Entries from July 2008
Some thoughts about B2B marketing during difficult economic times
I was reading a blog post by Bill Gadless in B2B Web Strategy about the importance of lead nurturing, especially during an economic downturn.
It got me thinking about what B2B marketers need to do during difficult or recessionary times. Here are some of my thoughts:
Even if sales are down 50 percent in your industry, 5 out of the 10 are still buying.
You can replace some of the earlier sales steps (prospect, nurture, qualify) with lower cost per touch marketing so your higher cost per touch salespeople can focus on the later steps (demo, propose, close) in the sales process. This marketing-driven sales approach results in more prospects being found, nurtured and qualified, more productive salespeople, more sales and a lower cost per sale.
B2B marketers need to find ways to convincingly explain all this to their C-level management, especially the folks in finance.
How about you?
Have you been successful in convincing senior management to continue to fund your marketing despite the weak economy?
If so, congratulations! How did you do it? Is there any research you cited in building your case? Where did you find it?
Or was your marketing budget cut recently? If so, what are you spending your remaining funds on? What had to go, and why?
As the jar on the counter says, “Your tips are always appreciated.”
What skills does a B2B marketing communications professional need today?
In my never-ending quest to stay up on the latest in B2B marketing for leads and sales, I subscribe to RSS feeds from lots of marketing blogs.
One of those feeds recently caught my attention. In Dianna Huff’s MarCom Writer Blog, she talks about what should be included a B2B marketing communications professionals’ job description.
I agree with Dianna about today’s marcom professional needing to be able to do much more than write copy and manage multiple projects. I also agree with her suggestions about what else today’s marcom professionals “need to bring to the table.” I especially like the one about knowledge of the sales lead process.
I humbly suggest a few more skills to add to the list:
A good head for numbers.
This is essential in today’s marketing world where senior management requires, no demands, an ROI on marketing investments.
The ability to give a convincing presentation.
This includes presenting one-to-one, in front of a crowd, over the phone, via the web and in email. This essential skill will prove invaluable when trying to persuade your CEO, the CFO and your boss to give you a bigger budget, more staff or maybe even a promotion and a raise.
A up-to-date understanding of marketing technology.
This includes understanding both marketing media and marketing tools. With half of marketing budgets being spent online, and the efficiency and better results you can gain from using software to manage your campaigns, if you want to be successful as a marketing communication professional, you can’t afford to say “I’m not technical.”
What would you add to the list?
Please share your thoughts about the skills, knowledge and experience that are necessary for success in B2B marketing communications today.
Do you have different or additional suggestions for marketing managers, directors or VPs?
How about sharing some suggestions for how your fellow B2B marketers can best acquire these skills?
I look forward to hearing from you.
