Help us determine the core skills for B2B marketers
What are the core skills that a B2B marketer needs in 2014? Over the last five years, much of our efforts as an information provider for business marketers has been focused on the new and emerging skills and expertise that practitioners have needed to acquire, given the switch-over to digital channels and the new thinking around demand generation and revenue performance management (RPM).
But what about the fundamentals of B2B marketing? I’m talking here about the core marketing skills that transcend fads fashion and are channel or technology neutral – and which all marketers need as the foundations of their knowledge.
As part of our growing focus on professional development in B2B, we’re seeking to explore this issue, and I wanted to gauge the views of leading practitioners, with the aim of getting some consensus. This should help B2B marketers at all levels improve as practitioners and ultimately help both organisations and individuals to succeed.
Below is my proposal for what these core B2B marketing skills should be – I am indebted to Shane Redding of Think Direct for her assistance in finalising this list. I would appreciate your thoughts and comments – have I missed anything? Any feedback would be appreciated – have I got it right or wrong? I look forward to your thoughts – thanks in anticipation.
Core skills for B2B marketers (in no particular order):
• Marketing planning and strategy – including research, budgeting, resource allocation.
• Customer insight, segmentation and profiling – including research, data strategy and management.
• Aligning and integrating marketing with business planning and strategy
• Measurement and reporting
• The role of the brand – internal and external
• Marketing campaign implementation, processes and management
• Sales and marketing integration - including revenue alignment
• Product and service lifecycles – including pricing, position and mix
• Customer journey – including the buying cycle and customer lifecycle customer service
• Customer lifecycle – acquisition to retention lifetime value.
• Communication and promotion – including on and offline marketing channels.
• Routes to market – direct and indirect.
• Legal requirements – current legislation, UK and EU.