Disrupt or Be Disrupted: Marketing Strategies Defining B2B Success

Discussion with Andrew Johnson

Andrew Johnson, a marketing executive with over 30 years of C experience, has led strategic marketing functions across industries including supply chain technology, IoT, and manufacturing. His expertise lies in transforming traditional marketing approaches into data-driven, scalable strategies that drive business growth. Throughout his career, he has made marketing a strategic pillar of corporate success, whether by repositioning PrePass as a data platform rather than just a service provider, or at Paccar, where he helped expand its full-service lease division. In this discussion, Johnson explores the foundational shifts in marketing, the growing importance of brand positioning, and how data and AI are reshaping go-to-market strategies.

Buyers Are in Control: Marketing’s Evolving Role in the Decision-Making Process

Over the past two decades, marketing has undergone a major shift, placing buyers in control. Before the internet and social media, companies dictated how information was shared, using tactics like direct mail, events, and industry publications to educate potential customers. Today, digital channels empower buyers to conduct independent research, often contacting a company only when they are close to a purchasing decision. "Buyers control the process now," says Johnson. "Instead of simply pushing information into the marketplace, marketing must take a consultative approach, prioritizing the buyer journey and helping potential customers navigate their own decision-making process".

This shift has made branding, content marketing, product marketing, and thought leadership increasingly important. Companies must now deliver strategic content that educates, informs, and subtly guides purchasing decisions. Product marketing, including audience segmentation and tailored messaging, has become crucial in ensuring buyers receive relevant information at each stage of their journey.

Additionally, AI-driven automation allows for hyper-personalization, allowing companies to create individualized experiences at scale. Johnson highlights the importance of balancing automated interactions with authentic human engagement: "AI is a powerful tool, but relationships still matter. The companies that integrate both effectively will have the competitive edge".

Measuring Success in a Non-Linear Customer Journey

Traditional marketing measurement frameworks no longer apply in an era where the sales funnel has become non-linear. In the past, marketing could attribute success to leads that followed a clear path from inquiry to sale. Today, customers interact with a brand across multiple touchpoints before revealing themselves as potential buyers. "By the time we talk to a lead, they've probably already interacted with us 25 times—and we don’t even know who they are yet," Johnson explains. "This makes attribution modeling one of the biggest challenges for modern marketing teams".

Marketers must now rely on data-driven attribution models that assess engagement trends across multiple channels. However, these models must be aligned with business objectives and sales strategies. Short-term lead generation tactics that one provided measurable results have become less effective, shifting the focus toward long-term brand building and demand generation.

Johnson also emphasizes that marketing and sales are no longer distinct functions; they must operate as one. "Marketing’s role has expanded to influence all stages of the buyer journey. Shared goals, consistent messaging, and a fully integrated sales-marketing approach are essential to success".

Strategic Market Segmentation: Owning a Niche to Drive Growth

For B2B companies in complex industries such as logistics, SaaS, and connected infrastructure, precise market segmentation is critical. While many organizations attempt to cater to broad audiences, successful companies define and dominate specific segments before expanding their reach. "Don’t define your market by who could buy from you," Johnson advises. "Instead, focus on identifying the most profitable customers. Your Ideal Customer Profile (ICP) should be built around characteristics that indicate long-term value".

Johnson provides an example from his time at a telematics company: "We decided to start by targeting school bus fleets. Instead of spreading ourselves too thin, we became the number one provider in that niche. Once we achieved market leadership, we leveraged that position to expand into adjacent industries".

Leveraging data sources like ZoomInfo, Apollo, and SalesIntel can enhance segmentation efforts by identifying lookalike accounts. Additionally, AI-driven insights help refine targeting strategies, ensuring marketing resources are allocated effectively.

From Data to Decisions: Extracting Actionable Insights

The rise of AI and automation has led to an explosion of available data, but companies often struggle to translate raw information into meaningful actions. Intent data—signals that indicate a potential buyer’s interest—has become a powerful tool for identifying in-market accounts and prioritizing outreach efforts.

"Intent data helps us identify who is searching for relevant topics, visiting our web properties, and engaging with our content", Johnson explains. "But raw data alone isn’t enough—we need to analyze these signals holistically to understand patterns and make informed decisions".

By leveraging AI-driven tools, companies can process data more effectively, pinpoint high-value opportunities, and personalize interactions at scale. AI also plays a growing role in automating routine tasks, such as lead qualification and outbound outreach, allowing marketing teams to focus on strategy and creative execution.

Crafting a Brand Message That Resonates Across Stakeholders

Building a strong B2B brand requires more than just a recognizable identity—it demands strategic positioning and tailored messaging for different stakeholders. According to Johnson, brand communication can be broken down into three components:

1. Brand Identity: The emotional perception of the company, shaped by visual elements, tone, and overall brand presence.
2. Competitive Positioning: The unique differentiators that set the company apart in its industry.
3. Messaging Strategy: The specific language used to communicate value to different audiences.

"Your brand identity must remain consistent, but messaging should adapt based on the audience," Johnson notes. "For example, end users may be interested in ease of use and efficiency, while executives may focus on ROI, cost savings, and long-term value".

This approach aligns with account-based marketing (ABM), where messages are tailored to the specific needs of high-value prospects. However, Johnson warns against over-scaling ABM efforts: "The moment you start mass-applying ABM tactics, it turns into demand generation. True ABM is about precision, internal strategic priorities, and relevance—not volume".

Key Takeaways for Executive Leaders

Reflecting on the evolution of marketing in complex industries, Johnson highlights three critical takeaways for business leaders:

Buyers now control the purchasing process. Companies must shift from traditional direct marketing tactics to a consultative approach that prioritizes customer education and self-guided discovery. "No one likes to be ‘sold.’ Instead of trying to sell to prospects, help them as consultants. Guide them through the decision process, and structure your sales and marketing to support that goal".

Brand trust is the ultimate competitive advantage. Long-term brand equity, rooted in authenticity and credibility, is more valuable than short-term lead generation. In a crowded market, companies that cultivate a reputation for reliability and transparency will outperform those focused solely on quick wins. Trust is earned through consistent messaging, delivering on promises, and building meaningful customer relationships.

AI and technology are accelerating at an unprecedented pace. Advancements in AI, automation, and machine learning are revolutionizing how marketers gather insights, personalize experiences, and make data-driven decisions. Those who fail to adopt these advancements risk falling behind their competitors. As Johnson puts it, "AI is moving faster than we can even keep up, and if marketers don't stay ahead of the curve, they'll quickly be left behind".