Business leaders have long understood that business tactics are constantly changing and that a major part of being innovative is to quickly react when an opportunity presents itself. Being receptive to where customer focus is shifting, planning in advance, and modifying plans based on changes are key qualities of good marketing leadership. This is especially true when it comes to business to business marketing, which involves the sale of one company’s service to another company. These are five important skills needed for good B2B leaders that could help a company prosper:
Follow the most productive path
Successful leaders try to not get distracted by activities of lesser value. They try to reallocate their time to creating high-value content on the company’s website. They are capable of discerning where the focus should be at that very moment. Also, they ask crucial questions that may lead to difficult conversations and also lead to ideas on how to further the business, like removing the budget in printing and instead focusing on search marketing and email marketing, which has been described as the highest-ROI online marketing strategy, with 67 percent of businesses listing it as their highest earner. Following the most productive path will force one to ask the right questions that may unlock positive and also revolutionary ideas.
Design scorecards as a guideline.
The scorecard system places clear goals and brief results obtained periodically, on a one-page report, for an employee to see where they are at and what is needed to accomplish their goals. The scorecard sets expectations for employees and provides clarity and motivation. This is a highly effective technique in creating results as it shows the big picture.
Research shows that almost eighty-eight percentage of fast-growth companies assume an employees’ capacity to take control of their specific project is vital to the growth of the company. Micromanagement from a senior leadership member is either a replacement for not having a clear goal or compensation for incompetent employees. When quality becomes an issue, it’s up to the leader to implement training programs and a coaching development plan for the personal growth of employees. It is highly ineffective if every piece of marketing goes through one person before implementation, especially in large businesses.
A clear understanding of marketing and sales is needed for better results
Sometimes the line between sales and marketing is not clean-cut. Salespeople are mistrusted when it comes to properly designate success to the marketing department’s lead generation attempts. When it’s up to salespeople to say whether a lead is an MQL (marketing qualified lead) or an SQL (sales qualified lead) — and their sales closing rate is something they are evaluated against — it smears the line to who is responsible for inadequate in the number of closed deals. This is why it’s so important to clearly define an MQL and an SQL within a business. It needs to be noted more deals is important but not as important as closed deals.
Consider two marketing departments: Leads versus Brand
The problem with a purely numbers-driven marketing department is that this strategy doesn’t often account for brand awareness. Developing a brand is a great selling point for your products or services. A study titled, “B2B Manufacturing Content Marketing: 2015 Benchmarks, Budgets, and Trends — North America,” found that 89 percent of the more than 5,000 B2B marketers inspected declared brand awareness was the most significant factor to consider in content marketing. A great leader knows that both brand awareness and lead generation initiatives are important for success.