters are hiding under your bed, and you didn’t hold back!
From data chaos to sales alignment nightmares and market performance horrors, we’re shining a flashlight on the most terrifying challenges in B2B today. We’ve picked our top “B2B Scaries” straight from the industry, sharing the issues and latest trends that haunt you most.
“In B2B marketing, it's not the ghosts or ghouls that keep us up at night—it's the data overloads, the misaligned teams, and the unpredictable markets. These are the real nightmares we face every day." - Matt Stevens, CEO, MOI Global
Ready to face your fears? Dive into these short snippets… if you dare!
B2B Scary #1: Market Performance – A CEO’s Worst Nightmare
What’s keeping Matt awake? It’s the chilling uncertainty of fragmentation. In this B2B Scary, Matthew Stevens, CEO of MOI Global, opens up about the struggles leaders face when trying to balance brand with demand. When things don’t sync up, it’s not just frustrating—it’s a nightmare for any business.
Watch Matt’s B2B Scary 👇
B2B Scary #2: Drowning in Data Chaos – A Marketer’s Nightmare
In this chilling B2B Scary, Marcia Steffen, Director of Key Accounts at Infuse, reveals her biggest fear for the future: the overwhelming tidal wave of data chaos. Because with an absurd amount of data at marketers' fingertips, we all know the true fright is not just in collecting it—it’s managing, cleansing, and turning it into something meaningful—making data chaos a nightmare that haunts even the most seasoned pros.
Watch Marcia’s B2B Scary 👇
“Data remains both a prized asset and a daunting challenge. Although organisations have access to vast amounts of data, the struggle lies in successfully harnessing its potential” - Callum Miskell, Strategist and Intel Analyst, MOI
If data chaos is one of your nightmares, read Getting Creative With Data!
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B2B Scary #3: Sales & Marketing Alignment – A Nightmare of Miscommunication
Is your sales team going rogue while marketing struggles to keep up? Trevor Van Woerden, VP Sales from Infuse Media, knows this fear all too well! The lack of alignment between sales and marketing haunts B2B leaders striving for seamless collaboration, from off-script sales reps to prospects that mysteriously vanish. This ongoing challenge is a real fright.
Watch Trevor’s B2B Scary 👇
"I can totally understand how rogue sales reps and disappearing prospects would keep you up at night!" - Caroline Lotinga, Global SVP, MOI Global
If this is one of your scariest nightmares, read our latest report, Divergent Paths, Converging Strategies, on fixing sales and marketing alignment!
B2B Scary #4: Lack of Creativity in the Buyer Journey – A 2025 Fear
As we look ahead to 2025, Utkarsh Srivastav, Senior Director of Brand, Social & Digital Marketing from LTTS, is warning us all of the lack of creativity in B2B marketing. With AI flooding the market with content and noise, while only 5% of buyers are in market and 70% of the buyer journey is completed before contact, will creativity be the only way to stand out?
Watch Utkarsh’s B2B Scary 👇
"100% agree with Utkarsh that B2B needs more creativity!"- Glenn Landauer, VP Growth Marketing NAM, MOI Global
If you can relate, check out The Not-so-B2B Growth Engine, which will help bring creativity back to B2B marketing!
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