Expectations of a B2B Marketer: Insights from a CEO and Marketer's Perspective

From the CEO’s Desk: Vision and Performance 

As a CEO, I expect a B2B marketer to be the torchbearer of our brand in the corporate marketplace. Their chief aim should be to understand our business goals and translate them into effective marketing strategies that resonate with our target audience. A marketer must be both a visionary and a tactician, capable of creating compelling narratives around our products and services.

Expectations and Deliverables 

From the C-suite, we anticipate a B2B marketer to:

1. Understand the Business: Have a thorough grasp of our products, market position and the specific pain points of our customers.

2. Strategic Planning: Develop and implement a comprehensive marketing strategy that aligns with our long-term business objectives.

3. Lead Generation: Build a robust pipeline of leads by leveraging various marketing channels suited for B2B outreach.

KPIs and Reporting 

Key performance indicators (KPIs) should include:

• Lead conversion rates
• Customer acquisition costs
• Return on Marketing Investment (ROMI)
• Customer Lifetime Value (CLV)

Weekly reporting must contain: 

• Campaign performance analysis
• Lead generation and qualification metrics
• Progress on set KPIs
• Insights and recommendations

Managing Inside Sales 

A B2B marketer should work in lockstep with the inside sales team, ensuring that the leads provided are of high quality and that there is a clear strategy for lead nurturing and conversion.

From the B2B Marketer’s Perspective: Implementation and Adaptation 

As a B2B marketer, it's my responsibility to bring the CEO’s vision to life and meet the business's growth targets. My role demands a blend of creativity and analytical prowess to understand and operate within the B2B market successfully.

Expectations and Deliverables

My job entails: 

1. Content Creation: Producing high-value, SEO-optimised content tailored for a B2B audience.

2. Marketing Campaigns: Designing and executing campaigns across channels, including email, social media and digital platforms. 

3. Sales Enablement: Equipping the sales team with necessary marketing materials and insights.

KPIs and Reporting

I keep a close eye on:

• Engagement metrics on content and campaigns
• Pipeline growth
• Sales cycle length
• Web traffic and user behaviour 

My weekly reports highlight:

• Summary of content and campaign performance
• Tracking against KPIs
• Upcoming week's marketing activities
• Adjustments based on performance feedback

Collaborating with Inside Sales

To ensure marketing and inside sales are synchronised, I: 

• Regularly meet with sales to align on goals and messaging
• Use lead scoring to prioritise and hand off leads
• Develop feedback loops to refine marketing tactics based on sales insights

Synchronising Expectations

The synergy between a CEO’s strategic expectations and a marketer's tactical execution forms the bedrock of a successful B2B marketing operation. By establishing clear deliverables, adhering to measurable KPIs and fostering an environment of collaboration between marketing and inside sales, businesses can craft a narrative that not only reaches but resonates with their intended B2B audience, driving growth and establishing lasting industry relationships.