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Download A day in the life… …of a B2B Marketing Manager
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Transcript
Being a B2B Tech Marketer Leigh Hopwood B2B Technology Marketing Consultant Website www.reddmarketing.co.uk Email [email protected] Call 07746 249132 LinkedIn /leighhopwood or /reddmarketing Twitter @leighhopwood or @reddmarketing 2009 2010 2011 Chair of CIM South East Marketing Consultant Client Marketing Director 2006 Chair of CIM Surrey 2003 Head of Marketing Joined CIM Surrey committee 1999 2000 2001 Marketing Manager Chartered Marketer DipM MCIM 1997 Marketing Communications Manager 1995 BSc (Hons) Business IT Wrote to tech businesses Marketing Executive Started studying CIM …1993 Placement Year Saturday jobs How I got here… 2013 What’s unique about B2B tech? • • • • • • • • • Jargon! Company size – many SMEs Large deal sizes Long sales cycles Business and IT DMU (decision making unit) Influencers are important Relationships are key Develop customer advocacy’s Vendor and channel relationships The marketing role = marcoms Vendor Channel • Sprawling global marketing team • Potential for travel • Central Team own the brand • Marketing assets provided by Central Marketing team • Local delivery (Field Marketing) • Channel Marketing v Field Marketing • Access large agencies • Larger budgets; greater need for ROI • • • • • Small intimate teams Board level engagement Own the brand Control over marketing plans Creating everything from scratch • Greater breadth of marketing experience on offer • Agency selection based on capability; boutique agencies • Marketing on a hunch! A year in the life… • Annual planning process • Align sales and marketing • Campaign planning • Campaign execution • Communicating with stakeholders • Evaluate ROI When to use which tactics Events Key takeaways • Planning is essential • Use the right tactics, with the right message, at the right time, to the right people for the desired outcome • Thought leadership for brand awareness; be memorable, recommended and visible when they are looking for a solution • Monitor and measure effectiveness The B2B tech industry… • Growing, fast paced industry • Need to ‘get it’ from a business perspective • Lots of opportunity in marketing, but can be difficult to get into
