{"id":4221,"date":"2022-01-19T12:22:04","date_gmt":"2022-01-19T12:22:04","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/7-ingredients-of-great-b2b-marketing-teams\/"},"modified":"2022-01-19T12:22:04","modified_gmt":"2022-01-19T12:22:04","slug":"7-ingredients-of-great-b2b-marketing-teams","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/19\/7-ingredients-of-great-b2b-marketing-teams\/","title":{"rendered":"7 Ingredients of Great B2B Marketing Teams"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div> <iframe loading=\"lazy\" id=\"binge-iframe-151483\" data-wp=\"1.10\" class=\"binge-iframe\" height=\"70\" width=\"100%\" frameborder=\"0\" onload=\"if (typeof BingeIframeRan === &quot;undefined&quot;) { document.getElementById(&quot;binge-iframe-151483&quot;).style.opacity = 1 } \" style=\"margin-top: 10px!important; margin-bottom: 10px!important; opacity: 0;\" data-lazy=\"true\" data-src=\"https:\/\/bingewith.com\/article\/::_wp&amp;permalink=https:\/\/www.convinceandconvert.com\/convince-convert\/7-ingredients-of-great-b2b-marketing-teams\/\" scrolling=\"no\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-159366\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1024x512.png\" alt=\"7 Ingredients of Great B2B Marketing Teams\" width=\"1024\" height=\"512\" data-srcset=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1024x512.png 1024w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-300x150.png 300w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-768x384.png 768w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1536x768.png 1536w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1000x500.png 1000w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-100x50.png 100w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-150x75.png 150w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams.png 1600w\" data-sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><img loading=\"lazy\" decoding=\"async\" class=\"lazyload aligncenter size-large wp-image-159366\" src=\"https:\/\/mailinvest.blog\/wp-content\/themes\/breek\/assets\/images\/transparent.gif\" data-lazy=\"true\" data-src=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1024x512.png\" alt=\"7 Ingredients of Great B2B Marketing Teams\" width=\"1024\" height=\"512\" data-srcset=\"https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1024x512.png 1024w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-300x150.png 300w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-768x384.png 768w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1536x768.png 1536w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-1000x500.png 1000w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-100x50.png 100w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams-150x75.png 150w, https:\/\/www.convinceandconvert.com\/wp-content\/uploads\/2018\/07\/7-Ingredients-of-Great-B2B-Marketing-Teams.png 1600w\" data-data-sizes=\"(max-width: 1024px) 100vw, 1024px\"\/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">B2B marketing is more complex than ever before. A familiar refrain, one that unfortunately continues to be true.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">More tools. More technology. More competition. More customer expectations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Every B2B marketing team faces these same obstacles. Yet, some of them succeed disproportionately. Why?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To be a great B2B organization, you must now employ and manage a superb marketing team. Today\u2019s marketers must be fast, intelligent, nimble, and\u2014at all times\u2014data-driven.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At Convince and Convert, we know a successful marketing team after working with some of the world\u2019s most iconic brands. Certain commonalities are present in essentially all great B2B marketing teams. <\/span><b>I\u2019ve narrowed it down to seven ingredients for success. Some may recognize you, but a few may surprise you.<\/b><b\/><\/p>\n<ul>\n<li aria-level=\"1\"><b>Clarity on Goals and Success<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Align Marketing and Sales<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Prioritize Responsibilities<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Encourage People to Have Ownership<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Provide Real-Time Feedback<\/b><\/li>\n<li aria-level=\"1\"><b>Advocate for Positive Company Culture<\/b><\/li>\n<\/ul>\n<h3><b>Great B2B Marketing Teams: 7 Success Ingredients<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There is no magic pill or a one-size-fits-all solution to building a highly successful team. What we see, though, are seven themes that repeatedly surfaced in our work with marketing leaders:<\/span><\/p>\n<h3><b>Clarity on Goals and Success<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The lead-off question with our clients is, \u201cWhat are your team\u2019s goals?\u201d That\u2019s usually followed by asking, \u201cHow will working with us get you closer to success?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A marketing team that can\u2019t clearly define what they\u2019re working towards is in trouble. Having generic goals or overly complicated objectives are red flag warnings. Make the finish line visible to everyone on the team. This way you\u00a0 stay focused on the right things. Include micro-goals, too, like mile markers in a race. Then the team can celebrate small wins en route to completing a marathon.