To stay ahead of the modern digital world with your B2B marketing, you need to gather new skills in your team. But it is not only the marketer at the individual level that changes. The challenge also lies in integrating these skills in the organization of the marketing team. In this article I will discuss the skillset of the marketer and in addition to changes in the structure of the future marketing.
Successful marketing and advertising campaigns are driven by the ability to identify customers, measure results, analyze and feedback in real-time by entering data. - (Forbes Insights, the rise of the new marketing organization)
Recent research also points out that within a few years, 75 percent of marketers responsible for the entire customer experience. It is up to the marketing teams to ensure the ultimate customer experience and guide the customer on the basis of data and technology and information at each stage of the customer journey.
The marketing teams are now organized around the marketing ideas of the 90s. These teams will have to change radically to meet the customer experience today, and the customer of the future.
Marketing is no longer a series of projects and campaigns, it is an ongoing process of learning and vebinden. - Forbes Insights, the rise of the new marketing organization
Hans Miller Beeckestijn Business School says the e-book b2b marketing of the future:
The challenge for many B2B companies is in it to better align the sales process with how customers want to deal with suppliers. That means that everyone must work towards customer experience before, to take during and after the sale in their sights. With the aim of more customers who buy more and more often, and ideally also to act as ambassador.
In addition, it is crucial that by digitizing the sales, marketing and service process innovates. Concretely this means: getting started with marketing automation, social & digital selling and social service applications that improve customer experience.
New skillset of B2B marketers
Technological developments have brought about many changes in marketing in recent years. Data and technical skills are not indispensable within a marketing team. With just technical skills, you are not. Markets are changing faster today, here is a marketer should respond to. Real-time marketing is also referred to this, a time when strategic thinking is very important. Thus, marketing teams can adapt permanently to the market and customer needs.
Another word that finds its way into the marketing department, is the agililty ': The marketer must be quick and agile in to keep the customer. Marketing leaders who keep the overview and with an analytical and strategic vision leading the team to the next step. See the infographic on the agile B2B marketing bottom of this article.
Away with discipline formats
New marketing projects we have to organize from insights into the B2B buyer or -Customer. Because these buyer personas should not be consulted occasionally, but the thrust of all marketing efforts. This outside-in -denken is of great importance. With insights from customer journey can be done on the customer experience to achieve greater engagement with prospect or customer. This is more important than ever to be distinctive.
So where teams were previously classified discipline, they need to be redesigned now on every step of the buyer or customer journey. Of course it helps if a team pursuing a common goal. Silos can be so broken and Marketing Director or CMO will be much more get the spider in the web function, a hierarchical.
As Forbes CMO-author Jennifer Rooney puts it :
Hub-and-spoke structures whereby the CMO in the middle, with roles akin to product manager, marketing strategies manager, advertising director, PR manager, market-research director and promotion director creating the spokes and rim of the wheel. Silos are finally nonexistent; the integration and interconnectedness of this new model enable block full coordination of all constituents.
To make an effective marketing team working in an agile technology environment and, moreover, a team composed invite four different personal marketer dimensions:
Creative: see opportunities and innovative benefits in every challenge.
Collaborative: do a good cooperation and coordination with other departments (eg sales, but also IT) to find.
Technical: has knowledge of all digital trends, speak the language, but knows how to use these also optimal for the best customer experience.
Agile: strategic, tactical and analytical. Overlook the big picture and know what to do and how to achieve it. Is constantly testing and learning to achieve new prospect or customer insights and improve their own tactics.
The strategist and creatively implement a B2B campaign in a stepwise, agile strategy, where they are complemented by technology and channel functional experts. Parallel work colleagues which ensures that marketing does not remain loose throughout the organization.
The new structure within the B2B marketing
The question is not what the next trend, but how you organize the organization so that you're ready to take on any new trend. One of the biggest challenges lies in the structure of the marketing teams.
The structure of traditional marketing teams now follow the different disciplines and media channels within the marketing. PR does the free publicity, the media planner procurement and the campaign manager to isolated campaigns. With a view to the ultimate customer experience There is now too little cooperation takes place between the disciplines. The customer is not so step by step guide you through the buying process.
In a recent series of interviews, we asked marketing thought leaders how they saw it. So Mark Appel spoke, global marketing director of Cloud Solutions at Exact:
My ideal B2B marketing next year would consist of several scrum / agile teams engaged in further optimizing the customer experience from the first moment of contact.
I have written my views and those of other marketers in more detail in a recent e-book 'The B2B marketing team of the future. " It's about how the marketing department must change drastically in order to connect with the customer today. Experts like Mark Appel, but also Joe Pulizzi, Laura Patterson, Meagen Eisenberg and Steven van Belleghem give their opinion on the marketing of the future.
Finally
That the e-book about the "marketing of the future goes, is not just. The structure of a team and organization change is difficult. The biggest obstacle is that marketers are so busy with everyday tasks that little time remains to innovate and stay ahead. Fact is that there will be no end to the transformation of marketing and marketing teams. The world in which everything was provided through brochures and was bought by sales colleagues, no longer exists. Who wants to join must be change with the new world.
I wonder how your marketing is changing and what others can learn from them.
downloads
Download the e-book " The B2B marketing team of the future " and see the infographic below " 10 Tips for an agile B2B team " (click on the link or on the infographic for the larger version).
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