The Rise Of The 5The B2B Marketing Team You Can’t Be Without

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Over half of all Marketers report to having responsibilities in seven out of ten other areas of marketing. Our time and resource is a precious commodity and we can’t wear every hat in the marketing box.

So what are the core roles you need in your team to drive your department’s performance to dizzying heights? We investigated some key team roles presented in the IDM B2B Barometer.

Data Analyst

Technologist

Creative

Publisher

Customer ChampionIf you’re planning to #TakeTheLead and deliver that all-important ROI in 2015, you’re going to need a well-rounded team of Marketers to get you there.

The Rise Of The 5

70% of B2B Marketers admit their team has gaps in the expertise they require to measure ROI with confidence.

Whether it’s at channel or strategic level this key player loves getting stuck into the numbers, and can turn metrics into meaningful insight at the drop of a hat (oh, and they LOVE Excel).

Who They Are

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Driving Team Performance

AttributesOn average, companies collect customer and prospect data from three or more marketing channels at any one time. Your analyst is the one who raises the red flag when a channel isn’t performing, and translates the large amounts of data into meaningful insight for you and the team, who can focus more on driving results.

How Does This Affect Your Strategy?

An average of 6/10 Marketersacross the globe are feeling the pressure to build more data-driven and analytical teams – Feeling it too?

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It’s time to look beyond the soft metrics and build out KPI’s based on long-term improvement across your core digital metrics.

Data Analyst

2015 is set to become the year of the analytical marketer, so you need a data-driven whizz to go head first into your analytics and provide insight to guide your future strategy.

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You’ll need a true techy who knows the in’s and out’s of digital marketing tools and can bring everyone up to speed with the latest tech trend spotting.

Not only will they know your Salesforce from your Unbounce, they’ll understand how to utilise these tools to drive top-notch results.

Who They Are Driving Team Performance

Attributes

Over 80% of top performing companies planned to adopt digital tools and marketing automation systems before 2015. In a digital field that constantly evolves, it’s time to become truly tech savvy if you want to speed up lead times, and plan more integrated and aligned campaigns.

How Does This Affect Your Strategy?

Digital Marketing in 2015 is nothing without the right tools to get you there.

Businesses that use marketing automation and digital tools to nurture prospects experience

a 451% increase in qualified leads.

Get your technologist on the job of closing any gaps or leaks in your pipeline and nurturing those prospects to sale.

Marketing technologies are advancing at pace and you need a tech-savvy time bomb to keep your team up to date with the solutions available.

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451%

Technologist

One of the top five challenges facing B2B Marketers right now is their capacity to keep up with change.

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You’ll need a super hands-on creative whizz to try new digital media, get stuck in with blogging and isn’t camera shy either. B2B video usage is on the rise, with 35% of marketers planning to increase their use of short-form video (that’s Vine to you and me) this year.

Driving Team Performance

AttributesTracking and proving content ROI is a challenge, but 46% of UK marketers who have a documented strategy say they are successful at the challenge. The sooner you get your Creative team to tie down those strategic plans, the faster you’ll be able to prove its’ return to the business and take the lead against your competitors.

How Does This Affect Your Strategy?

You can’t really miss the huge content marketing ‘elephant’ in the meeting room.

According to the CMI, the top 3 goals for content marketing will be engagement, lead nurturing and lead generation in 2015.

Who They Are

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A creative mind set is essential if you want to come up with those game-changing content marketing campaigns that increase your brand reach and grow your opt-in database.

While 2015 is quickly becoming the year of the data-driven marketer, you can’t really miss the huge content marketing ‘elephant’ in the meeting room.

Creating content that converts will be the key to success, but that won’t be possible without a targeted and comprehensive content marketing strategy (and we’re not just talking about blogging).

Creative

91%

85%

84%

Engagement

Lead Nurturing

Lead Gen

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Over 1/3 of B2B buyers use social media to engage with vendors (that’s you) so this team player will need to be social media savvy. They’ll also have to be clued up with new paid advertising as over 58% of B2B Marketers are already using it to promote and distribute content. And don’t forget the PR know-how either.

Social, Paid and PR will make a powerful content distribution mix in 2015.

Driving Team Performance

Attributes

Being present across new and existing publishing channels is essential if you’re going to reach prospects, and generate leads with your content activity.

How Does This Affect Your Strategy?

You have your creative team working on the next big thing.

Now you need that publishing mogul to put your awesome content campaigns in front of the right audience through your social media, distribution and syndication channels.

While only 34% of B2B marketers have used paid native advertising to promote content this year, it’s a trend set to boom in 2015. Your key to success is ensuring your kick-ass Publisher chooses and tests networks wisely to get your content in front of prospects, generate those leads and boost your all-important ROI.

Who They Are

In a 2014 study, the IDC found that three out of four B2B Buyers (and eight out of ten C-level executives) used social media to inform their purchase decisions.

3/4 8/10

Publisher

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You need a Customer Champion within your team to ensure you’re creating and innovating, not just for lead generation, but for your loyal customer base too. They need to be a highly likeable team player who is going to get on with your marketing, sales, and client services team too.

Who They Are Driving Team Performance

Attributes

Turning your customers into advocates is essential if you want to generate referral business, especially since 53% of prospects rely on peer recommendations when making purchase decisions. It’s time for B2B companies to move beyond the ‘business to business’ idea and becoming engaged with customers on new human levels.

How Does This Affect Your Strategy?

Your marketing team needs a little bit of balance away from all those lead generation activities - especially when it costs up to 7 times more to acquire a new client than it does to generate business from your loyal customer base.

Focus on Retention Rates and Customer Lifetime Value, to understand the true value of what it means to keep your customers happy.

Without a customer, you don’t have a business - all you have is a hobby. - Don Peppers

Retention, Retention … and more Retention! Customer Champions know that increasing customer retention rates by as little as 5% can grow a company’s profits by as much as 95%.

5% 95%

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Customer Champion

The modern marketing department looks very different from the times of Mad Men (if you haven’t seen it..check it out!).

Your 5 key roles will need to work together seamlessly, each role guiding the next with insight and knowledge that will knock the socks off your competitors.

New trends, technologies and tactics have led to a need for roles that are more diverse, and a wider skillset than ever before.

Conclusion

#TakeTheLead

Get Started

Building your team of well-rounded Marketers is just the start! It’s time to boost ROI and take performance to new dizzying heights.

Lead Forensics can streamline your Sales & Marketing activity by being your (and your team’s) efficient central hub for lead generation, attribution and analytics. Improve performance and drive ROI by gaining full visibility of your digital activity from source to sale, and allocate activities at lightning speed with real-time trigger alerts – your team will be well on their way to ‘Ultimate Marketers’ status.

Want to find out more?Get started today and arrange your free demo and trial

Call 0207 206 7293or request a demo at leadforensics.com

Increase conversion and boost ROI from all your online marketing activity

By identifying or creating your 5 key roles within the team, you’ll be more than ready for whatever the year can throw at you.

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