B2B marketing organization
Brian Kardon, CMO of Fuze, a cloud communications platform, has written an article on the topic of “Simplicity in the marketing organization” that is well worth reading. We would like to briefly present his 6 ideas from it to you today.
Simplicity in the modern B2B marketing organization
Don’t you feel the same way as a marketer: new channels to address and more and more marketing technology tools to manage. Search engine optimization (SEO) and search engine marketing (SEM), campaign optimization in conjunction with the GDPR are becoming increasingly multidisciplinary. Also, increased customer fragmentation and shorter attention spans are creating new challenges for marketers. Overall, the complexity of work and organization has increased.
But does all this complexity actually improve marketing performance?
Marketers have many opportunities to buy new technologies, from email marketing platforms to web content management to digital analytics platforms. But are these additional efforts actually accomplishing the goal?
To that end, Brain Kardon notes, “Simplification can improve marketing performance and speed.
Here are his six ideas that can help you simplify:
- Treat your agencies and suppliers as equal members of your team.
Simplify your marketing by investing more time in your current partners instead of constantly looking for new ones.
- Don’t add new marketing or sales technology without removing it first.
In general, it’s better to take an in-depth look at the technologies you already have rather than adding new ones. However, if you do decide to add a new marketing or sales technology, consider replacing a current underutilized one.
- Invest in sales enablement.
If you’ve never experienced a “day in the life of a sales rep,” make up for it! Sit next to an employee and see how they handle their leads and priorities, and you’ll see countless ways to make their job easier
- Don’t strive for perfection.
If you seek perfection, you will never be satisfied. “Perfection in marketing is seldom worth the price.” Rather get campaigns up and running and continually improve them. But don’t perfect them.
- Run fewer campaigns, but run better ones.
With fewer campaigns, everyone in marketing can focus on making each campaign as effective and multi-channel as possible.
- Reach out to your staff in the office – get out of your lone office.
Provide feedback to the call. If he’s having trouble understanding a new technology or campaign, there’s always someone nearby to help. His team also learns how he talks to customers, prospects and agencies about Fuze. All of this leads to closer messaging and faster onboarding of new team members.
Brian Kardon concludes with the sentence:
“Executives and marketing leaders who embrace simplicity will not only have a clearer picture of their sales funnel but also a better understanding of their customers, vendors and employees.”
Certainly not particularly spectacular and also not new. But from our point of view it is always commendable to show the step towards simplicity. Maybe there is one or the other suggestion for you! You can read the complete article here.
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