What it takes to be a game-changing B2B marketer

Jay Neale from the BMC explores what it takes to make a big impression where it counts

A desire to grow their clients' business

In today’s KPI world of impressions, click-throughs, likes, follows, shares and retweets, it’s essential that a game-changing marketer focuses on the main KPI – the growth of the client’s business. The above metrics are only indicators that the marketer can use to help grow the business.

An understanding of the overall business objective

In order to deliver results and achieve the business KPI, a game-changing marketer must understand the overall business objective. Understanding how this objective will touch both internal and external communications can have a dramatic effect on achieving business growth.

"By delivering great content with creative execution, the game-changing marketer will always be playing the loudest tune on the jukebox"

An analytical approach to data to understand the target audience

A game-changing marketer must be as analytical as they are creative. A deep understanding of data associated with the target audience will ensure that a campaign’s creativity and execution fit the profile of the target audience. Never has this been truer in B2B marketing.

The ability to produce great content and creative to engage your audience

There is more ‘noise’ in the world (both in a physical and social sense) than ever before, and the volume of this noise actually looks set to be turned up a notch. By delivering great content with creative execution, the game-changing marketer will always be playing the loudest tune on the jukebox.

Measuring and communicating effectiveness to the clients

Budgets are forever being squeezed and ROI is a term used not only in the boardroom but across the business as a whole. In today’s world, delivering the above four points isn’t enough. The game-changing marketer must be able to measure, communicate and, above all, be positive about the impact marketing is having on the overall business growth.

Jay Neale is founding partner of The Agency Works and MD of the Business Marketing Club. The BMC and The Agency Works are both category sponsors of the B2B Marketing Awards 2016.