¿Qué debes hacer antes de comenzar una carrera en Estrategia de Marketing B2B?

I recommend spending a few years in B2B sales. There is nothing that replaces the experience of a front line, real world engagement connecting with prospects and customers. It is where the hard value of B2B marketing is hidden. You will be a significantly better equipped marketer for spending time in front of the customer with the full commitment that a sales role demands. Understanding customers, and how to translate the value prop to connect with that customer perspective is critical to your marketing performance. Once you have that customer centricity, you can then build your marketing value from the perspective of the customer, which matters most. It will also serve you in building better partnerships with your sales counterparts.

Before starting a career in B2B Marketing Strategy, gain a solid understanding of the B2B landscape by researching industry trends, target audiences, and competitor strategies. In my experience, acquiring a foundational knowledge of marketing principles and the specific challenges of B2B environments is crucial.

Here are some things you need to take into consideration when starting a career in B2B marketing strategy. Understand Your Audience: Know your target businesses and their needs. Research their pain points and goals. Networking: Connect with professionals in the B2B space. Attend industry events or join relevant LinkedIn groups to build relationships. Data Analytics Skills: Develop basic skills in data analysis to measure and optimize marketing performance. Digital Marketing Basics: Get a grasp of fundamental digital marketing tools and strategies, as they play a crucial role in B2B marketing. Communication Skills: Hone your ability to convey complex ideas. Effective communication is key in B2B marketing. Communication skill is key.

The first thing is to understand that businesses don’t buy anything, people do. All too often marketers assume that business decisions are made rationally, when in fact at least half of the decision is emotionally driven. Do your research. Understand their personal motivations. Second, understand that most major decisions are made by committee. Taking the first point into account, this means you need to tailor your messaging to all members of the buying committee. Your job as a marketer is to facilitate consensus among those making decisions. Create a common language. Build trust. Then you’ll earn the business.

Here is my advice for a good start: - B2B and B2C are not the same but equally about PEOPLE, more than anything else. So don't forget you will be creating campaigns or strategies to talk to PEOPLE. Brands don't talk (yet). - Search for what others have already done. - Read articles and books from people who did great or made mistakes (I personally learn more from mistakes) - Try tools, start to build your personal digital presence as a "brand". It will help. - Be focus on the results. B2C pleased you with big numbers and massive campaigns. B2B is more about the quality. Don't get sad if you get 1 lead in a month, this lead can pay the bills depending on the product.

When starting with the B2B marketing strategy, you need to follow that basic fundamentals of the 6Ps of marketing. Competitive analysis helps - which channel/medium is working for your competitor using and will that work for you. SWOT Analysis and SMART goals helps with criticality, timelines and deliverabilities. Based upon the industry in which you are in, you will also get a fare idea between Inbound vs Outbound marketing which works for your product/service. Which channel sees the best conversion. Is it online channels (website, social media, webinars, etc.) or offline (conferences, networking events)? Create funnel based conversion goals to aid the buyer's journey of awareness > consideration > decision.

I achieved a formal marketing qualification. It will teach you the building blocks of marketing and earn you credibility. There are differences between b2b and b2c marketing but they are not worlds apart. If you’re a good marketer, you can market anything. If you start in B2B and you’re new, spend time with your sales force. At its essence is the value proposition. Who do you help? What problems do you solve? How do you help? And why are you different? Always ‘walk in your customer’s shoes’ and analyse all available data to build a rich view of your customers and prospects. This will help in terms of customer segmentation, targeting, proposition development, messaging and channel selection.

Entendendo exatamente como trabalhar demanda, você tem que identificar a melhor estratégia de Go To Marketing. Que pode ir do PLG (para tickets baixo) até o ABM 1:1 (para tickets altos). A lógica é a mesma e o objetivo das empresas é o mesmo: receita. Seja uma SaaS PLG low ticket ou uma consultoria de venda consultiva de ticket alto. Ter esse entendimento é fundamental e é o time de marketing que tem que direcionar as ações mediante ao GTM.