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On the <\/span><a href=\"https:\/\/mastersofscale.com\/\"><span style=\"font-weight: 400;\">Masters of Scale podcast<\/span><\/a><span style=\"font-weight: 400;\">, host Reid Hoffman asks every guest, \u201cWhat is the most creative measure of success that you\u2019ve ever set for a team? Answers from top entrepreneurs are full of variety and inspiration.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each team has its own measurements and style, but everyone knows the importance of goal accountability. The key is that all team members are clear on WHAT the scoreboard is, and each has access to a real-time view of how they are tracking.<\/span><\/p>\n<p> <span class=\"bctt-click-to-tweet\"><span class=\"bctt-ctt-text\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.convinceandconvert.com%2F%3Fp%3D151483&amp;text=What%20is%20the%20most%20creative%20measure%20of%20success%20that%20you%27ve%20ever%20set%20for%20a%20team%3F&amp;via=convince&amp;related=convince\" target=\"_blank\" rel=\"noopener noreferrer\">What is the most creative measure of success that you&#8217;ve ever set for a team? <\/a><\/span><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fwww.convinceandconvert.com%2F%3Fp%3D151483&amp;text=What%20is%20the%20most%20creative%20measure%20of%20success%20that%20you%27ve%20ever%20set%20for%20a%20team%3F&amp;via=convince&amp;related=convince\" target=\"_blank\" class=\"bctt-ctt-btn\" rel=\"noopener noreferrer\">Click To Tweet<\/a><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember, not everything that is measured matters, and not everything that matters can be measured (in a traditional way).<\/span><\/p>\n<h3><b>Align Marketing and Sales<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Aligned teams have a shared understanding of the organization\u2019s overarching strategies and the needs of internal stakeholders and external audiences.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As customers self-educate deeper in the funnel before talking to a sales rep, marketing\u2019s role increases drastically. Marketing\u2019s impact, in theory, has the same outcome as hiring more sales reps. The best B2B marketing teams are closely aligned with sales and view their job as empowering the sales department\u2019s success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our<\/span><a href=\"https:\/\/www.convinceandconvert.com\/digital-marketing\/sales-and-marketing-misaligned\/\"> <span style=\"font-weight: 400;\">own research with Ascend2<\/span><\/a><span style=\"font-weight: 400;\"> found that collaboration becomes easier when marketing and sales goals are aligned \u2014 more than three-quarters of integrated marketing and sales teams said collaboration was extremely easy, compared to 28% of those who aren\u2019t fully aligned.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Alignment must get off the strategy page and into the habits of teams. Encourage collaboration amongst marketing and sales every day, not only in meetings. The advantages are clear when multiple viewpoints come together to benefit the organization.<\/span><\/p>\n<h3><b>Prioritize Responsibilities<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Marketers have more projects to tackle than ever. Keeping tabs on each of them can become a full-time job in and of itself. Tools can assist, but often choosing the right tool becomes its project.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using a project management system like<\/span> <span style=\"font-weight: 400;\">Teamwork Projects helps keep everyone organized and on-task, but prioritizing what projects to tackle and when is a massive driver of B2B marketing success.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So how do top marketers handle tools, priorities, and the goals they serve? For starters, they begin with their most essential apparatus: strategy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The strategy should detail how the team works toward achieving<\/span><a href=\"https:\/\/www.convinceandconvert.com\/research\/the-state-of-b2b-digital-marketing-5-findings-that-will-influence-your-next-steps-2021-research\/\"> <span style=\"font-weight: 400;\">its primary objectives<\/span><\/a><span style=\"font-weight: 400;\">. For most B2B marketing teams, the top aim is to create an engaging, exceptional customer experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Strategic direction should dictate the overarching responsibilities and channels of each marketing team. Staying afloat while balancing marketing responsibilities like SEO, content marketing, and social media management does not leave much room for additional work.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best marketing teams also build flexibility and grant team members ownership to move forward with short-term focused projects and test or trial new opportunities.<\/span><\/p>\n<h3><b>Make Decisions with Data<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">There are many tactics, playbooks, and frameworks in B2B marketing\u2014maybe more than ever. But ultimately, top marketing leaders look to data to lead their decision-making.