This is the final post in my series The Seven Deadly Sins of B2B Marketing. We have looked at a number of sins committed, most unintentionally by B2B marketers but this final sin really is the cherry on top. As the B2B marketplace for most industries has become more competitive, there is a greater need to identify most valuable customers, attract more of them and to tell marketing stories in a compelling way. But getting help with the marketing skills to do these things well has not been a priority.
Too often the marketing function is delegated to a manager in another discipline as an add-on responsibility. This may be the only option in a lean organization, and it can work. But don’t assume this manager can quickly develop the requisite skills needed to plan and execute marketing strategy or programs well. Unfortunately the Seven Deadly Sins are most likely to be committed by a distracted, part-time manager who isn't focused on marketing.
Organizations need to provide the budgetary and management support to allow these hybrid marketing managers to hire outside help. By allowing your marketers access to an expert who can quickly identify what needs to be done and help plan to do it, you can rest assured that you aren’t committing any deadly sins.
Marketing deserves your attention. Great service at an acceptable price is now table stakes and therefore difficult to leverage as a source of competitive advantage. You need smart marketing to help understand the market, identify profitable niches, and create awareness and understanding of your company’s unique value among those most likely to purchase your services.
