The 2013 B2B marketing department – survey results
Three core tasks occupy today’s B2B marketers: arming the sales team with effective collateral and support; generating new business through lead programmes and supporting the brand’s perception and position in rapidly changing marketplaces. Each of these tasks provides significant challenges around data and analytics; sales and marketing alignment; content creation and getting the right capabilities in-house to push a company’s digital agenda forward. (see infographic below - click to expand)
On this latter, but crucial point, how do you get the necessary talent to think through and execute a digital marketing strategy? According to the survey, some companies are choosing to upskill their exiting teams, with 57% claiming to have had some formal training, an approach that I have taken at RBI to good effect. With the knowledge and the skills, we have been able to push the digital agenda forward, investing in new technologies to enable far more targeted and specific communications – and greatly improve ROI.
So how does your B2B marketing department compare? Similar experiences, or completely different? We’re always keen to know.
For more outputs from this year’s IDM B2B conference, view the complete video of Kate Robertson’s keynote The Future Generation of Marketers , plus IDM Journal editor, David Reed’s take on Kate’s views, and those of the One Young World ambassadors who shared her session: One Young World and the change from within .
This feature appeared first on IDM's B2B blog - to see more from the IDM on B2B go to http://www.theidm.com/blog/subjects/b2b/