As we move towards the end of 2023, building out a high-performing B2B marketing team has never been more crucial. A successful marketing team is vital to drive revenue and growth for your business. But where should you focus your efforts when scaling your marketing team? As a marketing director or head of marketing, it's essential to hire the right skills to achieve success. I speak to b2b marketing heads day in and day out and here's my take on what we are seeing as key skills you’ll need to create a successful team in 2023 and beyond.
ANALYTICS
Marketers with a strong analytical background can help track and measure the effectiveness of campaigns, optimize marketing efforts, and make data-driven recommendations to improve overall marketing performance. Without someone in your marketing team who can analyse your efforts, it's impossible to know what's working and what's not, making it challenging to make informed decisions and optimize your campaigns for success.
PERFORMANCE MARKETING
Hiring an in-house dedicated performance marketer should be a priority. This individual can constantly test, experiment, and build new paid campaigns. Having someone who understands what channel to use when is crucial to ensure when campaigns are going off track.
CAMPAIGN MANAGEMENT
Campaign managers should be all about trying and testing new ideas. They need to be comfortable with doing this fast, pivoting fast if things don’t work. So look for softer skills such as adaptability and creativity. People who have good multi-channel experience – such as social, email and paid.
CONTENT STRATEGY
Content serves as the backbone of your demand generation engine, search strategy, and brand image. It's vital to hire individuals who can create high-quality, engaging content and optimize it for search engines to drive traffic to your website. Building a team with the skills to develop effective content strategies and execute them can make all the difference in attracting and retaining customers. Look for individuals who have skills in making complex b2b propositions engaging and can weave in SEO tactics to drive traffic.
ABM
Account-Based Marketing (ABM) is a strategy that focuses on targeting specific accounts and creating customized campaigns to engage them. Marketers with ABM skills have the ability to identify high-value accounts, as well as working to, increase the relevance and effectiveness of your marketing efforts into those accounts. All in all, leading to higher conversion rates, shorter sales cycles, and ultimately, increased revenue and growth. In today’s landscape building deeper relationships with your existing accounts is most likely to be an effective use of resources.
PRODUCT
Having a Product marketer on the team can also help ensure that customer feedback is incorporated into the product roadmap, leading to a better product-market fit and ultimately, higher customer satisfaction and revenue. Look for individuals who can understand customer needs and can build strong relationships with other departments.
Building a successful B2B marketing team with the right skills is crucial for 2023 success. Marketing will have to work harder and smarter to drive leads and revenue during the economic uncertainty. Making strategic hiring decisions and building out highly skilled marketing teams will be key to growth and in turn will have a significant bottom-line impact.
Jo Wassell
Managing Director
At Invoke, we have been helping Marketers develop outstanding careers in the space for over 7 years. As former marketers ourselves, we really understand the world you operate in. If you want to find out how we can help, call us on +44 (0)7739 286911 or email us at hello@invokerecruitment.com