How B2B marketers can do more with a smaller team
It goes without saying that this year wasn’t what any of us were expecting. Without being too doom and gloom, it’s been difficult on people and businesses alike. Sadly, for our industry, among those hit hard by the economic downturn were marketers. So what does this mean for the future of your organisation? We all know that marketing is the engine room of a company and is responsible for generating future revenue. So now what? Well, yes it’s been a challenging year, but it’s not the end of the story. At Really B2B, we are pragmatic experts who adapt and overcome issues, so here are a couple of ways you can ensure your remaining marketing people are maximising their efforts… and your bottom line.
Streamline your social channels
Don’t waste your time marketing across all social media channels. Look at the social channels that currently generate relevant traffic and leads for your site today and focus solely on these. It’s the same old story for marketers – why market your product/service on particular social media platforms, if your customers don’t use these sites. Or perhaps they do use these sites, but not for the purpose of researching and buying. Based on your research, you might benefit from targeting a more niche platform, rather than a more popular one where costs and competition will both be higher. Once you know where you customers spend their time and money – use your marketing budgets there.
Find out who is good at what
When you’re working with a smaller team, each individual has to take on more tasks than they usually would. So, to identify which of your people are qualified and capable of handling particular tasks, perform a talent assessment. This will enable you to identify each employee’s unique strengths and weaknesses. This also has the added benefit of driving productivity – as simply learning about their strengths and positive characteristics makes employees 7.8% more productive, and strengths-focused teams are 12.5% more productive.
Delve deeper into this topic
At Really B2B, our goal is to help businesses grow by planning, creating and implementing fully accountable B2B marketing strategies that deliver return on investment. So, if you want to minimise the impact of 2020 on your business and maximise the efforts of your marketing time, check out our latest tipsheet and find out how best to do it…