- A B2B marketer can have different roles
and responsibilities.
It varies based on your industry
and organizational culture and structure.
As a B2B marketer,
you need to understand different types of customers
and the problems those customers need to solve.
Communicate the value or benefit of your product or service,
aligned with customers' needs or problems.
Your responsibilities include
owning the customer experience.
This includes things like
making sure customer communications
are seamless across touchpoints,
understanding and addressing customers' needs,
pain points, and wishes through your product
or service offerings and communications,
educating your colleagues and other internal disciplines,
like maybe the customer call center
to help them understand what the customer wants
so they can have a more effective dialogue,
being a brand ambassador to ensure
that all efforts align with the brand.
B2B marketers need to share customer insights
with the sales team,
so when a salesperson contacts customers,
they'll understand who they are
and how to engage and influence them.
You'll need to gain experience
across a range of marketing touchpoints,
such as content marketing, search engine optimization,
social media, paid TV or print media, or owned media,
such as your brand's website.
You need to be comfortable with data,
meaning how to read data
to find customer insights and objectively see the story
that the data tells.
It definitely takes time to analyze data,
but it's worth it.
Effective data-driven marketing averages a 224% ROI,
which is the return on investment.
Okay, now that you know some of the core responsibilities,
you need to know the core disciplines to collaborate with.
The brand team, which manages all aspects of the brand,
like its positioning and guidelines,
corporate communications,
which manages internal employee communications
and some external communications,
like for local and business communities,
business leaders or product managers,
basically whomever manages the product
or service in market
and their internal financial statements,
agencies, these can be external vendors
or internal teams that create and produce
the marketing, develop media plans and buy paid media,
support teams, such as legal, regulatory or risk management,
and the sales team,
the people who interact with customers every day,
in person, on the phone,
at networking events, at conferences.
A B2B marketer must be clear on their role
and responsibilities to collaborate effectively
within the organization.