Saas Marketer - You're real job as a b2b marketer

your real job as a b2b marketer

It's not what you're thinking...

May 11

Yo team,

We're back...

It took Fame one year to acquire our first nine clients and then just four months to acquire our second nine clients. Things are getting interesting...

In the meantime we also completed a $270k launch with bCast... we don't get that amount of course... as there were affiliates etc, but it is a nice lump of cash to re-invest back into product development.

I will elaborate on this further in a future podcast episode but for now...

I want to talk about what your job as a B2B marketer actually is.

Let's get into it...

One of our clients recently just got promoted to Head Of Communications.

It's a big role for an approx. 600 person business.

When we started working together, she was just a senior marketing manager.

This got me thinking...

What are we really doing here as B2B marketers? What are we trying to achieve?

Well, first off, we're selling to businesses, so if we're going to keep our job/grow our business then we need to add value to our customer: the business.

Though of course a business is simply made up of people... so we need to add value to these people.

To add value to these people we have to understand:

What do these people want?

Ultimately, it's to get promoted.

These "in house" people want to:

Look great in front of their peers
Get praise from their boss
And ultimately get promoted

Now I hear you saying: "But I'm just in the marketing team, I can't impact what the product team builds?"

Yes you can.

There are three things you can do:

1. Create content that will actually help them

When you produce any email, blog post or podcast episode, ask yourself... "will this information really help our customer persona?"

2. Be a champion for the customer

You, as the B2B marketer, needs to know the customer better than ANYONE in the business. And when you do, you then need to ensure that the product team are kept up to date with your knowledge of how you can get this person promoted.

3. Share your wisdom

As a B2B marketer, you need to start understanding the problems of your customer persona better than they do themselves. When you start doing this you will find that you start learning things that could be of value to this persona.

So whenever you speak to this person (which hopefully should be often!), share everything you know that could help them.

If we collectively shifted the amount of time and effort we spent on generating vanity metrics in the attempt to get ourselves promoted... and focus on how we can get our customers promoted in their business, then we will improve lives whilst also reaching our goals faster.

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