What is, today, the primary task of a B2B Marketing Manager?
Institutional Communication, Brand Awareness, Events, PR? Not anymore.
There’s a shortage of budgets and it’s necessary to have a clear idea of the main activity that the person in charge of corporate marketing, a key function for the development and growth of the business, should be responsible for.
LEAD GENERATION, i.e. PROCESSING NEW SALE OPPORTUNITIES, is now the priority.
How’s the salesman’s schedule?
CASE 1: empty
CASE 2: full of appointments with existing customers?
CASE 3: full of reminder notes for contact tracing?
CASE 4: full of recalls, appointments with customers and some prospects?
If it’s case 4, we’re at a good stage, but probably, the prospect is so “cold” that the salesman on duty will give up and focus on some upsell to existing customers.
How to blame him?
He should cultivate the contact, inform him, mentalize him, clear his doubts, call and recall him, but he has no time and no tools and the sales meeting at the end of the quarter is getting close.
Here the support of marketing becomes essential to create, skim, filter, qualify and mature contacts, at least tepid, in order for the sales department to “work” safely on them.
Let’s say it again:
In the business-to-business sales system, the concept of lead generation plays a fundamental role and it is the primary task of B2B marketing to take on much more and well before any other activity.
That’ s because, in our philosophy, marketing as it was once conceived is now finished.
The time exclusively devoted on creativity, or the coordination of the supplier who will build the stand for the next fair, is over and the money is gone.
If a Marketing Manager really wants to contribute actively to the future of the company, he has to worry mainly about one thing: GENERATE QUALIFIED LEADS FOR SALES.
Lead generation is the bridge between marketing and sales.
Marketing and Sales should not be two watertight compartments that each go their own way, often ignoring each other, or even sometimes dissipating energy in a sort of underground rivalry.
If you’ve smiled, this article is for you: la-leggenda-di-follia-e-amore-e-il-destino-di-marketing-e-vendita
Marketing and sales must necessarily work as a team to achieve a common business goal:
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