Transcript A day in the life… …of a B2B Marketing Manager

Being a B2B Tech Marketer
Leigh Hopwood
B2B Technology Marketing Consultant
Website www.reddmarketing.co.uk
Email [email protected]
Call 07746 249132
LinkedIn /leighhopwood or /reddmarketing
Twitter @leighhopwood or @reddmarketing
2009 2010 2011
Chair of CIM South East
Marketing Consultant
Client Marketing Director
2006
Chair of CIM Surrey
2003
Head of Marketing
Joined CIM Surrey committee
1999 2000 2001
Marketing Manager
Chartered Marketer
DipM MCIM
1997
Marketing Communications Manager
1995
BSc (Hons) Business IT
Wrote to tech businesses
Marketing Executive
Started studying CIM
…1993
Placement Year
Saturday jobs
How I got here…
2013
What’s unique about B2B tech?
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Jargon!
Company size – many SMEs
Large deal sizes
Long sales cycles
Business and IT DMU (decision making unit)
Influencers are important
Relationships are key
Develop customer advocacy’s
Vendor and channel relationships
The marketing role = marcoms
Vendor
Channel
• Sprawling global marketing
team
• Potential for travel
• Central Team own the brand
• Marketing assets provided by
Central Marketing team
• Local delivery (Field
Marketing)
• Channel Marketing v Field
Marketing
• Access large agencies
• Larger budgets; greater need
for ROI
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Small intimate teams
Board level engagement
Own the brand
Control over marketing plans
Creating everything from
scratch
• Greater breadth of marketing
experience on offer
• Agency selection based on
capability; boutique agencies
• Marketing on a hunch!
A year in the life…
• Annual planning process
• Align sales and marketing
• Campaign planning
• Campaign execution
• Communicating with stakeholders
• Evaluate ROI
When to use which tactics
Events
Key takeaways
• Planning is essential
• Use the right tactics, with the right message, at the right
time, to the right people for the desired outcome
• Thought leadership for brand awareness; be
memorable, recommended and visible when they are
looking for a solution
• Monitor and measure effectiveness
The B2B tech industry…
• Growing, fast paced industry
• Need to ‘get it’ from a business perspective
• Lots of opportunity in marketing, but can be difficult to
get into