Some B2B marketers are former salespeople who don't want to travel or talk to prospects anymore. Some are technicians who think B2B marketing can be reduced to an automated conveyor belt. But B2B marketing can't solely be about either. One must understand those elements, but you've also got to understand the principles of brand, the marketing funnel, and human psychology. So don't neglect these.

The first thing: learn sales. Getting a first-hand view of how B2B sales processes work can help you in a major way. The best way to get this knowledge is to work some time in sales or a sales support function. This will help you in a major may in the future while building sales and marketing alignment.

O seu portfólio e cases vão estar associados ao conrtrole e aumento de share de mercado. Isso é traduzido em mais deals e mais receita. Tendo claro como você gera valor, ir para eventos, compartilhar no LinkedIn, participar de comunidades online, tudo isso ajuda, mas o mais importante é: gere valor (esse é o drive de qualquer portfólio).

create create create! Sign up for competitions, join groups, network, volunteers and get involved! This will give you an opportunity to meet people, develop your skills, and push your limits. The right competitions and connections will eventually open doors!

A great way to get started is to reach out to local businesses in your area. Many smaller entrepreneurs need professional marketing help but do not have the time or resources to pursue it. If you want experience, good references, and the ability to do something good for your local community, look for businesses you can help in your free time.

Gather case studies and testimonials. If someone asks you some highlights of your career you should be able to rattle off at least 3 amazing case studies you’ve done and the results you’ve achieved. If you need to work for free to gather a couple, do it.

If you don't want to rely on networking events that can leave you wondering about the day of tomorrow, you can also rely on lead generation experts or even advertising. Both options suit well in this scenario as long as you're prepared to convert potential clients into paying clients. Even though they require skills and are time consuming, content marketing, email marketing, social media engagement, and SEO are a great way to acquire cheap b2b leads.

Just get started. You won't have B2B skills (yet). You won't know the fundamentals (yet). You won't know best practices (yet). You won't have a portfolio (yet). You won't have a network (yet). Jump into the deep end and start to figure things out. Observe more senior team members (to see what you should, but also shouldn't, be doing). Talk to others about what you're seeing. Experiment. There's no equivalent of a medical or law degree to be able to enter the B2B world. Just get started.

The best strategists (in B2B marketing or otherwise) are excellent “doers” first. Only those people who’ve been on the front lines and have the battle scars and experience to show for it will be able to offer valuable strategic advice. Those who haven’t done any doing themselves will only be able to provide views either learned from text books/courses or that are second hand. So get some experience at the pointy end of B2B marketing first, learn the craft, and then step into strategy.

If you are standing up a new B2B marketing team take time to explore the level of "marketing literacy" amongst colleagues who "own" the products and services you will be marketing. If they think that "marketing is brochures and web pages" then strap in ... it's going to be a long process. But it is doable and it can be very rewarding. If you come in too hard, too quick, talking about upsell/cross-sell, funnels, flywheels, conversion, dashboards, KPIs etc etc ... they aren't ready yet. Take a dual approach: Satisfy your colleagues by providing some of the output they expect i.e. banner stands, brochures. But whilst doing so, take time to work with colleagues to fully explore what they do and gradually apply true marketing to it.

The B2B marketing is very different from B2C. Most importantly you are not selling or marketing to one specific persona, but rather to a group of people who make a decision collectively. Someone in a company might really like your product or service,.and then another person in the same company might totally oppose the purchase. You need to have the answers for all of the people who make the purchasing decisions at different stages - they will also have different concerns.

Entenda o porque você está fazendo em nível estratégico antes de cair para o tático. O problema de muitos times de marketing hoje é que eles estão presos na operação tática. E por não terem conhecimento estratégico, não geram valor da melhor forma e estão sempre ansiosos ou em "conflito" com vendas. Entenda como gerar mais receita para a sua empresa e comece. Você não vai acertar de primeira, e nem deveria!