A B2B Marketing Manager is a professional who plays a crucial role in driving business growth and establishing strong relationships with other businesses. They are responsible for developing and implementing effective marketing strategies specifically tailored to the needs of the business-to-business (B2B) market. In this blog post, we will describe the primary responsibilities and the most in-demand hard and soft skills for B2B Marketing Managers.

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Main Responsibilities of a B2B Marketing Manager

The following list describes the typical responsibilities of a B2B Marketing Manager:

Analyze

• Analyze and measure the effectiveness of marketing campaigns and adjust strategies accordingly.

• Analyze results and make recommendations to improve performance.

Assist

• Assist with organization and attendance at trade shows and conferences (post Covid-19).

• Assist with the creation of paid advertisement campaigns on LinkedIn and other third party sites.

Build

• Build and maintain strong relationships with key clients and partners.

• Build CRM journeys in Hubspot and set up reporting / dashboards.

• Build out Client Advocacy programs, collecting testimonials, outcomes and referrals.

Clean

Clean Tech Company of the Year - NE VCA.

Coach

Coach others in how to use the product, where required.

Collaborate

• Collaborate with cross-functional teams, such as product development, sales, and customer support, to ensure a unified approach.

• Collaborate with external agencies and vendors to execute marketing initiatives.

• Collaborate with the sales team to align marketing efforts with sales goals and objectives.

Collate

Collate and utilise data to inform new campaigns and the evaluation of existing campaigns.

Conduct

• Conduct customer journey mapping and develop targeted messaging for each stage of the buyer's journey.

• Conduct customer satisfaction surveys and gather feedback to improve marketing strategies.

• Conduct customer segmentation and develop targeted marketing campaigns for specific customer segments.

• Conduct market research and competitive analysis to identify trends, opportunities, and threats.

Contribute to

Contribute to the company's marketing strategy.

Coordinate

Coordinate with the product management team to ensure effective positioning and messaging of products and services.

Create

Create and manage marketing campaigns across various channels, including digital platforms, trade shows, and conferences.

Define

• Define CRM strategy to support B2B customer acquisition and lifetime value management.

• Define key performance indicators for product marketing, and reports on market position and KPIs.

• Define the content plan to support CRM requirements throughout the customer lifecycle.

Develop

• Develop and deliver a global (product) marketing calendar.

• Develop and lead Benefit Fair Strategy and Tactics (on-site and virtual).

• Develop and maintain a strong brand image and ensure brand consistency across all marketing materials.

• Develop and manage the marketing budget to ensure efficient allocation of resources.

• Develop and produce thought leadership events, seminars, webinars.

• Develop compelling marketing collateral, including presentations, case studies, and white papers.

• Develop comprehensive B2B marketing strategies to generate leads and drive revenue.

• Develop content and write copy, when necessary, to support marketing activities and optimization.

• Develop project briefs to define campaign objectives, content, and launch plan.

• Develop revenue leading Manage and improve our advertising, promotional and partnership programs.

• Develop thought leadership initiatives to position the company as an industry expert.

Direct

Direct website content strategy.

Drive

Drive the GTM strategy and lead generation for marketing.

Ensure

Ensure oversight and successful outcomes on projects you are working and have taken ownership of.

Help

Help with rollout planning across different markets.

Identify

• Identify and implement strategies to upsell and cross-sell products or services to existing customers.

• Identify and target key decision-makers within the target market.

• Identify partnership opportunities and negotiate mutually beneficial agreements.

• Identify, research, and recommend ideas to improve our results.

Implement

• Implement changes that will improve performance.

• Implement customer relationship management (CRM) systems to track and analyze customer data.

Lead

Lead Social Media growth, social engagement, social following and content strategies.

Localise

Localise content, assets, product and associated collateral tailored for individual markets.

Manage

• Manage and optimize the company's online advertising campaigns, including pay-per-click (PPC) and display advertising.

• Manage and optimize the lead generation and nurturing process to maximize conversion rates.

• Manage international marketing budget, and deliver strong return on investment.

• Manage marketing spend and measure performance of marketing campaigns.

• Manage Marketing team support staff.

• Manage the budget for all B2B marketing initiatives.

• Manage the company's online presence through website optimization, content creation, and social media engagement.

• Manage the organisation of any B2B trade shows, exhibitions, webinars or podcasts.

• Manage third party agencies and resources.

Monitor

• Monitor and report on key performance indicators (KPIs) to track the success of marketing initiatives.

• Monitor effectiveness and impact of current content campaign initiatives - optimizing accordingly.

Optimize

Optimize existing website content, including development of keyword strategies and on-page SEO.

