5 Key Competencies Every B2B Marketing Team Needs To Master

When marketing makes customer research a formalized project, you come to the table with insights for the rest of the business. And that’s a very powerful position.

Stacey Danheiser — former Fortune 500 marketing leader, bestselling author, and Founder of SHAKE Marketing Group — joins Connor to discuss the five core responsibilities of marketing. Learn about ways to expand the impact of marketing, methods for gaining credibility and influence on strategy, and the reasons B2B marketers need to know their customers better.

Key Takeaways

• Know marketing’s role in the organization — and then improve it. Perceptions of marketing vary across B2B companies and within their C-suites. Understanding the scope of your role helps you increase your internal and external impact by aligning leaders and influencing strategy. Prioritize internal marketing and use your leaders’ language — most don’t speak marketing.
• Understand the five core responsibilities of marketing. Be brand ambassadors, drive alignment based on customer value, focus on the entire customer lifecycle, enable sales, and generate demand. B2B marketing is often narrow-casted as awareness, which leaves money on the table and can slow your career.
• Discover what customers value. Conduct formal research, go on sales calls, and attend customer events to identify what B2B customers value. That line of sight benefits everything from product development to sales enablement. And being the central source of truth on customers gives marketing more impact — and sway.

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Watch the full interview below: