To engage decision makers, B2B companies need to prove their value through a strong business case, build sites and other communications vehicles in a way that fosters trust, and pull in prospects rather than chase them. Helping companies get that done requires special skills.
If you’re a Marketing Director at a company that sells products or services to other companies, I think you need a team that:
There are other important traits. For example:
These qualities are not on the list of ‘musts’ because building capacity is not job one, and you always vet potential hires. It’s hard enough to find companies that fit the profile outlined in the bullets above. Let’s not make this mission impossible.
We argue in a forthcoming e-book called “The New Rules of Outsourcing B2B Marketing” why these qualities are must-haves. I hope to post it in the coming week. (Yes! David Meerman Scott’s ”New Rules of PR” e-book inspired our book’s title…thank you DMS.)