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">QUOTE: <\/span><span style=\"font-weight: 400;\">Many top marketing leaders mention data-driven decision-making as a key element of their success and growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being a data-driven organization is not a fad \u2014 it\u2019s a must-do for B2B marketers to demonstrate an understanding of their customer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Any this-or-that decision can be answered with research or testing. Want to try out a new content type or reach a new audience? Create a test that compares A to B and measure its performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using data goes beyond analytics and performance metrics. Encourage marketing team members to incorporate research and insights from third-party sources. Avoid analysis paralysis by seeking assistance from data scientists and analysts who can help make sense of what data is available.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Many top marketing leaders mention data-driven decision-making as a key element of their success and growth.<\/span><\/p>\n<h3><b>Encourage People to Have Ownership<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">No matter how good your strategy, how perfect your tools are, and how wonderful your people \u2013 disagreement and dilemmas will happen. I promise.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, when disputes arise, great marketing teams almost invariably solve the problems themselves. They do so with outstanding communication between the affected parties. While no team member is looking to sow or create conflict, the ability to foster a culture where people can get to resolution without senior intervention is crucial to growth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hiring and developing <\/span><span style=\"font-weight: 400;\">self-starters will help set examples for the team as a whole. Jason Keath, CEO at Social Fresh, noted that self-starters are a key component of a strong team. Empower these marketers to lead a project or assist with a greater contribution. Give them additional ownership to research, find answers, discover roadblocks, and suggest solutions.<\/span><\/p>\n<h3><b>Provide Real-time Feedback<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Successful B2B marketing leaders are constantly providing input to their teams. They may have annual review cycles, but they don\u2019t wait for those to praise or course-correct their people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This ingredient is closely associated with the rapid and dramatic acceleration of digital maturity and necessary skills caused by the COVID-19 pandemic. The past two years have forced organizations and employees to close the gap on new workforce skills.<\/span><span style=\"font-weight: 400;\"><br \/><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Successful leaders are focused on skill-building to increase their team\u2019s aptitude. McKinsey found that redeploying talent to new roles is the second most critical way to close skill gaps.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Assuring that there is a forum for observations and reaction makes managing teams much less cumbersome and does wonders for eliminating surprises lurking in the shadows.<\/span><\/p>\n<h3><b>Advocate for Positive Corporate Culture<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">We are watching The Great Resignation happen in real-time. About 30% more people than average quit their jobs in 2021. Many of you reading this are participating in some way, either willingly seeking out a new job or reacting to losing or filling critical members of your team.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A top reason for resignation is that employees no longer tolerate crappy working conditions and <\/span><a href=\"https:\/\/sloanreview.mit.edu\/article\/why-every-executive-should-be-focusing-on-culture-change-now\/\"><span style=\"font-weight: 400;\">culture<\/span><\/a><span style=\"font-weight: 400;\">. Toxicity in the workplace is real, but it wasn\u2019t discussed out in the open \u2014 unless you consider between junior level employees over happy hour or in boardrooms during annual Leadership retreats.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Executive team advisor Liane Davey describes<\/span><a href=\"https:\/\/www.lianedavey.com\/how-to-tell-if-you-have-a-toxic-work-environment\/\"> <span style=\"font-weight: 400;\">toxicity in the workplace<\/span><\/a><span style=\"font-weight: 400;\"> not only from a policy and process standpoint, but also for culture, leaders, employees, and customers. Marketing leaders can\u2019t afford to overlook toxicity, and the best leaders address this head-on to ensure team and company culture are the safest they can be.\u00a0<\/span><\/p>\n<h3><b>Putting Into Action<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The best marketing teams have a mix of hard and soft skills and empower their marketers. <\/span><span style=\"font-weight: 400;\">Which of these seven ingredients of great B2B marketing teams do you see in your own team?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which do you need to work upon? <\/span><\/p>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><br \/>\n<br \/><iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.convinceandconvert.com\/convince-convert\/7-ingredients-of-great-b2b-marketing-teams\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>B2B marketing is more complex than ever before. A familiar refrain, one that unfortunately continues to be true. More tools. More technology. More competition. More&#8230;<\/p>\n","protected":false},"author":1,"featured_media":4222,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-4221","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Ingredients of Great B2B Marketing Teams - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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