Organise

Organise Codurance events and manage the participation of Codurance at key third party events.

Oversee

• Oversee marketing lead generation.

• Oversee orders and fulfillment of Finexio promotional items.

• Oversee the execution of Hot Pot China's marketing strategy.

Own

Own the story-telling effectiveness of client presentations and materials.

Perform

Perform ongoing tracking and reporting on B2B marketing initiatives.

Plan

• Plan and execute industry events and conferences to enhance brand visibility and generate leads.

• Plan and manage all aspect of these events, either yourself or via a third party.

Provide

Provide support for the company's internal employee branding campaigns.

Setup

Setup, manage and maintain Hubspot.

Stay abreast of

• Stay abreast of industry regulations and compliance requirements related to marketing activities.

• Stay updated with industry trends and emerging technologies to identify new marketing opportunities.

Support

Support the sales team with marketing materials, presentations, and competitive intelligence.

Track

• Track, analyse and report on the performance of your marketing campaigns.

• Track and report on marketing spending, regularly assessing ROI on campaigns.

• Track record of achieving marketing-led revenue targets.

• Track specific campaign ROI and influence the allocation of marketing spend.

Translate

Translate CRM strategy into a phased plan of activities aligned with the Sales team's plans.

Travel

Travel to trade shows, stakeholder planning sessions, and other events is required for this role.

Utilize

Utilize marketing automation tools to streamline processes and enhance campaign effectiveness.

Work with

• Work with agency and client teams to understand and shape the client's briefs and tactical roadmaps.

• Work with the PR team to maximise all content to deliver coverage in key media.

• Work with the sales team to devise lead generation / sales collateral.

Most In-demand Hard Skills

1. Digital marketing expertise, including proficiency in SEO, SEM, email marketing, and social media marketing.

2. Data analysis and interpretation skills to derive insights from marketing metrics and analytics tools.

3. Proficiency in marketing automation and CRM platforms, such as HubSpot, Salesforce, or Marketo.

4. Experience in using web analytics tools like Google Analytics to measure and optimize marketing campaigns.

5. Strong copywriting and content creation skills for developing engaging marketing materials.

6. Knowledge of graphic design tools, such as Adobe Creative Suite or Canva, to create visually appealing content.

7. Familiarity with project management tools to effectively plan and execute marketing campaigns.

8. Proficiency in using customer segmentation tools and techniques to target specific audiences.

9. Knowledge of A/B testing methodologies to optimize marketing campaigns and improve conversion rates.

10. Understanding of marketing automation workflows to streamline processes and improve efficiency.

11. Proficiency in using advertising platforms, such as Google Ads or LinkedIn Ads, to manage online advertising campaigns.

12. Experience in conducting market research and competitive analysis using various tools and techniques.

13. Knowledge of HTML and CSS for website optimization and email marketing customization.

14. Familiarity with video editing software to create compelling video content for marketing purposes.

15. Proficiency in using project management and collaboration tools, such as Trello or Asana, for team coordination and task management.

16. Understanding of customer relationship management (CRM) systems to track and manage customer data effectively.

17. Knowledge of content management systems (CMS) for website management and content publishing.

18. Experience in using marketing analytics tools to track campaign performance and ROI.

19. Proficiency in using customer survey and feedback tools to gather insights and improve marketing strategies.

20. Understanding of search engine optimization (SEO) principles and techniques to improve website visibility and organic traffic.

Most In-demand Soft Skills

The following list describes the most required soft skills of a B2B Marketing Manager:

1. Excellent communication skills to effectively convey ideas and messages to internal teams, clients, and partners.

2. Strong interpersonal skills to build and maintain relationships with key stakeholders.

3. Creative thinking and problem-solving abilities to develop innovative marketing strategies and overcome challenges.

4. Strategic mindset to align marketing efforts with overall business goals and objectives.

5. Leadership skills to effectively manage and motivate a team of marketing professionals.

6. Adaptability and flexibility to thrive in a fast-paced and ever-changing business environment.

7. Analytical mindset to interpret data and make informed decisions based on insights.

8. Collaboration and teamwork skills to work effectively with cross-functional teams and external partners.

9. Strong organizational and time management skills to prioritize tasks and meet deadlines.

10. Results-driven mindset with a focus on achieving measurable outcomes and driving business growth.

Conclusion

A successful B2B Marketing Manager possesses a combination of technical skills, such as digital marketing expertise and data analysis capabilities, and soft skills, including communication, creativity, and leadership. By effectively fulfilling their main responsibilities and leveraging these skills, B2B Marketing Managers can contribute significantly to the growth and success of their organizations in the dynamic and competitive B2B market.