Views from Greg Levine, Chief Operations and Growth Officer at Vitality
In the fast-paced world of B2B marketing, success is no longer defined by traditional tactics alone. The complexities of today’s buyer journeys demand a more nuanced, strategic approach that caters to multiple stakeholders, integrates both brand and demand generation, and carefully prioritises metrics at every stage of the buyer’s decision-making process. As Greg Levine, Chief Operations and Growth Officer of Vitality, aptly puts it, “you create the conditions for success.” With these words in mind, let’s explore how marketers can thrive in these dynamic landscapes.
Cater to Complex Journeys: Account for Multiple Stakeholders and Entry Points
One of the biggest shifts in B2B marketing today is recognizing that buying decisions are no longer made by a single decision-maker. Instead, multiple stakeholders, each with distinct roles and goals, influence the decision. Greg shares an insightful perspective from his own career journey, noting how collaboration and continuous learning are essential for navigating complex environments. “You need to be insanely curious to learn your new sector,” he says, which is a mindset B2B marketers should adopt as they cater to diverse audiences across various entry points.
When addressing a multi-stakeholder B2B journey, it’s crucial to recognise that each person involved has their own set of interests and pain points. For instance, while the CFO might care most about cost efficiency, the marketing director may be focused on ROI and brand alignment. Marketers must provide tailored content and solutions that speak directly to the unique needs of each role.
Additionally, as Greg LaVine advises, create “interaction points” by continuously learning and staying engaged with the different touchpoints in the customer’s journey. Whether it’s an early-stage informational blog post or a deep dive into ROI in the decision-making phase, marketers must account for these varying needs and create content that appeals to each.
Prioritise Metrics by Stage: Focus on Metrics that Align with Each Phase of the Buyer’s Decision-Making Process
Understanding that a B2B buyer’s journey is non-linear is key to effective marketing. Greg’s emphasis on “creating the conditions for success” applies directly to the strategic use of metrics. As he wisely states, “You need to have a destination, but how you get there, I don’t know… sometimes you take crazy paths.” This reflects the complexity of the buyer’s path in B2B—buyers may move back and forth between stages, reconsidering decisions, and reassessing options before making a final purchase.
To navigate this complexity, it’s essential to focus on the right metrics at each stage. Early in the journey, marketers should prioritize metrics such as brand awareness, website visits, and engagement rates. As potential buyers move down the funnel, more advanced metrics like lead quality, opportunity generation, and win rates should take precedence. Tracking these metrics at each stage ensures that the marketing strategy is aligned with the buyer’s evolving needs and that resources are focused on what truly matters at that moment.
Greg’s insights on decision-making, particularly the importance of “making decisions at the point of most knowledge,” further reinforce the need for relevant, timely metrics. Marketers must be able to leverage data and insights at every stage, ensuring decisions are based on solid information that drives meaningful results.
For a deeper dive into how different stages of the customer journey impact B2B metrics, explore Forrester’s research on the ROI of Brand Equity in B2B here and Harvard Business Review’s articles on non-linear customer journeys here.
Integrate Brand and Demand: Recognise that Strong Branding Fuels Demand Generation at Every Stage
A critical insight from Greg’s diverse career is the importance of purpose-driven business models—such as Vitality’s innovative approach to health and wellness, which turned traditional insurance on its head. This mindset reflects the fundamental truth that strong branding is not just about logos and slogans; it fuels demand generation across all stages of the customer journey.
As Greg mentions, “The best leaders give clarity and purpose,” which directly links to how branding should be woven into every touchpoint of the B2B marketing funnel. Branding is not just a top-of-the-funnel activity but a critical enabler throughout the entire process. Consistent messaging that highlights a company’s values and purpose helps build trust and keeps the business top-of-mind when decision-makers are weighing their options.
In the B2B context, strong branding not only helps differentiate a company from its competitors but also establishes a deep emotional connection with potential buyers. When integrated with demand generation strategies, branding ensures that demand is generated not just by offering a product or service but by aligning the offering with customers’ core values and needs.
As Greg advises, having a plan—and ensuring that branding is a central pillar of that plan—helps create the necessary conditions for success in a highly competitive B2B environment.
The Bottom Line: Marketing Success Requires Strategic Adaptation
In B2B marketing, success is rooted in understanding the complexity of customer journeys, tailoring metrics to each stage of decision-making, and seamlessly integrating brand with demand generation efforts. Drawing from Greg’s experience across multiple industries, we can see how marketers must cultivate curiosity, resilience, and clarity to adapt to evolving landscapes and diverse buyer needs.
For those looking to master these aspects, the foundation lies in continuous learning, staying focused on customer needs, and recognizing that effective B2B marketing is both an art and a science. By tracking the right metrics, fostering strong brand identity, and catering to the unique needs of each stakeholder, B2B marketers can turn complex buyer journeys into clear paths for success.
For more on how to approach the non-linear customer journey and measure brand ROI, visit Forrester’s research on ROI of Brand Equity here and Harvard Business Review’s deep dive on non-linear customer journeys here.
By building these strategies into your daily marketing practices, you can create the conditions for long-term success and ensure that your brand continues to drive demand across every stage of the buyer’s journey.
