Move with the times - N°26

Hi everyone,

⏰ How not to be too late in your marketing, skills and mindset? By moving with the time and being on the correct train 🚆 Ready to board and look forward? Your "Marketing x Teams x Entrepreneurs" newsletter N°26 is waiting for you.

#marketing #marketers #career #futureofwork #tech

{Marketing}

Welcome to the B2B century

B2B categories are more significant and growing faster than B2C. So, for Peter Weinberg and Jon Lombardo, heads of research and development at the B2B Institute, the learning is explicit:

“B2B isn’t a niche, it’s a goldmine.” - Peter Weinberg and Jon Lombardo.

This is also true when looking at advertising elasticity and what it means for sales, according to the article published in MarketingWeek. Is the strength of B2B a challenge for the current marketers? Not really:

“Yes, the marketing industry will need to adapt and retool itself for the B2B century. But at its core, the B2B century will require the same skills as the B2C century: the ability to understand the customer’s needs, ensure the product is easy to mind and easy to find, and build distinctive brands that can charge higher prices.” - Peter Weinberg and Jon Lombardo.

Ready to focus more on B2B?

{Marketer}

The top marketer skills evolution

In her last article, Tequia Burt, Editor in Chief of the LinkedIn Ads Blog, reveals the changes in marketing skills listed by marketers on their Linkedin profiles from 2015 to 2022. What comes first? 1) Digital marketing; 2) Social Media Marketing; 3) SEO (making its first entrance in the top 10). More interesting than the ranking itself, in my opinion, is the overall change in the skills:

“Since 2015, the top 10 skills for marketing professionals have changed by 50 percent.” -Tequia Burt.

To keep yourself up to date, you will find a complimentary selection of 10 marketing courses in the article until the end of September.

{Career}

6 steps to prepare for your future career

Storyteller, motivating and structured, Maya Grossman is one of the best career coaches. In this article, she also challenges you to take action and start driving your career intentionally. Includes several ready-to-use templates.

{Async}

Do you need weekly team meetings?

I am a big fan of asynchronous communication, but I must admit, I still have much to practice in this area. That’s why I enjoyed the Linkedin post of MJ Peters so much: she leads a marketing team and doesn’t have a weekly team meeting. Instead, she developed an asynchronous approach that she explains concretely. Priceless.

{Remote}

Remote to the future

What does a remote experience look like? Iwo Szapar shares some personal thoughts, focusing on the change it represents:

“Transitioning to remote work is not a binary switch that is flipped. Remote is a journey of iteration — a tireless, evolving trek that demands a senior visionary and leader, or else your firm risks falling back into conventional habits or creating a fractured culture where no one is clear on what is expected.” - Iwo Szapar.

The article is an excerpt from Iwo’s book, “Remote Work Is The Way”, with the guest contribution from Darren Murph, Head of Remote at GitLab.

{Women}

How gender-biased assumptions affect female achievers (and your company)

There is a terrible reality about gender bias: this is that you don’t even notice them. That’s why I enjoyed reading this article by Elizabeth L. Campbell and Oliver Hahl on HBR, published in July. Because it shows what are the unaware mechanisms in action with recruitment, career advancement, and retention of women. The point about loyalty is incredibly enlightening:

“While it’s assumed that exceptional men will job hop to get a promotion, it’s assumed that exceptional women will stay loyal to their firm because they value their relationships with their coworkers. The assumption that women value these relationships is so strong that people continue to believe exceptional women will choose to stay even in the face of better, outside career opportunities.” - Elizabeth L. Campbell and Oliver Hahl.

A must-read for any manager.

{Tech}

Innovation, an endangered species at Google?

Considered for a long time an innovator hero, Google now seems to take a new path, as Mitchell Clark details in The Verge. Indeed, not only half of the projects of the Google startup incubator, Area 120, were cut, but employees should now be 20% more productive instead of spending 20% of their time on side projects which were supposed to make the company more innovative.

This new guidance doesn’t only affect the innovation but also how recruiters consider Google employees:

“(…) some recruiters looking to hire employees for startups are starting to look away from Google because they have the impression that the tech giant’s employees mostly maintain legacy products instead of building new ones.” - Mitchell Clark.

Maybe the end of an era.

PS: all the pieces of content were published in the last two weeks unless otherwise stated.

If you reach these lines, it means you read my newsletter: thank you!

I hope you enjoyed it.

Happy to read your comments!

Lucie.